Day 9 : The Age & 3AW AND Western Bulldogs football club

Today is the first tour after we came back to Melbourne.  Yet, schedule is also packed with two different company visits.  The first one is The Age and 3AW.  The second one is Western Bulldogs Football Club.



The Age & 3AW:
When we first arrived 3AW, we took a quick 30minutes tour on the office.  The office was filled with piles of newspaper and magazine.  similar to Southern Cross Austereo, there are some studios where radio programs are recorded for the public.  After the tour, we reached the room for discussions with their staff.

According to the AGE, they engage with audience differently throughout the day.  Media will be used differently during the weekend from weekday.  The company pointed out the traditional media consumption is declining due to the rise of internet.  There is a 70% decrease in newspaper consumption.  Although newspapers are still consumed, they are read on day-offs and most likely in staff lunchroom.
In terms of trade marketing, The company have various marketing tools:
1. Sponsorship (Run Melbourne)
2. signage and digital signage
3. iPad launch events.
In terms of consumer marketing, The company tries to develop must-have iPad app for the consumers.  They do that by issuing free trial of the app, then Optimizing the review on App Store.  In addition, they make use of the social media to create buzz and word of mouth.
In addition, partnership is another key element of the consumer market.  Various parties with the following features can be considered as their partners:
1. brand alignment
2. Strategy priority
3. readerships
4. Stakeholder engagement
5. Commercial opportunity


Western Bulldogs football club:
After visiting The AGE, we moved on to the Western Bulldogs football Club.

The company is aiming at a positive brand position. In order to strengthen your brand, one should start the brand with a story.

The Company made use of the newspaper, SMS, television, and social media to promote.

They also make use of the jumpers to build up relationships with the fans.  Engage them and related them.  They are trying to attract not only club fans, but to attract people to move from s.e. suburb to the western Melbourne to live.  Thus become one of the fans.

Their target market are : 

1. existing members

2. new prospective fans

3. community and corporate partners

On the other hand, the company planned for their next step, which is to localize their campaign.  It is important for the marketers of Western Bulldogs to monitor their social media.  There are 16,000 fans watching the social media.  The challenge is occurs when the club lose a match.  Although it can be challenging to control the comments from the fans, it is a great engagement tool for two parties.  

According to Western Bulldogs, their next step is to build enough infrastructure to support the social media, for example, wifi internet access in the stadium.