The Melbourne name

[digby wolf 1]

Every man and his dog now wants the name ' Melbourne '. Soccer, Cricket etc. etc. How does all this reflect on our club and from a marketing point of view how does it effect us, if at all.

[bush demon 2,062]

Every man and his dog now wants the name ' Melbourne '. Soccer, Cricket etc. etc. How does all this reflect on our club and from a marketing point of view how does it effect us, if at all.

In recent years we have been slightly downscaled to 'melbourne demons' whereas our proper name is 'melbourne football club'. we shouldn't lightly give up this privileged title.

[bush demon 2,062]

In recent years we have been slightly downscaled in the media to 'melbourne demons' whereas our proper name is 'melbourne football club'. we shouldn't lightly give up this privileged title.

[Range Rover 1,935]

I stated this in another thread but my feeling is that the name Melbourne could prove very valuable in terms of what club new immigrants to the city choose to support. We have already established connections with China but I think we would also do well to somehow court Indian sports fans as a heretofore untapped demographic.

A massive opportunity IMO for the first club who works out how to successfully do it and we are in the box seat because of our capital city name, vibrant colours and long term plan for on-field success.

[Demon_spurs 1,867]

With success brings recognition, the brand has been damaged and watered down over the past 50 years, but it seems the torch may have been re-lit, interestingly this seasons appointees have all mentioned the history of the club as one of the reasons they chose to come, I can feel the embers glowing and catching light when men like Jim and the board start encouraging them to flare. I now have great optimism, I have followed for the past 46 years but now it seems like our time is coming (and not before time) all the suffering will be worth it!. The Melbourne Football Club will take it's rightful place again at the top of the heap...Go Dees 2012

[The Chazz 4,077]

With success brings recognition, the brand has been damaged and watered down over the past 50 years, but it seems the torch may have been re-lit, interestingly this seasons appointees have all mentioned the history of the club as one of the reasons they chose to come, I can feel the embers glowing and catching light when men like Jim and the board start encouraging them to flare. I now have great optimism, I have followed for the past 46 years but now it seems like our time is coming (and not before time) all the suffering will be worth it!. The Melbourne Football Club will take it's rightful place again at the top of the heap...Go Dees 2012

Absolutely spot on in my view. At the moment, to interstate people, we are the Demons. We need to win more, and in turn, win premierships to have more success in leveraging from the name Melbourne.

The other thing is that the 3 main codes in Australian sport, Rugby League, Aussie Rules and Soccer (or football to keeo some happy!), we are up against Melbourne Storm and Melbourne Victory, both have won premierships in their code recently, which unfortunately has been while we've been crap. Nb. I am aware of the Storm saga, and that did damage their brand for a stage.

The other thing that we have to remember is that in regards to new Australians, we are hoping for a fair few things to line up. Firstly, they have to move to Melbourne as opposed to Sydney. While Melbourne is the sports capital of the world, Sydney is the unoffical capital of Australia. The Sydney Swans are appealing in that respect.

Then, if they do migrate to Victoria/Melbourne, it's a case of where do they live? A lot will reside in the Western suburbs, where 9 out of their 10 neighbours are likely to barrrack for the Bulldogs or the Kangaroos. Where those clubs have it over us is that your average punter can go down and watch their team train, without having to drive in to the city.

Then you've got the issue with kids at school. Growing up, a lot of kids don't want support losers, so will barrack for boom teams that win premierships. The fact that we haven't won one since 1964 isn't a great endorsement! So, if there are 80% of the kids at school that are barracking for teams like Colingwood, Hawthorn, Essendon and Carlton, there is a greater chance the immigrant children will lean toward those sides.

So, to enable us to get full benefit of the Melbourne name, the answer is quite clear - we need to win premierships and be a club that is financially well-off, so that once we get to the top we stay there for an era, not just a year.

[StillWoewodin22 5]

just relay a quick story. I recently began work at a prominant law firm in the city and met a bloke who had shifted over from N.Z. He has only been here a short while and was not here for any of the last season. He, like many new arrivals is living in the CBD. He, without my pursuasion has adopted the Demons as his team. I asked him why and he explained that being a Kiwi it is all about supporting the area you live in. With many new arrivals living in the CBD we have to push the 'Melbourne' name. 'This is Melbourne' or 'We are Melbourne' would be a great marketing line.

[Sir Why You Little 37,125]

just relay a quick story. I recently began work at a prominant law firm in the city and met a bloke who had shifted over from N.Z. He has only been here a short while and was not here for any of the last season. He, like many new arrivals is living in the CBD. He, without my pursuasion has adopted the Demons as his team. I asked him why and he explained that being a Kiwi it is all about supporting the area you live in. With many new arrivals living in the CBD we have to push the 'Melbourne' name. 'This is Melbourne' or 'We are Melbourne' would be a great marketing line.

