Tigers to reward long-term members
Tony Greenberg
richmondfc.com.au
19 March, 2003
How long have you been a Richmond member . . ?
That's a vital question right now because the Tigers are in the midst of developing a recognition/rewards program for their members.
The Club wants to recognise - and reward - those members who have been so loyal to the Yellow and Black cause over the years.
It's a long-term project that will take some time to completely develop, but Richmond is extremely keen to make it happen and has already set the wheels in motion.
As the Club's computer records date back to only 1995, the Tigers are urging those supporters who were members before then to provide some documentation to support their claim. This can be done in the form of a photocopy of old membership cards, copies of old members' pins, and the like.
The Tigers plan to make public a full 2003 members' list during the season and include details of each member's continual 'length of loyal service' on membership cards for the 2004 season.
With this exciting members' recognition program being developed, plus a greater focus at Punt Road on the Tiger community, it's never made more sense than now to sign up as a Richmond member.
Brand research that the Club has undertaken during the past year has revealed a need for the Tigers to renew their focus on people.
"Richmond has always been defined by its enormous tribal crowds. This is because the Club has always represented a unique combination of things: values and principles that people respect and embrace, a sense of belonging (and, importantly, a place in Punt Road) and size," said the Tigers' Communication Manager Paul Maley.
"We realise that we've got some work to do by way of repaying the faith, passion and loyalty of our supporters. Our communications to members and supporters has already improved dramatically, but there are many more things we can and will do," he added.
One such special thing is fans' training days at Punt Road Oval. All Richmond supporters are invited to get down to the Club for a free sausage sizzle, a kick-to-kick with the players, autograph signings and some other fun activities on the following Wednesdays during the season at 4pm: April 16, May 28, June 11, July 23 and August 13.
Punt Road Oval tours, based on the ever-popular MCG tours, are sure to have enormous appeal to the Tiger faithful, and will further strengthen the connection between the Club and its large supporter base.
That crucial connection has received another boost throughout the past few weeks with the entire 2003 Richmond playing list spending time in the membership call centre, contacting lapsed members.
"The players have been absolutely fantastic," said the Tigers' Supporter Relations Manager Nadine Ibbott.
"They have brought with them a great attitude and have been really helpful in trying to boost our numbers."
So far, the leading 'salesman' among the playing group has been big Greg Stafford, who has worked diligently (aided by his gift of the gab) to sell memberships.
The players, like everyone at Tigerland, realise how critical membership sales are - particularly at this stage of the year.
Richmond makes no secret of the fact that membership numbers are well down on the corresponding stage last year, which is a major concern.
With just one win in the pre-season, it seems many Tiger fans have adopted a wait-and-see attitude with regards to membership for 2003.
However, their reluctance to commit to the cause is hurting Richmond at a time when the Club believes that its most important first step towards sustained success is to develop a culture of true togetherness.
Hopefully, supporters will quickly understand this is not merely a case of the Tigers talking the talk either and that the Club is fair dinkum about looking after its own.
Tony Greenberg
richmondfc.com.au
19 March, 2003
How long have you been a Richmond member . . ?
That's a vital question right now because the Tigers are in the midst of developing a recognition/rewards program for their members.
The Club wants to recognise - and reward - those members who have been so loyal to the Yellow and Black cause over the years.
It's a long-term project that will take some time to completely develop, but Richmond is extremely keen to make it happen and has already set the wheels in motion.
As the Club's computer records date back to only 1995, the Tigers are urging those supporters who were members before then to provide some documentation to support their claim. This can be done in the form of a photocopy of old membership cards, copies of old members' pins, and the like.
The Tigers plan to make public a full 2003 members' list during the season and include details of each member's continual 'length of loyal service' on membership cards for the 2004 season.
With this exciting members' recognition program being developed, plus a greater focus at Punt Road on the Tiger community, it's never made more sense than now to sign up as a Richmond member.
Brand research that the Club has undertaken during the past year has revealed a need for the Tigers to renew their focus on people.
"Richmond has always been defined by its enormous tribal crowds. This is because the Club has always represented a unique combination of things: values and principles that people respect and embrace, a sense of belonging (and, importantly, a place in Punt Road) and size," said the Tigers' Communication Manager Paul Maley.
"We realise that we've got some work to do by way of repaying the faith, passion and loyalty of our supporters. Our communications to members and supporters has already improved dramatically, but there are many more things we can and will do," he added.
One such special thing is fans' training days at Punt Road Oval. All Richmond supporters are invited to get down to the Club for a free sausage sizzle, a kick-to-kick with the players, autograph signings and some other fun activities on the following Wednesdays during the season at 4pm: April 16, May 28, June 11, July 23 and August 13.
Punt Road Oval tours, based on the ever-popular MCG tours, are sure to have enormous appeal to the Tiger faithful, and will further strengthen the connection between the Club and its large supporter base.
That crucial connection has received another boost throughout the past few weeks with the entire 2003 Richmond playing list spending time in the membership call centre, contacting lapsed members.
"The players have been absolutely fantastic," said the Tigers' Supporter Relations Manager Nadine Ibbott.
"They have brought with them a great attitude and have been really helpful in trying to boost our numbers."
So far, the leading 'salesman' among the playing group has been big Greg Stafford, who has worked diligently (aided by his gift of the gab) to sell memberships.
The players, like everyone at Tigerland, realise how critical membership sales are - particularly at this stage of the year.
Richmond makes no secret of the fact that membership numbers are well down on the corresponding stage last year, which is a major concern.
With just one win in the pre-season, it seems many Tiger fans have adopted a wait-and-see attitude with regards to membership for 2003.
However, their reluctance to commit to the cause is hurting Richmond at a time when the Club believes that its most important first step towards sustained success is to develop a culture of true togetherness.
Hopefully, supporters will quickly understand this is not merely a case of the Tigers talking the talk either and that the Club is fair dinkum about looking after its own.
