Marketing Trends: Continuous job hunting.. Continuous Marketing.

Morning all, a brief aside to begin with - big week for all things employment. The combination of looking forward to hearing back from interviews/recruitment agencies plus no real day time commitments means long hours of sitting by the phone/email. The joys of the job hunt. How many more of us are in the situation? (silly question). Keep going and motivated I think is the key - call rather than email, be pro-active... Oh this isn't what you want to read and this isn't a graduate recruitment blog? Enough from me.

An extremely continuous process nonetheless. 

Indeed, with the hunt it is meticulous - it doesn't stop, any time you do stop, is a time spent knowing you're not going to reach employment. Any time you go out in the afternoon, is a time spent not searching for employment, or earning money if you'd prefer to think of it like that. Key word - continuous. There we go, I said it, and funnily enough, continuous marketing is today's marketing trend of choice. Relate that previous example to the marketing world of an organisation and marketeers must realise the strong current trend that is continuous marketing. If marketing stops moving, so does the brand. What a great coincidence. Here we go then..

4. Continuous Marketing
The bottom line is this, the marketing department should no longer think of just running marketing campaigns. It is too rigid. The continuity is today's society mean that being an online presence (found in the social network: Twitter/Google etc) requires constant publishing, marketing and content tailored to improve Search  Engine Optimisation activity. Again, for the fourth day in a row THERE is that word content again. It's everywhere, and is key. Creating and marketing content for social media must be relentless. Don't stop. The brand will be left behind and straight away you're lost of the huge social space that is the world wide web.

So, lets find an example. Take Manchester United - their following is absolutely huge. BUT, do they rest on their laurels? No. They recognise that constant contact with their fans present the opportunity to monetize, and that is why they keep continuous contact with them. Check Facebook and their recently developed Twitter and you'll see exclusive contact and information on their current developments (pre season tour of the Far East). What is the key thread through all social media platforms? It doesn't stop, and it doesn't sleep - this allows them to target their segments of fans throughout the world. Continuous.

MUFC continuously provide exclusive content for their world-wide fanbase

It follows that social media provides the driving force behind continuous marketing. It has created a marketing cycle that allows marketing professionals to diversify more quickly to take advantage of opportunities and fix problems as they occur. Customers can now be understood on a deep level and carefully crafted brand messages and content which appeals to them can be positioned in their minds and subsequently evaluate their marketing efforts through analytics. Social analytics provides the knowledge of customers and how they are responding to a product or brand. This enables marketing professionals to alter the message, and rather than confusing the consumer, they rather target the message they seek and push them out to social media once again.

The circle of marketing life..

It's almost a circle of life. Understanding the customer, market, messaging, content, placement, amplifications and evaluation only leads back to once more trying to understand the consumer better. With social media, the continuous cycle can happen quickly and at a lower cost than conducting market research. The ability for SM platforms to engage the consumer has already and is changing the very process of marketing in it's entirety.

Well done, you made it. Speak soon.

CLD - BSc Sport Management Graduate - Loughborough University

Twitter: @callumldraper (https://twitter.com/callumldraper)

Facebook: Callum Leslie-Draper (https://www.facebook.com/callumldraper)

LinkedIN: Callum Leslie-Draper (http://lnkd.in/H74fAc)

Marketing Trends: Oops we missed Sunday, at least we've got Integrated Digital Marketing.

Good day to you all and welcome back to the week. Isn't Monday a pleasant sight? Woah OK less of the expletives please - at least you have this daily blog to keep up with, this daily blog that became ever so slightly less daily over the weekend. Yes I missed Sunday, thanks to all of you that pointed that out.... My bad. Everybody knows that Sunday is the day of rest, so after the serious man hours spent posting this blog it's only fair that I took a day off right? It was only a one-off so chill your beans.

Whatever..

