Stickers, Matchdays, PR and the Power of an Idea People Want to Talk About

What a month.

The Matchday Teammates idea officially launched for the opening home campaign in early August, connecting digital match tickets with offers from participating businesses around Aberystwyth. This initiative was designed to enhance the overall matchday experience by creating a vibrant atmosphere that extends beyond the confines of the football ground. By integrating local businesses into the matchday experience, we aimed to foster a sense of community and excitement throughout the town, encouraging fans to engage with both the sport and the local economy.

Then came stickers. This simple yet effective addition to our marketing strategy was aimed at capturing the interest of our supporters and creating a tangible connection to the club.

We launched pre-orders for the first Aberystwyth Town sticker book, and the response completely exceeded my expectations. The excitement surrounding the sticker book was palpable, as fans eagerly anticipated the opportunity to collect stickers featuring both current players and club legends. This enthusiasm not only showcased the loyalty of our supporters but also highlighted the potential for innovative merchandising within the club.

The media coverage we received was remarkable. Radio Cymru, Radio Wales, S4C, and Y Golwg all featured our story, amplifying our reach and drawing attention to our unique offering. The BBC also provided coverage, further establishing the significance of this initiative within the Welsh sporting landscape. This level of media interest underscored the appeal of our project and helped to solidify our presence in the community.

Orders began to pour in from around Wales and the UK, demonstrating the widespread interest in our sticker book. We even received an order from Chicago, which was a delightful surprise that illustrated the far-reaching connections of our fanbase. This global interest not only validated our efforts but also opened up new avenues for engagement with supporters who may not be able to attend matches in person.

The physical books and sticker packs are due into the club shop from 30 August, with books priced at £5 and packs of eight stickers at £2. This pricing strategy is designed to make the products accessible to a wide range of supporters, encouraging both young fans and families to participate in this exciting new venture.

This has been a fantastic lesson in something marketers sometimes overcomplicate: have an idea worth talking about. The essence of successful marketing lies in the strength of the idea itself. When the concept is engaging and relevant, it captures attention and generates buzz organically, making it easier to promote.

You can optimise copy, choose the right posting time, tweak an email subject line, and build a media list, but PR becomes dramatically easier when the thing itself is interesting. The foundation of effective communication is a compelling narrative that resonates with the audience. In our case, the unique nature of a Welsh domestic football club producing its own traditional sticker album was intriguing enough to spark conversations and interest.

A Welsh domestic football club producing its own traditional sticker album, combining current players with club legends, is unusual enough to make people curious. This novelty factor played a crucial role in attracting attention from both media outlets and fans alike. The story of our sticker album was not just about the product; it was about the heritage and community spirit of Aberystwyth Town FC.

The story travelled because the product contained the story. It wasn't merely a collection of stickers; it represented our club's history, community, and the passion of our supporters. When a product has a story behind it, it creates a deeper connection with the audience, making it more likely to be shared and discussed.

That's powerful. The ability to weave a narrative into a product can transform the way it is perceived and received by the public. It elevates the product from being just a commodity to becoming a part of the cultural fabric of the community.

There was strategy underneath the fun too. The sticker book was not just a whimsical idea; it was carefully crafted to achieve multiple objectives. The current squad gains recognition through their inclusion in the album, which helps to build their brand and connection with the fans.

Past players and history are celebrated, allowing long-time supporters to reminisce about their favorite moments and players from the club's past. This aspect of the sticker book fosters a sense of continuity and pride in the club's legacy, which is essential for maintaining a loyal fanbase.

Young supporters have something tangible to collect, which is crucial in fostering their engagement with the club. Collecting stickers can be a fun and interactive way for children to learn about the players and the history of Aberystwyth Town FC, creating lasting memories.

Parents and older supporters get nostalgia, as the sticker album evokes memories of their own childhood experiences with collecting. This emotional connection can strengthen family ties to the club and encourage a new generation of fans to get involved.

The club gets a new retail product, which not only generates additional revenue but also enhances the overall brand presence in the community. By diversifying our merchandise offerings, we can appeal to a broader audience and create more opportunities for engagement.

Sponsors can potentially gain additional exposure through this initiative, as the sticker packs can serve as a platform for advertising and brand partnerships. This collaborative approach can enhance the visibility of our sponsors while providing them with a unique way to connect with our fanbase.

And every pack creates another reason for somebody to return. The collectible nature of the stickers encourages repeat purchases, as fans will seek to complete their albums, creating ongoing engagement with the club and its offerings.

August has also seen progress outside football. I've been working with The Gym in Aberystwyth, helping create its brand and digital foundations ahead of opening. This project has involved developing a comprehensive website that reflects the gym's mission and values, focusing on a community-driven training experience rather than merely presenting it as another room full of exercise equipment.

That approach is reflected in the website today, with classes, memberships, bookings, and customer capture integrated directly into the site, which is credited to Red Squirrel Marketing. This user-friendly design ensures that potential customers can easily navigate the site and find the information they need, making the process of joining the gym as seamless as possible.

Very different businesses. A football club, a gym, and a Caribbean restaurant may seem unrelated at first glance, but the underlying marketing principles remain remarkably consistent across these diverse sectors.

The marketing problem remains remarkably consistent: create a clear proposition. Each business must articulate what makes it unique and why potential customers should choose them over competitors.

Make it distinctive. In a crowded marketplace, standing out is crucial for attracting attention and building a loyal customer base. A distinctive brand identity helps to create recognition and recall among consumers.

Make purchasing or joining easy. Simplifying the process for customers is essential for driving sales and engagement. Whether it’s through user-friendly websites or straightforward membership options, reducing friction can lead to increased conversions.

Build the audience. Growing a customer base requires strategic marketing efforts that resonate with the target demographic. Engaging content, social media presence, and community involvement can all play a role in expanding reach.

Then give people a reason to come back. Retention strategies, such as loyalty programs or exclusive offers, can encourage repeat business and foster a sense of belonging among customers. By continually providing value, businesses can cultivate lasting relationships with their audience.