I wonder how much of the marketing dept's relative energies have been put into this campaign versus working out how to persuade some of the 15,000 or so extra fans coming on Saturday to return more often at full price?
#wrongpriorities (one for the 'digital marketing' types)
We've run two successful marketing schemes recently. The video which we've all discussed, which (whatever you think about it) has been a hit will generate interest, especially from it's target audience (lads playing football). I know a (Southend supporting) teammate of mine has already suggested it on our teams page following the campaign.
The second is the #FootballForAFiver campaign. The marketing team worked hard to do the hashtag rollout and for a period of time it was trending on Twitter in the UK and for a longer period of time in London. The game is nearly sold out. The aim was to get bums on seats for that match, unfortunately the rest is down to how we perform on the day. A dour 2-0 loss to Huddersfield with our regular fans getting restless is going to do nothing for the take up of half season tickets. A great win and the place feeling electric will do. Unfortunately that's completely out of the marketing teams hands.
The latter was at least focused and with a clear specific commercial target in mind (even though I doubt very much if it directly led to significant additional sales).
The former was just juvenile and a wasted opportunity, since it is marketing a potential revenue stream which is totally immaterial to the club's finances.
If you agree with my sums above, the couple of grand of profit it will likely generate is equivalent to the sale of just four West Stand season tickets (to fans who weren't previously attending regularly of course).
The marketing team behind Target 10,000 and then Target 20,000 didn't use social media (because it barely existed) but did it the old-fashioned way, with real accountability (ie. the proof was in the attendances).
The benefit of those campaigns are still being felt today, even if the club may have to relaunch both before long unfortunately.
Marketing and advertising types can always fall back on the old "We know half of it works, we just don't know which half" defence, which gives them license to come up with any nonsense in the name of 'creativity'.
Looking at your figures I'd argue that the pitch will be hired more than 5 times. When I played at the Valley we were in at about half, on the pitch and then almost as soon as we'd finished with the changing rooms a new group of players were coming in (around about half 11). Based on the fact that your slot is about 2 1/2 hours you could fit about 4 in throughout the day. Say you do this for a week long period (including the weekend) you could be looking at 28 slots. Suddenly the profit margins are looking a lot better.
The proof or accountability of this campaign will be in the take up (which we can't see right now because it's not happened). I believe that it will be successful.
I agree with you about the "half of it works, we don't know about the other half" defence, but when it comes to selling season tickets at football grounds, the easiest way to do that is through being successful on the field, most product development teams have the ability to improve their product before putting it to market, a football club doesn't.
But it's only the additional bookings which are a direct result of this campaign which are relevant, not those which they would have got anyhow.
I agree that pitch bookings are inherently high margin revenues, but by definition they will never be more than a very peripheral revenue item in the overall scheme of things.
If the club had linked the campaign with the launch of the 2015/16 season ticket prices then it might have made some more sense.
Think that may be the point you're missing NYA. This has nothing to do with whoring out the pitch. It is all about brand awareness. I think it's fairly obvious that season ticket sales will be down next year so the club are trying to exploit social media to get the club back into people's thoughts whether they're local or not. Anyway, don't be surprised if they do another stunt to promote season ticket sales.
Thing if both the "actors" were completely naked allowing you to see everything I think it could be distasteful, as it is, great bit of work by the comms team for once
So the first example of tasteful humping, perhaps they should repeat it at half time in the Huddersfield game with the junior reds standing around waving flags and handing out leaflets- that would be really classy.
Blimey, I can't believe how much rancour this has stirred up on here! I love our club's values and they are a big part of what makes Charlton special for me. But this really doesn't offend me in the slightest. It's a clever bit of marketing which may not have a direct bottom line impact but will most certainly get Charlton talked about more than it otherwise would, and brand awareness seems to me just as valid an objective as selling pitch hire.