Speaking of one-off's, this word should be one of despair and sheer horror as a marketeer. One-off's are small islands of isolated tactics. One-off ad campaigns for example, even though they seldom exist can turn out to be rather funny - like this. They can no longer be considered as the cornerstone of a companies return on investment. To receive the full value of marketing in today's world - marketeers must be savvy know-it-all's who adopt sophisticated marketing strategies.

Enter - Integrated Digital Marketing.

3. Integrated Digital Marketing
Oooohh integrated - complex word Cal. You need to chill out today - Integrated Digital Marketing requires businesses to fully synthesize their marketing strategies which occur across various media platforms in real-time. Marketing campaigns can not, let me repeat, can NOT be perceived as vaguely interpreted, kind of measurable units of marketing expenditure. NO. Ensuring that a companies approach allows them to tie all efforts together as one business strategy will confirm maximum effectiveness as a goal for the organisation.

Tying everything together..

SO you've considered the various media platforms that your brand operates within - this is the bare minimum. At the moment, the organisation is currently the same as every. other. brand. The company has two options. Take the blue pill - well done, congratulations you satisfactory achiever you, you've created a presence on the internet just like every other brand. But, take the red pill, and rather than just creating a presence, you become a presence. You understand that the best way to achieve this is to understand that integrated digital marketing and the methods that underpin it are not just flowery ideas, but actually the axels around which your brand flourishes. 

Your choice.

Here's a snapshot of the few initiatives you'll be undertaking after gulping down that red pill.

Digital Presence Management - A business website is the cornerstone of a brands online presence. Looking back to the last blog post and the implementation of responsive web design, consumers will be able to access the website from their device of choice.

Content Marketing - That old chestnut, here we go again, this really can't be emphasised enough - content is king (see the blog post before last). Conveying their brand message through blogs and videos must not seem forced upon key target audience segments, rather the kind of stuff you might share with someone yourself.

Performance Management - You want to see some physical effects of that red pill? Obviously. By understanding the metrics of IDM the company will be able to monitor changes in consumer engagement so that we know what's working and what's not. Digital marketing analytics can inform a businesses ongoing marketing strategy and current interaction with consumers. Check out Google for a great example.

Online engagement - So you've established social media sites, so now each of them must be used within their unique capabilities. By using the different functions of social media the company is able to diversify the way they interact with consumers to find that right solution. By asking questions, taking feedback and tweaking their delivery, businesses are able to confirm their presence on the digital stage.

In this age, if you don't have an integrated digital marketing plan, you lose that opportunity to differentiate and you don't have an edge. Brands that don't interact with consumers digitally will eventually lose. That's the bottom line. Which pill do you take? That's not even a question, jump on the red board and form the kinds of connections with consumers that will make the difference in today's marketplace.

Peace out.

CLD - BSc Sport Management Graduate - Loughborough University

Twitter: @callumldraper (https://twitter.com/callumldraper)

Facebook: Callum Leslie-Draper (https://www.facebook.com/callumldraper)

LinkedIN: Callum Leslie-Draper (http://lnkd.in/H74fAc)

Marketing trends: Welcome to the weekend... Oh, and mobile marketing.

Day 2 - Hello and WELCOME to the weekend everybody. We did it. 

So, slowly post-uni the weekend is becoming fully distinct from weekdays. Isn't that a good feeling? That TGIF feeling this week - after spending the week working 9-5 (with an hour lunch break, don't worry about that) to find employment - has been fully embraced with a weekend of London Athletics. Any keen sports fan will tell you that there's no better activity on the box compared to athletics that's suddenly sprung upon you. No greater experience than observing Team GB perform the perfect baton change...... Really good today. (oops).

And that man Mo Farah. Absolutely unreal by the way. 2600m, one lap to go, signals to the crowd to cheer louder - and then waltzes away to beat the field by 50m, that man cannot be described in words. Unbelievable.

So good was he, that I felt he deserved a tweet or two from my iPhone 3G (old school - sorry), which leads me onto today's topic, and trend number two, mobile marketing.

