I AM CARLTON - New Club Initiative

Blue Girl 4 life

All Australian
Joined
Aug 14, 2008
Posts
684
Likes
144
Location
Melbourne
AFL Club
Carlton
#26
Any other AFL Members with Carlton club support know what number to enter in the member number field? My afl membership number will not be accepted.
Cheers.
You don't need to enter a number to get the pack,
Same thing happened to me, so i didnt enter one.

And absolutely LOVE this campaign!
Was there this morning and there were heaps of posters around
I am:
Excellence
Precision
Excitement
Fierce
to name a few.
Betts, Waite, Robbo, Gibba, Murph.

LOVE IT :D
 

(Log in to remove this ad.)

Wickzki

Brownlow Medallist
Joined
Oct 1, 2010
Posts
14,882
Likes
16,696
Location
Brisbane
AFL Club
Carlton
Other Teams
PDX Blazers, Angels, Patriots, MCFC
#33
Every club slogan sounds lame, so why would you pot this one?

Simple, but effective workable slogan that has many potential variations to promote memberships, re-signings, etc.
I'm not knocking the campaign as I believe it has potential. However, campaigns like this have been done to death overseas. It's lacking originality like almost every AFL marketing drive I've ever seen (including the Collingwood one that they hyped up last year was an imitation of an English Premier League one). Australia truly has incredibly bad marketing agencies that fail time and again to come up with originality (personal opinion, perhaps not factual all of the time). Rather than coming up with something original they'll look towards imitating what has worked overseas.

Where the Essendon fans bring themselves to shame is claiming that they originated the idea and that we stole it. The Portland Trail Blazers initiated the marketing idea in a worldwide first - which then got used in several overseas soccer clubs a year or so later. I lived in Portland from the end of 2005 through to 2009. When I first arrived there was a massive disconnect between the team and the people living in the city and even more for those not living in Portland. The players constantly getting into off court misdemeanors had earned the team the label the "Portland Jail Blazers" -- think St. Kilda only on a much bigger and worse scale.

When the Blazers drafted Brandon Roy and LaMarcus Aldridge in the 2006 NBA Draft the team realized that the team had not just two superb young talents who could rise to become NBA elite but that both guys were tremendous citizens. It ushered in a new era for the team. Therefore, the "This is Rip City" marketing campaign is born. All the Essendon ferals did was change 'Rip City' to 'Essendon' (shame on your uneducated asses claiming originality). This was further spurred on when at the following years draft the team traded notorious trouble maker Zach Randolph and with the first pick drafted the "once in a generation center" Greg Oden. Sadly, the world wasn't to know that Greg Oden was going to be a bust due to never-ending knee injuries. The city and Blazers everywhere connected. The team has now had 3 or 4 seasons worth of consecutive home game sell outs. The "This is Rip City" slogan continues to form the basis of all of the team's marketing campaigns.

Somewhere in there, I believe before they drafted Greg Oden (or shortly thereafter) the team began a world wide first with the launch of http://www.iamatrailblazersfan.com/ which is essentially a social networking site dedicated to the Blazers. I see this as the clear direction that the Blues will be headed in the immediate future with http://www.iamcartlon.com.au/


To the Essendon fans, knock it off. Simply because your marketing office stole another team's idea right down to changing Rip City to Essendon and failed to capitalize on its potential does not mean that the Carlton Football Club stole your idea. If anything, we used the Blazers.

I'm very impressed with the beginning of it. I fully expect much more to happen over the next several months.
 

dumb

i shit blue
Joined
Jul 12, 2008
Posts
9,910
Likes
3,171
Location
Vic
AFL Club
Carlton
#36
the only interesting and creative thing about this is the timing. seen and forgotten type stuff. the amount of crap coming out at membership time competition-wide surely now rivals trade time crap.

still need to sort any copyright with my 'blues brothers' idea. still think they should take the piss out of sticks too and brand something 'stand by your men'.
 

(Log in to remove this ad.)

Wickzki

Brownlow Medallist
Joined
Oct 1, 2010
Posts
14,882
Likes
16,696
Location
Brisbane
AFL Club
Carlton
Other Teams
PDX Blazers, Angels, Patriots, MCFC
#37
I can't agree with you there Wickzki. I've personally dealt with some very, very clever marketers that have put forward some brilliant ideas.

The problem is that we're not always ready to go out on such a limb and often revert to something a little "safer"

For as long as we get excited for Lionel Ritchie as the Grand Final entertainment, is as long as we'll just have to put up with more of the same.
Fair enough. I have heard that too, even first hand. I worked with the North Melbourne Giants back in the mid-to-late '90s and put forward a few marketing ideas that sounded like winners to me. Hassa Mann was our CEO at the time and he rejected it after co-workers all agreed that it was something fresh and ground breaking. I remember being told by Hassa "That sort of stuff hasn't even been tried in the AFL so we're not in a position to find out of it works."

With what you're saying I wouldn't be surprised to find out if the same thing applied here.