If we want to bridge the gap a little between opposing camps, I suggest we chip in a few tartan blankets next time so the poor lads have a more comfortable time.
I don't think many people are offended - they just find it extremely odd, non-commercial and counter to the usual family-oriented image of the club, which has served it very well for two decades.
As for enhancing 'brand awareness', I'm confident most marketing executives would emphasise a coherent approach around whatever the club's core values are deemed to be.
I suppose it's what happens when you get an enthusiastic new commercial manager keen to make an impact and a CEO in her 20s who hasn't so much as led a conga before.
There seems to be a strong correlation between those that dislike the ad and those that are anti-Duchatelet. Surely a coincidence.
I'm anti-Duchatelet, like the ad, read the Guardian, think the new commercial guy is doing a good job, and have lentil soup in my bag for lunch.... so I think you're seeing a correlation where there isn't one.
I work in advertising and personally I don't think it's a brilliant piece of creative it's a pretty basic idea, however because it comes from little old family club Charlton it has caused a stir so it's pretty clever piece of marketing. Is hiring out the pitch worth the cost of the video and/or risk of devaluing the Charlton brand though?
Two Chinese friends mentioned this to me today, one is a pretty die hard (Prem) football fan, the other has no interest at all, yet both had heard about this happening.
Two Chinese friends mentioned this to me today, one is a pretty die hard (Prem) football fan, the other has no interest at all, yet both had heard about this happening.
Two Chinese friends mentioned this to me today, one is a pretty die hard (Prem) football fan, the other has no interest at all, yet both had heard about this happening.
Clearly the clubs plan worked.
why, which weekend have they booked the pitch for?
Well it was picked up out here in Prague by my buddy, who is a big shot with Mindshare, so this sort of thing is well within his remit. He also happens to be Serbian,btw, massive footie fan. Here's his take
Not that I don't like it, there is a certain sense of humor on the whole message. But, people from your club has to be aware that viral addressed to niche target will have overspill everywhere. They underestimated this, so fans will show if this was right or wrong. If this remains one-off, no real harm I think. SextraTime at the Valley:-) I'm curious what would be reaction of your biggest rivals fans:-). Keen to see, so pls share:-)
Two Chinese friends mentioned this to me today, one is a pretty die hard (Prem) football fan, the other has no interest at all, yet both had heard about this happening.
Two Chinese friends mentioned this to me today, one is a pretty die hard (Prem) football fan, the other has no interest at all, yet both had heard about this happening.
Clearly the clubs plan worked.
why, which weekend have they booked the pitch for?
Irrelevant. It's really not just as simple as 'pitch booked more = plan worked.' It's brand awareness, it's publicity and it's free, Charlton Athletic have received more coverage on social media and in national press than we have for a very long time. Now you can argue with the means and perhaps the motive but the success is undeniable. People don't have to like the way they've done it but publicity was what was wanted, and it worked.
Irrelevant. It's really not just as simple as 'pitch booked more = plan worked.' It's brand awareness, it's publicity and it's free, Charlton Athletic have received more coverage on social media and in national press than we have for a very long time. Now you can argue with the means and perhaps the motive but the success is undeniable. People don't have to like the way they've done it but publicity was what was wanted, and it worked.
That makes it classy, tasteful and most of all relevant does it. I suppose you think that ISIS have improved their brand awareness by lopping peoples heads off, so that makes that ok also. People don't have to like the way they've done it but publicity was what was wanted, and it worked.
Two Chinese friends mentioned this to me today, one is a pretty die hard (Prem) football fan, the other has no interest at all, yet both had heard about this happening.
Two Chinese friends mentioned this to me today, one is a pretty die hard (Prem) football fan, the other has no interest at all, yet both had heard about this happening.
Clearly the clubs plan worked.
why, which weekend have they booked the pitch for?