2. Mobile Marketing
The ever increasing rise of smart phones, tablets and all things mobile naturally possesses the ability to catch many marketing managers off guard. Woah there marketing managers, chill your beans, it's not a criticism. BUT it should be noted that some websites record 30-40%+ of all traffic from mobile devices and well over 12 million people in the UK are now looking at the internet on their phones each MONTH. It follows, and is worth noting that consumers are now viewing content, receiving emails and buying products on impulse from those small screens that allow our fingers do the talking at the drop of a hat.

Mobile, mobile, mobileeeee...

That only leaves one question, what company wouldn't want to tap into mobile marketing? Dur. Well, let me hit you with some knowledge.

1. Only 25% of brands have a mobile strategy. (Econsultancy)
2. 45% of companies rely solely on desktop sites to showcase their content. (Adobe)

In all seriousness, what are we doing here UK? This is a criticism.

One simple way of incorporating mobile marketing into a business marketing strategy is to redesign websites and blogs (like this one) and make them 'responsive' (respond to all devices screen sizes for optimal viewing and usability) to ensure they are optimising for mobile devices. Responsive or device specific websites provide continuity between viewing contexts. The same website will present an optimized layout regardless of which devices is loading it.Try reading this on a laptop and then on a mobile, you'll get what I mean. For a business, without doing so is only costing money and also very importantly, missed opportunities. It's no coincidence that US Mobile Ad Revenue has quadrupled since 2009 (socialmediatoday.com)

What about all that content marketing and consumer interaction we were droning on about yesterday? Well, there are best practices a company should take when it comes to consumer interactions, particularly by utilising text messaging as a key channel through which they can make both direct and personal communications with consumers. Here - knowing your audience - is key, nobody wants to receive an offer outside of their interests, nor do they want an unattractive benefit. Segmentation of customers ensures a more effective approach.

Right person, right message, right moment.

The opportunity for an immediate discount, or the possibility to collect points and additional benefits as part of a loyalty program or even a gift from the brand provide perfect examples of beneficial consumer interactions. Example: O2 priority moments. They are great at just this - download their mobile app and as an O2 consumer - that discount to that film, or that free starter (who doesn't appreciate free dough balls) at a restaurant is only a finger click away.

Result: respect builds loyalty. By developing positive relationships with your mobile audience - customer retention increases. Customers remain engaged with your company - oh - and don't forget that key message from yesterday - people talk. If there's one thing I learnt from my degree course, it's that word of mouth recommendations provide a vital means of advocacy and brand awareness.

Beware, inspirational message:
So go marketing managers, out there is a world of mobile marketing - know your consumer, build that loyalty, deliver that free gift - you just might enjoy the repercussions. (film voice).

Over and out, czzzz.

CLD - BSc Sport Management Graduate - Loughborough University

Twitter: @callumldraper (https://twitter.com/callumldraper)

Facebook: Callum Leslie-Draper (https://www.facebook.com/callumldraper)

LinkedIN: Callum Leslie-Draper (http://lnkd.in/H74fAc)

Marketing Trends: Post Graduation Direction

Graduation from Loughborough University occurred over a week ago now - unbelievable week by the way - and almost as soon as that began, the job hunt began. It struck me as a time where I was now able to engage fully with the real world post-16 years of education and as such unearth and start enjoying the blog.

4000 page views by the way. 

Where on this Earth did they come from? It seems a lot of people take a lot of interest in marketing.

And so do I. Good lord, far and beyond was it the most interesting topic I engaged with during my degree. So after developing a serious interest in how a brand is able to interact with their consumers and beyond - it follows that this is an area I want to pursue post-lectures. It actually feels quite good to research into marketing trends non-academically and without the painstaking task of quoting or memorising guy I'll never see again (1972) and rather, consider the realistic value of certain tools. Try it graduates.

Anyway - reading around, I've identified seven main marketing trends which principally occur in the commercial business world. And so one a day, for the next week - I'll give a brief insight into each. Feel free to add anything!

1. Content Marketing

So I thought we'd start fairly basic - and also very traditional (key word - not boring). In all the furore of the modern world it seems fairly logical that businesses walk around with their eyes lit up with the F of the Facebook logo and only for social media.

