MARKETING A NON-LEAGUE FOOTBALL CLUB PODCAST
THE PODCAST ORIGINS
Since July 2021, I have been providing support to my hometown club Nairn County in my spare time. While working at the Scottish FA, Chris Samson and I launched the Scottish Football Marketing Podcast - a podcast with the aim to help as many clubs in Scotland off-the-pitch.
The feedback from clubs, not just in Scotland but from elsewhere vindicated our reasons for starting and with time between a couple of clients I thought I would dust off the microphone once more to document my journey so far on marketing Nairn County and why as a club we are trying to standout from the rest at non-league level in Scotland.
THE PODCAST SALES PITCH
There are over 2000 clubs in the UK non-league football pyramid across England, Scotland and Wales, this is the story of how Nairn County in tier 5 of Scottish football approach their marketing.
My purpose for the podcast series is to share my experiences of helping out the club in my own spare time while living over 150 miles away. I hope that it might resonate with others who are volunteering at their local club, spark some ideas and more importantly learn from my mistakes.
The Episodes
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EP 1 - STARTING OUT
An introduction to the podcast, my first steps coming on board at Nairn County and surveying fans.
LISTEN HERE -
EP 2 - PUTTING A PLAN TOGETHER
On the second episode, I go through the plan I put together and presented back to the management committee at Nairn County as well as going through a couple of things I would do slightly different if I had my time again.
LISTEN HERE -
EP 3 - GOING DIGITAL
This time around I talk about trying to make things easier for fans online and digital marketing. The podcast overs finding a digital ticketing provider, putting our monthly club draw online plus a couple of other little bits.
LISTEN HERE -
EP 4 - DOING THINGS A BIT DIFFERENTLY
This episode focuses on doing things a bit differently as a club including getting PR for pie in a roll and creating stag and hen party packages.
LISTEN HERE -
EP 5 - A NEW WEBSITE ON A NON-LEAGUE BUDGET
On this podcast, I talk about how he managed to get a new website built and launch from buy-in to actual going live.
LISTEN HERE -
EP 6 - THE NEED TO BRING IN OTHERS
All the ideas but no time to do them sound familiar? In my case it was this plus not being in Nairn regularly enough.
I talk about bringing on board a couple of volunteers to help, branding and linking in with a local university.
LISTEN HERE -
EP 7 - IMPROVING CLUB COMMUNICATIONS
Improving club communications with fans was one of the goals I set out to achieve when I first joined the club - on this podcast I go through setting up email marketing, podcasting and plans for the future.
LISTEN HERE -
EP 8 - ACHIEVING RECORD KIT SALES
On the final podcast, I go through the process of kit design all the way to launch and how the massively popular TeamHamish Rainbow Third Kit came about for Nairn County and the success that it has had.