Time to put a rocket up our collective proverbials...
Here’s one… How many articles, polls or posts have you seen since the closing ceremony about the sponsorship deals our athletes may now attract having ‘proven’ themselves at Tokyo2020?
I have nothing against these articles. In fact, they will gradually help us get to a better place by further shining a light on these remarkable individuals, but here’s my point.
The men, women and (in this example of the Olympics), kids who represented their nations around the world are all extraordinary examples of the human race. Dedication, commitment, tenacity, belief and the walking embodiment of what we’re all capable of to one degree or another. They were always a marketeers dream but they just didn’t have that exposure that made us feel they were worthy of our marketing dollars…
Why? No reach, no audience, no eyeballs = no value. C’mon people. Really? There isn’t a brand or organisation in Australia or the world for that matter that doesn’t have a reputation or perception problem that doesn’t need a solution (bear in mind a good NPS is 28!). Finding ways to tell their brand story with authenticity does not come from a 30” TVC formed of a wonderfully fabricated narrative and beautifully conveyed by actors, but from proof and evidence.
There was a kid in my school back in the UK called Anders. His mum was an astronaut. Anders had very few mates and was often found awkwardly standing at the edge of the playground at break. He wasn’t the cool kid and nobody knew at the time his mum was an astronaut. One break, while all eyes were on the cool kids with the Reeboks and slick haircuts, someone shouted out from across the playground “this kids mum is an astronaut”... Anders became a highlight of our year. His mum came in and did a talk. He was still a wallflower, but everyone knew Anders and how his mum might be in space one day.
Let me break this down:
Anders = unique story and perspective (think Athlete)
Kid who shouted = provided the reach (think media plan)
If you work in marketing, either client or agency side, it is your opportunity to find and shout about an ‘Anders’. Your opportunity to promote the incredible abilities and characters who exist in our society; athletes, dancers, artists et al. Stop looking for the bright lights and flick the switch yourself - it’s waaaay more valuable to help someone on their way up than cling to someone who is.
A point really well made in Andrew Hornery’s article in the SMH where he describes the slim pickings as far as formal budget allocation to athletes is concerned. Athletics Australia has a budget of $1.7m to support athletes. Compared that to the $123.3m Australian businesses ‘wasted’ on digital spend in the 2nd Qtr this year, and it helps one realise the need for more non-Federation funding changes.
To conclude… Reach is a vital part of what we do but you are missing the trick if you start with it. You can buy reach for toffees these days, but you can’t fabricate authenticity… I hope our athletes get the backing and rewards they some rightly deserve. I hope businesses across the country and world sign them up, but I really hope we all take a moment to realise that they were always worthy of our support, we just didn’t give the time to discover that.
