I don't think any true marketing genius would come up with a campaign which targeted a minority of the club's followers to generate totally insignificant additional revenues, which at the same time was virtually guaranteed to offend a much larger proportion of the same audience.
The likes of say Lynx or FCUK have risqué marketing campaigns because their potential customer base is almost entirely made up of people who are likely to respond positively to them - it doesn't really work when your audience covers the full gamut of the population.
But the point is that I don't think it will have stopped those that were already going to hire the pitch from doing so.
Say the percentage of people hiring the pitch was 0.1% and in previous seasons, twenty thousand Addicks fans and local people were interested.
With the release of the video, the audience suddenly totals over a million people. Admittedly not everyone around the country is able to realistically hire the pitch but say a hundred thousand are.
All of a sudden, by increasing your audience via a viral video, you've gone from 20 bookings to 100.
The club weren't aiming to raise the sale percentage conversion. They wanted a bigger audience.
But my point wasn't that it failed as a marketing campaign specifically to sell more pitch bookings but that a sensible marketing strategy (for any company) is coherent and coordinated around some central core 'values', and not just an apparently random set of unconnected mixed messages from family values one minute to a couple shagging on the pitch the next.
I don't think any true marketing genius would come up with a campaign which targeted a minority of the club's followers to generate totally insignificant additional revenues, which at the same time was virtually guaranteed to offend a much larger proportion of the same audience.
The likes of say Lynx or FCUK have risqué marketing campaigns because their potential customer base is almost entirely made up of people who are likely to respond positively to them - it doesn't really work when your audience covers the full gamut of the population.
But the point is that I don't think it will have stopped those that were already going to hire the pitch from doing so.
Say the percentage of people hiring the pitch was 0.1% and in previous seasons, twenty thousand Addicks fans and local people were interested.
With the release of the video, the audience suddenly totals over a million people. Admittedly not everyone around the country is able to realistically hire the pitch but say a hundred thousand are.
All of a sudden, by increasing your audience via a viral video, you've gone from 20 bookings to 100.
The club weren't aiming to raise the sale percentage conversion. They wanted a bigger audience.
But my point wasn't that it failed as a marketing pitch specifically to sell more pitch bookings but that a sensible marketing strategy (for any company) is coherent and coordinated around some central core 'values', and not just an apparently random set of unconnected mixed messages from family values one minute to a couple shagging on the pitch the next.
Agreed, but to address the narrower point that's being made in justification of it my understanding is that the video also failed to generate sufficient pitch hire sales to offset its costs. Bear in mind that sales would not have been zero without it.
I don't think any true marketing genius would come up with a campaign which targeted a minority of the club's followers to generate totally insignificant additional revenues, which at the same time was virtually guaranteed to offend a much larger proportion of the same audience.
The likes of say Lynx or FCUK have risqué marketing campaigns because their potential customer base is almost entirely made up of people who are likely to respond positively to them - it doesn't really work when your audience covers the full gamut of the population.
But the point is that I don't think it will have stopped those that were already going to hire the pitch from doing so.
Say the percentage of people hiring the pitch was 0.1% and in previous seasons, twenty thousand Addicks fans and local people were interested.
With the release of the video, the audience suddenly totals over a million people. Admittedly not everyone around the country is able to realistically hire the pitch but say a hundred thousand are.
All of a sudden, by increasing your audience via a viral video, you've gone from 20 bookings to 100.
The club weren't aiming to raise the sale percentage conversion. They wanted a bigger audience.
How do you know that to be the case.
Have they gone from 20 to 100 bookings?
Have the extra sales cover the cost of the video
And as NYA has said does it fit in with or "values" and long term marketing plan?
Sex sells, we know that. I wasn't offended but I wasn't titillated either.
Still find it odd that KM didn't know that the content was so explicit or that no one told the press team. That was poor management.
'If I had one dollar left, if spend it on PR' - Bill Gates
I rather think that one of the world's richest dudes is not well placed to understand what he would do if he only had a dollar. Food would be in his thinking.
