http://www.carltonfc.com.au/staticfile/ ... ontent.jpg

I don't know if you have received the latest marketing for Carlton membership but it is a vast improvement on previous years...much better than the "Can You Smell What We are Cooking" etc

This marketing campaign has a photo with a tribal/community element to it...Marc Murphy supported behind by a Blue Army of supporters. Good theme...where I think they go wrong is with the slogan's writing below.

We are the navy Blues. One club. One tribe. One love.

They love using the word "one" with their marketing.

Wouldn't it be better to be

"We are the navy Blues. Our club. Our tribe. Our love"

Ie the word our gives it more ownership. The word one sounds not as unifying.

Your last sentence is quite nonsensical. The word 'one' means 'unified'. Same root as 'unit', 'unitary', 'unify', 'united', etc. You may prefer 'our'. Fair enough. But 'our' certainly doesn't sound more unifying.

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Fair point Moshe.

If you look at a lot of these slogans from 2012 from other clubs they use "one"..eg North's "one and all"

Personally I like these ones from Port and Collingwood more..

Port Adelaide used "We Are Port Adelaide"...but the one that was most impressive was Collingwood's
"It's us against them"...

Carlton have done a lot of the "one" and "I Am" type of motifs...I prefer the more unifying statements, but I still get where you are coming from.

One could question what advertising for membership program Carlton has that is most successful? This new one looks pretty good all in all.

In the new one though there is one other point....the phrase "One Love" ...part of me likes that ...but part of me doesn't.

Anyway perhaps there is a theme or saying they can borrow from previous campaigns? not sure.



http://theplaybook.com.au/sport-marketi ... campaigns/

Poor resolution and my eyes are cactus...but are there familiar faces there...the Judge, Madden, Hanna

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“Every single element of the Club has to be the best in the league, meticulously and methodically, and only by doing this will we be elite and challenge for number 17.”
Greg Lee

Should change so they're all in the heritage jumper!!

We are the navy Blues. One club. One tribe. One love. Nineteen years.

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#DonTheStash

Just win a @#$%&! flag.

The rest is window dressing.

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Wow, what a reminder of how long I've been married. Not sure I want to sign up again....

Get married again and then we'll win!

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Neither of us can afford that

I was married Sep 22 1996.

Carlton were the current premiers then.

Just.

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Until each team plays each other the same number of times, the AFL, as a fair dinkum competition, cannot be taken seriously.

He (Mr Swann) said the honour and pride associated with the club's traditional navy blue jumper was priceless.

Yes, after zooming in I can confirm they are there in the picture. Couldn't spot any other familiar faces though.

What about as a phrase the simple "We are the navy blues"

Couldn't that be the slogan?

It comes from the song, is direct, it has the "we" element that infers being part of a tribe..

Or "We are the navy blue army" (with crowd shot in background)...why is there a Richmond army, a Collingwood army but not a Carlton one when Carlton is technically the 2nd most supported club in the league?


Hawthorn had "Always Hawthorn"...which is a clever one as it infers it is part of something important.




I like the Carlton photo though but agree with Sentanta for Pres...just ONE jumper (the "heritage" jumper) is needed.

Doesn't this signal a new and bolder direction if they return to the proper guernsey. Having Murphy wear the other one creates mixed signals doesn't it...and in advertising you don't want mixed signals.

Bluedog, have you been on just one honeymoon? Perhaps it is time to go on another honeymoon somewhere. Help Carlton out and leave the country..just for a little while.

Happy to accept any donations to get me out of the country for a year.

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THEY LIKE TO SEND UP!!!!!!!!

Until each team plays each other the same number of times, the AFL, as a fair dinkum competition, cannot be taken seriously.

He (Mr Swann) said the honour and pride associated with the club's traditional navy blue jumper was priceless.

What is Carlton selling with their membership campaign?

One thing that needs to be emphasised is that they Carlton is the only NAVY BLUE team in the league * This should be part of the marketing campaign.

* except for Fremantle which after the AFL agreed to let them change their guernsey wears "purple" that is really almost navy blue.


What is the aim of the membership campaign?

Is it to get to 50,000 members. How can Richmond get over 50,000 members but Carlton can't?