Ah yeah FACEBOOK yeah! 

From a business and non-personal perspective (I know this is difficult) - YES it is a sure-fire way to interact and connect, on mass, with a vast array of current and prospective consumers. YES it's an opportunity to provide exclusive offers and deals. And YES it provides a source of procrastination to students and graduates (oops). But in all seriousness, in a recent publication by IBM, it turns out consumers are extremely pragmatic, most do not engage with companies via social media simply to feel connected. To successfully exploit the potential of social media, companies need to design experiences that deliver tangible value in return for customers' time, attention and perhaps most importantly, data. 

SO, here comes that key word again - CONTENT. 

After all, content is the cornerstone of all digital marketing and is the reason people read, view and share. Creating liquid content allows the brand to become digitally aware and is vital to maintain excellent perceptions of the brand from the view point of the consumer. By creating unique and inspiring content to publish and promote that educates, informs and entertains is a sure fire way to maintain interest in the brand. Studentbeans.com are excellent at this. Check out their website and you'll be bombarded with quirky lists that students absolutely love in those desperate few minutes (hours) before a lecture. Perfect. The power of sharing, tagging your friends, self-publishing is unlimited for a business - after all, we're all humans - such marketing in modern society really taps into our innate nature to INTERACT with one another.

Oh, and lets not forget Twitter, LinkedIN, Google+, Flickr, Foursquare, YouTube bla bla blaaaaa etc etc etc. Cor blimey - on your way commercial world - inspire us!

CLD - BSc Sport Management Graduate - Loughborough University

Twitter: @callumldraper (https://twitter.com/callumldraper)

Facebook: Callum Leslie-Draper (https://www.facebook.com/callumldraper)

LinkedIN: Callum Leslie-Draper (http://lnkd.in/H74fAc)

Yeah I'm social - but do I provide liquid content? Controversial.

Brand FIT - Journal Articles 23/11/12

Managing consumer response to event sponsorship.

My dissertation topics have taken a turn and over the last couple of weeks I've looked at variables of brand fit between a sponsor and an event. Two particular articles have stood out in doing so:

• The Impact of Brand Cohesiveness and Sport Identification on Brand Fit in a Sponsorship context. (Gwinner, K & Bennett, G 2008)
• Sponsorship-linked Marketing: The role of articulation in memory. (Cornwell et al, 2006)

The Impact of Brand Cohesiveness and Sport Identification on Brand Fit in a Sponsorship context.

This particular article looked into the effects of sport identification and brand cohesiveness as predictors of brand fit in a unique sponsorship context by examining consumer responses to the event sponsorships of the Dew Action Sports tour. Also assessed was the impact of brand fit on two important consumer behavioural outcomes: attitude towards sponsors and purchase intention.

The article firstly identifies key reasons for sponsoring, such as increased brand awareness, establishing global competitive presence, increased brand image, building positive attitudes, increased sales and increased ability to target the 'correct' consumers. A key quote from the text notes, providing the basis for study points out that:

'Fit between a sponsoring brand and a sponsored event has been shown to have a significant influence on variables such as attitude towards the sponsor, and ultimately, purchase intentions'

They note the importance of examining variables influencing and being influenced by the brand fit construct.

Sponsoring Brand Fit

Consumers are more likely to identify a brand as a sponsor of an event if there is some sort of relationship between the product and the event. This is the fit. Fit = relevance, complementarity, compatibility. Fit can be conceptualised in terms of functional (the product is used in the event) or image dimensions (the image of the event and sponsorship brand are similar). Consumers link attitudes, invoking positive or negative images and included in the transfer of images might be an increase/decrease in consumer assessment of the sponsor.

McDonald (1999) - Percieved match between sponsor and event influences consumers response to the sponsorship activation. Consumer intentions (ie. purchase) are influenced by the level of perceived fit between event and sponsor. Fit can determine the amount of thought that consumers give to the relationship between sponsor and event.