I don't think any true marketing genius would come up with a campaign which targeted a minority of the club's followers to generate totally insignificant additional revenues, which at the same time was virtually guaranteed to offend a much larger proportion of the same audience.
The likes of say Lynx or FCUK have risqué marketing campaigns because their potential customer base is almost entirely made up of people who are likely to respond positively to them - it doesn't really work when your audience covers the full gamut of the population.
But the point is that I don't think it will have stopped those that were already going to hire the pitch from doing so.
Say the percentage of people hiring the pitch was 0.1% and in previous seasons, twenty thousand Addicks fans and local people were interested.
With the release of the video, the audience suddenly totals over a million people. Admittedly not everyone around the country is able to realistically hire the pitch but say a hundred thousand are.
All of a sudden, by increasing your audience via a viral video, you've gone from 20 bookings to 100.
The club weren't aiming to raise the sale percentage conversion. They wanted a bigger audience.
How do you know that to be the case.
Have they gone from 20 to 100 bookings?
Have the extra sales cover the cost of the video
And as NYA has said does it fit in with or "values" and long term marketing plan?
Sex sells, we know that. I wasn't offended but I wasn't titillated either.
Still find it odd that KM didn't know that the content was so explicit or that no one told the press team. That was poor management.
The numbers were arbitrary. I'd have thought it obvious though that more exposure = more sales.
Fair enough point on the mixed messages but I suppose it's personal opinion whether being a "family club" and being one that produces viral sex-joke videos is mutually exclusive.
I don't think any true marketing genius would come up with a campaign which targeted a minority of the club's followers to generate totally insignificant additional revenues, which at the same time was virtually guaranteed to offend a much larger proportion of the same audience.
The likes of say Lynx or FCUK have risqué marketing campaigns because their potential customer base is almost entirely made up of people who are likely to respond positively to them - it doesn't really work when your audience covers the full gamut of the population.
But the point is that I don't think it will have stopped those that were already going to hire the pitch from doing so.
Say the percentage of people hiring the pitch was 0.1% and in previous seasons, twenty thousand Addicks fans and local people were interested.
With the release of the video, the audience suddenly totals over a million people. Admittedly not everyone around the country is able to realistically hire the pitch but say a hundred thousand are.
All of a sudden, by increasing your audience via a viral video, you've gone from 20 bookings to 100.
The club weren't aiming to raise the sale percentage conversion. They wanted a bigger audience.
How do you know that to be the case.
Have they gone from 20 to 100 bookings?
Have the extra sales cover the cost of the video
And as NYA has said does it fit in with or "values" and long term marketing plan?
Sex sells, we know that. I wasn't offended but I wasn't titillated either.
Still find it odd that KM didn't know that the content was so explicit or that no one told the press team. That was poor management.
The numbers were arbitrary. I'd have thought it obvious though that more exposure = more sales.
You may be too young, but have you ever heard of "Ratners"? If not, Google it.
Now if last year they had 22 blokes in wellies trying to kick a ball in a bog of a pitch and were saying it's OK come and join in then we are although I'd still find it amusing, we are saying it's shit but we want your money and your stupid enough to give us it sorry we did Powellys boys done that for nearly 7 months
This time Rd they used something that no other team in the league had done and tried to see if it would work
Then you have people saying shit like I am embarrassed to support a club that done this, it's embarrassing blah blah blah
What's more embarrassing is that people would post that they are embarrassed by a 50 sec advert aimed at a different demographic than what they obviously are,
I don't think any true marketing genius would come up with a campaign which targeted a minority of the club's followers to generate totally insignificant additional revenues, which at the same time was virtually guaranteed to offend a much larger proportion of the same audience.
The likes of say Lynx or FCUK have risqué marketing campaigns because their potential customer base is almost entirely made up of people who are likely to respond positively to them - it doesn't really work when your audience covers the full gamut of the population.