Why don't they give incentives a bit out of left field to get people involved in membership.

eg - if Carlton gets to 50,000 members Bruce Doull will come to Princes Park and recite poetry or just generally talk for 1 hour...
or if Carlton gets to 50,000 members Rhys-Jones will personally apologise to every person he has punched and hand them a flower. This can be done at Princes Park. Fans attend, buy merchandise etc..

ie use humour/an angle to get people involved in wanting Carlton to get to 50,000 members.

Maybe there are other examples, but make people feel it is important to join. Either way, Carlton's marketing of their membership program has to improve and the present option might not be good enough.

Looks familiar.

In fairness, its not a new conceit to begin with.

Membership marketing need only appeal to the basest of human emotions, for each individual that trigger will be different: why do you support the club?

Is it your first exposure to it, the romanticism of early days visiting Princes Park?

Is it your first hero, number sewn onto the back of your woollen guernsey?

Is it the feeling of victory, the sort no other team or sport can quite replicate, and sweet release upon the the sounding of the siren?

Is it a relationship, forged at the footy between family or friends?

Now, that's difficult to encapsulate all in the one image - but ultimately it feels unaccomplished by this campaign. This campaign is all about togetherness. About being unified. About being one.

I'm not sure about everyone else, but what binds me to the Club and it to me isn't being part of a larger collective. It's deeply personal. It's deep down inside of me, so much so I can barely rationalise how and why it became so important.

Maybe we've been in the wilderness for so long I can't recall what it's like to belong to a "tribe", as the Club seems hellbent on branding us.

I think the campaign is ultimately effective, without being necessarily memorable. It meets many of the expectations one has of a membership campaign, ticking a lot of boxes without taking too many risks.

Say what you will about 'They Know We're Coming' or 'Can You Smell...' but at least they swung for the fences. They we're brash and bold, with one a favourite of mine and the other a stern reminder of what overconfidence and a lack of review can do.

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Whatever happened to this club
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We used to be so strong
We used to be so good

Really interesting post Manchengo Cheese...gets one thinking. Yes, I agree with pretty much everything you say.



http://www.afl.com.au/news/2013-12-18/o ... aign-trail


It is interesting that in this article the only crowd photo utilised was of "The Tiger Army".

How come they keep referring to "The Tiger Army" when there are more people and supporters for Carlton? I have never heard them say the "Blue Army". Perhaps our cheer squad is looking a bit thin on the ground and that reflects in the whole message, whilst their cheer squad has plenty of banners etc..



On an aside, whilst not relevant, I couldn't help but notice a lot of those Manchester United players looked quite thin and jaundiced..not really looking like the athletes we come to expect with AFL. I am sure they are massively fit the MU players, but just the look of them isn't really imposing. Maybe they need to hop on an Essendon* program of fitness.

http://www.afl.com.au/news/2013-12-18/o ... aign-trail

Of these slogans a lot of them were "WE"
eg "We are Port Adelaide, we're ready to fly etc"

West Coast's one was a bit different - "Our strength is You".

That is saying we - the club - rely on your membership. Get on board.

I would like to see Carlton do something that encourages people to think it is important the club gets to 50,000 members. Everyone can be a part of that...but if they don't get to 50,000 then it looks like a disaster.

Definitely appeals to a fan base of members with families.

The fact that they've got Menzel on there so predominately suggests that they're appealing to younger fans to become members.

Gone are the days of Yaz, Carrots, Simmo and Hendo being featured front and square.

Marketing research probably suggests that a new fresh approach is the way to 50000 members.

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"I think everyone at the club and supporters are impatient (for success) and to be honest that is a good thing" - Chris Judd

I prefer the old one

"Give me your money flowers"

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Looking forward to seeing our potential realised.

It is missing an action. It needs to finish with something like get on board, join today etc.

Club, tribe, love makes it seem like they do not actually know how we view the club and are covering three bets. I think it is a weak statement and not progressive at all.

I hear trigg refer to the tribe nature, we are not a tribe and trying to paint the picture as such is a very old fashioned view of community and was big in the 90s. Surely we have progressed since then.

If they really want to cash in on the community aspect then offer discounts and content for forums like this... I have no idea how many members this site has, but if they are looking to tap into passionate supporters they could do worse than look at converting non members into members on this site.

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