Couldn't agree more.

The average person would be amazed to know how many city dwellers there are living above the CBD.

Put some Red and Blue on the Town Hall

Is that MFC tram still working the city??

[StillWoewodin22 5]

Couldn't agree more.

The average person would be amazed to know how many city dwellers there are living above the CBD.

Put some Red and Blue on the Town Hall

Is that MFC tram still working the city??

Haven't seen it for a while. It was doing my line the no6 Glen Iris for a while recently. Seems to have dissapeared. I did see a saints one the other day. Original idea from them!

[Range Rover 1,935]

just relay a quick story. I recently began work at a prominant law firm in the city and met a bloke who had shifted over from N.Z. He has only been here a short while and was not here for any of the last season. He, like many new arrivals is living in the CBD. He, without my pursuasion has adopted the Demons as his team. I asked him why and he explained that being a Kiwi it is all about supporting the area you live in. With many new arrivals living in the CBD we have to push the 'Melbourne' name. 'This is Melbourne' or 'We are Melbourne' would be a great marketing line.

Love 'We Are Melbourne' as a slogan.

On the Indian market theme, someone at the club might like to try and get in first and present Sachin Tendulkar with a Demons guernsey when he arrives here.

Bigger than Beckham marketing-wise!

[Sideshow Bob 2,410]

Amongst many of the decisions Paul Gardiner made - he diminished 'the Demons' aspect to concentrate on Melbourne FC to capitalise on the name and push into China. We have only just rebranded ourselves as Demons again - keep the Demons and make them strong, we are a football club again nor a franchise

[The Chazz 4,077]

Love 'We Are Melbourne' as a slogan.

On the Indian market theme, someone at the club might like to try and get in first and present Sachin Tendulkar with a Demons guernsey when he arrives here.

Bigger than Beckham marketing-wise!

Already happened...

[Range Rover 1,935]

Already happened...

Brilliant! When was that?

[rpfc 28,768]

Already happened...

Too bad it was snowing that day...

Bloody Junction Oval.

[The Chazz 4,077]

Brilliant! When was that?

2007. And welcome to all our new Indian members that have joined since then...

[Range Rover 1,935]

From Wikipedia ...

"The Indian-born community in Australia more than doubled between 2004 and 2009 to 308,542, making it the second largest non-Anglo community in Australia after Chinese-born Australians. [1] In 2009 there were an additional 90,000 Indian Students studying at Australian tertiary institutions according to Prime Minister Rudd."

I wouldn't be surprised if those numbers had grown just as dramatically over the ensuing two years.

Edited December 15, 2011 by Range Rover

[The Chazz 4,077]

From Wikipedia ...

"The Indian-born community in Australia more than doubled between 2004 and 2009 to 308,542, making it the second largest non-Anglo community in Australia after Chinese-born Australians. [1] In 2009 there were an additional 90,000 Indian Students studying at Australian tertiary institutions according to Prime Minister Rudd.""

I wouldn't be surprised if those numbers had grown just as dramatically in the ensuing two years.

The Club would know the exact answer, but I don't think there would be too many new members that are from an Indian backgorund, who saw Sachin wearing our jumper and jumped on board. Especially considering there were 90,000 new students studying in 2009, and our membership only increased by some 5k members.

The easiest way to get new members from different cultures/nationality is to actually have a player play senior footy from that region. If we could find a 100 game player from China, India or wherever, then all of a sudden there is a genuine reason for them to follow our team. In a lot of ways, it can be comparable to the story of LJ - just look at who all the kids in those remote areas are barracking for...Liam Jurrah. We're the lucky ones whose colours he wears. The hardest part is finding such player.

[Range Rover 1,935]

The Club would know the exact answer, but I don't think there would be too many new members that are from an Indian backgorund, who saw Sachin wearing our jumper and jumped on board. Especially considering there were 90,000 new students studying in 2009, and our membership only increased by some 5k members.

The easiest way to get new members from different cultures/nationality is to actually have a player play senior footy from that region. If we could find a 100 game player from China, India or wherever, then all of a sudden there is a genuine reason for them to follow our team. In a lot of ways, it can be comparable to the story of LJ - just look at who all the kids in those remote areas are barracking for...Liam Jurrah. We're the lucky ones whose colours he wears. The hardest part is finding such player.

I'd say you are right about this. Check this article out for the effect a single successful Korean player has had for filing the coffers of Manchester United ...

http://www.dailymail.co.uk/sport/football/article-2038633/Park-Ji-sung-Manchester-Unioteds-Korean-cash-machine.html

[Dnic 5]

just relay a quick story. With many new arrivals living in the CBD we have to push the 'Melbourne' name. 'This is Melbourne' or 'We are Melbourne' would be a great marketing line.

