Rugby marketing

[RugbyReg]

Rugby Australia launched their new campaign (marketing promotion) today. #PartofMore

I reckon it’s pretty damn great.

http://www.rugbyaustralia.com.au/communityrugby/partofmore

 

[half]

Watched the first two vids part of more and our voice our vision.

Will hold my overall judgement for a bit, as I have not watched all the player vids .

What struck me watching the ""part of more """ vid was it seemed to be trying to satisfy some government agency about women's involvement in rugby. Don't get me wrong I am happy for women to be involved and the womens Olympic team arguably halted rugby's slide at the time. But its also has the feeling of falseness as the history of women in rugby and the numbers that play seem to be put on par with mens rugby. I think that is unfair for both

I guest the theme of the "part of more" vid was how rugby brings in community and teaches a sense of purpose. Would it make a non rugby person wanta take a second look at rugby or would the non rugby person see it as another corporate vid. Or is the vid aimed at keeping rugby people in the camp.

I have mixed feeling on the """part of move"'' the first vid . Also the name also seems like maybe Hunter Reds were consumed instead of coffee in Oxford street when choosing the name. Each vids has part of more I guess saying its part of a bigger picture, maybe a bit nit pickie on my part here.

The second vid "our voice our vision" I struggling to see non rugby folk getting overly excited by it. Great turn on for the already hard core rusted on but will it drive into new markets.

Maybe old school but somewhere I would have a sound drop of Hayley Westenra " the world in Union""

Say from 1:32 to 2:10 add some visuals.

I am still trying to work out who its aimed at. But in these areas I am a very harsh critic, I worked on Murdoch's personal staff for just over two years and those News meetings torn most things to shreds so it could just be me.

Will think on it a bit more and watch some extra vids and comment more latter.

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[barbarian]

I bloody love it. Think it couldn't come at a better time as well - emphasising those who wear the gold jersey represent far more than just themselves.

Hope it is shared widely, it really sums up why our game is so great.

 

[I like to watch]

II like em.
My only question is how the public is supposed to see them?
They are too long to be commercials.
Not a criticism at all, just trying to understand current communication philosophies.

 

[Braveheart81]

II like em.
My only question is how the public is supposed to see them?
They are too long to be commercials.
Not a criticism at all, just trying to understand current communication philosophies.

There will presumably be cut down versions that work as TV ads. That is normally how they do these things.

 

[I like to watch]

There will presumably be cut down versions that work as TV ads. That is normally how they do these things.

I assumed that.
My question was about how they get an audience for these full length clips.

 

[neilc]

I assumed that.
My question was about how they get an audience for these full length clips.

Social media sharing would be my thought - these sort of clips look like they could work as inspirational sharing clips.

 

[Braveheart81]

I assumed that.
My question was about how they get an audience for these full length clips.

Social media, spots during Kick and Chase and various rugby broadcasts.

 

[half]

II like em.
My only question is how the public is supposed to see them?
They are too long to be commercials.
Not a criticism at all, just trying to understand current communication philosophies.

Social media is far bigger today the traditional media. WE need mostly younger folk to watch, engage with the messaging and send onto others.

We don't have the funds to run MSM promotional ads, so it will be social media we are relying on.

As I said I am unsure if these are cut throught vids for social media.

I assume all clubs will be sent the link and in turn the clubs will forward the link to their players. The cut throught is how many players will forward the vids on. Then how often they are sent on and how many will engage with the messaging and then attend, watch and generally engage with rugby.

 

[half]

There will presumably be cut down versions that work as TV ads. That is normally how they do these things.

I don't think we have the funds for a MSM ad campaign, I think we will rely on social media see my post above.

 

[Braveheart81]

I don't think we have the funds for a MSM ad campaign, I think we will rely on social media see my post above.

The ads will primarily be on Foxtel I would assume and shown on Channel 10 in the lead up and during test matches.

I agree they don't have the budget so it will be very targeted and in-kind airing of the ads.

 

[half]

The ads will primarily be on Foxtel I would assume and shown on Channel 10 in the lead up and during test matches.

I agree they don't have the budget so it will be very targeted and in-kind airing of the ads.

Totally agree.

The ads in these time slots are to the existing congregation.

Its a marking campaign and should be judged on its effectiveness, how this is measured is open to debate i.e consolidate existing numbers and stop current trends within existing rugby folk, introduce new people to rugby and have them engage with rugby i.e look for growth.

To this end, my belief is its at the social media level it has to work, as pre game on 10 is existing rugby folk, and rugby folks on Fox again existing audience.

I don't hold myself out to have any knowledge where I could pass judgement on whether a serious of vids will work on social media.

So as I said at the start I will hold my judgement until latter. But for me the first vid seems more aimed at meeting government / corporate wants and to help with getting funding. This is and of itself quite smart if this is part of the outcome wanted

 

[Jets]

These are outstanding. I will be spamming my social media with them over the next little while.