Berwick 2016

[bigeddiechek]

Once you get past the simplistic accountant type view of cutting costs (which invariably sinks businesses, bean counters should always stick to counting beans!), it becomes apparent that NL would not necessarily pull the same crowds. In fact, it would be a dangerous assumption to make.

 

In terms of rider costs, other folk involved at the coal face tell me the rider costs - in reality- don't provide that much of a saving.

 

Here we have some armchair experts thinking they know better, when we have been told very explicitly what is required to keep the club afloat.

 

Spittal Bandit is the only one on here to have a go at addressing the situation.

[Fromafar]

Once you get past the simplistic accountant type view of cutting costs (which invariably sinks businesses, bean counters should always stick to counting beans!), it becomes apparent that NL would not necessarily pull the same crowds. In fact, it would be a dangerous assumption to make.

 

In terms of rider costs, other folk involved at the coal face tell me the rider costs - in reality- don't provide that much of a saving.

 

Here we have some armchair experts thinking they know better, when we have been told very explicitly what is required to keep the club afloat.

 

Spittal Bandit is the only one on here to have a go at addressing the situation.

Tell me the VERY EXPLICIT requirements that are needed to keep the club afloat I must have missed that one.Is Spittal Bandit going to purchase the Club since he is the only one that has had ago with decent suggestions according to the oracle (you).

[bigeddiechek]

Tell me the VERY EXPLICIT requirements that are needed to keep the club afloat I must have missed that one.Is Spittal Bandit going to purchase the Club since he is the only one that has had ago with decent suggestions according to the oracle (you).

 

Outright buyer, or additional partner(s).

Or close down and recoup some cash (polyfoam fence, bonds, etc.).

 

NL not an option.

 

There was a further suggestion that some people to share a bit of the workload would help too.

I know some people who haven't the financial means have come forward with regard to this, which is encouraging.

 

I don't know about the possibility of supporters' club helping with finance?

That's about the only other suggestion I can come up with.

 

I still think it is highly unlikely that we will run next season

[topsoil]

Once you get past the simplistic accountant type view of cutting costs (which invariably sinks businesses, bean counters should always stick to counting beans!), it becomes apparent that NL would not necessarily pull the same crowds. In fact, it would be a dangerous assumption to make.

 

In terms of rider costs, other folk involved at the coal face tell me the rider costs - in reality- don't provide that much of a saving.

 

Here we have some armchair experts thinking they know better, when we have been told very explicitly what is required to keep the club afloat.

 

Spittal Bandit is the only one on here to have a go at addressing the situation.

Or maybe it needs more accountant type views, because as things stand, too many clubs are spending over their income. You either find a way to bring in more income, or cut your costs to what you can afford. And unless clubs are willing to go out and promote the sport, I find it difficult to see how they are going to generate sufficient income to cover the costs.

The sport as a whole needs to look at ways of cutting costs. Find ways to reduce mechanical costs, find ways to use local riders to cut down on travel costs, then that money saved can be spent promoting the sport at club and national level to attract sponsors and fans.

The current promotion may not entertain the National League as a potential option, but anybody taking it over might. It would be an easier starting point, if costs are reduced, then admission prices could be reduced as well. Would that attract new fans? Personally I hope that Berwick stays at the same level if they run next year, but I would understand totally any new promotion wishing to take a backward step in the short term, to build the club up again on a secure footing going forward.

[DSC67]

TBH. I can't see the N/L being a viable option as things stand ATM , the main reason being there's no local opposition unless the league structure changes our nearest local team would probably be Buxton , and they're hardly going to make up for losing the likes of Edinburgh or Glasgow are they ?

[bigeddiechek]

Or maybe it needs more accountant type views, because as things stand, too many clubs are spending over their income.

When accountants get involved in the running of a business, all they look at are the figures. They rarely have an overall vision, and rarely manage to turn companies around.

 

 

You either find a way to bring in more income, or cut your costs to what you can afford. And unless clubs are willing to go out and promote the sport, I find it difficult to see how they are going to generate sufficient income to cover the costs.

Revenue certainly needs to increase. That requires a bit more cash behind it (from the club releases), and a good marketeer (not cheap).

 

 

The sport as a whole needs to look at ways of cutting costs. Find ways to reduce mechanical costs, find ways to use local riders to cut down on travel costs, then that money saved can be spent promoting the sport at club and national level to attract sponsors and fans.

Cutting costs whilst promoting a business is a very difficult thing to do. The cost of advertising, promotion, marketing is very expensive: or at least to do it effectively. The odd ad here and there, the odd initiative here and there generally results in close to zero conversion. One of my clients - who is an SME employing less than 5 - spends £20k p.a. on print ads alone, the total marketing budget is £150k p.a. Additionally, they have a full-time marketing person on £30k+ to manage and deliver the marketing plan. That is really close to the minimum you need to spend to run effective marketing campaigns.

