Are the SANFL marketing to the wrong demographic?

[PhilH]

A very interesting topic,

Its one I spent a lot of time (probably too much time) on when Marketing Manager at South and one I wrote a 40 page report on for the Eagles board last season and am now assisting them in a voluntary capacity on implementing .

Some short points

- I think it is important that the SANFL is promoted to the football community from the point of first contact, that for mine is auskick and then primary school / junior club football. The kids have an affinity with the schools/clubs they play for and the AFL saturates the media. The SANFL is in the middle of the two and needs to have a presence.

- The SANFL as governing body for football in SA allocates a lot of resources to Junior Participation / Development and as a state league the game day experience is structured on being family friendly (kick on the ground, free entry, family friendly areas). However in every club I have observed there was or is a missing link, converting clinics and local participation into junior SANFL memberships and attending SANFL games.

Compare the numbers of under 18 football players in a SANFL club’s metro zone (let alone country) with the number of under 18 members from the zone in that SANFL club and in many cases the conversion is appalling. One I know of, sat at about 1out of every 200 ie 0.5%.

As an example my kids have been involved in football participation at their school for four seasons now. They have never received correspondence from their zoned SANFL club (I won't name it) to be a member, come to a game or be involved in an activity involving that club.

- In my time at South and now volunteering some time at the Eagles the reason a lot of my initial focus is on the kids in because the networks (auskick, school clinics, school and junior clubs teams) to have direct contact are already there. It’s a case of re focussing and resorucing that network to generate some supporters for the future.

- The money is already allocated and some tweaking without major cost can reap rewards. As an example the July 2009 Panther News advised its auskick membership was now near 500 (out of a club total near 1700) with the aim to break 700 by years end. Eagles junior members as per their media release last week have tripled in one year to over 900.

- Gamewise if the kids come for a special activity (ie Mini League or a Kids Day) that means a parent if not a whole family attend as well.

- That said other demographics should not be forgotten. However once people leave school and go into a more diverse range of activities (Study, trade, work) it’s harder to directly reach them.

- Don’t be surprised is the “bring a mate” concept is promoted by a club next year if the league will assist them with ticketing.


- Any other ideas of how to attract what could best be described as a “young adult” market would be welcome.

e,

[Hondo]

Free tickets could be handed out at the local shopping malls by players or club volunteers decked out in their club colours. I say this because Glenelg players were visible selling raffle tickets at our shops pre-season and it reminded me of the good old days. It's stopped since then.

This would obviously be zone specific so it's not a long drive to get to your local ground. For me that would be either Glenelg or Richmond.

At least it gives people no excuse not to go and gives some catering revenue back to the club. Then hopefully some of the new people like it enough to keep going. maybe this happens already but I assume it's more at the school age level which may not be the right way to go because then the kids have to twist their parent's arm to actually go.

Perhaps it's not done for every home game otherwise the same people would turn up each time like a cheapskate. I guess there's the risk that some will use it as free entry when they were going anyway. If it became too regular you'd devalue the current entry price and people would resent having to pay when lots of people are in for free. As I said, maybe 1 or 2 home games only just to generate more interest.

Really good thread whufc

[MatteeG]

Nice post whufc-

I can see the marketing campaign already-
1) Show a montage of the AFLs softest moments- chopping the arms, hands in the back, various recent suspensions.. with the line at the end- "that aint footy"

2) Show some great SANFL highlights- Gowans/Murphy tackles, White/Chambo Grabs, Treeby/Mules bumps etc "Now Thats footy"

3) Show the lads enjoying a beverage whilst standing, Kids having a kick behind the goals and the oldies in the grandstands

4) "SANFL- Footy as we love it"

5) Play some Angels track to finish*

*Not required, but this will confirm Wedgies vote

[Wedgie]

Great ideas (especially yours Matteee, and yes I can read the small print! )

Full marks to people like Phil and CD and some at various clubs but whilst a lot of board members and administration at various clubs are more interested in pokie income and while the SANFL is more interested in keeping hot dogs warm for Crows supporters or throwing away a few million at the Power then I can't see a lot happening. Sure, some will pay occasional lip service to it but nothing fair dinkum. It'd be great if we got people passionate about this on every board and at the SANFL, we'd see some real action then, can't see it happening though.

[whufc]

An idea i had was that maybe Round 1 could be 'FREE ROUND' everyone gets in for free. Most people that go to the football buy at least a drink and something to eat which would match the $10 ticket anyway.

On the day/night both teams involved could have stalls set up visually around the ground offering memberships maybe at a discounted price if purchased on the night. This way clubs would have a chance of taking advantage of the potential tag which most teams have at the start of the year.

Other events could be held on the day/night like the legends games (which seem to be popular with the older crowds).

Anyway thats just my thought, clubs may take a hit on Round 1 but it could also set them up for the rest of the year.

[drebin]

An idea i had was that maybe Round 1 could be 'FREE ROUND' everyone gets in for free. Most people that go to the football buy at least a drink and something to eat which would match the $10 ticket anyway.

On the day/night both teams involved could have stalls set up visually around the ground offering memberships maybe at a discounted price if purchased on the night. This way clubs would have a chance of taking advantage of the potential tag which most teams have at the start of the year.

Other events could be held on the day/night like the legends games (which seem to be popular with the older crowds).

Anyway thats just my thought, clubs may take a hit on Round 1 but it could also set them up for the rest of the year.

Great ideas - your on fire whufc!

[Wedgie]

Give the man a job with the SANFL now!

[spell_check]

I've said it before, and I'll say it here as well, a proper mini-league competition should be implemented. This should get some talk amongst schools as to who is the best zone. I would have thought if you were a primary school student you would be keen to do well not only for your school but for your zone (especially if you already follow that team). It would promote interest in the League, too.

[stampy]

That's a good one whufc. Personally I know of dozens of more people that would come if the booze was cheaper with a better variety.
Imagine how many people they'd get for a $2 beer day, would make a heap of money!

Yeah the reason to go to the Footy. To drink. Creates a good family atmosphere that one !

yeah and make like oakbank and adelaide cup day at the races

[am Bays]

Bays have given every kid registered in their Tiger League (Gr 2-7) membership of the club. These aren't counted in our official membership tally.

What has amazed me at Bays games over the last two years is the number of kids at the game coming with their parents. Last years Bays v Sturt game was exceptional for the number of kids at the Bay.