A tale of two Cities
Okay let’s not split hairs, I know that only one is Manchester City and the other Manchester United – but the headline is used to take two perceptions on recruitment from two teams both of which think it’s their City.
I share with you a personal experience of each and leave you to think which was the right approach? Certainly if you subscribe to ‘relationship marketing’ and longevity of loyalty only one fits the bill for me.
I take my Son to the Etihad Stadium for the first time (having been rebuked a sufficient number of times from following Dad’s team!). The receptionist answers the phone and one learning it was his first visit says he will get a ‘City Card’ with his own name on – naturally adding to their database in doing so. But what goes to follow is: entry for only £5, a free first team shirt (name on reverse was extra) and a goody bag swiftly following in the post. Great!
Compare with ‘the Theatre of Dreams’. First you had to become a Member at: £22 (card included). Then buy a ticket admittedly £10 – so again value. But we really wanted to go to the Real Madrid replay and so had to enter a ballot. Some weeks’ later we were notified that we had been unsuccessful. Then an SMS arrives saying go to the website to get tickets. We have to again register on that site. And after tooing and froing it says you are not eligible to buy tickets. Great!!