Richmond Football Club Marketing Campaign

Richmond Football Club Marketing Campaign

Introduction

A marketing strategy is one of the most important elements in the success of many organizations globally. With marketing strategies, many organizations today are able to develop an overall business plan that is aimed at reaching prospective customers and making them the consumers of their key products and services. A well-developed marketing strategy enables organizations to achieve their short and long term goals which in many cases involve reaching a huge market based and making them the consumers of their products and service. In so doing, organizations are able to continue developing and growing in their respective fields. In addition through marketing strategy, organizations are also able to communicate and achieve a sustainable competitive advantage in the market over rival companies. Bearing this is mind, it is therefore clear that, marketing strategy is indeed one of the major factor that determines, the revival, success, growth, development, and survival of an organization in a highly competitive environment. However, while marketing strategy is considered a key important element in many organizations, it is imperative to note that there exist various factors such as audience, the positioning of the brand, social media, language, and brand used all which determine the successfulness of the organization’s campaign.

Social Media Campaign Target Audience

The Richmond Football Club, commonly known as the Tigers is an Australian professional team located in Richmond, Victoria and participates in the Australian Football leagues. Having suffered a tremendously low performance during their 2016 season, this performance made their club’s fans very angry and disappointed with what the team delivered (the case). In response to the poor performance attained , Richmond Football Club decided to adopt a marketing campaign to restore the despair and frustration felt by their fans during the 2016 season with an outlook of new hope and energy for the upcoming 2017 season. This is how much they owned to their fans due to their unwavering loyalty and unapologetic devotion to Richmond Football Club for generations. The aim of this is to be authentic and to acknowledge the past poor performance, while at the same time pointing to the future with excitement, energy, and better performance anticipation (the case). In addition the objective of the campaign is also to engage Richmond Football Club fans and encourage membership renewals, new acquisitions and re-connections, with the goal of reaching over 70 thousand club members for the 2017 season.

When focusing on the audience who in this case are the Club fans, promotion is major element that will make Richmond Football Club campaign of attaining seventy thousand club fans for the 2017 season a success. As Nurjaya et al. (2021) indicates, promotion involves the act of marketing an organization’s products or services directly to the consumers. It involves the idea of making your services and products known to the general public. In other words, for many organizations, promotion entails all the ways in which organizations are able to communicate with their clients about the organization products or services and how these products and services are to be acquired. In order to restore the despair and frustration felt by Richmond Football Club fans during the 2016 season, while aiming their goal of attaining seventy thousand club fans for the 2017 season a success is by promising better performance, while also refreshing the Clubs iconic slogan “Eat em Alive” reminding them that success is branded in their DNAs and its is passed from one generation to another (the case). In so doing, this will establish a re-connection that will enable the club to connect and communicate with the Richmond loyal, both old and young and as a result encouraging club membership renewals and new acquisition. This will be made successful through the use of different promotional strategies such as the use of advertising approaches like Search Engine Optimization (SEO), Television Advertisements and other social media channels such as Face book, twitter, and instagram.

Importance of Language and Image in Brand Positioning Campaign

Brand language is one of the major important elements in campaign positioning of a brand. Brand language is considered an important element due to the fact that it helps customers connect to the brand and its associated promise (Sallam 2016). Using brand language in a highly competitive environment is usually considered the perfect way for an organization to grow by turning clients (fans) away from rival competitors in the market. Therefore, using creative brand language to differentiate your organizations operations from others is one of the major ways of making a difference in a competitive environment. In the case of involving Richmond Football Club marketing campaign, language is considered an important factor in brand positioning due to the fact that it frames the whole experience for the fans who are its main clients. Through language, it tells the fans on how to connect and communicate with the club. In addition, brand language also tells the clubs fans what they can expect by continuing being or becoming its fans (Sallam 2016). In the case of involving Richmond Football Club, language assures the club’s fans better performance in the sense of having a future with energy, good anticipation, and excitement, if indeed they will continue being or becoming its fans.

Apart from brand language, brand image is another major important element in campaign positioning of a brand. While brand image is a common concept within many organizations, it is imperative to note that it involves more than just a logo which identifies an organization (de Run et al. 2012). In the world today, brand image is considered a mix of associations made by the clients on every interaction they have with the organization. Bearing this in mind, it is therefore important to note that image is an important element in positioning the brand on the consumers mind. Brand image is important in brand positioning due to the fact that it creates the recognition of an item (de Run et al. 2012). For instance in the case involving Richmond Football Club, their brand image involves their logo (the tiger) and their slogan (Eat em Alive). By using brand image Richmond Football Club is able to position itself as a strong club as the slogan suggests that can overwhelm or defeat is opponents thoroughly in the league.

