Brand awareness = the pitch at the Valley is available to hire. It's that simple. The tone is arguable, people are perfectly entitled to find it as offensive or inoffensive as they like but it's not advertising the team, and it's not even aimed at the fans who go every week anyway. They've targeted a certain kind of mind and they've succeeded in making them aware the pitch is (or will be) available in the off season for hiring. It's a success.
No-one is forcing you to like it, some people do some people don't but from the perspective that the Valley has become a talking point on social media and we've received more press than the fans forum/protest ever did it seems pretty clear to me someone at the club at least definitely knows what they're doing.
As someone who is only outraged at Violence, My LOL side of my Personality took over hence why i was joining in the banter.
This is my Families reaction. Mrs Soapbox: shocking Soapbox Junior: Wow we're famous all over the world at last. Good. Miss Soapbox: i though you lot were just train spotters, that's different.
As we are 4 independent people who just happen to be a family, We all make up our own minds on all subjects.
As someone who is only outraged at Violence, My LOL side of my Personality took over hence why i was joining in the banter.
This is my Families reaction. Mrs Soapbox: shocking Soapbox Junior: Wow we're famous all over the world at last. Good. Miss Soapbox: i though you lot were just train spotters, that's different.
As we are 4 independent people who just happen to be a family, We all make up our own minds on all subjects.
What do you family members think about it ?????
My reaction: Pretty much the same as yours Mrs FA (to be): lol!... Has to be fake
Brand awareness = the pitch at the Valley is available to hire. It's that simple. The tone is arguable, people are perfectly entitled to find it as offensive or inoffensive as they like but it's not advertising the team, and it's not even aimed at the fans who go every week anyway. They've targeted a certain kind of mind and they've succeeded in making them aware the pitch is (or will be) available in the off season for hiring. It's a success.
No-one is forcing you to like it, some people do some people don't but from the perspective that the Valley has become a talking point on social media and we've received more press than the fans forum/protest ever did it seems pretty clear to me someone at the club at least definitely knows what they're doing.
I am afraid that is not brand awareness at all, and the Wikipedia definition was piss poor too, but I'm not sure this thread is in the right mood to discuss the matter in a reasonable way.
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.
Exactly, if people the other side of the world have heard about it, you can be certain people across the UK have,
As someone who is only outraged at Violence, My LOL side of my Personality took over hence why i was joining in the banter.
This is my Families reaction. Mrs Soapbox: shocking Soapbox Junior: Wow we're famous all over the world at last. Good. Miss Soapbox: i though you lot were just train spotters, that's different.
As we are 4 independent people who just happen to be a family, We all make up our own minds on all subjects.
What do you family members think about it ?????
My missus slapped me when I showed her it then I insisted on taking her up The Valley.
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.
I (very reluctantly) work in marketing, and that's precisely the kind of delusional stuff that's forcing me to look for another job. No form of product marketing helps customers; it helps the shareholders of that particularly corporation.
I don't know how or why 'brand awareness' was brought into the conversation either, because it really isn't what this stunt was about. It was selling a specific thing; pitch hire. If it was about brand awareness, I'd be a bit more saddened by the style of promotion they went for. Which I found cheap and nasty and rather embarrassing. I wouldn't really denigrate those involved, or call for their heads. But I don't like them much either. I console myself with thought that, well, at least they were successful at it.
I am surprised no academic institution has approached CL admin and suggested a partnership. Whereby they pay the bills for running the site and in return their Human Behavoral Department get exclusive access to all the "banter" that goes on on here. What a wonderful study of all the vagaries and foibles of humanity, from bleeding hearts to Atilla the Hun and the sort of mushy middle ground in between...
Perhaps the fault is mine for using a term I now realise I don't fully understand it seems (though it does look like no-one seems to agree on the specific meaning in fairness!) but I stand by what I meant to say even if I didn't say it clearly enough: this was a publicity exercise from the outset, and I would be very surprised indeed if anyone was given certain figures percentages/figures to reach and able to tie those to this one advert.
On the other hand, Charlton and the Valley obtained a high media profile, there was much discussion and debate, we had more column inches (albeit primarily online) than we've had for many years. In that sense, it was a complete success. The methods are debatable, the motives may be questionable but someone was told to advertise the Valley pitch hire, and they've done it in a way that has raised a national profile.
It's fair to say 'Charlton are a family club' is not a motto that would EVER generate that kind of press.
Perhaps the fault is mine for using a term I now realise I don't fully understand it seems (though it does look like no-one seems to agree on the specific meaning in fairness!)
Honestly mate, if you work in Marketing, you can make any phrase mean whatever the heck you like. In my experience, brand awareness is a catch all phrase used when a particular stunt or exercise isn't doing anything else!
I know someone made the mistake of comparing it to ISIS, which is tactically not a great idea, but the point was valid. There's a lot of things the club could do to get column inches, and the route they chose was one that many of us are not keen on. That doesn't make us Daily Mail waving outraged lunatics, or even old fashioned... just a bit... unimpressed. I could do a bunch of things to promote my company and my team's work right now, with just a few clicks of this laptop, that would get us on the front page of every newspaper in the country. But I don't think our customers or shareholders would be too impressed!
Perhaps the fault is mine for using a term I now realise I don't fully understand it seems (though it does look like no-one seems to agree on the specific meaning in fairness!)
Honestly mate, if you work in Marketing, you can make any phrase mean whatever the heck you like. In my experience, brand awareness is a catch all phrase used when a particular stunt or exercise isn't doing anything else!