But the point is that I don't think it will have stopped those that were already going to hire the pitch from doing so.
Say the percentage of people hiring the pitch was 0.1% and in previous seasons, twenty thousand Addicks fans and local people were interested.
With the release of the video, the audience suddenly totals over a million people. Admittedly not everyone around the country is able to realistically hire the pitch but say a hundred thousand are.
All of a sudden, by increasing your audience via a viral video, you've gone from 20 bookings to 100.
The club weren't aiming to raise the sale percentage conversion. They wanted a bigger audience.
But my point wasn't that it failed as a marketing campaign specifically to sell more pitch bookings but that a sensible marketing strategy (for any company) is coherent and coordinated around some central core 'values', and not just an apparently random set of unconnected mixed messages from family values one minute to a couple shagging on the pitch the next.
100% this.
People calling it "genius" are way wide of the mark. The club took the easiest route with this video, amateur stuff, not genius.
It was 'genius'....scoring at the Valley both in a football capacity and sexual capacity would make me extremely happy for at least 10 minutes after, so well done to the club for picking up on that and sharing that dream! Amateur stuff my backside, what are you wanting a Seinfeld type short advertising a video aimed at a demographic where most of what we think of comes back to sex?
I say let's lose a bit of the family value and make Charlton the Lad's club .
It was 'genius'....scoring at the Valley both in a football capacity and sexual capacity would make me extremely happy for at least 10 minutes after, so well done to the club for picking up on that and sharing that dream! Amateur stuff my backside, what are you wanting a Seinfeld type short advertising a video aimed at a demographic where most of what we think of comes back to sex?
I say let's lose a bit of the family value and make Charlton the Lad's club .
Enjoy
it's amateur - you clearly don't work in marketing, which means your opinion is also amateur (even if you did, I've worked with some creatives who are pretty big twonks). As NY addick says, good advertising keeps core brand values in it's advertising. If they would've kept the club's clear brand values (whether you think they should be changed is irrelevant) and had the same impact then it would have been genius. Even a teenager doing media studies gcse knows that sex sells, it doesn't take Einstein to come up with a couple having sex somewhere and using that to sell something. You could literally take two people having sex and use it to sell anything. The advert itself isn't as cringe as people hailing it as some kind of saatchi and saatchi masterpiece.
Sex sells isn't the genius, it's the link with 'Scoring' at the Valley.
I'm not in Marketing no, however I'm one of the people in the world that marketing tries to attract. Charlton did that; I imagine anything that you did Kentaddick would not.
Sex sells isn't the genius, it's the link with 'Scoring' at the Valley.
I'm not in Marketing no, however I'm one of the people in the world that marketing tries to attract. Charlton did that; I imagine anything that you did Kentaddick would not.
Cheers
Didn't know something that could also appear as a gossip headline about a footballer in the sun be classed as genius, but there we go.
Fcuk work? I'd say so, genius? Yeah I'd put it in that bracket
Score at the valley with a bit of sex on the pitch, genius? No not in my opinion, creative? Thought provoking and successful in its out reach of Joe public, media etc yes definitely did it work, yes it did
Does it fit cafc and it's family club image now that's a great question because from the out side in, I'd say cafc needs to find a bigger broader customer base as the family types it has so long held closest are not spending or attending in the number required so may be a younger with a similar disposable income but with out the family commitments may well attend more games and spend more cash whilst there,
You may feel you understand marketing, but may be you don't understand the objective that cafc were trying to achieve and that's not just pitch hire but to encourage a younger less miserable and self obsessed fan base
You may feel you understand marketing, but may be you don't understand the objective that cafc were trying to achieve and that's not just pitch hire but to encourage a younger less miserable and self obsessed fan base
No they were not. They were trying to get the attention of a younger audience who BOOKED PITCH HIRE.
There was no link or even thought about attracting a younger fan base. That is the problem. No link to a wider campaign or values (if they even exist).
