Membership drive takes many paths
By Greg Lange
afl.com.au
BILLBOARDS, television commercials and marketing via the internet – clubs are pulling out all stops this season to attract members.
Richmond members, for example, are receiving the brand new Tiger Skin – a yellow and black towel the Tigers marketing team is hoping supporters will wave at every match this season.
The Tiger Skin is based on the Terrible Towel, a small hand towel introduced in 1975 by gridiron side the Pittsburgh Steelers, who won back-to-back NFL titles after the so-called ‘rally rag’ was introduced.
Trent Jacobs, general manager of consumer marketing at Richmond, hopes the Tigers’ rally rag will help improve the team’s performance, though he says the Tiger Skin is not designed to be a good-luck charm.
“The Tiger Skin is one of many unique ways the club is trying to increase the enjoyment of our members as they support their side,” he said.
Jacobs hopes the Tiger Skin will not only help attract members but keep existing supporters on board.
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