Where’s Jim White?

Paul Hunt

August 14, 2018

Paul Hunt is a marketing consultant

Like most football fans, the last few days of the transfer window results in multiple visits and refreshes to the BBC Sport website to check who has been bought and sold at your club.

Usually it also means using Google more often than usual to find out who the hell the player is who you are rumoured to be buying.

However, for me and every other Spurs fan, this year has been different. In fact, I’ve not seen or heard Jim White at all this summer, I assume he’s still around? So what’s going on in Mauricio Pochettino and Daniel Levy’s (pictured) minds?

I think it’s all about consistency, sticking to the plan and investing where you know it works. These same principles apply to marketing too, let me explain.

Consistency and sticking to the plan

I see too many examples of businesses using lots of different messages in the hope that one will stick and will be remembered. It’s no surprise that it will be likely none of these will.

It’s so important to put a lot of thought and emphasis initially on refining your key messages, I often refer to it as ‘what you want to be famous for’. Then repeat, repeat and repeat, it’s a busy and noisy world and this will give you a chance to be recalled by your target markets.

Like Levy, trust the plan and the messages/style that has been developed and take your time to develop the plan, it will be worth it.

Investing where it matters

It’s very easy to throw money at the wall and see what sticks, although in my experience, many find it difficult to assess what’s sticking and why.

Spurs are very clear what is working and have increased the salaries of all key personnel whilst building a state of the art stadium, which will take them to the next level in terms of revenue.

For your business, make sure you know what’s working and if you don’t, figure out how to find out before you start making changes. Once you know and you are sure you know, don’t necessarily ‘put it all on black’, but back your knowledge and use it to inform future spend.

Come on you Lilywhite’s for the 2018/19 season and good luck to you all too.

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