I know someone made the mistake of comparing it to ISIS, which is tactically not a great idea, but the point was valid. There's a lot of things the club could do to get column inches, and the route they chose was one that many of us are not keen on. That doesn't make us Daily Mail waving outraged lunatics, or even old fashioned... just a bit... unimpressed. I could do a bunch of things to promote my company and my team's work right now, with just a few clicks of this laptop, that would get us on the front page of every newspaper in the country. But I don't think our customers or shareholders would be too impressed!
A fair point, but it's only fair to point out that a lot of people think this is a great idea, and ARE impressed. People don't have to like it and I am not unsympathetic to that perspective, but for me what it comes down to is whether it worked - which it has. I don't think that anyone can factually state that more people dislike it than do like it, or vice versa. I don't think any of the people bemoaning the tactics used were going to hire the pitch in the first place, so it certainly hasn't LOST any business. At the bare minimum it's caused debate and it's got attention - which is what it set out to do.
As it's for pitch hire not trying to get people to watch matches at the Valley. It's tacky but clever at the same time. I know that's a paradox but take West Ham ?
West Ham Are Owned by the two David's.
Sullivan and Gold.
To quote the Plum Simon Jordan:
"They made their money by selling Wank books and Dilldoes"
Would the outraged be happy with those guys running our club.
I do understand your concerns thou.
I thought the Paddy P joke with the footballer being hit by lightning was in bad taste but isn't that the world we live in now ?
Though I participated in the ribaldry yesterday I'm afraid this has put my once-beloved club even further down in my estimation. Can you imagine this kind of gimmick being sanctioned ten years ago? I'm afraid it's a cheap stunt which might get one or two people hiring the facilities but, as a fan of more than 40 years, it has simply alienated me further. It just shows more abject understanding of what we represent as a football club and that, believe it or not, is what we are. The fact that it 'worked' is immaterial. I believe it was ill-conceived, injudicious and symptomatic of people who know nothing (or care nothing) about Charlton Athletic.
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:-)
As a one off, I think it's very clever as not only does publicise the pitch hire, it also shows off The Valley very nicely, that we have a nice modern stadium (with a decent pitch) and getting our name out there means that when someone needs to hire some facilities to hire (pitch, rooms etc) they may think of us instead of say Palace.
I for one am outraged and disappointed with the club. For all the years of service I've put in, I was never asked if I wanted a go of being ridden. Rapidly approaching 50 with a back back, a fit bird on top, doing all the graft would've been nice.
Roland out............
Calm down and just wait till you see some of the "special offer" vouchers in your season ticket book....oh wait, there isn't going to be a season ticket book.
@tangoflash would only give away his season ticket before he noticed the vouchers anyway.
You're not funny, you Bromley bell-end.............
Comments
No-one is forcing you to like it, some people do some people don't but from the perspective that the Valley has become a talking point on social media and we've received more press than the fans forum/protest ever did it seems pretty clear to me someone at the club at least definitely knows what they're doing.
ISIS! Really?!?!
I think it was ok but needed some mud.
My LOL side of my Personality took over hence why i was joining in the banter.
This is my Families reaction.
Mrs Soapbox: shocking
Soapbox Junior: Wow we're famous all over the world at last. Good.
Miss Soapbox: i though you lot were just train spotters, that's different.
As we are 4 independent people who just happen to be a family,
We all make up our own minds on all subjects.
What do your family members think about it ?????
Mrs FA (to be): lol!... Has to be fake
I (very reluctantly) work in marketing, and that's precisely the kind of delusional stuff that's forcing me to look for another job. No form of product marketing helps customers; it helps the shareholders of that particularly corporation.
I don't know how or why 'brand awareness' was brought into the conversation either, because it really isn't what this stunt was about. It was selling a specific thing; pitch hire. If it was about brand awareness, I'd be a bit more saddened by the style of promotion they went for. Which I found cheap and nasty and rather embarrassing. I wouldn't really denigrate those involved, or call for their heads. But I don't like them much either. I console myself with thought that, well, at least they were successful at it.
Edit: Formatting
On the other hand, Charlton and the Valley obtained a high media profile, there was much discussion and debate, we had more column inches (albeit primarily online) than we've had for many years. In that sense, it was a complete success. The methods are debatable, the motives may be questionable but someone was told to advertise the Valley pitch hire, and they've done it in a way that has raised a national profile.
It's fair to say 'Charlton are a family club' is not a motto that would EVER generate that kind of press.
I know someone made the mistake of comparing it to ISIS, which is tactically not a great idea, but the point was valid. There's a lot of things the club could do to get column inches, and the route they chose was one that many of us are not keen on. That doesn't make us Daily Mail waving outraged lunatics, or even old fashioned... just a bit... unimpressed. I could do a bunch of things to promote my company and my team's work right now, with just a few clicks of this laptop, that would get us on the front page of every newspaper in the country. But I don't think our customers or shareholders would be too impressed!
It's tacky but clever at the same time.
I know that's a paradox but take West Ham ?
West Ham Are Owned by the two David's.
Sullivan and Gold.
To quote the Plum Simon Jordan:
"They made their money by selling Wank books and Dilldoes"
Would the outraged be happy with those guys running our club.
I do understand your concerns thou.
I thought the Paddy P joke with the footballer being hit by lightning was in bad taste but isn't that the world we live in now ?
Some geezer getting a hand job on the West Stand concourse, this is gonna go viral!!!!!
Given Charlton's strong reputation as a community club, this really does seem like an odd promotion to run:
http://gu.com/p/46734
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And to quote from their website:
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Every campaign is only as good as the story behind it
A great idea is defined by its simplicity
Successful campaigns deliver more than just column inches
Every campaign should deliver business results