Target 70,000

[drysdale demon 4,837]

3 hours ago, DeeZone said:

Our long term aim is 70,000 not in 2019. Remember when Tigers declared that they would have 75000 within 5 years, play finals and win a Flag. They have achieved that and more and now their President is being hailed next CEO of AFL..........!!!!!!!!!!!!!!

 

It shows what can be achieved if you are not surrounded by pessimistic and hysterical people.

[beelzebub 23,383]

It's not hysterical to be realistic. That we are somewhat advanced numbers wise this year is only a reflection of the carry over effect of last season. 

Well probably end up with about 55 K this season which is certainly not shabby for a bunch of skiers.

Also a reality is if we don't play finals this year then the momentum will stop ( for now ) and you'll struggle to repeat this year's figures.

Why ? Because people are people and money is money.

Off-field membership is effectively a barometer of of on-field success. 

Ask anyone in sales...the hardest sell is the repeat sell.

[drysdale demon 4,837]

All clubs memberships depend on success and sustained success, both Richmond's and Collingwood's memberships have taken a hit when their form has slumped for a few seasons, but if you take a negative and pessimistic approach to obtaining greater membership numbers it won't happen.All Pert has said is that 70,000 members is the figure they are aiming at in the future.

[beelzebub 23,383]

24 minutes ago, drysdale demon said:

All clubs memberships depend on success and sustained success, both Richmond's and Collingwood's memberships have taken a hit when their form has slumped for a few seasons, but if you take a negative and pessimistic approach to obtaining greater membership numbers it won't happen.All Pert has said is that 70,000 members is the figure they are aiming at in the future.

And maybe I need to repeat myself. I'm neither negative nor pessimistic. I'm realistic. I don't drink the Koolaid that's de rigueur around  here for many.

Collingwood is a brand unto themselves. Well done filth. I envy them. But they HAVE tasted real success in modern football.

Richmond have a very parochial following born out of their actual suburb and identifying withe the Punt Road ideal.

We suffer as we have no real home, no real roots,no real anything anymore. Whenever we've put something out there...I E an item ( emphasis on AN) Of clever marketing or promotional verve...it's left orphaned. Ridiculous. Amateurish really.

If Pert wants 70k ( plus )  two things are required.... Real success, and creating an identity that has meaning.

So far we have neither... that's just what is.

Edited April 16, 2019 by beelzebub

[drysdale demon 4,837]

Well we will have to wait and see what eventuates over the next 3 to 5 years, I am confident that the club is finally on the right track.

[beelzebub 23,383]

Just now, drysdale demon said:

Well we will have to wait and see what eventuates over the next 3 to 5 years, I am confident that the club is finally on the right track.

We might be on the track.....but we need to keep moving.

Need to be relevant....to folk beyond us. We'll always be members. The powers that be within the club can't be complacent.

[Deemania since 56 6,723]

2 hours ago, beelzebub said:

It's not hysterical to be realistic. That we are somewhat advanced numbers wise this year is only a reflection of the carry over effect of last season. 

Well probably end up with about 55 K this season which is certainly not shabby for a bunch of skiers.

Also a reality is if we don't play finals this year then the momentum will stop ( for now ) and you'll struggle to repeat this year's figures.

Why ? Because people are people and money is money.

Off-field membership is effectively a barometer of of on-field success. 

Ask anyone in sales...the hardest sell is the repeat sell.

Sensible summation. Realism is an anathema to the ardent sometimes. If we keep OMac as a KPD then we are assured of losing potential members - who wants to see a footballer leak?

Edited April 16, 2019 by Deemania since 56

[58er 6,603]

1 hour ago, beelzebub said:

And maybe I need to repeat myself. I'm neither negative nor pessimistic. I'm realistic. I don't drink the Koolaid that's de rigueur around  here for many.

Collingwood is a brand unto themselves. Well done filth. I envy them. But they HAVE tasted real success in modern football.

