Match Day Experience - time to lift our game

[Leoncelli_36 2,264]

I am not sure if this has been covered elsewhere, but since Gil took over AFLland there has been a lot said about improving the aforementioned acros all AFL clubs. I thought it was a bit of an unnecessary focus until tonight.

Tonight I attended my first ALeague game at AAMI park and it was arguable as enjoyable, if not more enjoyable than 70% of Melbourne games I attended last year. Maybe it was the passionate singing that carried on for 90 minutes, maybe it was the free 'clappers' that were handed out to the crowd before the game. Maybe it was the enthusiasm of the crowd who were supporting a 'City'.

Whatever it was, I left wondering why I felt more enthused and excited than I had at many AFL games last season.

I am not one that sees soccer as a threat as such to AFL, but I do think the AFL have to improve their match day experience as do the MFC. It's not enough to have Robbo get on the mic twenty minutes before the bounce and get a few kids to take speccys. That really is amatuer stuff. If you want to see a match day experience on steroids watch tomorrows Super Bowl. I am not suggesting we need to commercialise things up to the extent the NFL does, but I do think its a huge area the club needs to focus on.

The second part of my post match thoughts tonight lead me to ponder whether the MFC and its brand will suffer if the Melbourne City FC gather the momentum I expect they will. The 'CIty' tag is what the MFC yearn for. Geographical identity. We are trying to push into the city in a attempt to create a geographical identity, and yet there is a new team (albeit another code) already branded as the team of the city.

In another forum in 2013 I was cut down when I suggested we should rebrand as the Melbourne City Demons ala the roosters in the NRL. I still believe the idea had merit. The MFC need to establish stronger brand identity. Start with thy rediculous logo. Get rid of it ASAP. Get some signage in the CBD. Move the Demon Shop to the city so people can actually access it. Anyway, I will stop ranting but with all these new 'football' teams pushing for the Melbourne brand (Rebels, Victory, City and Storm) we need to make our brand bigger and better than al of these. We should be the most well known Melbourne football team. I daresy we are to people from Melboune only.

Interested in the thoughts of others on what we could do for match day enhancement and also how can we improve our brand??

[Bombay Airconditioning 6,359]

I like the idea of a demon shop in the city.

Not sure what's wrong with the logo....I may have missed something.

I don't like the idea of the Melbourne "city" Demons.

Free clappers....? I would have thought that the AFL and the home team have numerous activitys on offer for the kids everything from face painting, photo opportunities to kicking and handball comps.

As an adult my match day experience consists of a meal at the Waterside followed by some friendly banter on the tram then catching up with mates I only get to see at our home games.

As has been mentioned before regular wins followed by finals will increase the match day experience.

Edited February 1, 2015 by Al's Demons

[Sir Why You Little 36,985]

A few 8 Goal 3rd Quarters & 9 Goal Final Quarters will do me.

The Match day experience is all about hard assed footy to me.

The Demon Shop in the City Square is a cool idea, bottom of the Melbourne Town Hall.

[Elusive Tunbridge 795]

Marketing types have already been given a free run with "match day experience". But I'm sure more enhancements are on their way - never can have too much of a good thing.

[Leoncelli_36 2,264]

Firstly the logo is purple not red, have a look at the logo and then look at the jumper colour. Completely different. Leaving that aside, the logo is fine when it is big, like on a letter head. As soon as it needs to be reduced it is hard to make out and looks terrible. The reason that the club has gone with the MFC monogram on most apparel this year, take a look. That's a good thing but prob need to put it inside and emblem with the worlds Melbourne Football Club. A round shield like Chelsea FC would work.

That aside I think we can do more. It starts with the crowds and I agree, if you aren't winning its hard to enthuse people. The placement of the members at the MCG is also problematic in that some sit on the MCC side of the ground while others are in the southern stand (where I often. See opposition supporters occupying members seats??). Anyway, I remember talking to Jimmy one day and he was telling me how much he wanted the members to be all together (incl MCC) and for us to occupy the Northern Stand.

Given the fact the afl shaft us with all our home games against lowly crowd drawing interstate sides, it'd be nice to have one side of the stadium feel full and loud.

Kudos to the club for getting things happening at the Duke. Haven't been yet, but that's the type of thing that enhances match day experiences.

[Leoncelli_36 2,264]

Just to be clear, I am not talking about the kids'z I think the afl do stuff for kids very well. I'm talking about the 18+ bracket.

Although the trumpeter was a [censored] and a [censored], it was a point of difference. Lose the velvet jacket and get him a drummer and a backing band and its not a bad gimmick. Although we could prob find better.

Edited February 1, 2015 by Leoncelli_36

[Demi Dee 578]

The club is in an interesting position, where it's branding is both geographically specific and potentially a more encompassing term that draws in the city as a whole. So how do we become the worlds most 'liveable' club? Where is the focus? Can we capitalise on the trend of other clubs to dilute their geographical identity in search of homogenous branding. Can we incorporate our colours with the branding of Melbourne through the Melbourne City council or for that matter state level. Or, should we cave in, wear black with some ironic motif, like a fuchsia on the breast.