The CEO didn't even know that the content would be that explicit.
The marketing people had so little thought of the wider impact that they didnt even bother to tell the CEO about the content or the Press team of the campaign at all.
It was a quick stunt to get a few hits and so publicise the PITCH HIRE. On that limited basis it worked very well.
Did it pay for itself? We don't know. The club did get a lot of enquiries but we don't know how many were turned into sales or if it was enough to cover the cost of the video.
From what Ken from Bexley has said little effort was made to follow up on the pitch hirers as potential customers for other services. In part because Charlton don't run the catering any more and our new commercial manager left after a few months.
Opportunity missed but that's what happens when you just let a marketing company make all the decisions and have fun with one off gimmicks rather than having a consistent message and campaign.
i've just turned 24, have the most irreverent humour imaginable and i love football. I was part of the market they were trying to appeal to and it failed horrifically in my particular case.
and worked on me who at 40 probably wasn't the target market, I had people who support teams from Raith to Plymouth telling me how brilliant they thought it was
and worked on me who at 40 probably wasn't the target market, I had people who support teams from Raith to Plymouth telling me how brilliant they thought it was
Brilliant as in funny to watch or brilliant as in sold more pitch hire cost effectively. Two very different things.
Do you have links to soft porn sites on your company vans?
Do you have lots of puns about erections etc etc in your sales material?
How about a video of a couple shagging in one of your vans?
Sure they would be noticed/get loads of Youtube hits. Your company's name would be mentioned by a lot of people. A lot of people including some of your customers would think it was funny.
Are you going to spend £3k to £5k (guestimate) on it though and how would it go down with some of your older, miserable but quite valuable customers?
and worked on me who at 40 probably wasn't the target market, I had people who support teams from Raith to Plymouth telling me how brilliant they thought it was
It was 'genius'....scoring at the Valley both in a football capacity and sexual capacity would make me extremely happy for at least 10 minutes after, so well done to the club for picking up on that and sharing that dream! Amateur stuff my backside, what are you wanting a Seinfeld type short advertising a video aimed at a demographic where most of what we think of comes back to sex?
I say let's lose a bit of the family value and make Charlton the Lad's club .
Enjoy
it's amateur - you clearly don't work in marketing, which means your opinion is also amateur (even if you did, I've worked with some creatives who are pretty big twonks). As NY addick says, good advertising keeps core brand values in it's advertising. If they would've kept the club's clear brand values (whether you think they should be changed is irrelevant) and had the same impact then it would have been genius. Even a teenager doing media studies gcse knows that sex sells, it doesn't take Einstein to come up with a couple having sex somewhere and using that to sell something. You could literally take two people having sex and use it to sell anything. The advert itself isn't as cringe as people hailing it as some kind of saatchi and saatchi masterpiece.
Nope. Definitely genius. Still got you talking about it and you know a few big twonks.
and worked on me who at 40 probably wasn't the target market, I had people who support teams from Raith to Plymouth telling me how brilliant they thought it was
and worked on me who at 40 probably wasn't the target market, I had people who support teams from Raith to Plymouth telling me how brilliant they thought it was
Brilliant as in funny to watch or brilliant as in sold more pitch hire cost effectively. Two very different things.
Do you have links to soft porn sites on your company vans?
Do you have lots of puns about erections etc etc in your sales material?
How about a video of a couple shagging in one of your vans?
Sure they would be noticed/get loads of Youtube hits. Your company's name would be mentioned by a lot of people. A lot of people including some of your customers would think it was funny.
Are you going to spend £3k to £5k (guestimate) on it though and how would it go down with some of your older, miserable but quite valuable customers?
The better question would be would I be adverse to using a similar tactic or edgey style of marketing, then yeah I would use such a tactic why not, it's harmless
There has been so much made of this advert it's ridiculous, it's not soft porn
And funny how the club introduced them on the pitch yet deny they were aware of the content of the ad,
Just like Sepp blatter didn't know that his colleagues were taking bribes, it's arse covering
Because a very small section of people have no humour left in them
Comments
Have they gone from 20 to 100 bookings?
