RickJ wrote:
We all remember this being discussed last year, but the principle is extremely important.
I love the symbolism of the I AM CARLTON marketing strategy. It appeals to me. Ownership, inclusion, bonding and involvement designed to help supporters embrace and feel that WE ARE AS ONE.
But the expensive advertising and marketing pitch has to be backed up with tangible efforts to make supporters feel valued and AS ONE with the club. The membership department in particular has to lift its game to ensure that every contact it has with supporters reflects the I AM CARLTON idea. They are miles off from doing this, and seem to court further alienation every time they open their big mouth.
Very few if any members buy memberships to save money at the gate. It is usually an emotional decision to buy a membership not a pragmatic or financial one. I only purchased one membership this year (for my son) rather than 3 because I was so pissed off with them from last years off season. I am an MCC member and can use a friends medallion club seats at Etihad so I dont really need the memberships at a practical level. Except for one most pragmatic reason, and the reason I have bought high level memberships for many many years, a grand final ticket when we are there.
The marketing gurus simply need to review every aspect of the clubs communication strategy including the tone and wording of every email to ensure that we feel included and as one.
I want to throw money at them, I'm like an addict I really do, just don't give me a reason not to, and give me some reason to feel half OK about it.
Great post Rick.
Many excellent points.
I'm a CC member for the reason you stated. Access to GF tickets.
I just hate hearing about long standing members, or volunteers, being treated poorly.
Could not agree more, that the membership dept needs a shake up.
While we are in a re building phase, maybe we can work on re engaging members at every level.