How demography helped Richmond Football Club double its membership numbers

How demography helped Richmond Football Club double its membership numbers

For anyone interested in how demography can help in membership/consumer growth, targeted fan engagement and overall consumer strategy, you may find this video interesting. It’s a presentation we gave at the recent Chief Strategy Officers Conference in Melbourne.



The first 10 minutes is about the big demographic shifts happening in Australia that every business needs to be aware of, and how they help you answer the “who”, “what” and “how” questions.

The next 15 minutes is about working with Richmond Football Club to understand more localised demographic cycles that helped them answer the “where” and “when” questions.

It’s a particularly interesting story because it shows how moving Richmond’s off-season training ground, from Craigieburn in Melbourne’s north to Cardinia in Melbourne’s southeast, had a marked effect on their membership growth. On the surface, both of these areas seem to have similar demographic characteristics (fringe, growth areas with young families), but dig a bit deeper and there are clear reasons why one location suits their growth strategy and the other doesn’t.

With thanks to Cain Liddle, GM Consumer Business at Richmond Football Club, for sharing this story.

.id is a team of population experts, who use a unique combination of online tools and consulting to help organisations decide where and when to locate their facilities and services, to meet the needs of changing populations. Access our free demographic resources here.

Lailani - Population News

Lailani is responsible for content and strategy at .id, ensuring our clients’ needs are central to our enterprise and that we generously share our knowledge with the broadest audience. As a member of our Board, Lailani works with Ivan and Janet to set the strategic direction for the company. Her current focus is our Placemaker consulting business and she has worked with numerous clients across retail, finance, property, local government, education and not-for-profits to put together the best evidence-base for their spatial decision making. With degrees in Business Studies and Economics, she has worked in business development and marketing roles for IBM and SPSS in the UK, as well as a stint as a ranger in Kakadu National Park. Lailani is an Alexander Technique practitioner, surfer and traveller.

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