I do remember that it was earth shattering stuff within the organisation when our membership and game night entertainment department agreed not to throw out the entry forms for the half time and other competitions that were held on game night. Rather, we added a "Are you a Giants member" box to the forms and spent a few man hours warm calling the ones who were in a close enough distance to make them a legitimate potential member into signing up. Not surprisingly not everyone knew you could be a member and were buying individual game tickets and consequently we had a great success rate. It didn't save the team from merging thanks in large part to the league moving to summer but it did put us in a much healthier position.

I see and concede to your point.
 
Joined
Nov 8, 2000
Posts
74,155
Likes
53,129
Location
Ask me tomorrow
AFL Club
Carlton
Other Teams
Cronulla, Dallas Cowboys, Forest
Moderator #38
[YOUTUBE]a_mZElRUhg8&feature=player_embedded[/YOUTUBE]

The real one.
Done it's job for me. Not sure if I am weak or overly passionate, but within about 10 seconds the pride was welling up inside me and by the end of the 45 seconds I had tears in my eyes.

**** I love this club and I am so proud to be part of it.

I AM CARLTON.

(Carlton supporters who pot stuff like this without constructive reasoning .... well, maybe you aren't Carlton and this is not aimed at you)
 

Wickzki

Brownlow Medallist
Joined
Oct 1, 2010
Posts
14,882
Likes
16,696
Location
Brisbane
AFL Club
Carlton
Other Teams
PDX Blazers, Angels, Patriots, MCFC
#39
Sorry Wiki as I was not trying to be a smartie but as with you, I've seen it many times over.
We used to have these great presentations and as a group we'd digest it and the ultimate vote always came down to something mangable enough for small minds.
Just the way it was, but it will change.

The better marketers also know how "we" work.
They'll table out a range of ideas from the dead dumb to something out of this world, knowing full well that you'll probably land on something in between and that's where they put most of their work.
Once the smile comes onto the CEO's face that's what they start to hone in on.
No, I didn't take it as you trying to be a smartie. Just saying I understood why you said what you did.

A good very recent example that I came up with for the WWE was suggesting to Kofi Kingston (finishing move is the 'Boom Drop' and he yells 'Boom Boom Boom' with hand motions) and Evan 'Air' Bourne that they call their tag-team Sonic Boom as it pays homage to both guys. Bourne responded to me saying that he loved the idea but that the casual fans would not understand where they got Sonic from. Ultimately, they decided to call their team Air Boom which sounds ridiculous, is ridiculous but fits their demographic.

I'm looking forward to studying my first marketing unit next study period. I'm actually in the process of doing a bachelor of business degree majoring in marketing but haven't gotten to the marketing units yet. Also in the process of completing a degree in Internet Communications, which will (hopefully) go hand in hand with it.

I'm finding it fascinating. In moving back to the actual topic, the I am Carlton campaign, I do agree with you that this is merely the face of the overall campaign. It's a very promising and simple beginning. I do expect a http://www.iamatrailblazersfan.com/ type site to emerge at http://www.iamcarlton.com.au/ as the world and society has moved in the social networking direction and the AFL, finally, has cottoned onto that. The beauty of this campaign is that it is almost limitless in what they can do. They will be in a position to take some of those perceived 'high risk, even greater reward' type scenarios along with pushing through a lot of the more standardized and common place marketing ideas. That's why I refuse to knock it. Finally we have more than just a mere slogan and some very cheap marketing merchandise. The fans ought to be proud of the direction we're going. This is a tremendous move forward.
 

Dramoth

Premium Platinum
Joined
Jul 19, 2005
Posts
25,624
Likes
13,090
Location
Bunbury, WA
AFL Club
Carlton
Other Teams
Manchester United
#42
I'm really glad that we're continuing with the Navy saturation of our images.
They look striking and tough. Something even the parents won't mind looking at, on their kids bedroom walls.
I think that a few parents would be looking at those images in a locked bathroom late at night :D
 

Dramoth

Premium Platinum
Joined
Jul 19, 2005
Posts
25,624
Likes
13,090
Location
Bunbury, WA
AFL Club
Carlton
Other Teams
Manchester United
#48
I'm Carlton, and so is my wife.
We have been coming for a while and this year have had no passengers but now...

I am passionate
I am Navy Blue
I am always Carlton

(and as Poseidon says... the "**** the rest" is automatically implied

And as ODN said, if you pot this campaign without a constructive reason behind it... maybe you aren't really Carlton. And I heard that GC17 and GWS are looking for a few new supporters or maybe Richmond is more your style.)
 

dumb

i shit blue
Joined
Jul 12, 2008
Posts
9,910
Likes
3,171
Location
Vic
AFL Club
Carlton
#50
comments have already been made about it more or less being re-used.

there's a bit less of that 'navy' attitude in the video which i think is a good step. anything that moves away from some kind of abstract crap and focuses more on the meat and potatoes of supporting your team has to be better. i would not be surprised if that was the feedback that came through.

i believe not being enthused about this or other marketing videos has more to do with myself as an individual rather than the football team i support. i liked collingwood and saints marketing videos better in terms of getting their messages across but that doesn't mean i support those teams. i can't feel any passion for something that is really just a constructed spiel to get people to part with their money, irrespective of an overlap in belief. it's just another ad.

i'm tired of the yearly gimmicks but they probably don't have much option but to keep them coming for eternity.
 
Top Bottom