Proposal 8: Audience (building a fan base)
Studies show that environment (family, friends, and location) is the most important factor for
developing strong emotional connections. For example, a person who lives in Zagreb is
more likely to support Dinamo than any other club.
It is vital to understand that the strongest team identification develops in people younger
than the age of 16. For this reason, the main focus must be on young people somehow related to
Dinamo, Zagreb, and Croatia.
Audiences should be split into following categories:
1. Primary: People younger than the age of 20 who live near Zagreb and in parts of
Croatia / Bosnia and Herzegovina with a traditional large Dinamo fanbase.
2. Secondary 1: People older than the age of 20 who live near Zagreb and in parts of
Croatia / Bosnia and Herzegovina with a traditional large Dinamo fanbase.
3. Secondary 2: Croatian diaspora living in Germany, Austria, Slovenia, etc.
Content
The most engaging content type is video and for this reason, the primary content type should
be video. Photography should be used only in cases when having an additional sentimental
value (e.g. iconic photographs or photographs from old events for which video does not
exist).
Content would be adjusted to two audience subcategories:
1. General: Fans who follow the club briefly and are interested in less complex content
(matches, transfer signings, match information, etc.)
2. Expert: Fans who follow the club deeply and are interested in complex content (club
history, board decisions, youth academy, budgets, etc.)
The club needs to understand that content with the highest engagement is unique content
produced by the club because such content can’t be found anywhere else. To increase
emotional connection content must provide additional value/information about the club's
past, present, or future. Additionally, content must be adjusted based on fan feedback
(number of views, likes, shares, etc.).
There is a lot of potential high-engagement content and the following table presents only a
small portion of all possibilities
1.
Club official podcast: A podcast where it would discuss the club's past, present, and
future. Fans would interact with questions. Famous club-related people such as
former athletes, famous fans, etc. would participate in the podcast.
2.
Board member interviews: At the end of every yearly quarter board members would
do a presentation about the club's present and future activities. Club members would
participate with upfront send questions
3.
Best skills and goals of specific athletes or match
4. Sentimental photographies: Photographies would text descriptions would be
published
5.
Dinamo on European tour: Videos in the length of 10 – 20 minutes where the club’s
European opponents would be presented (opponent’s history, past matches, fans,
stadium, etc).
Check Barca on Road
https://www.youtube.com/watch?v=KDdIgbg9vIE
Proposal 9: Local food and beverages
Food and beverages in the stadium should be adapted to the local cuisine and weather
conditions. E.g., when it is cold, more hot beverages should be offered (e.g. hot chocolate
for kids). Also, local cuisine would increase emotional connection (e.g. štruklji, local beer
brand, etc). Include healthy food (especially for the kids)