The Business of Sport

While everyone is enjoying the highs and lows of Wimbledon, it is worth remembering the business behind the sport…

It is a well-known fact that the sports industry is dominated by males. However, there are several powerful female figures operating at the top. One of these is Stacey Allaster; CEO of WTA (Women’s Tennis Association), recently named by Forbes magazine as one of the “Most Powerful Women in Sports”. She certainly didn’t disappoint those present at this mornings’ business breakfast, hosted by the Women’s Executive Network at Dublin’s Convention Centre.

It may surprise some people that WTA operate with a marketing budget of $1.5m. Through leveraging close relationships with their partners they strive to make maximum impact with minimal cost. Social media is used as an inexpensive promotional tool for women’s tennis. In essence, it’s all about creating inexpensive content. For example, Sony Ericsson, the WTA’s primary sponsor, has created “Xperia Hot Shots”; a web-based reality show documenting the progress of six up-and-coming female tennis players through the WTA tour, on and off court. The video series is highly interactive, and the new “Xperia” smart phone features heavily.Individual players also employ social media techniques. For example, Maria Sharapova has 4.8 million Facebook friends, and constantly engages with her audience, whilst promoting her loyalty to her sponsors.

You can look at Sharapova's Facebook here!

Below is the WTA’S most recent effort “Strong is Beautiful” campaign; an emotive and captivating series of videos featuring well known-household names…

Aislinn

Jobless Paddy No Longer!

The papers have been full of reports about "Jobless Paddy", the unemployed 26 year old from Galway who reportedly spent €2,000; the last of his savings, to fund a billboard proclaiming his desire to find a job. His efforts have paid off; as he has since been offered employment by Paddy Power. Féilim Mac An Iomaire is set to join the company's Marketing and Communications Department at their Dublin headquarters.

This morning in the MDP's weekly management meeting it was reported by several advisors that the whole case was orchestrated by Paddy Power.

What do you think? Is this one step too far for Paddy Power? In a country with such a high unemployment rate (approx. 14.7%) should they have toyed with the public regarding this ensitive matter?

In a question of ethics...how far is too far?

Aislinn

St Patricks Day

Can Saint Patricks Day Reinvigorate The Irish Tourism Industry?

As we had previously dicussed the approach of Visit Irelands St Patricks Day parade, there was a few different factors that were talked about within the MDP and what we felt about their approach to it as a tool to reinvigorate the Irish Tourism Market. The fact that we have a day that is celebrated worldwide is fantastic, and is a great springboard to launch a very productive marketing campaign, to attract new visitors to our country. I feel though, that the traditional leprechaun and pot of gold approach would not be the best way to market us. The Irish recession is no secret, and I think if we use the traditional selling points we will not be successful. We need to market ourselves as a country steeped in history and culture. This approach can already be seen on the St Patricks Day official website www.stpatricksfestival.ie . The drink culture that surrounds the day is being pushed into the background. This is a crucial point,because if all people want from their Saint Patricks day is a parade being watched by drunks, then they can do this in their own city.

Ireland needs to differentiate itself from other countries, simply using the day as an excuse to drink. Ireland needs to go back to the roots of the day, and the actual reason for why Saint Patrick is such an iconic part of Ireland. The website is making a great attempt at this and I was very impressed by the photo gallery. I first clicked on it expecting generic photographs of people with two drinks in their hands and a bit of green paint smeared across their face. I was delighted to see something completely different.

I think these are great photos and they jump off the page. I think it is this sort of photography that will separate Ireland’s parade from all others, and will help to make our Saint Patricks day a day that will spark people’s interest and imagination in Ireland again, without touching on all the preceived notions people have of the day.

We are so lucky that we have Saint Patrick’s Day and it is certainly the tool we need to drive tourists back into Ireland. No other country has a marketing tool such as Saint Patricks day and I hope that it will be used to its full potential.

Have a look at this video and see what you think. It is a commercial for Irish Spring body wash. I think it is an absolute disaster as it epitomises how badly we have been perceived by other countries. It is this sort of marketing that has people in America asking if Leprechauns actually are real,and it really annoys me!