Irrelevant. It's really not just as simple as 'pitch booked more = plan worked.' It's brand awareness, it's publicity and it's free, Charlton Athletic have received more coverage on social media and in national press than we have for a very long time. Now you can argue with the means and perhaps the motive but the success is undeniable. People don't have to like the way they've done it but publicity was what was wanted, and it worked.
What do you (and others who used the phrase) understand by "brand awareness"?
If it is a one off tactical stunt - as my buddy from Mindshare describes above - then it's probably OK.
Brand awareness building, however, is a whole different ball game.
If you work in marketing, I'm surprised you think this is in support of brand awareness. Then again, if it is not , what is it and what are the marketing goals it seeks to achieve? Overall I think @MrOneLung is absolutely right. Because if the people behind it themselves think it is building brand awareness, then we do have a problem.
Irrelevant. It's really not just as simple as 'pitch booked more = plan worked.' It's brand awareness, it's publicity and it's free, Charlton Athletic have received more coverage on social media and in national press than we have for a very long time. Now you can argue with the means and perhaps the motive but the success is undeniable. People don't have to like the way they've done it but publicity was what was wanted, and it worked.
That makes it classy, tasteful and most of all relevant does it. I suppose you think that ISIS have improved their brand awareness by lopping peoples heads off, so that makes that ok also. People don't have to like the way they've done it but publicity was what was wanted, and it worked.
From Wikipedia (not always the best source I agree):
"Brand awareness is a customers' ability to recall and recognize the brand, the logo and the advertisements. It helps the customers to understand to which product or service category the particular brand belongs and what products and services sell under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products."
They certainly seem to have had their needs satisfied but the last time I checked our main product/service was the provision of football matches, and thus I'm confused about the brand awareness angle.
Comments
So the first example of tasteful humping, perhaps they should repeat it at half time in the Huddersfield game with the junior reds standing around waving flags and handing out leaflets- that would be really classy.
As for enhancing 'brand awareness', I'm confident most marketing executives would emphasise a coherent approach around whatever the club's core values are deemed to be.
I suppose it's what happens when you get an enthusiastic new commercial manager keen to make an impact and a CEO in her 20s who hasn't so much as led a conga before.
Clearly the clubs plan worked.
Not that I don't like it, there is a certain sense of humor on the whole message. But, people from your club has to be aware that viral addressed to niche target will have overspill everywhere. They underestimated this, so fans will show if this was right or wrong.
If this remains one-off, no real harm I think.
SextraTime at the Valley:-)
I'm curious what would be reaction of your biggest rivals fans:-). Keen to see, so pls share:-)
If not, why not?
Irrelevant. It's really not just as simple as 'pitch booked more = plan worked.' It's brand awareness, it's publicity and it's free, Charlton Athletic have received more coverage on social media and in national press than we have for a very long time. Now you can argue with the means and perhaps the motive but the success is undeniable. People don't have to like the way they've done it but publicity was what was wanted, and it worked.
That makes it classy, tasteful and most of all relevant does it. I suppose you think that ISIS have improved their brand awareness by lopping peoples heads off, so that makes that ok also. People don't have to like the way they've done it but publicity was what was wanted, and it worked.
Unbelievable.
If it is a one off tactical stunt - as my buddy from Mindshare describes above - then it's probably OK.
Brand awareness building, however, is a whole different ball game.
If you work in marketing, I'm surprised you think this is in support of brand awareness. Then again, if it is not , what is it and what are the marketing goals it seeks to achieve? Overall I think @MrOneLung is absolutely right. Because if the people behind it themselves think it is building brand awareness, then we do have a problem.
From Wikipedia (not always the best source I agree):
"Brand awareness is a customers' ability to recall and recognize the brand, the logo and the advertisements. It helps the customers to understand to which product or service category the particular brand belongs and what products and services sell under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products."
They certainly seem to have had their needs satisfied but the last time I checked our main product/service was the provision of football matches, and thus I'm confused about the brand awareness angle.
Whoa, she passed...
The things I do for this club!