The Belgian Football Association 6 years of work «From the zero to hero» Presentation : Benjamin Goeders - @bgoeders
/ Servicing & Insuring 400.000 members & 2200 clubs Organizing 11.000 matches per weekend Administrating 250.000 matchsheets and ref. Reports Servicing 1 head, 9 regional offices & 1 nat traincentre Managing 160 people Managing 90.000 affiliations & 30.000 transfers Dealing with over 1.500 disciplinary cases Organizing 130 events Organizing the Cofidis Cup Training 6.000 Referees Managing 800 volunteers Supporting & coaching all National Teams Supporting, coaching & exploiting the Belgian Red Devils
2007, Dramatic situation Image Revenues Bye Bye Supporters Bye Bye Partners Crisis
Marketing Strategy NEED BASIS BE BELGIUM NO POLITIC AMBIANCE MODERN YOUNG = FUTURE WE NEED TO HAVE OUR OWN PLATFORME OF COMMUNICATION THAT WE CONTROL >< MEDIA ALWAYS NEGATIVE COMMUNICATE WE NEED TO HAVE OUR OWN MEDIA PLAN. STIMULATE the nation in case of good results
JUNE 2007 - EURO U21 HOLLAND a glitch of hope?? Mirallas, Vandenborre, Vermaelen, Fellaini, Lombaerts, Vertonghen WE FINISHED IN THE BEST 4 & QUALIFICATION FOR BEIJING 2008.
The OLYMPICS were a big success FIRST EUROPEAN NATION & FINISHED 4 th AT THE TOURNAMENT WE HAVE OUR PLAN
3 STEPS 1. Sign a significant number of Media Partnerships to give more exposure to the different products of the Belgian Football Association 2. Manage a yearly media budget of 1.2 millions of Euro. Print-Press, Outdoor Advertising & TV (included in our TV- Rights) 3. Request for a budget to create a campaign We finally received 50.000 budget for a year.
After three Months of Work > We Believe is born. THE GLORIES OF THE BEGIAN FOOTBALL SAID : «WE BELIEVE IN THIS YOUNG GENERATION»
BAD RESULTS - Too soon ELIMINATED Nevertheless The creation of a campaign long theme was a succes The future of this new generation is still alive, not compromised. We get more credibility.
In February 2010, started working on the new image campaign for the qualification for the EURO 2012 We added news directives : Focus on the players Include the people «envolved» in the football in Belgium. Modernity, creativity Not result related
The We Are All Part Of The Team Campaign is born Our agency suggested us to play with pieces of puzzle We didn t qualify but a big succes. 4000 supporters were in Germany for the last qualifier.
The qualification campaign for EURO 2012 We didn t qualify but a big succes. 4000 supporters were in Germany for the last qualifier.
March 2012 More focus on the players Including the supporters Create a direct link between supporters & players via the social media. Take the risk to link with the results.
800.000 Fans
120.000 Followers 900.000 Fans
Good for the Business THE SPONSORS ARE BACK IN THE HOUSE THE SUPPORTERS ARE BACK IN THE STADION WE CAN NOW WORK ON THE LICENSING/MER CHANDISING
THE CARREFOUR STORY FIND A PARTNER IN THE RETAIL FOR STRUCTURAL PARTNERSHIP BRING THE BELGIAN RED DEVILS PRODUCTS NEARBY THE BELGIANS: PROXIMITY
THE CARREFOUR STORY THE RESULTS 400.000 ALBUMS SOLD 220 MILLIONS OF STICKERS +300.000 OFFICIAL BELGIAN RED DEVILS PRODUCTS CARREFOUR = BELGIUM
Make Buzz is also our Business
THE BELGIAN RED DEVILS COACH GIVE TO OPPORTUNITY TO THE SUPPORTER S COMMUNITY TO ALSO BE ON THE COACH WITH THE BELGIAN RED DEVILS RANDOM ACT OF KINDNESS MORE THAN 12.000 FANS SUPPORTERS, SPONSORS TOUS ENSEMBLE A LOT OF COMPANIES TRY TO RENT THE BUS TO RANTOUR
THE STROMAE STORY MAY 2013, WE APPROACHED STROMAE to make the OFFICIAL SONG of THE BELGIAN RED DEVILS if QUALIFICATION THE ASSOCIATION OF THE 2 HOTTEST BELGIAN PRODUCTS Millions of views in EUROPE in few days BBC, TF1, ZDF, NOS, THE «GO DEVILS» BEST STAYED 5 WEEKS N 1
Une stratégie marketing se construit au fil des années Donner une structure à votre produit Imposer votre produit (media plan) Communiquer les valeurs de votre produit. Créer une dynamique qui pourra devenir commerciale. Attirer les supporters Attirer les partenaires. Developper le merchandising Et finalement, si possible élargir votre cible. Et surtout se préparer à la chute
Bedankt Merci Thanks