We really have a chance as a nation to re market ourselves as a country with a wealth of history to explore throughout the country and in my opinion there are very few other countries that can offer this. Visit Ireland have started this campaign very well and if they continue on the same path I really think that it will reinvigorate our tourism market and hopefully the economy as a whole. Hope this post will spark a bit of talk and we can get some other peoples views!

Posted by Paul Maher

Harley Davidson Viral Ad

“The definition of viral marketing or viral advertising is promoting information or products that other customers are compelled to give to other friends, colleagues and family. By definition viral marketing is a way to promote a service or product exponentially. When effectively done one person will give it to several people who in turn will promote it to several other people.”

I find the prospect of virals really intriguing- it seems risky it that you cannot be guaranteed your audience will see your ad, such as with traditional mediums like TV advertising. However, I think they force marketers to push the boundaries of creativity, producing engaging and interesting stories rather than encouraging lazy marketing.

The Harley Davidson viral shows different people in cages going about their daily routines, it then shows a motor cyclist enjoying the freedom of the experience and finally turns to a man caged in a car looking longingly at the bike.

I think this was a really good example of a viral- it’s intriguing from the beginning, getting you hooked on the unusual concept of people in cages. It continues this mystery until the end, finally revealing the brand behind the video. It doesn’t seem like it would cost too much to make which I think is all the more positive for the arguments for virals.

Having just read an overview of how Harley established itself as one of the great market leaders I was intrigued by this viral. Harley Davidson are, in my opinion, the leaders in experiential marketing- from their first initiatives like the Hog Club to their merchandise line they encouraged their customers to embrace the brand values of the company.

The end of the viral cements this commitment to engaging with its customer by putting the customer at the heart of all its operations. Allowing the customer to personalise the bike adds another dimension to the product offering and encourages the customer to integrate Harley Davidson as part of their identity in that you can ‘Build Your Bike’, and in doing so ‘Build Your Freedom’.

Maria

The cost of a £6 t-shirt

Tesco were feeling the heat over the weekend as they were met with negativity surrounding one of their latest product offerings; a £6 t-shirt with the 'controversial' slogan of 'Bird Watching', accompanied by images of females in suggestive poses. Is this one step too far for feminism?

According to Anna van Heeswijk, campaigns manager for women’s lobby group Object, the t-shirts are 'objectionable' stating; 'it promotes voyeurism, dehumanises females into sex objects and uses sexist language to refer to women as 'birds'.

Personally, I am aware that there are t-shirts out there that are far worse, and far more offensive. Perhaps the issue is that the t-shirt is part of an own brand line by the retail giant, and that Tesco is held in such high national regard by the public. It is a company that enjoys a high level of brand loyalty.
I admire the stance taken by Object but I feel that in this case it is just too much.

What do you think? From a PR perspective, do you think Tesco were right to pull the product?

Aislinn

Huggies Demin Diapers

I came across this ad for Huggies the other day 'The HUGGIES limited edition Denim'. It featured in their Summer 2010 campaign in the USA and Canada. I love it !!! I think it's crude, witty and fun all rolled up in one. It's so different to the regular Huggies campaigns that I think it's a nice change, but it was met with controversy and confusion

The Huggies Jeans Denim is a cute and 'campy' fashion themed commercial, which features a sexy European man’s voice-over as a baby struts his stuff. Fashionistas take notice and stare as our cool baby makes his way to his car making comments like: "My diaper is full... full of chic", "When it’s a number 2, I look like number 1" and "I do a poo in blue".

What does everyone think? Do you think it's worth straying away from the traditional in order to make a difference?

Julie O'Mahony

Happy Valentine's Day

On the way into the office this morning I experienced a great idea at the Stilorgan exit onto the N11 dual carriageway. Two men were dressed in full tux attire offering a red rose and chocolate into the driver of every car waiting at the traffic lights. The lovely choclate was Milk Tray; it was a great idea and very fitting for today!

Has anyone else experienced anything similar?

Edel Kane