'Ignore Social Media at your peril?'
In this day and age it is a business mantra for dummies. Unfortunately for Everton Football Club, their in-house 'team' of erm creatives (stop giggling at the back!) have apparently not quite yet reached this heady level. Seemingly hovering somewhere between fools and incompetents, the team behind the re-branding of the Everton crest, led by Everton’s Creative Manager, Nigel Payne, have wittingly or not, committed the cardinal sin of modern marketing.
Even more astonishing than a multimillion pound business seemingly being oblivious to the power of social media platforms, is Everton's failure to act on the stunningly negative response from supporters (read customers) to the re-branded crest. This after images of the design were leaked across the internet months before yesterdays official launch.
According to Everton, the process of designing the new badge underwent 'extensive consultation.' This claim however, seemed to totally bypass the clubs 200,000 followers on Twitter as well as the 300,000 plus on Facebook. Meanwhile, as thousands of supporters vented their disgust and anger on Twitter and beyond, only a very select group of 'fans' were 'allowed to see the badge evolve.'
It is almost impossible to imagine a company involved in a multibillion pound global monster such as the Premier League, simply not having the wherewithal to monitor and analyze customer feedback on multiple social media platforms. It is in fact so incredible as to have no foundation.
Everton have seemingly chosen not to engage with their target market. Which extraordinarily surpasses the marketing cardinal sin of ignoring social media. Everton actually have an award-winning social media team and they certainly do monitor and evaluate social media across the board. Apparently they have purposely chosen to disregard the views of their core customers.
The new badge design underwent extensive consultation
The new bastardization of the clubs crest has gone down across social media as the proverbial lead balloon, yet the worry for concerned Evertonians should go way beyond issues of an abominable logo design. The seemingly willful contempt and almost total lack of concern for the views of the clubs supporters, a trait the current custodians of Everton have perfected over the last decade, is an affection many have turned a blind eye towards.
If the overwhelming social media negativity towards not only the re-branded badge but the manner in which Everton has chosen to ignore the opinions and concerns of its supporters is anything to go by, perhaps for some the scales have finally tipped.
If you have concerns about the new badge contact the club by email everton@evertonfc.com tweet to @Everton or sign this petition.
Holding of breath for a response is not recommended......