 

The current promotion may not entertain the National League as a potential option, but anybody taking it over might. It would be an easier starting point, if costs are reduced, then admission prices could be reduced as well. Would that attract new fans? Personally I hope that Berwick stays at the same level if they run next year, but I would understand totally any new promotion wishing to take a backward step in the short term, to build the club up again on a secure footing going forward.

Reduced admission prices were tried the season before last. It had zero effect on crowd levels. So, if you take a crowd of 400 paying £5 per head less, that's a nice £2k loss in one fell swoop. It's been tried, didn't work, and just cost the promoters even more cash.

 

To achieve any kind of success at NL, we'd need to attract the top NL riders. How would we attract riders from the likes of Birmingham, Cradely and Eastbourne?

I'd love us to run with local lads. What if we are not competitive at NL, though? Personally, I think that would decimate the crowds.

Furthermore, what would happen to our local meetings. Newcastle, Edinburgh, Glasgow, Redcar, Workington all bring a decent away support. There would surely be an effect on the number of away fans we would see.

Finally, if rumours are correct of a fast track route in the PL, that would further dilute the rider pool.

 

 

I'm not meaning to be negative towards your post, but in this type of situation, cutting back and looking after the pennies just leads to a slow painful death.

It needs investment, it needs extra hands on board, and it needs a coherent marketing push.

All of which is a much more difficult ask than simply cutting back, but it is the only chance of turning things around.

 

[topsoil]

 

Or maybe it needs more accountant type views, because as things stand, too many clubs are spending over their income.

When accountants get involved in the running of a business, all they look at are the figures. They rarely have an overall vision, and rarely manage to turn companies around.

 

 

You either find a way to bring in more income, or cut your costs to what you can afford. And unless clubs are willing to go out and promote the sport, I find it difficult to see how they are going to generate sufficient income to cover the costs.

Revenue certainly needs to increase. That requires a bit more cash behind it (from the club releases), and a good marketeer (not cheap).

 

 

The sport as a whole needs to look at ways of cutting costs. Find ways to reduce mechanical costs, find ways to use local riders to cut down on travel costs, then that money saved can be spent promoting the sport at club and national level to attract sponsors and fans.

Cutting costs whilst promoting a business is a very difficult thing to do. The cost of advertising, promotion, marketing is very expensive: or at least to do it effectively. The odd ad here and there, the odd initiative here and there generally results in close to zero conversion. One of my clients - who is an SME employing less than 5 - spends £20k p.a. on print ads alone, the total marketing budget is £150k p.a. Additionally, they have a full-time marketing person on £30k+ to manage and deliver the marketing plan. That is really close to the minimum you need to spend to run effective marketing campaigns.

 

The current promotion may not entertain the National League as a potential option, but anybody taking it over might. It would be an easier starting point, if costs are reduced, then admission prices could be reduced as well. Would that attract new fans? Personally I hope that Berwick stays at the same level if they run next year, but I would understand totally any new promotion wishing to take a backward step in the short term, to build the club up again on a secure footing going forward.

Reduced admission prices were tried the season before last. It had zero effect on crowd levels. So, if you take a crowd of 400 paying £5 per head less, that's a nice £2k loss in one fell swoop. It's been tried, didn't work, and just cost the promoters even more cash.

 

To achieve any kind of success at NL, we'd need to attract the top NL riders. How would we attract riders from the likes of Birmingham, Cradely and Eastbourne?

I'd love us to run with local lads. What if we are not competitive at NL, though? Personally, I think that would decimate the crowds.

Furthermore, what would happen to our local meetings. Newcastle, Edinburgh, Glasgow, Redcar, Workington all bring a decent away support. There would surely be an effect on the number of away fans we would see.

Finally, if rumours are correct of a fast track route in the PL, that would further dilute the rider pool.

 

 

I'm not meaning to be negative towards your post, but in this type of situation, cutting back and looking after the pennies just leads to a slow painful death.

It needs investment, it needs extra hands on board, and it needs a coherent marketing push.

All of which is a much more difficult ask than simply cutting back, but it is the only chance of turning things around.

 

 

I certainly agree with you on one point, that the sport in general and in the Berwick area needs far better marketing, but I don't think it need cost a lot. I'm no expert in this field, but here's an example. Radio advertising is expensive, but what if you were to run a competition in conjunction with the radio station. Perhaps give away a pair of tickets each day for a week. The DJ asks a question each day, people ring in with the answer. Effectively you are getting air time for the cost of a pair of tickets. A hell of a lot cheaper than an actual advert. A lot of money can be saved by bartering as well.

[bigeddiechek]

I certainly agree with you on one point, that the sport in general and in the Berwick area needs far better marketing, but I don't think it need cost a lot. I'm no expert in this field, but here's an example. Radio advertising is expensive, but what if you were to run a competition in conjunction with the radio station. Perhaps give away a pair of tickets each day for a week. The DJ asks a question each day, people ring in with the answer. Effectively you are getting air time for the cost of a pair of tickets. A hell of a lot cheaper than an actual advert. A lot of money can be saved by bartering as well.

