A. Because there was literally no marketing team, and with that no marketing or commercial expertise on board to help drive areas such as TV rights, merchandising and others.

That meant there were no promotional campaigns by which we could communicate with fans to let them know, at the simplest form, what was going on in the Association from grassroots to domestic to international level.

A. We conducted online research by communicating with fans via website and through the online fans forum (www.ourweecountry.co.uk), while also conducting focus groups, liaising with sponsors, as well as canvassing the opinion of current Irish league players, referees and IFA staff. This all helped to paint a full picture of the issues and needs.

The first two months from my appointment in August 2005 were entirely filled with conducting research. We looked at all areas so we did online research on our website and also via the online fans’ forum. We asked sponsors what they thought of our image and basically asked all stakeholders – even journalists – their opinions. We got an idea from the research of the common themes that we needed to employ, and then develop the strategic plan that we’re still working to now.

You must remember, we had literally not specific marketing plans in place before, because the department didn’t exist, so we had to start from somewhere.

A. Primarily, through the advantages of data capture (via ticketing, purchase history) and revenue creation (again through ticketing, though also Official Supporters Scheme membership, and of course the online shop). The latter, combined with the opening of the new superstore at Irish HQ has seen merchandise revenue quadruple over the past year.

Database management is probably one of the most under-resourced areas of marketing yet it’s one the most fundamental areas within the sector. We now know, for example, that when someone buys a ticket we can pinpoint exactly where they sat. We can then use that data to target anything else around their matchday experience given that we know the type of fan from where they chose to sit.

Whether someone is being coached at club level, went through a coaching programme, is a member of the official supporters’ scheme, or has been registered at a club in the amateur leagues, we will have their information in one database.

We can then use these details for marketing and administrative purposes. From a marketing person’s point of view, it’s an absolute dream.

A. £40 pays for a 2-years membership, which also entitles the recipient to 5% off standard holiday, a 10% reduction on IFA-branded products, free entry to Youth and Women’s home internationals, and car pack (which includes items such as a branded tax disk holder and air freshener). There is also details and preferential access to ticketing allocations for away games, a quarterly magazine that goes to 5,000 people, a 20,000-distributed monthly Ezine (electronic newsletter), and details of unique events like our legends evenings. Much of this is communicated via the members’ section of the IFA website.

A. Yes, because it adds pride and passion to brand image, whilst also creating ‘fanatical customers’, who will stay with the team through thick and thin, continuing to direct their spending towards matchday attendance, merchandising, and the various other angles of revenue generation that we have been so keen to enhance over the past couple of years.

I believe we have fanatical fans. Customers can just be someone who has exercised their spending habits, but when they put on the Northern Ireland shirt they are fanatical fans. We want people to have pride and passion in the Northern Ireland brand as it brings people and communities together.

A. The internet these days is key. There is so much that you can achieve on this medium, from the basics of putting forward information, to the generation of monthly emails, Facebook pages (of which we now have our own dedicated portal), plus fans’ online forums. The worldwide web, as the title suggests, also helps significantly to reach expatriate Northern Ireland supporters, or new people in far-off countries, and at a very reasonable cost.

The Internet for us has been absolutely vital. Now we’ve got a mass of hits on our website, which has achieved two significant awards, and as far as I am aware, we are the only Association in UEFA to have launched our own Facebook page.

All these things are helping us to communicate online, which is where fans are going. We need to be where the customer is.

A. It’s key, but requires the basics of marketing in place, i.e. channels to market to sell NI tops, assistance to attract sponsors and raise their investment.

A. We need to build brand loyalty for the Irish FA as well as Northern Ireland fans that support English clubs, to make sure they are as interested in clubs here as they are with their favourites over in England.

It’s all about loyalty – loyalty to your country and loyalty to the brand. If someone supports an English club we need to make sure that they have an interest in the national team as well, which for us is Northern Ireland.

A. We need to pass on the Passion, as this is done by creating a true drive and experience, from giving schools cashback offers, putting on ladies’ days, as well as promoting the local game heavily at international matches.

We’re attempting to work within supporters’ clubs, schools and in the media to attract people to the local matches, and are already enjoying notable success. We’re using a whole range of things to make people come to the Carnegie Premier League.

A. The Northern Irish FA are looking at Voiceover IP solutions, electronic media accreditation, free websites for all associated clubs in Northern Ireland, Carnegie Premier League rebranding, plus online affinity deals to sell products.

As far as the Voiceover IP goes, people make calls over the Internet the IFA take a percentage on the calls. With electronic media accreditation, we can use the database to find out what journalists have been at what games and so on. We want to provide free websites for all our registered clubs where they can register players, and also text services so people can keep up-to-date with what’s happening with their club.

There is a massive rebranding exercise for the league where we’re looking to put in place a new brand image and marketing plan, whilst also working with websites that have already established strong traffic angles and who may like to partner up with this powerful National organisation so as to help up sell products and enhance the brand. We can then put in place a revenue share deal to increase their profitability and our channels to market.

Essentially though, and in spite of all of this, it’s crucial to remember that we’re a limited company that is not here to make exorbitant profits. Our purpose is to put money and energy back into the game, because the more we do this, the better it is for the sport.”