I think there's two parts to an opportunity that isn't fully addressed or recognised currently in our efforts to grow Nix numbers..
It goes beyond massive marketing budgets, media hype, big flash sponsors with deep pockets ..even, dare I say it, star players, a stronger squad, impressive performances and winning matches,even against illustrious EPL opposition.Yes, these things are all very important.and the momentum being built as we approach the 14/15 season looks promising,.fingers crossed.
In my opinion, the first part is fully understanding the answers to the question... what currently motivates about 1 percent of the greater Wellington population to front to EVERY Nix game??.. ..That's where the opportunity lies.
The answers will be around fundamentals like belonging, unity, shared memories and experiences...about building a club. a legacy..about making history.
Those epic memories... the sheer joy of the first ever Nix match season 1...Daniel's first Nix goal, drawing 2-2 with the A League champs MVFC! a day of firsts..what a day! The Beckham LA Galaxy Game ..2010 Finals football at the RoF, beating Perth in the penalty shootout then Newcastle 3-1 to progress through to the Prelim. Final..The 6-0 win v GCU here at the RoF.(spawned the "we want 7!" chant)..and plenty more...What an opportunity to be there and be a part of the evolving history of the Wellington Phoenix!
Supporting Our Team, in Our Town, in Our Region... things that resonate, have meaning and value, that engage us, that say why we go to watch every Phoenix match.in the season, ..rain or shine,..windy,freezing nights,..weeknights, late nights,..winning, losing...doesn't matter!
The core 4000 or so of us that are ALWAYS there, get it. Plenty more could get it too, if we shared the stories of why we turn up for every Nix game and if we invited them to come along too
The second part I believe lies with how the Wellington Phoenix Football Club treats and values membership and loyalty.
A successful strategy would firstly,
Identify those fundamentals of why we faithful one percenters come to every game, distill those fundamentals into a message or campaign that engages with and enrols more like-minded individuals to join us in supporting the Nix.
A successful strategy would secondly,
Consolidate that growing supporter base around a membership package that year on year encourages, recognises and incrementally rewards continued and ongoing loyalty..What can be learnt from the most successful football clubs around these matters?
If we grow the core 1%...imagine what it would be like if we could grow to 4 or 5% of the Wellington population... maybe more?