 

But, it needs to be part of a coherent overall campaign. Isolated ideas very rarely achieve anything, one-off advertising is particularly ineffective.

I've seen a campaign run solely in one large national publication and returned one sale; there were no supporting campaigns to back it up.

 

It does take a lot of cash and time to constantly put a brand/product into the minds of prospective customers.

There is no easy route with marketing, unfortunately.

[topsoil]

 

But, it needs to be part of a coherent overall campaign. Isolated ideas very rarely achieve anything, one-off advertising is particularly ineffective.

I've seen a campaign run solely in one large national publication and returned one sale; there were no supporting campaigns to back it up.

 

It does take a lot of cash and time to constantly put a brand/product into the minds of prospective customers.

There is no easy route with marketing, unfortunately.

I'm sure somebody a lot wiser about these things than me could come up with a lot more ideas like the one I mentioned. I am just copying what I have heard / seen other sports clubs doing. That's why I would like to see a marketing position filled. Again, if you shopped around, for example in Berwick's case, used a small, local firm, or a young enthusiast looking to break into the business (copying a suggestion from Speedway Star) you could get them relatively cheap.

[bigeddiechek]

I'm sure somebody a lot wiser about these things than me could come up with a lot more ideas like the one I mentioned. I am just copying what I have heard / seen other sports clubs doing. That's why I would like to see a marketing position filled. Again, if you shopped around, for example in Berwick's case, used a small, local firm, or a young enthusiast looking to break into the business (copying a suggestion from Speedway Star) you could get them relatively cheap.

 

I get what you are saying, my point is that it is just not as straightforward as that.

 

A decent marketeer, with a decent budget, would make a big difference to a lot of speedway clubs.

 

I guess that is where investment is needed, rather than cost cutting?

[screm]

Unlike one or two on here, my glass remains half full, and I am hopeful speedway will continue at Shielfield next season.

[topsoil]

Unlike one or two on here, my glass remains half full, and I am hopeful speedway will continue at Shielfield next season.

Certainly hope it does. It's only been a couple of weeks since the last meeting of the season and already I'm missing the Saturday night craic.

[bigeddiechek]

Agree with you guys, I'm missing it already, and I guess we do have to remain optimistic Screm.

 

If it does, I hope everyone gets fully behind the club this time.

Edited October 1, 2015 by bigeddiechek

[barncooseboy]

there are now so many radio stations chasing the same pot, prices have dropped, an afternoon slot on Radio Plymouth, an afternoon slot costs £6 yes 6 for a 20 second slot. However it made no difference to the number of people coming through the gatesh

[screm]

there are now so many radio stations chasing the same pot, prices have dropped, an afternoon slot on Radio Plymouth, an afternoon slot costs £6 yes 6 for a 20 second slot. However it made no difference to the number of people coming through the gatesh

 

No greater promotion than word of mouth IMO, whether it be bar, restaurant, film, speedway meeting, you name it, ironically costs not a penny.

[barncooseboy]

This year we took 1/4 page adverts in a magazine delivered to 45,000 houses around Plymouth for 3 months, 15000 flyers distributed to caravan sites, gagages,and shops advertising boards on the Torpoint ferry that glow in the dark, none of it has made much difference to the people through the gate. SO what advertising does work these days online? Ad blocker software filters them out. Seems word of mouth might now be the only method that is cheap and effective so bring a friend to speedway

[bigeddiechek]

This year we took 1/4 page adverts in a magazine delivered to 45,000 houses around Plymouth for 3 months, 15000 flyers distributed to caravan sites, gagages,and shops advertising boards on the Torpoint ferry that glow in the dark, none of it has made much difference to the people through the gate. SO what advertising does work these days online? Ad blocker software filters them out. Seems word of mouth might now be the only method that is cheap and effective so bring a friend to speedway

 

I completely agree. Advertising needs a huge budget to start to even have a small impact.

 

Bring a friend is really the best option. I get shot down on here for even mentioning that!

[KIRKYLANE]

The best way to increase a crowd is for the present attendees to bring a friend that they think might like it..... and I don't mean pay for them but cajole them into coming....

 

Personally , I think promoters should target family attendance with a really good permanent deal...... something like £ 20 for PL matches which is for Mum , Dad and the kids...

 

The BSPA claim that we are a family sport .... but where are they ????? .. only small in number... so encourage them....

[bigeddiechek]

The best way to increase a crowd is for the present attendees to bring a friend that they think might like it..... and I don't mean pay for them but cajole them into coming....

 

Personally , I think promoters should target family attendance with a really good permanent deal...... something like £ 20 for PL matches which is for Mum , Dad and the kids...

 

The BSPA claim that we are a family sport .... but where are they ????? .. only small in number... so encourage them....

 

Something Berwick do well, kids go free with paying adult. Best promotion of its kind in the PL.

[coolcol]

lolololol roleon 2016

 

 

hehe