Wales take on Bulgaria in their final Euro 2012 qualifier tonight, but it seems that they’ll be playing in front of rows of empty seats.

According to BBC Radio Five Live this morning, a grand total of 11 tickets have been sold for tonight’s match. Yes, 11 tickets… This is astonishingly bad, even for a match where both teams have nothing to play for.

Despite the fact that neither team can qualify for the main tournament, that doesn’t mean the game has no appeal at all and the organisers should still have been able to sell the match to spectators.

After all, football is a game of passion, dedication and undying loyalty. Fans don’t just ignore a match because there is no trophy at stake. There is always pride. Or bragging rights. Or a chance to see new players in action.

So, what’s the lesson for businesses?

Well, we’re not experts on the Bulgarian ticketing system but if the ticket sales really are as low as were being reported then there is certainly a massive failure in their marketing. Unfortunately, there is no single key to great marketing. You need to have the right product, charge the right price, promote it to the right people in the right places.

When the product is lacking appeal, the promotion has to be all the more compelling. Critically you have to make it as easy as possible for people to engage with you. Whether that is via your website, or on the phone, customers will not persevere if your service is anything less than perfect.

Non-geographic numbers such as 0844 or 0800 can really help as they are easy for customers to remember and come with a package of easy to set up services that guarantee a great customer experience. From call routing (to make sure your calls reach the right people, first time) to welcome messages (so that your customers feel instantly valued before you have even spoken to them), 08 numbers can make the difference between selling your products and having them sitting on the shelves. Or in the case of the Wales vs Bulgaria match, not having anybody sitting anywhere…

Until tomorrow. Have a great day!

 

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