Richmond have a very parochial following born out of their actual suburb and identifying withe the Punt Road ideal.

We suffer as we have no real home, no real roots,no real anything anymore. Whenever we've put something out there...I E an item ( emphasis on AN) Of clever marketing or promotional verve...it's left orphaned. Ridiculous. Amateurish really.

If Pert wants 70k ( plus )  two things are required.... Real success, and creating an identity that has meaning.

So far we have neither... that's just what is.

Sorry BB understand to a point but Hawthorn is the best example.

They are the best model as they have developed their membership from small to larger an powerful.

Your realism is based on years of negativity ( or lack of faith or vision) and our poor record over a period of years.

We need to embrace the probable 7,000 increase this year we don't know what the season holds and a flag or sustained success will garner more fans.

Sure as hell  if you gave your view if you were Gary Pert the members or fans there would be no way you would get any increase.

A goal gives an aim and it was never stated this year would be that year. Jim Stynes wanted 40,000 around 2011/12 and look now probably 10,000/14,000 more.

We need faith and optism and not sorry (negativity) and in our Society there will always be both but the half glass full approach wins every time.

We have the opportunity to start making the MCG a fortress let's do all in our power to make that happen.

[beelzebub 23,383]

@58er

Just how many premierships have Hawthorn won in the last 25 ?

I'm pessimistic ?? Your bloody delusional lol

[rjay 25,150]

31 minutes ago, 58er said:

Sorry BB understand to a point but Hawthorn is the best example.

They are the best model as they have developed their membership from small to larger an powerful.

Your realism is based on years of negativity ( or lack of faith or vision) and our poor record over a period of years.

We need to embrace the probable 7,000 increase this year we don't know what the season holds and a flag or sustained success will garner more fans.

Sure as hell  if you gave your view if you were Gary Pert the members or fans there would be no way you would get any increase.

A goal gives an aim and it was never stated this year would be that year. Jim Stynes wanted 40,000 around 2011/12 and look now probably 10,000/14,000 more.

We need faith and optism and not sorry (negativity) and in our Society there will always be both but the half glass full approach wins every time.

We have the opportunity to start making the MCG a fortress let's do all in our power to make that happen.

What a lot of people don't understand is that Hawthorn built their membership base from the 70's...kicked off in the 60's with Kennedy's commandos...

It was when they started to really win flags, the kids that jumped on board the Hawks then are the backbone of their current membership.

They had a latent supporter base to tap into.

Conversely we were on the opposite trajectory and have been dying a slow death since the'60's.

Our supporter base is ageing and has been dwindling...

Now, I'm not being negative as I like the goal of 70k + members.

With the population growth in Melbourne I would think we are being conservative and will probably need 100k+ members in the future to be a viable club.

Good to know Pert is on to it. He doesn't have a large latent supporter base to tap into and will need to be very creative to grow the club.

...and of course the FD will need to back him up with Premierships and sustained success.

New arrivals in Melbourne will be looking to get on board a successful club with plenty on offer.

 

[La Dee-vina Comedia 16,909]

16 hours ago, beelzebub said:

It's not hysterical to be realistic. That we are somewhat advanced numbers wise this year is only a reflection of the carry over effect of last season. 

Well probably end up with about 55 K this season which is certainly not shabby for a bunch of skiers.

Also a reality is if we don't play finals this year then the momentum will stop ( for now ) and you'll struggle to repeat this year's figures.

Why ? Because people are people and money is money.

Off-field membership is effectively a barometer of of on-field success. 

Ask anyone in sales...the hardest sell is the repeat sell.

Are you sure about that? I thought the oft-quoted Motorola research of the 1980s (or 1970s?) said the opposite. That is, the easiest sell is the repeat sell. That research is the fundamental reason why car manufacturers have developed sophisticated long-term warranty and service plans for new cars. Their view is that a satisfied customer is the easiest person to sell a new (replacement) product to.

