Sit down and there comes text ãoo!
I have a certain difficulty in broaching some subjects in a frowning way. Perhaps this is a legacy of my passion for the old RGT humor programs, those from the 80s to the mid-90s. Viva o gordo (my favorite), Chico Anysio Show, Escolinha do Professor Raymundo, TV Pirata, os Trapalhões (trapalhões root, complete team, from “toco e me voy”), so many… and, finally, Casseta & Planeta.
I loved Casseta & Planeta, especially when they made fun of the telenovela that had just shown the chapter before their program. I liked it even more when Maria Paula appeared on the TV tube. Possibly that emoji with drool dripping from the corner of the mouth was inspired by me, a teenager, watching the program in the frames in which she appeared more provocative. Of this last program, the oldest may remember the “tabajara organizations” and their arch-rival, the “Capivara Organizations”, by Seu Creysson. All this to say that, sometimes, some of INTER’s marketing actions seem to have been carried out by another fan of the program… only another crazy profile, a crazy person who takes the lack of sense in the products seriously.
Sports marketing is a crucial tool for the financial success of any football club. It is one of the ways that the club cashier manages to have recurring revenue. However, many teams still cannot find the right balance between fan member appreciation and financial return. An example of this is Sport Club Internacional itself.
Despite being one of the main teams in the country, INTER still faces difficulties in finding ways to encourage fans to become members. The club’s once enviable supporter program has stopped in time from any perspective we analyze, whether it be number of members, revenue or management model. One of the main problems that led to this situation is the lack of practical and tangible benefits for fans. In addition, members are often forced to put up with some “slipper”(1) sporting in their face, while the monthly fee is lacking in the budget of most fans.
To solve this problem, it would be necessary to create a plan to fill Beira-Rio on low demand match days, with partnerships to facilitate access. This would involve an entire experience, where fans could feel valued and recognized. Additionally, it would be necessary to create reward programs, gifts or recognition actions for members.
Unfortunately, Sport Club Internacional does not have any of these programs. In addition, often becoming partners, for those who live far from Porto Alegre, is only worth it if you have a father-in-law or a brother-in-law who is a gremist. This is a big problem, as fans often see no real advantage in being a member.
In order for Sport Club Internacional to have a sustainable supporter model, it is necessary to think outside the “village” (referring to Porto Alegre – I hate that term when referring to POA) and adapt to changes in the world. The on-ticket incentive model is too little these days to be called a business model. It is necessary to find ways to value fans and make them real partners, in addition to improving the experience of watching games in the stadium.
One of the actions that could be implemented would be the creation of reward programs for members. This could include exclusive giveaways such as signed shirts, tickets to special matches or access to VIP areas in the stadium. In addition, it would be interesting to create recognition actions for older members or those who have a history of supporting the club.
Another action that could be implemented is the drawing of exclusive opportunities for members, such as the chance to take a penalty against a reserve goalkeeper or under-20 goalkeeper at half-time. This could be a way to engage fans and create a unique experience for them.
In addition, it would be interesting to create loyalty programs for members. For example, members who play a certain number of games per season could earn exclusive benefits such as free tickets to future games or discounts on licensed club products.
A few years ago I already sent some suggestions to key people at Sport Club Internacional, including the plan to fill Beira-Rio on low demand game days, with partnerships to facilitate access and other actions I mentioned. Unfortunately, so far, I haven’t had any positive responses (even after 10 years!). I hope that these ideas can be considered in the future, as I believe they would be valuable to improve the supporter’s relationship with the team and, as a result, the club’s financial return.
Grades:
(1) “zé pantufa”: player with questionable technical resources and/or sports “cost-benefit” ratio who, despite this, receives a high salary paid by the club, money extracted directly from the fan’s skin. Make no mistake, leader, even the quotas that TV are the fruit of the commercial and financial potential of the fans. Capicci?