Game day seems trickier. There is a time and place for importing successful formula from other codes and nations. But, I'm not sure we want to create a homogenous supporter experience across all codes.

Since our supporter base hasn't come from s traditional geographical area, most seems contingent on the glorious 50s. My guess are most of our supporters have been indoctrinated by family. These families have dispersed across the country, but, seemingly concentrated in our eastern suburbs. I can imagine our APS old boys putting together some 'old school', maybe Latin based, club chants. Maybe not

My nonsense ravings tonight come from the higher and much steeper slopes of the La La's. Great, great vino. My humble apologies and good night

[DeeSpencer 25,477]

1. Win

2. Fill the crowd up. 20k in an 100k stadium doesn't cut it

3. Melbourne clap-clap-clap with the big redhead out the front. Love it or hate it it's infectious when we are winning

Most of the things you talk about with the soccer are traditional or authentic. Most of the rest doesn't count.

I hate those clappers. They should be banned.

I'm all for fan giveaways and all the rest at half time. Why not.

And in my 'innovative ideas' thread I'm still a fan of a Tinder night.

Anything else app or tech related I think should be investigated. I'm just spit-balling here

- Match day raffle via the MFC phone app

- Special twitter threads only accessible to fans in certain stands

- Pioneering phone food and drink ordering - although this would have to be MCG really

- Merchandise from MFC phone ordering

[Leoncelli_36 2,264]

The club is in an interesting position, where it's branding is both geographically specific and potentially a more encompassing term that draws in the city as a whole. So how do we become the worlds most 'liveable' club? Where is the focus? Can we capitalise on the trend of other clubs to dilute their geographical identity in search of homogenous branding. Can we incorporate our colours with the branding of Melbourne through the Melbourne City council or for that matter state level. Or, should we cave in, wear black with some ironic motif, like a fuchsia on the breast.

Game day seems trickier. There is a time and place for importing successful formula from other codes and nations. But, I'm not sure we want to create a homogenous supporter experience across all codes.

Since our supporter base hasn't come from s traditional geographical area, most seems contingent on the glorious 50s. My guess are most of our supporters have been indoctrinated by family. These families have dispersed across the country, but, seemingly concentrated in our eastern suburbs. I can imagine our APS old boys putting together some 'old school', maybe Latin based, club chants. Maybe not

My nonsense ravings tonight come from the higher and much steeper slopes of the La La's. Great, great vino. My humble apologies and good night

Interesting you mention the Melbourne city council, coz that's the logo that Melbourne city use. Clever

[DeeSpencer 25,477]

Any talk of logos or emblems should be banned. If anyone turns up to watch a team due to any of that carp then good for them. But I'm sure 99% of people including the casual fan base that we need to win back and cement aren't interested at all.

[Leoncelli_36 2,264]

Have a look at these two logos. Note one is very clear bold and doesn't use gradient or shading. A perfect logo that can easily be printed or embroided on apparel. The other is a nightmare to reproduce

[Leoncelli_36 2,264]

You reckon branding doesn't attract kids? Or apparel? You know nothing about sports marketing then. The MFC and NB are ahead of most other AFL this season, having produced some really good (non brogan) supporter wear, but to suggest its not important is a joke. There are plenty of unsuccessful sports teams that have gained popularity based on their identity and branding.

[Leoncelli_36 2,264]

Haven't won a championship in 31 years. One of the most recognised sports logos.

Anyway this is about match day experience , so lets get back to that.

Edited February 1, 2015 by Leoncelli_36

[Pates 9,660]

I've always disliked the Demon Shop's location. It's tucked in, out of the way and looks like a storage area. We should, or should've pushed for an area in the redeveloped Northern stand, I believe the great southern stand is going to be redeveloped, at least internally, perhaps we should look at a location in there.

Otherwise I certainly think we should look at a store in the city. Problem is the rent is so high we'd struggle to get a profit from it.

On the match day experience, I know I'll probably get shouted down for this but I reckon we were in the right thinking with the bugler. Just delivery was poor, and even worse the timing was horrible.

On the delivery: It started well because it appeared to be a thing of the people. When it moved on the ground it looked forced and campy. The execution of the song itself was also at times off which just made everyone cringe. Don't get me wrong, bloody good effort doing it in front of at times a huge crowd, but if the song isn't done right it defeats the entire reason for it. Finally on delivery, that velvet jacket just looked wrong on so many levels.

Timing: All that possibly could've been fine if it wasn't for the fact the the team and club was so bad. Instead of it being a symbol to rally behind it became a wimpering attempt at passion but ending up just being plain embarrassing. My point is that if we were even semi successful, it possibly could've taken hold.

Whatever we look at possibly doing we need to learn from these mistakes. I've always thought that as a treat for the kids, for home games at the G they hold the players hands out to the walk way much like what the do in soccer. Now getting a "fan song" like what Port have managed to do is not easy, you can't just stick it on with the words on screen, for it to work it has to happen almost organically. And I will say that last line with an apology to the A-League as I know that's exactly what they do. For me it just doesn't seem to work.

[Trisul 664]

Getting pretty sick of being force fed a manufactured 'game day experience'.