[Deemania since 56 6,723]

16 hours ago, 58er said:

Your realism is based on years of negativity ( or lack of faith or vision) and our poor record over a period of years.

Yes, it is realism and recognised to the full meaning of the term. This is not negativism, at all. Positive fluctuations do occur and produce hope and groundswell. It is cyclical, enduring and in itself, quite satisfying without the hype of the masses. BB does a fine job expressing the truth and the interpretation, separately and tempers collective anxieties as these may occur. I'd consider his record as balanced and mature. It certainly does not lack 'faith or vision'. Such summations are themselves immature and ill-founded so ask yourself: 'How much more do I need to know and experience to enrich my actual knowledge?'

Edited April 17, 2019 by Demonland
Fixed quoted poster

[beelzebub 23,383]

42 minutes ago, La Dee-vina Comedia said:

Are you sure about that? I thought the oft-quoted Motorola research of the 1980s (or 1970s?) said the opposite. That is, the easiest sell is the repeat sell. That research is the fundamental reason why car manufacturers have developed sophisticated long-term warranty and service plans for new cars. Their view is that a satisfied customer is the easiest person to sell a new (replacement) product to.

Think about it.   They WON'T get the repeat sales unless the first pans out well. 

Analogy ( kinda to footy ) ...yes somehow or other you've convinced someone to buy a membership. There can be any number of reasons to motivate that. But to keep someone forking out the money they either have to be simply resigned to the reality....or encouraged by success ( ongoing ) 

There might be a core of stoic/silly members but the growth cones from success over a reasonable period.

And btw... nothing to do with Motorola...just what I have observed over many years.. and dealing with others in various businesses. 

A lot of ppl buy the wrong stuff initially as they've been conned. These seldom go back to the same well.

[La Dee-vina Comedia 16,909]

Actually, the ground-breaking part of the Motorola research showed that people who bought a product they were initially unhappy with but were satisfied with the provider's after-sales service were more likely to go back and buy from that provider again than would a person who had a satisfactory experience in the first place which didn't need after-sales service.

The moral is to provide a product people are ultimately satisfied with.

And just to back up my earlier argument, I'm sure the club's first 20- to 30,000 members each year, most of whom will be renewals, are easier to get than the last 15,000, most of whom will be new members. 

[beelzebub 23,383]

Quite an interesting topic really.

I wonder how many, other than the aforementioned 20-30000 are recurring members ? There's often talk of a large dormant support for the Dee's. These are past members that have NOT re-signed.

This is where I go when discussing the 'repeat business' ... the resell.

A lot of Melbourne Members simply have not stayed on an ongoing basis. They bought in....then got browned off. Some have a second dip years later....then drop off again, probably forever then.

So ah...how's Motorola going these days btw ?? lol

[Diamond_Jim 12,628]

And of course the other aspect of marketing 101 is that it is much easier to upsell your existing client base rather than attract new customers.

One of the advantages of a smaller membership base is that it is easier to have a direct relationship.

At the end of the day it's revenue not just membership numbers.

If you can design something that gets an extra $10 a year from every member it's probably the equivalent of 10,000 three game memberships.

On a related note I was surprised to see in  a recent email from the MFC that some donations to the club were tax deductible

[Demon Dynasty 17,109]

The bottom line is, it's easier to do everything when you are winning.

Repeat customers, new etc.  Winners are griners and the feeling is catchy.

Last Thursday was an important win and another positive step for the club, being prime time Thurs night up against one of the AFL's big favourites.

[Deemania since 56 6,723]

58 minutes ago, La Dee-vina Comedia said:

Actually, the ground-breaking part of the Motorola research showed that people who bought a product they were initially unhappy with but were satisfied with the provider's after-sales service were more likely to go back and buy from that provider again than would a person who had a satisfactory experience in the first place which didn't need after-sales service.

The moral is to provide a product people are ultimately satisfied with.

