The Kangaroos were the first team to implement open media days at Arden Street back in 2008, and in 2012 revolutionised the match day TV broadcast by inviting Channel Seven to host their pre-game program from the inner sanctum area of the change rooms.
CEO Carl Dilena recently explained the thought process behind the club being so open with media.
“As a smaller club we’ve got a very specific strategy about having an open media policy,” Dilena said.
“You don’t get the exposure that a Collingwood would just because they are Collingwood and they can sell newspapers.
“We have to make a concerted effort to make sure we’re visible in the media, relevant to media and getting that exposure because you need those eyeballs looking at you, looking at your brand, identifying with the club and getting on-board.”
The most recent broadcast against Carlton, from the usually sacrosanct space of the change rooms, had a combined TV viewing audience of 1,049,000 viewers on Seven. This exposure is not only a rare insight for fans into the preparation of the players and coaches pre-game but is also incredibly valuable for sponsorship exposure and supporter growth.
“One of the great things we’ve seen the North Melbourne Football Club do ever since James Brayshaw has been there is just get your boys out in the media,” SEN’s Mark Allen said.
“To the point where Channel Seven is doing their broadcast…the policy with the players doing all the media they do, I know from experience, if we make a phone call to North Melbourne we get someone straight away and I reckon every member, all forty thousand of them would absolutely love it.”
