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FORUMS > The Virtual Terrace > Bookies, Bingo, Big Soup and now.... |
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1506.jpg [quote:18jc6kzm]I wish everyone would read bramleyrhino's post two or three times just to get it through some thick skulls[/quote:18jc6kzm]
[quote:18jc6kzm]Mr bramleyrhino speaks a lot of sense.[/quote:18jc6kzm]
[quote="Jamie Jones-Buchanan":18jc6kzm]"I'd never forgive myself if a child of mine was born in Lancashire.[/quote:18jc6kzm]:1506.jpg |
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| Quote: Sir Kevin Sinfield "There are some very stuck up pretentious RL fans on here. If someone’s offering a wad of cash we need to take it.'"
It's highly unlikely that they are offering a "wad of cash". Personal injury solicitors can generate leads very cheaply, so the likelihood of this deal being worth anything significant in the context of wider sports rights is tiny.
People calling out certain sponsors aren't doing it through some sort of snobbery, they're doing it because it's worrying that our sponsorship opportunities are worth so little.
RL really needs to think hard about the way it reaches new audiences because if it doesn't, it is going to be particularly vulnerable to changes in the advertising industry in the coming years. Advertising costs have fallen consistently over the last ten years and the costs of advertising to C2DE audiences has fallen at an even faster rate than the average. That is going to get even worse as technologies like programmatic advertising, Sky AdSmart and 'digital out-of-home' mature.
Sports like RU are still able to command higher sponsorship revenues because the audience they offer are still comparatively expensive to reach, and because those audiences have higher spending power and therefore more value to the advertiser.
I've worked in marketing and advertising a long time and whilst I don't know what this deal is costing, I do know how much it costs to reach an audience. If this deal is worth more than the equivalent of around £10k per club per season, I'd suggest they were over-paying.
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International Star | 869 | |
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| Quote: Wildthing "No it isn't. It would appear there is no such place.
Now Diggerland ...'"
Thought so thank you for clarifying, nothing Lebron posts seems to make any sense to me
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2358_1651040874.jpg Wakefield TRINITY:d7dc4b20b2c2dd7b76ac6eac29d5604e_2358.jpg |
Moderator
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| Quote: Wildcat26 "Thought so thank you for clarifying, nothing Lebron posts seems to make any sense to me
He's a young kid playing troll with the big boys. He will learn, in time
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| Quote: bramleyrhino "Ultimately the sport really needs to start appealing to new audiences - the sort of audiences that sponsors, advertisers and broadcasters want to reach.
For me, it starts with the clubs, as they are the primary point of consumption for the sport. The clubs need to identify where those audiences are and they need to make sure that they delivering what those audiences expect. Simply handing out cheap tickets with relatively little thought process isn't "marketing" by any stretch of the imagination - it's quite the opposite.
For example, we have affulent parts of the world on our doorstep (parts of North Yorkshire and parts of Cheshire for example) but how hard are the clubs really working to engage those audiences? Thousands of people commute from Harrogate to Leeds every morning, literally passing under the Western Terrace every day, but how much promotional activity do you see from the Rhinos in that part of Yorkshire? Even closer to home, in the more affluent parts of West Yorkshire and Greater Manchester, we really need to ask whether we're actively engaging those audiences enough. Leeds are currently doing a lot of marketing alongside Leeds United in an attempt to tap into their audience - an audience that is used to paying £500 for a season ticket and £32 for a match ticket, rather than the typical RL audience that baulks at £220 and £22. Clubs need to start looking beyond their postcode.
Part of that means challenging perceptions, and challenging what people outside the RL bubble think of when they think of RL. We've got some prominent supporters who do cut-through with the sort of audiences I'm talking about (the Brownlees for example, even though I don't think the creative behind the campaign involving them is particularly strong).
And we also need to make sure that we're delivering what those audiences want. We recognised this some years ago with a big push to upgrade and rennovate stadia, but as a whole we didn't go far enough, and we seem (with a couple of exceptions) to have stopped progressing since then. RL prided itself on being a 'family sport', but in the 21st century a family day our doesn't involve sitting on a wooden seat with an obstructed view, buying a boiled burger from the back of a van and ing against a drain in an out-house. What the 21st century family day out involves is an experience, a comfortable seat in a modern cantelever stand with plenty to keep the audience occupied and entertained pre, during and post-match. If we're not offering that, one of the many other leisure activities that a family can can enjoy at the weekend will offer that.
And then it comes down to the product on the field. Say what you want about rugby union, but the Aviva Premiership does two things very well. Firstly, it keeps its talent in the league (because it can pay the players, and because the lure of playing for England is such a draw) but perhaps more importantly, it has suspense. The average winning margin in the Aviva Premiership is lower than the Super League, and the proportion of games won by one score or less is higher. That keeps fans hooked.
And at a wider level there needs to be more dialogue with broadcasters to see what more we can offer them, but also what more we can get from those rights agreements (for example, how can we get more digital content out there more quickly). I would personally reduce the number of fixtures and instead focus more on creating big events and, (and admittedly this is the tricky bit given that it requires the cooperation from the NRL), I'd try and carve out clear points mid-season for international competition.
