Imagine you are the marketing manager of the Gold Coast Suns. What strategies would you develop to engage fans using psychological, personal and environmental factors?People share a common desire to feel connected to something or someone for a variety of different reasons. Whether it is to escape from daily pressures, interact with others, feel a sense of achievement or experience excitement and entertainment, sports fans in particular want to be a part of the 'inner sanctum' of a team. In order to engage fans using psychological factors, the Gold Coast Suns could use social media platforms such as Twitter to allow fans to pose questions to players of their choice. Rather than responding through Twitter, the players could answer the questions in a weekly video segment on the Suns' website. In doing so, supporters will feel connected to the team as this personal video simulates a conversation-like interaction between players and fans.
Australia is known to be a multicultural country. As a result, the Gold Coast Suns could implement fan engagement strategies to attract fans from diverse ethnic groups that are not familiar with the sport of Australian Rules Football. The Suns can conduct a mini competition similar to the initiative established by the Big Bash League team, Sydney Thunder. Sydney Thunder created a tournament called the Thunder Nation Cup where teams from various cultural backgrounds played short games of cricket against each other. The final two teams then play the Grand Final on the field at one of Sydney Thunder's matches. If the Gold Coast Suns organised a similar initiative, individuals from different cultural backgrounds have an opportunity to be exposed to a new sport and bond with their team members. In addition, family or friends of these participants will most buy tickets to watch the finalists play during a Suns' home game at Metricon Stadium.
The Gold Coast Suns are one of the few AFL teams that are geographically located near some of Australia's most famous beaches. Furthermore, the Gold Coast is a popular tourist destination where people from AFL-dominated states (like Victoria, Tasmania or South Australia) often visit for a holiday or even relocate. In order to engage fans, it is suggested that the Suns utilise the unique environmental factor of their beachside location to their advantage. The club could run football clinics for fans along the beach, either in Broadbeach or Surfers Paradise. Supporters will be able to meet their favourite players, have the opportunity to get an autograph or photo, and even have a kick-to-kick along the shoreline. Therefore, the Suns will be using the beach as a strategy to attract fans as this unique location provides the team with a point of difference from other clubs. It also accommodates people who want to enjoy the sun, surf and sand that the Gold Coast has to offer.
Apart from being more competitive on the field, how can the Gold Coast Suns improve their crowd and member numbers?
The Gold Coast Suns have different membership options to accommodate a wide array of supporters. Each demographic appears to be covered as the Suns offer packages for children, Victorian and other interstate fans, digital access passes, three-game tickets, premium seating tickets, family packages and non-game supporter packs. In addition, the Suns have a multitude of activities that supporters can participate in during match day. For example, they provide entertainment between the quarter-time breaks; live Tweets and Instagram pictures are broadcast on the screens throughout the game; the '5th Quarter LIVE' precinct allows individuals to socialise with others outside the ground whilst listening to live entertainment; there is an AFL playground outside the stadium for children to practice their handball and kicking skills; and there is the opportunity for fans to go on the ground at Metricon Stadium after the match. The diversity of membership packages and the fan engagement opportunities available for supporters on match day should contribute to improving both crowd and membership figures.
To further engage fans on match day and subsequently increase both crowd and membership numbers, key skill competitions can be run on the ground during the quarter-time breaks. For instance, handball and goal kicking competitions can take place where Gold Coast Suns members are notified in advance if they have been selected to participate. A current Suns player (e.g. a footballer who is not listed to play on that day) can then assist in running the mini competitions. This will both increase membership figures as the participants are selected from the pool of members and the crowd will enjoy watching a Gold Coast Suns player compete against a fan.
Are the psychological, personal and environmental factors the same in choosing to attend a Gold Coast Suns game versus attending a Gold Coast Titans (NRL) game? If not, what are some differences?
On a broad level, the psychological, personal and environment factors between choosing to attend a Gold Coast Suns game as opposed to a Gold Coast Titans game are similar. The majority of individuals consume sport on some level to feel connected, entertained and to interact with others.
However, the different internal factors that are personal to each individual and their consumption of sport does vary, ultimately influencing which code of football a fan choses to watch. For example, an individual may have a direct knowledge of Australian Rules Football as they have experienced playing the sport from a young age. They understand the various rules and style of play. They may also possess a stronger physical ability to play the game and a weaker physical ability to play rugby league. As a result of these personal factors, the individual is more likely to attend a Gold Coast Suns game over a Gold Coast Titans match.
Moreover, other external factors influence the decision making of a fan. An individual may find greater value in attending a Gold Coast Suns game as they prefer the special events and promotions that occur during match day. They may also base their decision on the price of a ticket and the value for money they are receiving. Other external factors such as merchandise design, team success and marquee athletes which distinguish the Gold Coast Suns from the Gold Coast Titans may further influence which sport a fan choses to attend.
To further engage fans on match day and subsequently increase both crowd and membership numbers, key skill competitions can be run on the ground during the quarter-time breaks. For instance, handball and goal kicking competitions can take place where Gold Coast Suns members are notified in advance if they have been selected to participate. A current Suns player (e.g. a footballer who is not listed to play on that day) can then assist in running the mini competitions. This will both increase membership figures as the participants are selected from the pool of members and the crowd will enjoy watching a Gold Coast Suns player compete against a fan.
Are the psychological, personal and environmental factors the same in choosing to attend a Gold Coast Suns game versus attending a Gold Coast Titans (NRL) game? If not, what are some differences?
On a broad level, the psychological, personal and environment factors between choosing to attend a Gold Coast Suns game as opposed to a Gold Coast Titans game are similar. The majority of individuals consume sport on some level to feel connected, entertained and to interact with others.
However, the different internal factors that are personal to each individual and their consumption of sport does vary, ultimately influencing which code of football a fan choses to watch. For example, an individual may have a direct knowledge of Australian Rules Football as they have experienced playing the sport from a young age. They understand the various rules and style of play. They may also possess a stronger physical ability to play the game and a weaker physical ability to play rugby league. As a result of these personal factors, the individual is more likely to attend a Gold Coast Suns game over a Gold Coast Titans match.
Moreover, other external factors influence the decision making of a fan. An individual may find greater value in attending a Gold Coast Suns game as they prefer the special events and promotions that occur during match day. They may also base their decision on the price of a ticket and the value for money they are receiving. Other external factors such as merchandise design, team success and marquee athletes which distinguish the Gold Coast Suns from the Gold Coast Titans may further influence which sport a fan choses to attend.
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