At an aftermatch function once I pointed out to Paul Gardner that it was easier to buy All Blacks merchandise in the city than Demons gear.

If you're a tourist and you go in to a city sports shop, like Rebel, looking for Melbourne team gear - you'd have no problems picking up a Victory shirt, or a Rebels or Storm jumper. You'd have to search hard for Demons gear - even during the footy season. We don't get shelf space or prominence like the other Vic clubs. Fact.

My suggestion then was that we should have our gear in a shop at Fed Sq. There's a tourist info / booking service flogging trinkets and souvenirs - with the the right kind of display they'd surely ta few shirts (footy jumpers don't have the same ready-to-wear around town utlity as soccer shirts and rugby tops).

Ultimately though, winning flags is what sells gear.

[Sir Why You Little 37,125]

The Demon Shop in Fed Square would be awesome.

[bush demon 2,062]

Couldn't agree more.

The average person would be amazed to know how many city dwellers there are living above the CBD.

Put some Red and Blue on the Town Hall

Is that MFC tram still working the city??

I think that MFC celebrated their '64 premiership win at the Melbourne Town Hall. The club should look at using this venue again from time to time.

[Sir Why You Little 37,125]

I think that MFC celebrated their '64 premiership win at the Melbourne Town Hall. The club should look at using this venue again from time to time.

It is a mighty building inside and out. Loads of rooms. Would be perfect.

[The Chazz 4,077]

At an aftermatch function once I pointed out to Paul Gardner that it was easier to buy All Blacks merchandise in the city than Demons gear.

If you're a tourist and you go in to a city sports shop, like Rebel, looking for Melbourne team gear - you'd have no problems picking up a Victory shirt, or a Rebels or Storm jumper. You'd have to search hard for Demons gear - even during the footy season. We don't get shelf space or prominence like the other Vic clubs. Fact.

My suggestion then was that we should have our gear in a shop at Fed Sq. There's a tourist info / booking service flogging trinkets and souvenirs - with the the right kind of display they'd surely ta few shirts (footy jumpers don't have the same ready-to-wear around town utlity as soccer shirts and rugby tops).

Ultimately though, winning flags is what sells gear.

Great post Dnic, and how true it is. You go in to any sports store, and you rarely find Melbourne clothing. The good part is that most Melbourne merchandise you see must get bought at the Demon Shop, meaning we get all profits, but still, it'd be nice to walk in to a Rebel Sports and see the red & blue! I live in Queensland, and I couldn't tell you the last time I saw a MFC jumper in ANY shop - pisses me off to be honest.

Reality is, we are Melbourne, we're not a suburb, our name is the CBD. We've got to work to our advantages rather than our disadvantages. Selling the Melbourne name overseas is an advantage, but I'm just not sure if it means we automatcially are in front. As I said in my earlier post, Sydney is the unofficial capital of Australia, and the fact they have a team called Sydeny does challenge us.

I like the idea of having a shop in Fed Square, or even just a Demons Bar in the City somewhere would be awesome. It would give me somewhere other than Crown to go to every time I come to Melbourne! I'm sure, providing we don't over-do it, that opposition supporters would patronise it, especially if it were to be an established one with it's own customers.

This has been a good thread - a lot of great posts.

[StillWoewodin22 5]

to be blunt ..,. our marketing department has NFI...Has been amatuer for years...FACT!

[StillWoewodin22 5]

Great post Dnic, and how true it is. You go in to any sports store, and you rarely find Melbourne clothing. The good part is that most Melbourne merchandise you see must get bought at the Demon Shop, meaning we get all profits, but still, it'd be nice to walk in to a Rebel Sports and see the red & blue! I live in Queensland, and I couldn't tell you the last time I saw a MFC jumper in ANY shop - pisses me off to be honest.

Reality is, we are Melbourne, we're not a suburb, our name is the CBD. We've got to work to our advantages rather than our disadvantages. Selling the Melbourne name overseas is an advantage, but I'm just not sure if it means we automatcially are in front. As I said in my earlier post, Sydney is the unofficial capital of Australia, and the fact they have a team called Sydeny does challenge us.

I like the idea of having a shop in Fed Square, or even just a Demons Bar in the City somewhere would be awesome. It would give me somewhere other than Crown to go to every time I come to Melbourne! I'm sure, providing we don't over-do it, that opposition supporters would patronise it, especially if it were to be an established one with it's own customers.

This has been a good thread - a lot of great posts.

I feel sorry for you..not sure if yo have been across the Yarra champ, but the city is full of nightspots and bars..not hard to find..you must be a bumpkin!

Edited December 15, 2011 by Tingay02