The same Club, just better...
Comments
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How you figure that. I also support the change. All you have seen on this forum is a lot of posts some in support of the change and some from a small group of people who post lots of posts against it. Yes there have been 1100 post but not 1100 contributors.
Well done caravan and motorhome club. Onwards and upward.
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But ET they did communicate it all, there was a big unveiling at the NEC, it was streamed on FB, we got a letter thru the post, what more do you want a personal carrier pigeon?
I do not consider a 'by the way we have' as being significant communication. Nor do I consider the then announced aims or perhaps aspirations of future improvements as being tangible in any way. Seems to carry as much conviction as most peoples new year resolutions forgotten by February the more so because the improvements are far from concrete and more like a faint mist.
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There is a general rule in marketing, if you a have strong brand, don't change it.
The 'Caravan Club' is a greatly respected brand. The name has remained virtually unchanged for a century. It is the standard by which others are judged. It is known for quality, service and integrity. The name is easy to say and easy to remember. It is a strong brand.
There is a case for refreshing a brand's graphic identity such as logos, signage, letterheads and so on. There is also a case for repositioning a brand to better target new customers and to better define its function, for example, 'enjoying the great outdoors' is better than 'somewhere to pitch a caravan.'
Turning to the new name, the Oxford Dictionary says a caravan is a vehicle equipped for living in, typically towed. It defines a motorhome as a motor vehicle equipped like a caravan for living in.
Imagine renaming our club the 'Caravan and Motor Caravan Club.' Then you begin to see the name 'Caravan and Motorhome Club' is a pointless mouthful too. Touring caravans, motor caravans, trailer caravans and collapsible caravans are all caravans of a kind.
We know the Automobile Association is for more than automobiles. We know the Holiday Inn is for more than holidays. We know the Caravan Club is for more than touring caravans.
Imagine the AA was re-branded the Automobile and Motorbike Association. Imagine the Holiday Inn was re-branded the Holiday and Work Inn. How does that help? How does it help to change the 'Caravan Club' brand name when we know what it means?
Grenville Chamberlain and Nick Lomas have decided to change a successful brand name to a harder to say, harder to remember, tautological mouthful for little tangible gain. Gentlemen what are you thinking about? The 'Caravan Club' brand ain't broke. Don't fix it.
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Hi Lowsas,
NigelAsh is right, all costs when finalised will be reported to members in the usual way in the Annual Report and Accounts. That will be a far more accurate representation of the total costs which will then be more transparent to members.
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Thanks for your reply Rochelle
I did not expect to be given a fully detailed, finalised, audited set of accounts at this point What I would expect and I am sure has been discussed is an estimated ball park figure for the rebranding project
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Quite so, SirB. I really don't know what all the fuss is about. Whether we like the logo and name or not isn't going to change the way we use, or don't use, sites.
What possible impact can these changes have on people's lives that they feel the need to post as if the world had ended? Lighten up, folks, it's a name and a logo. Let's carry on with life as we know it.
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The feedback was gathered from multiple surveys over the years, where members told us that they felt the Club was stuffy, old-fashioned and strict. With this rebrand we are hoping to change that image.
If the CC wished to change the perception of the club did they think that a name change alone would achieve that? Seems to me that it would have made sense to implement changes to address that before rebranding. What concrete steps are the club taking to make it less stuffy, old fashioned and strict? It could be argues that cutting off the history of the red pennon might make it seem less old fashioned, not sure about stuffy as I have never found the club to be stuffy anyway in my nearly 30+ years of usage over the last 35 years. Will the name change and a few buzz words address this?
As for the club being seen as strict how is this being addressed? Are rules to be removed, lessened or not enforced?
We expect that the new brand will generate a higher profile and increased interest for the Club which will improve membership recruitment and retention and increase usage of club services so that the Club is even more successful in the future than it is now.
Any advertising campaign could increase the profile and attract members. Retaining them is another thing. What positive steps - beyond buzz words - are intended to retain members?
As for increasing usage of club services I note existing members saying that they use the C&CC because they can book hard standing for instance. How does the new improved club seek to achieve greater usage of services. What steps are in place to achieve this?