Have the extra sales cover the cost of the video
And as NYA has said does it fit in with or "values" and long term marketing plan?
Sex sells, we know that. I wasn't offended but I wasn't titillated either.
Still find it odd that KM didn't know that the content was so explicit or that no one told the press team. That was poor management.
Fair enough point on the mixed messages but I suppose it's personal opinion whether being a "family club" and being one that produces viral sex-joke videos is mutually exclusive.
Not all exposure or publicity is good.
Now if last year they had 22 blokes in wellies trying to kick a ball in a bog of a pitch and were saying it's OK come and join in then we are although I'd still find it amusing, we are saying it's shit but we want your money and your stupid enough to give us it sorry we did Powellys boys done that for nearly 7 months
This time Rd they used something that no other team in the league had done and tried to see if it would work
Then you have people saying shit like I am embarrassed to support a club that done this, it's embarrassing blah blah blah
What's more embarrassing is that people would post that they are embarrassed by a 50 sec advert aimed at a different demographic than what they obviously are,
Get a grip folks
People calling it "genius" are way wide of the mark. The club took the easiest route with this video, amateur stuff, not genius.
I say let's lose a bit of the family value and make Charlton the Lad's club .
Enjoy
best thing I have read on here in ages
http://www.thefreedictionary.com/amateur
I'm not in Marketing no, however I'm one of the people in the world that marketing tries to attract. Charlton did that; I imagine anything that you did Kentaddick would not.
Cheers
Fcuk work? I'd say so, genius? Yeah I'd put it in that bracket
Score at the valley with a bit of sex on the pitch, genius? No not in my opinion, creative? Thought provoking and successful in its out reach of Joe public, media etc yes definitely did it work, yes it did
Does it fit cafc and it's family club image now that's a great question because from the out side in, I'd say cafc needs to find a bigger broader customer base as the family types it has so long held closest are not spending or attending in the number required so may be a younger with a similar disposable income but with out the family commitments may well attend more games and spend more cash whilst there,
You may feel you understand marketing, but may be you don't understand the objective that cafc were trying to achieve and that's not just pitch hire but to encourage a younger less miserable and self obsessed fan base
There was no link or even thought about attracting a younger fan base. That is the problem. No link to a wider campaign or values (if they even exist).
The CEO didn't even know that the content would be that explicit.
The marketing people had so little thought of the wider impact that they didnt even bother to tell the CEO about the content or the Press team of the campaign at all.
It was a quick stunt to get a few hits and so publicise the PITCH HIRE. On that limited basis it worked very well.
Did it pay for itself? We don't know. The club did get a lot of enquiries but we don't know how many were turned into sales or if it was enough to cover the cost of the video.
From what Ken from Bexley has said little effort was made to follow up on the pitch hirers as potential customers for other services. In part because Charlton don't run the catering any more and our new commercial manager left after a few months.
Opportunity missed but that's what happens when you just let a marketing company make all the decisions and have fun with one off gimmicks rather than having a consistent message and campaign.
Do you have links to soft porn sites on your company vans?
Do you have lots of puns about erections etc etc in your sales material?
How about a video of a couple shagging in one of your vans?
Sure they would be noticed/get loads of Youtube hits. Your company's name would be mentioned by a lot of people. A lot of people including some of your customers would think it was funny.
Are you going to spend £3k to £5k (guestimate) on it though and how would it go down with some of your older, miserable but quite valuable customers?
The better question would be would I be adverse to using a similar tactic or edgey style of marketing, then yeah I would use such a tactic why not, it's harmless
There has been so much made of this advert it's ridiculous, it's not soft porn
And funny how the club introduced them on the pitch yet deny they were aware of the content of the ad,
Just like Sepp blatter didn't know that his colleagues were taking bribes, it's arse covering
Because a very small section of people have no humour left in them