Brand Cohesiveness

A cohesive brand image results in stronger levels of brand related knowledge because ties to other pieces of information can be made more clearly. A brand's image will be more cohesive if the same positioning has been used consistently over time, images have been consistent and associations with other entities share similar themes. Non-ambigious. Consistency is the key. Cohesiveness develops brand knowledge and makes it easier for the individual to eventually see connections, if present, between the sponsor and the event.

Hypothesis: High perceptions of brand cohesiveness results in higher perceptions of event-sponsor fit.

Sport Identification

Relating previous research to sport, it's theorised that identifying with a sport partly conducted to enhance self esteem by aligning oneself with sports that have positive qualities. So, one can strenghten self esteem through emphasising the positive aspects of a sports and minimising negative aspects (in-group). Also, one can contribute to self esteem by emphasising the vice versa of another sport. (out-group). Focus on negative aspects of commercialism. Suggests that sponsors should take a noble, altruistic approach to sponsorship, emphasising the care for the welfare of the sport. This should be undertaken to ensure no negative psychological tension occurs in the consumer's minds. To minimise the negative association, highly identified fans may attempt to view the sporting sponsorship as congruent. (ie. greater fit). That is, they might adjust their thinking to search for a logical event sponsor connection. if successful, this lessens the perception of the sponsor commercialising the sport for personal benefits. So, in an attempt to maintain the desirability of the sporting event's image and therefore enhance their own self identity, highly identified fans may be more broadminded in examining fit potential.

Hypothesis: Higher levels of identification with a sport will result in higher perceptions of event-sponsor fit.

Attitude towards sponsoring brand

The article highlights that consumers take into account the presumed motivation of companies and this impacts their purchase decision. Perceived sincerity of the sponsor has the highest correlation with the sponsor event-fit construct. Ie. More altruistic motives than exploitive motives. Rifon et al (2004) noted congruence between cause and sponsor leads to more positive attitudes toward the sponsoring brand. Thus altruistic motives, derived from percieved event-sponsor fit, lead to more favourable attitudes towards sponsoring brand. Also consistency betwen event's image and sponsoring brand has significant  positive impacts on attitude. (Koo et al, 2006). Schema's - More congruent the event sponsor's and brand's images are, the more likely schemas held in memory will be activated, increasing the likelihood of positive attitudes being derived from sponsorship. 

Hypothesis: Higher perceptions of event-sponsor fit results in a more positive attitude towards the sponsoring brand.

Purchase Intentions

Koo et al(2006) found brand attitude to be a significant predictor of sponsor purchase intentions. Also, key relationship between consumers's attitude toward a sponsor and their intentions to use the product in the future (Speed and Thomson, 2000). Accordingly:

Hypothesis: A positive attitude toward the sponsoring brand results in higher purchase intentions.

So, the link is:

Brand Cohesiveness/Sport Identification

Event-Sponsor Fit

Attitude Towards Sponsor

Purchase Intentions 

Theoretical Implications

Findings of the study conducted support that brand cohesiveness leads to greater brand knowledge which in turn results in a greater ability to see dimensions common to the event and the brand, which serves to increase fit. Support the argument based on highly identified fans modifying their thinking about an event-brand pairing to more easily find fit to preserve positive self identity. Both these implications increase the understanding of how consumers view brands in a sport sponsorship context.

Managerial Implications

Results of the study support that attitude has a positive influence on consumer's purchase intentions.  Thus those that perceive fit between an events image and the sponsoring brand exhibit a significantly better attitude. From a managerial perspective this reveals that it might be more difficult to increase positive attitudes towards a sponsoring firms among individuals that fail to perceive fit between brand and event. So, effective ways to communicate fit should be utilised to those who attend the event. 

It was found that perceived fit impacted purchase intentions through one's attitude towards the sponsor. Because purchase intentions are one of the main focuses for the sponsoring firm to consider, the findings suggest that fit should be considered as an important criteria when companies make sponsorship selection decisions. So, understanding the variable affecting fit is of intense interest to brand managers considering sponsorship purchases to promote their brands. 

