03 Apr 2009
As the season nears its conclusion, Tom Glick, chief executive of Derby County, explains the Coca-Cola Championship club’s latest marketing initiative and why it’s not all doom and gloom for football despite the difficult economy.
Twelve months ago we at Derby were asking our fans and corporate partners to sign up for another year’s association with the club, despite having already been relegated from the Premier League.
It is testament to the support of our fans that as a club we added over 4000 new season ticket holders and we are equally proud to have the highest average attendance in the Championship.
Now we are asking fans to again make that commitment again. Results since Nigel Clough’s arrival as manager have inspired all of us at the club, but as business executives we have to be mindful of the economic situation facing our fans and the East Midlands region.
We have instigated a true Fans First approach this season - a best in class attitude to how we interact with the most important people associated with Derby County. This is evidenced in our innovative partnerships, including with Buymobilephones.net, and in how we communicate with our fan base.
We believe in a proactive relationship that includes being transparent with our fans, treating them with respect and valuing their suggestions for improving the club.
Next week nearly 800 fans will come to Pride Park to listen to us, the senior executives, Nigel, our players and Derby County playing legends from the past. The proceedings will be broadcast on our website and will form part of a series of events, aimed at bringing all parts of the club together.
We will reaffirm to fans, our desire and plans to make this club successful again. We will listen to their concerns and communicate to them that as a club, we will always put our fans first. These promises to make up our brand position….Together – We Are Derby!
These difficult economic times call for innovative and clear leadership from all club boards and executives. The passion that our industry engenders creates a strong bond between a club and its fans, but as leaders we should not take this special relationship for granted.
We continually strive to deliver real value for our stakeholders, while seeking to invest in long term improvements - both on and off the field. At Derby we have set ourselves a challenge, to sell out our final series of home fixtures for the season and build momentum for the next.
To achieve this we need our staff, as well as our fans, to buy into our plans. As Nigel Clough and his team look to finish the season on a high so do we as Derby County Football Club.
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