And just to back up my earlier argument, I'm sure the club's first 20- to 30,000 members each year, most of whom will be renewals, are easier to get than the last 15,000, most of whom will be new members. 

So what of the membership for the following year if the type of success that was initially estimated does not materialise? 

[beelzebub 23,383]

2 minutes ago, Rusty Nails said:

The bottom line is, it's easier to do everything when you are winning.

Probably the most relevant thing above all.

Best we keep it simple and do just this !! ?

[Deemania since 56 6,723]

32 minutes ago, beelzebub said:

Quite an interesting topic really.

I wonder how many, other than the aforementioned 20-30000 are recurring members ? There's often talk of a large dormant support for the Dee's. These are past members that have NOT re-signed.

This is where I go when discussing the 'repeat business' ... the resell.

A lot of Melbourne Members simply have not stayed on an ongoing basis. They bought in....then got browned off. Some have a second dip years later....then drop off again, probably forever then.

So ah...how's Motorola going these days btw ?? lol

Didn't Motorola close its doors recently due to a sudden downturn in any customer support? LOL...

[Diamond_Jim 12,628]

3 minutes ago, beelzebub said:

Probably the most relevant thing above all.

Best we keep it simple and do just this !! ?

the problem is that with equalisation, the draft etc the let's just keep winning formula is impractical for most clubs.Perhaps a more realistic aim is to instil hope that there is a future. Collingwood are masters at it. Often they have been bad but their teams still put in a decent effort.

MFC have a long way to go before they instil a similar degree of hope and trust in their supporter base.

[La Dee-vina Comedia 16,909]

21 minutes ago, Deemania since 56 said:

So what of the membership for the following year if the type of success that was initially estimated does not materialise? 

Some members will be aggrieved that they didn't get the value for money expected and will choose not to renew. But they will still be easier to re-recruit as members than  convincing new people who have not been members previously to sign up. After all, members who fail to renew have at least previously shown enough interest to pay up.

Of course, if you follow Old Dee's excellent advice, if you think of annual membership as a donation with no expectations of a positive return...you won't be disappointed. 

 

[Deemania since 56 6,723]

3 hours ago, La Dee-vina Comedia said:

Some members will be aggrieved that they didn't get the value for money expected and will choose not to renew. But they will still be easier to re-recruit as members than  convincing new people who have not been members previously to sign up. After all, members who fail to renew have at least previously shown enough interest to pay up.

Of course, if you follow Old Dee's excellent advice, if you think of annual membership as a donation with no expectations of a positive return...you won't be disappointed. 

 

Yes, a donation, that is true.

[HBDee 369]

Dreaming

[Lou C. Fur 1,009]

On 4/16/2019 at 6:47 PM, beelzebub said:

And maybe I need to repeat myself. I'm neither negative nor pessimistic. I'm realistic. I don't drink the Koolaid that's de rigueur around  here for many.

Collingwood is a brand unto themselves. Well done filth. I envy them. But they HAVE tasted real success in modern football.

Richmond have a very parochial following born out of their actual suburb and identifying withe the Punt Road ideal.

We suffer as we have no real home, no real roots,no real anything anymore. Whenever we've put something out there...I E an item ( emphasis on AN) Of clever marketing or promotional verve...it's left orphaned. Ridiculous. Amateurish really.

If Pert wants 70k ( plus )  two things are required.... Real success, and creating an identity that has meaning.

So far we have neither... that's just what is.

OK, you are neither negative nor pessimistic. But IMO your POST is both. (especially the notion of filth envy...come on BB you're better than that!) I do agree however that if 70k+ membership is to be achieved, real success is required - MFC needs to win a premiership(s). Identity is subjective. Melbourne's is fine with me and better than it has been for ages. I'm proud to be a loyal, faithful, patient and passionate supporter of the oldest and greatest professional football club in the world. One who is once again verging on ultimate success.