Firms should be consistent in in their promotional and communicative strategies toward consumers, which, as support by the study research (consistency leads to a stronger brand cohesiveness), increases perceived fit between the event and sponsoring firms. 

In terms of sport identification, separate marketing efforts and strategies could be developed to target low and highly identified sports fans based on their profiles and preferences. If the goal is to increase perceived fit amongst attendees, then event properties should consider how to approach and communicate with high and low identified fans. 

eg. Segmented markets - increased perceived fit.

HIGH ID - Identify perceived fit initiatives - Strategy a)

LOW ID - Identify perceived fit initiatives - Strategy b)

Firms seeking to sponsor an event may also wish to consider these findings and base their sponsorship decisions on whether or not an event will be likely to reach highly identified fans.

CLD.

Twitter: @callumldraper

Facebook: www.facebook.co.uk/callumldraper

:)

Journal Articles 29/10/2012 - Brand Image Creation

With my dissertation topic still to be finally decided upon, I read three pieces in the latter stages of last week looking at image creation and the creation of value through brand building to help with the decision. These were as follows:

1. A model of image creation and image transfer in event sponsorship - Gwinner, K.

2. Image management in sport organisations: the creation of value. Ferrand, A and Pages, M.

3. Measuring Brand Equity across Products and Markets. Aaker, D. 

Each article had a slightly different focus, but what I was looking to get out of them was a deeper insight into the creation of value in a brand, and methods that management may undertake in the process of doing so. I'll summarise and highlight key points within each of the articles below and in subsequent posts, both for my benefit to reinforce what I've learnt, and also for those with a keen interest in brand management:

1. A model of image creation and image transfer in event sponsorship - Gwinner, K (1997)

The article opens with a brief introduction on the development of event sponsorship, particularly in the reasons why organisations undertake it. A movement away from the view that event sponsorship should be seen as obligatory suggests that the opportunity for commercialisation has been recognised by organisation management and as a result they expect some form of reasonable return for their initial outlay. 

In order to create value from a sponsorship however, it's identified that many features of 'brand association' play a critical role in determining the 'differential response' (ie. the eventual purchase decision). In an attempt to consider the creation of value from event sponsorship the paper looks at what factors are involved in creating image at an event and then the subsequent transfer of this image, to the brand. The article in part relates to celebrity endorsement and this holds significance in the movement of meaning, whereby consumers acquire the meaning of the product through consumption. Meaning movement in the sense moves from the event to the brand when the two are paired together at the event. Image represents the cumulative interpretation of meanings or associations attributed to events by consumers.

The article highlights three main components that form an event's image. These are the type of event (eg. sports related, music related etc), the characterisitics of an event (eg. event size, professional status) and individual factors (eg. number and strength of meanings). Propositions or hypotheses are made throughout identifying the impact sponsorship will eventually have on the brand image. 

eg. P2a: Direct experience and/or indirect information (word of mouth/advertising etc) with an event type WILL influence event image.

The transitional process noted by the article was as follows: Determinants of event image - Event Image - Image transfer (moderated by variables) - Brand Image. 

Moderating variables are perhaps the key characteristics that determine whether an event's image will project onto the brand image. The factors were as follows:

• Degree of similarity: A product can have either functional or image related similarity with an event. F = when the sponsoring product is actually used by participants eg. INNOCENT drinks. I = where the image of the event is related to the image of the brand. eg. PEPSI and Jackson World Tour (youth, excitement). It's suggested that functional or image based similarites forge stronger ties and help the consumer to link the event image with the brand.
• Level of Sponsorship: Basically, multiple sponsors at an event lessens the probability that a particular brand will forge an association with the event. Different 'levels' of sponsorship attempt to tackle this issue. (ie. higher dollar = increased association [exlusivity])
• Frequency of Event: An ongoing event should have the benefit of more firmly establishing a link between the event and the brand due to repeated exposure). However, this isn't to say that unique, one-off events will not attract large media attention and forge strong associations.
• Product Involvement: Involvement level impacts attitude formation, which is a component of image. In low involvement products, such as energy drinks and cereal bars, purchases are quick and so forging a strong link between an event and brand increases the likelihood of consuming the product. However, high involvement products - such as a new TV, and generally more expensive items require much more information about them. As such, the endorsement will hold little or no relevance to the eventual purchase decision.