Significance of Social Media Platforms

Different social media platforms such as face book, twitter, and instagram play a major role in ensuring that organizations are able to achieve their desired marketing campaign goals (Barker et al. 2012). In the case of Richmond Football Club, the use of social media platforms like face book, twitter, instagram, and other television adverts enables the club establish a re-connection that will enable it to connect and communicate with the Richmond loyal, both old and young and as a result encouraging club membership renewals and new acquisitions. In so doing, Richmond Football Club will be able to achieve its objective of reaching over 70 thousand club members for the 2017 season (the case). By utilizing social media platform marketing campaigns, Richmond Football Club will be able to easily improve its brand recognition. With social media platform networks, Richmond Football Club will be able to showcase its contents to its fans without any issues. For instance, through social media platforms, Richmond Football Club will be able to connect and communicate with the Richmond loyal, both old and young who in turn will be able to spread more information concerning the club to their networks. In so doing, Richmond Football Club through its industry partner Kojo would have improved Richmond Football Club’s brand recognition.

Apart from improving brand recognition, the use of social media platforms is also important as it creates room for more conversion opportunities (Barker et al. 2012). For every post made on social media platforms by Kojo on behalf of Richmond Football Club, there exists an opportunity for the club to convert countless numbers of new fans (the case). Once, the use of social media platforms becomes a norm, the club will find itself creating a following in which its interactions with the old fans, recent fans, and new fans, and the followers and friends of all these fans bringing new acquisitions to the club. Each clubs video or image posted on the club’s social media platforms can share the club’s opportunity for a curious reaction by a potential follower who may end up being a club fan. Therefore, by using different social media approaches, Kojo will be able to help Richmond Football Club establish a re-connection that will enable it to connect and communicate with the Richmond loyal, both old and young and as a result encouraging new acquisitions in the club. I so doing, the club will be able to achieve its objective and long term goal of reaching over 70 thousand club members for the 2017 season.

Apart from creating room for more conversion opportunities, is imperative to note that the se of social media network platforms is also important as it creates new insight on fans (Tafesse & Wien 2018). With traditional advertising involving the use of newspaper and billboards adverts, this crated a wall the target audience and the marketers. While the intended message reaches the targeted audience, it is clearly hard for the marketer to understand and know what different customers like and think about what the advertising campaigns.

By effectively using social media network platforms for marketing and campaigns Richmond Football Club is able to gain exceptional access to fans insight such as what they are interested in, their views on the clubs performance, and what kind of branding messaging encourages them through active listening of social media posts. For instance, through the use of social media platforms, the club might follower a fan’s comment in order to directly understand what they think about the club (Tafesse & Wien 2018). In addition, through social media, the Kojo on behalf of Richmond Football Club can build a segmented content syndication list that is based on the perceived fan interest and test the new advertising campaign in order to know what type of contents spark the highest amount of interests from the fans. Due to the fact that almost every social media network platform today has a special analytics tool, Richmond Football Club will be able to measure its fans click rates and conversations in order to better understand what doesn’t work and what works. In so doing, they will be able to approach any issues that arise at any given time.

By using the various forms of social media platform campaign strategies, Richmond Football Club will be able to communicate and connect effectively with its fans (the case). In response, the targeted audients (the fans) as well will use the same social media platforms established to air their views with their club. For instance, through the social media network platforms, the targeted audience (fans) will be able to provide their insight such as what they are interested in and their views on the clubs performance. In so doing, they will be able to engage with Richmond Football club marketing campaign.

Conclusion

In summary, marketing strategy is one of the most important elements in the success of many organizations globally including football clubs like Richmond Football Club. It involves a process of establishing a business plan within an organization that is aimed at reaching a target audience and making them the consumers key products and services. Bearing in mind that marketing strategy is considered a key important element in many organizations, it is imperative to note that there exist various factors such as audience, social media, language, and image brand used all which determine the successfulness of the organization’s campaign.

References

Barker, M., Barker, D.I., Bormann, N.F. and Neher, K.E., 2012. Social media marketing: A

strategic approach. CENGAGE learning.

de Run, E.C., Yee, T.C. and Khalique, M., 2012. It’s not just a brand name: The impact of

language on consumer attitude and behavior. International Journal of Research, 1(2), pp.47-56.

Nurjaya, N., Affandi, A., Erlangga, H., Sunarsi, D. and Jasmani, J., 2021. The Effect of Product

Promotion and Innovation Activities on Marketing Performance in Middle Small Micro Enterprises in Cianjur. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 4(1), pp.528-540.

Sallam, M.A., 2016. The impact of brand image and corporate branding on consumer’s choice:

The role of brand equity. International Journal of Marketing Studies, 8(1), pp.98-106.

The Case. https://kojo.com.au/case-studies/richmond-fc-2017-membership-tvc

Tafesse, W., & Wien, A. (2018). Implementing social media marketing strategically: An

empirical assessment. Journal of Marketing Management, 34(9-10), 732-749.