[CBDees 3,167]

There are some interesting ideas above. Here are my picks plus some of my own:

1) Certainly have a MFC retail presence in the CBD, preferably doing a deal with Melbourne City council to have a section of their well located information areas at Fed Square and the Town Hall;

2) have only one easily identifiable playing jumper featuring our team colours rather than a multitude of away and clash versions. It works for Collingwood and other teams should be treated similarly;

3) sit all the MFC supporters together preferably adjacent to the MCC members. This area should be dedicated to the MFC for both home and away games (except finals);

4) bring back the reserves as a prelude to the main game (so we can see the rest of our list play). If that means forcing the Casey Scorpions to play at the "G", rebadging them the Casey Demons or having our stand-alone side in the VFL, each would surely be an improvement!

[Leoncelli_36 2,264]

The ALeague have a team song that they try and get the crowd to sing before the match, MCY use "I can't see me loving nobody but you for all my life". It's not organic and doesn't get the reception of their other chants. However, I do think you can find a song with lyrics that relate to a club. Or that just create a vibe. I agree about the bugler as I said earlier, lose the jacket and get him a support group and you can polish the pperformane

[Wormburner 674]

My game day experience would be so much better watching us win. Unfortunately doesn't happen often when we are the home team.

[Bombay Airconditioning 6,359]

1. Win

2. Fill the crowd up. 20k in an 100k stadium doesn't cut it

3. Melbourne clap-clap-clap with the big redhead out the front. Love it or hate it it's infectious when we are winning

Most of the things you talk about with the soccer are traditional or authentic. Most of the rest doesn't count.

I hate those clappers. They should be banned.

I'm all for fan giveaways and all the rest at half time. Why not.

And in my 'innovative ideas' thread I'm still a fan of a Tinder night.

Anything else app or tech related I think should be investigated. I'm just spit-balling here

- Match day raffle via the MFC phone app

- Special twitter threads only accessible to fans in certain stands

- Pioneering phone food and drink ordering - although this would have to be MCG really

- Merchandise from MFC phone ordering

Just stand at a busy intersection in the city waiting for the lights and say "tindering 1 metre" the response from woman is priceless.

[Bombay Airconditioning 6,359]

Have a look at these two logos. Note one is very clear bold and doesn't use gradient or shading. A perfect logo that can easily be printed or embroided on apparel. The other is a nightmare to reproduce

Note one has a cow and a sheep on it, I don't follow soccer at all so could someone please explain the relevance. We don't need city in our name as we already have "Melbourne" in it. Melbourne is enough in its own right.

When you say nightmare to reproduce, how so? I dont get why your reproducing it?

Edited February 1, 2015 by Al's Demons

[Straight Sets Simon 23,113]

Getting pretty sick of being force fed a manufactured 'game day experience'.

Agreed.

[La Dee-vina Comedia 16,693]

1. Win

2. Fill the crowd up. 20k in an 100k stadium doesn't cut it

3. Melbourne clap-clap-clap with the big redhead out the front. Love it or hate it it's infectious when we are winning

Most of the things you talk about with the soccer are traditional or authentic. Most of the rest doesn't count.

I hate those clappers. They should be banned.

I'm all for fan giveaways and all the rest at half time. Why not.

And in my 'innovative ideas' thread I'm still a fan of a Tinder night.

Anything else app or tech related I think should be investigated. I'm just spit-balling here

- Match day raffle via the MFC phone app

- Special twitter threads only accessible to fans in certain stands

- Pioneering phone food and drink ordering - although this would have to be MCG really

- Merchandise from MFC phone ordering

If we are going to pursue raffle via phone app and special Twitter threads, the MCC will need to improve its wifi/3G/4G networks. Anytime there's a half decent crowd, it doesn't cope.

[poita 3,896]

The one and only thing that matters regarding the match day experience is the quality of the game. Everything else is a load of crap that most people tune out to. If the team ever plays properly, we will start attracting crowds and the experience will improve exponentially.

Having said that, I'm pretty sure that nobody would object to a curtain raiser. Ideally a stand alone VFL side, but any genuine game would do (eg VWFL games).

Actually, the one thing that the club should do is partner with Metro Trains to get supporters to the ground cheaper. It is ridiculous that the cost of getting to a game is about half of the cost of actually attending the game.

[daisycutter 29,604]

i don't think hawthorn supporters had much trouble getting a good match day experience

when it all boils down, 9 out of the top 10 reasons for a good match day experience are one

if you rely on repetitive group chanting and free clappers then the obvious is sadly missing

[PartyBoy 173]

I couldn’t agree more re The Demon Shop.

The location is terrible. No parking or foot traffic what so ever. Although the city option sounds good, it would be a huge extra cost, considering our current location is incorporated with the office’s upstairs. I’d like to see it at AAMI Park alongside the storm and rebels. It’s easily visible, available parking (although not great) and next to our training oval.

Can anyone tell me if it’s busy on match day or do the mobile vans suffice? If so, there is absolutely no benefit of being at the MCG.

Of the times I’ve visited during the week, I have never seen anyone else there.