Is any of this easy? No. It's not supposed to be easy. And nor is it going to be either cheap or quick, but the longer we leave it, the harder it gets. Marketing is a skill but there is no excuse for anyone who is responsible for it not knowing how to use the tools available to them. We should not be in a position where clubs don't know how to effectively use tools like eCRM, or don't know how social media algorithms and audience targeting work, but that's the situation we're in. We have new data protection laws coming into force in May, and I guarantee that there are clubs that haven't planned for how this will impact their marketing plans.
This is ultimately why I'm a supporter of expansion, because I don't see that enough clubs in the heartland areas are capable of delivering that. If we can't find new audiences in the M62 corridor, we have little to lose looking for them in Toronto, Boston or New York and if we want to keep insisting that the future of this sport is in places where the local High Streets are filled with bookmakers, fast food outlets and pawnbrokers, we've no right to complain when the only sponsors we attract are online bookies, payday lenders and canned mushy peas.'"
Great post. Pity all the following posts descend into an argument about Diggerland (which kind of proves your point on the level of audience that RL attracts...).
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| Quote: bramleyrhino "Is any of this easy? No. It's not supposed to be easy. And nor is it going to be either cheap or quick, but the longer we leave it, the harder it gets.'"
This is the crux of the issue. For too long we have rewarded mediocre professionals with jobs at the RFL
rlhttp://www.superleaguefans.com/rugby-league/05/03/2012/rfl-appoints-marketing-guru.htmlrl
Not sure how long he lasted in the role, but he makes no mention of his time at the RFL in his Linked In profile
rlhttps://www.linkedin.com/in/matt-lowery-4749a221/rl
I do love his claim back in 2012
Quote: bramleyrhino "“The work we did in marketing and communications during my time at Manchester City helped transform them into one of the biggest football clubs in the world
'"
The reality is that Sheikh Mansour bin Zayed and his US$ 40 BILLION fortune did that.....
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Rank | Posts | Team |
International Chairman | 12792 | |
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Mar 2002 | 23 years | |
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1506.jpg [quote:18jc6kzm]I wish everyone would read bramleyrhino's post two or three times just to get it through some thick skulls[/quote:18jc6kzm]
[quote:18jc6kzm]Mr bramleyrhino speaks a lot of sense.[/quote:18jc6kzm]
[quote="Jamie Jones-Buchanan":18jc6kzm]"I'd never forgive myself if a child of mine was born in Lancashire.[/quote:18jc6kzm]:1506.jpg |
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| Quote: Call Me God "This is the crux of the issue. For too long we have rewarded mediocre professionals with jobs at the RFL
rlhttp://www.superleaguefans.com/rugby-league/05/03/2012/rfl-appoints-marketing-guru.htmlrl
Not sure how long he lasted in the role, but he makes no mention of his time at the RFL in his Linked In profile
rlhttps://www.linkedin.com/in/matt-lowery-4749a221/rl
I do love his claim back in 2012
The reality is that Sheikh Mansour bin Zayed and his US$ 40 BILLION fortune did that.....'"
It's not about the RFL in my view. The biggest point of failure is the clubs.
The clubs are the main point of contact between the sport and the audience - they are the ones selling the majority of tickets and most of the merchandise, they are the ones doing most of the community work, they are the ones responsible for the matchday experience, and they are the ones that have the biggest influence on the product on the field.
When the RFL is approaching broadcasters and sponsors, it can only sell the audience that the clubs provide. If the clubs are providing an audience that advertisers and broadcasters aren't interested in, then the RFL has one hand tied behind its back.
The RFL could appoint the finest marketing mind that there is (and I note the clamour on social media for the Hearns, who are far from the answer for all manner of reasons) but if the clubs are providing them with a poor product, there is little that they can do.
The RFL has failings, but that shouldn't allow them to become a convenient lightning rod for clubs that are the real problem.
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Hull KR |
28 |
729 |
335 |
394 |
44 |
This is an inplay table and live positions can change.
Wigan |
27 |
721 |
336 |
385 |
44 |
Warrington |
29 |
769 |
351 |
418 |
42 |
Leigh |
28 |
580 |
404 |
176 |
33 |
Salford |
28 |
556 |
561 |
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32 |
St.Helens |
28 |
618 |
411 |
207 |
30 |
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Catalans |
27 |
475 |
427 |
48 |
30 |
Leeds |
27 |
530 |
488 |
42 |
28 |
Huddersfield |
27 |
468 |
658 |
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20 |
Castleford |
27 |
425 |
735 |
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15 |
Hull FC |
27 |
328 |
894 |
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LondonB |
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317 |
916 |
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Wakefield |
26 |
1010 |
262 |
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50 |
This is an inplay table and live positions can change.
Toulouse |
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744 |
368 |
376 |
35 |
Bradford |
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387 |
291 |
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York |
27 |
655 |
469 |
186 |
30 |
Widnes |
26 |
551 |
475 |
76 |
29 |
Featherstone |
26 |
622 |
500 |
122 |
28 |
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Sheffield |
26 |
626 |
526 |
100 |
28 |
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26 |
498 |
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25 |
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509 |
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422 |
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