Event sponsorship is an INDIRECT form of promotion, that is to say that the product is behind the event itself. The ELM model (Petty and Cacioppo) suggests persuasion occurs along two routes, either central and periphery. The peripheral persuasion route suggests that an attitude change through the association of the object with positive or negative cues. Theorizing from this model, it can be established that peripheral routes (ie. indirect event sponsorship) forge associations that are more beneficial towards low involvement goods. To highlight this the article proposes:

P6a: Brand attitudes of low involvement goods will be strongly influenced by event image.

P6b: Brand attitudes of high involvement goods will be weakly influenced by event image.

P6b: Persuasion processes take place on the peripheral route of the ELM model.

Second and third articles to follow :)

CLD.
Twitter: @callumldraper
Facebook: www.facebook.co.uk/callumldraper

UEFA host Corporate Social Responsibility Conference

European Football governing body UEFA has hosted a seminar with a central focus on corporate social responsibility (CSR) attended by Europe's national football governing bodies.

UEFA took to Sarajevo, Bosnia and Herzegovina, in a bid to continue evolving their sport inside a topic that is becoming increasingly prevalent within today's society. Alongside the topic of sustainability, CSR is debatably the most pressing issue on a global scale within organisations as football continues to expand and so participants from national associations along with major stakeholders inside the football world attended the seminar with the knowledge that this is a topic that increasingly requires attention.

CSR is a systematic approach to management whereby an organisation seeks to increase social responsibility throughout all aspects of the corporate body, that is economically, financially, environmentally and socially. Functions of CSR policies are often self-regulating and work in compliance with ethical standards in order to elicit a positive perception of an organisation's activities. CSR work holds the potential to offer extremely positive opportunities in terms of future planning and beneficiaries for the footballing community in the long run. A number of steps could be taken by football associations in pursuit of CSR aims such as:

• Identifiying a strategies/policies main purpose, values and goals. (Economic)
• Identifying senior management hierarchically throughout the organisation to demonstrate responsibility. (Economic)
• Identifying key stakeholders and thus producing specific strategies to satisfy each of them. (Finance)
• Identifying potential costs and benefits. (Finance)
• Adopting efficient communication policies. (Social)
• Identify key 'green' areas throughout the organisation that hold the potential for improvement. (Environmental)

This seminar is not to say however, that governing bodies have not already identified the importance of CSR and it is clear that football associations are continually producing CSR work, the extent to which is often in comparison with the size of the body in question. Countries in attendance offered various examples of social responsibility they had produced already within their governing body. Such an example was provided by the Irish FA, whereby they demonstrated the strategy and visions behind their community-targeted 'Football for All' programme. Such a scheme epitomises the direction in which football must continue to move, in collaboration with it's hierarchical model of governing bodies, if it is to satisfy it's diverse communities and also protect it's integral ethics and values.

The European football market easily distinguishes the need for CSR to be at least in the thoughts of football associations with it's wide range of different cultures, ideas and knowledge. Of course, it is a learning process that most probably, will never end and continuously evolve and it's interesting to see what goes on 'behind closed doors' within UEFA, so to speak. The ability for ideas behind CSR to be shared at least on a European basis and put to best use is a superb use of time.

This is a topic I'm not sure many football fans adhere to, or perhaps understand the importance of in comparison to the need for goal-line technology, but it's excellent to see UEFA identifying one of the worlds most pressing issues at present business-wise, and relaying it's importance to the organisations it governs!

CLD

Twitter: @callumldraper

Facebook: facebook.com/callumldraper