The extra mile!

‘When you intend to create top brands, you have got to let your customers experience it and eventually live it’. A marketing lesson being implemented by many brands in today’s world. With umpteen numbers of brands in the same category, the brands are facing hard core competition to reach out to the customers. But the competition seemed to have brought out the best in each brand. Gone are the days where the marketing team used only TV, radio, and hoarding as their modes of communication to the target audience. There’s something extra that each brand is doing. I term it ‘The extra mile’. While TV, radio, internet & other conventional mediums of brand communication keeps the brand visible in the market, the extra mile one takes in their brand communication is what lets the customer experience their brand & live their brand.

Well, Manchester United Football Club is one of the brands which seemed to have taken that extra mile in the form of Manchester United Restaurant & Bar. A concept that has received great appreciation from its customers of late. A concept that has led to proliferation of resto bars all over Asia. While the resto bar gives its huge fan following a place to watch the match with hundreds of MUFC fans, the corollary is, it’s creating a place for the fans to experience the feeling of being a part of the MUFC. Eventually living it!

A Singapore based company has been awarded the official rights by MUFC to own, operate & franchise the MU Resto Bar in Asia Pacific region. It is spread across China, Thailand, Hong Kong, Indonesia and the huge proliferating fan base for football in India has had the MU Resto Bar foray into the Indian geography. I happened to visit the MU Resto Bar in Bangalore the last weekend and came back with memories I would love to keep experiencing.

If you happen to pass on the Koramangala forum road & spot this huge, well light MU Resto Bar in red & intend to walk in for a drink, be assured you will be kept waiting by the lady receptionist saying, ‘ 1 hour waiting sir’, her voice hardly heard, because of her charm you are lost in. It all starts with an advance booking request to find you a seat to watch the match. The ambience is a treat in itself. The dug out like seating outside the Resto bar will indulge you in reminisce; the one of your stars sitting. As you enter the MU Resto bar, an impulsive action that of foot tapping will follow to the beats coming from the DJ console. Although the DJ takes one corner of the place, his music takes center stage with each number rising your energy levels. The bar tender’s skills is a definite eye candy to watch. The rare photo collection of your stars will have you clicking pictures with the stars in all angles. As you manage to find a seat for yourself in the 200 seater place, you are more often seen getting up and cheering your team. You are sure to be smitten by the beautiful ladies coming in late in the night. You can’t restrain from getting a glimpse of their beauty even in the dim lights and your girl friend sitting next to you. You might even spot some movie stars coming in to have a drink.

All said, the place really brings out the passion, the cheers, and the love. It brings out the relationship the fans have with the MUFC, the expectations they have with their stars. It brings out the birth of a new game in a nation where cricket is a religion. A job well done by the MUFC brand managers to have thought of this concept. Have truly lived up to the ‘When you intend to create top brands, you have got to let your customers experience it and eventually live it’. An extra mile well thought of! An extra mile well executed!

An experience of a person who has never followed football or been interested in football. The place has had me love the ‘beautiful game’. Looking forward for my next visit this Sunday evening. Looking forward for the big Manchester United match.