CJH
23 Dec 2003, 12:43
Picture this. Saturday, 15th of May, a late autumn's day. Bright sunshine. A gentle sou'westerly breeze swirling through the 'G. Richmond playing it's first daytime home game for the season against the Bulldogs.
Thirty thousand paid up members front to the game, every single one of them wearing a mean looking pair of black, wrap-around Dirty Dog sunglasses. Imagine the sight!
These are probably the images that inspired the brilliant Dirty Dog campaign and something that their management surely would be praying for! It would the icing on possibly the most audacious marketing ploy that the AFL has yet seen.
How much publicity have Dirty Dog got out of this deal? If 30,000 members sign up, then that many would have first hand experience with them. From there, how far does word of mouth travel? You can bet I've personally been telling anyone who will listen about the deal we've been dealt.
If each of us only told 10 people about how we scored our Dirty Dog sunglasses, that would equate to about 300,000 people who have either first hand experience or have been told directly via word of mouth about the product.
You can add on to this the number of Richmond supporters who have been made aware of the deal but have not taken up on the offer. Surely though, they must be sorely tempted!
How many supporters do we have nationally? 600,000? At least! Only those currently living under a rock would not be aware of what comes with the membership.
Now, you can also bet that a lot of members of other clubs have been comparing notes, seeing how their own membership deals stack up against other clubs. This equates to many more envious souls who have now uttered the words Dirty Dog!
While it would be impossible to quantify how many people fall within this latter category, it would not be unreasonable to expect that overall, around a million people have now become aware of Dirty Dog.
And to reinforce this brand name throughout the year, the Dirty Dog logo will appear on the football during each of our home games.
I don't know what giving out the sunglasses has cost Dirty Dog but it surely has been worth their effort!
Thirty thousand paid up members front to the game, every single one of them wearing a mean looking pair of black, wrap-around Dirty Dog sunglasses. Imagine the sight!
These are probably the images that inspired the brilliant Dirty Dog campaign and something that their management surely would be praying for! It would the icing on possibly the most audacious marketing ploy that the AFL has yet seen.
How much publicity have Dirty Dog got out of this deal? If 30,000 members sign up, then that many would have first hand experience with them. From there, how far does word of mouth travel? You can bet I've personally been telling anyone who will listen about the deal we've been dealt.
If each of us only told 10 people about how we scored our Dirty Dog sunglasses, that would equate to about 300,000 people who have either first hand experience or have been told directly via word of mouth about the product.
You can add on to this the number of Richmond supporters who have been made aware of the deal but have not taken up on the offer. Surely though, they must be sorely tempted!
How many supporters do we have nationally? 600,000? At least! Only those currently living under a rock would not be aware of what comes with the membership.
Now, you can also bet that a lot of members of other clubs have been comparing notes, seeing how their own membership deals stack up against other clubs. This equates to many more envious souls who have now uttered the words Dirty Dog!
While it would be impossible to quantify how many people fall within this latter category, it would not be unreasonable to expect that overall, around a million people have now become aware of Dirty Dog.
And to reinforce this brand name throughout the year, the Dirty Dog logo will appear on the football during each of our home games.
I don't know what giving out the sunglasses has cost Dirty Dog but it surely has been worth their effort!