The cost troubles me not at all nor the name change. Cannot say that I am overjoyed at the new logo but that is another matter.
I see no substance and as I said above any 'improvements' (are there any) should be in place prior to rebranding. I assume that improved communication with members is not envisaged?
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I beg to differ, David. On the whole it is not the 'usual people' who are moaning but a huge number of virtually unknown posters who have suddenly appeared. Obviously there are a few exceptions on both sides but, mainly, the regular posters are either in favour of the change or, like me, don't care either way.
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Not sure who the club got to design the logo but they don't appear to have paid much attention to the 'psychology' of colour in marketing. Orange is said to create anxiety and impulse buying whilst red is a high energy colour that can create a sense of urgency.....? I don't know what muddy brown is said to promote.....!
Orange - orange can trigger a sense of caution. Used to create a sense of anxiety that can draw in impulsive buyers and window shoppers.
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Not really. In marketing management terms these types of things are often seen as follows.
there's no going back.
It is better to groom those in favour and not inflame those against.
In reality people will either get used to it or depart.
It's probable that those that depart are not in the target market anyway and could just be a ongoing oozing sore.
some groundwork has to be done before implementing the changes and/or new ways or working that will appeal to the new target market. Such changes can then be brought in at regular intervals to make the organisation look progressive. (Hence why there are no concrete changes on day 1)
not saying it's correct or a nice view of the world but you can see it in many companies.
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I thought exactly the same as soon as I saw the email, Steve. How much cost? The 'membership' cost goes up each year but my wage does not. Maybe without doing a rebranding the price could have stayed the same. I think it is a real shame that sites are letting in Non-Members (Daleacres as a example). Quality of the people staying has definitely deteriorated on those sites. The Club sites should be for Club Members - there are few enough spaces anyway. The Club should also be trying to own sites - Northbrook Farm as an example. Council apparently selling half to property developers so will be a tiny site. Priorities seem to wrong when it comes to spending money.......... Enough ranting - I am off to start the beginning of an exciting adventure..................
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The key thing here is that the club has recognised the need to reflect the caravan and camping requirements of its diverse membership. The average age of members is in the 60s. The club needs to be confident that it is relevant to the full age range and diverse requirements of the whole of the outdoor living community
While the Church of England has often been described as the Tory Party at prayer, the Caravan Club has often been described as the Tory Party at play. I'm sure members will never forget the photos of members at the Buckingham Palace Garden Party......
Maybe the next development will be to get a President who is not a minor royal, but someone who has relevance to the outdoor life and the environment.
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Ah, TW, I am happy to note that I am not alone in thinking that there might be more important things in life to worry about. I believe that the club has many more members than those who have posted on here, so it is reasonable to assume that they are not bothered either. Having said all that, I note that you are a motorhomer. I am now concerned that I may be burned at the stake for even communicating with you.
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I must agree with a lot of the comments regarding the expence of this change, you say it was in consultation with our representatives on the committee, but did OUR representatives consult with US, the people they are supposed to represent? Motorhome (or motor caravans as they are also referred as) have always been welcome and I fail to see how this huge expence can be justified!! The cost will include changing all site signs, the adverts, the title of our club books and magazines, a total waste!!
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Received my new handbook today, complete with new , uninspiring logo. Looking at the Club Bye-laws in the rear I see that a "caravan" is described as " a trailer caravan, MOTORHOME, trailer tent or folding camper" so it does make me wonder whether there really was any need to change except to polish the egos of those in charge. Personally I have no problem with the name change but the logo really does leave a lot to be desired. Looking at it I fail to see how it could possibly be connected to a thriving leisure/travel organisation. It looks more like the logo a down - at - heel local authority might select.
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You may escape the chargrilling, SirB, as I used to be a caravanner until 3 years ago so I'm on the cusp really. I keep the old avatar so I can be seen to have a foot in each camp ...... and it confuses people.
There is life to be enjoyed but let us be glad that many have found a cause to fill the gap until COTY#2 comes along.
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