May I confess from the outset that I am interested but not excited about this weekend’s World Club Series games in England.
A few questions, first.
Can the newly crowned NRL champions from North Queensland transfer their 2015 excellence into this year and maintain the rage to go back-to-back?
Will the Brisbane Broncos shake off the disappointment of losing the grand final by a golden point and show signs that they will go one better in the months ahead?
Are the unusually bereft Sydney Roosters struggling as much as the bookies think or could they put on a big show against St Helens and give their hardy little band of supporters an early-season thrill?
There are also plenty of brilliant young players on trial – the odd NRL coach as well – in this country, and it’s important to keep a wary eye on all proceedings as one formulates expectations for the season ahead.
Roarers, we are less than a month away from the opening premiership game but apart from your particular club’s build-up, are you in any way excited about the overall product being paraded by your favourite sport?
Have you seen anything exciting from NRL headquarters about what’s in store in 2016? If there has been anything, please tell me. I must have missed it.
The last time I looked, the NRL had a media and marketing department and one would assume that they would be banging drums and blowing trumpets around this time of year.
There should be some ‘excited’ advertising in the national press, but I haven’t heard or seen a thing.
Are the clubs and the media networks being left alone to generate their own excitement? Have the media and marketing folk at NRL headquarters nothing to offer, or are they waiting until the very last minute to pump up the tyres?
In the AFL, club supporters are swamped with teasers and spectacular promos of what to look forward to in the autumn and winter of 2016.
Rugby league? I haven’t been bowled over by anything. Perhaps the good stuff is just around the corner. That’s a pretty big perhaps…
Marketing and self-promotion in sports in massive around the world. Did anyone catch the extraordinary hype that accompanied the Super Bowl? Has anyone ever witnessed the entrée to an English Premier League season?
Your might say the Super Bowl hyperbole was way over the top, but the Yanks had an exciting product and the powers that be made damn sure you got excited at every possible prospect.
I have not been a fan of the NRL’s marketing for a couple of decades now. For a game that offers so much, it’s poor. Piss poor.
Could it be that the NRL’s media people are waiting for some encouragement and direction from the top as you read this? That’s a distinct possibility but if it’s the case, no direction is going to come anytime soon.
There has been no NRL CEO since November 30 last year, and the guy at the helm is NRL commissioner John Grant, who seems to be revelling as the code’s ‘go to’ man at a time when that’s pretty much a glorious waste of time.
I cannot believe we have come this far without the appointment of a Dave Smith replacement. It’s Mickey Mouse stuff, the stuff you get in cartoons – not major sports.
Michael G
Guest
Good article Tim, I have found that RL have always had a problem marketing itself ,( occasionally they have made good decisions) I don't know why , do they have a problem employing the right people, or is it just its RL culture ? One thing that has always promoted RL is its great game but NRL can't be complacent. Example- RU in this country promotes itself very well ,( considering it's the most boring football code in the world ) RU blatantly discriminates against RL in private schools , how this happens in the 21st century is hard to believe. It is clear to me that RL could successfully challenge the private school system and bring them into this century. No RL will sit back and turn the other cheek. It's time RL , to believe you are no longer peasants at the bottom of the class beliefs of RU. Develop a plan through the media, schools or courts. Stand UP.
richo
Guest
Kaks, you should be next CEO. The AFL will even pay for your services
Agent11
Guest
Saw a brilliant Advert on facebook the other day from NRL.com I think - "history happens" Now that is how you market.
concerned supporter
Guest
The NRL Marketing is miles ahead of the ARU. Has anyone heard of the NRC?
Aaron
Roar Rookie
Sky fall in England is probably more about creating a desperation to win. Leeds annihilated Hull Kingston 50-0 in the challenge cup final this year but not every game needs to go down to the wire to be entertaining. Lizzie Jones (Widow of Danny Jones) sung 'abide with me' before that game and will perform live before all 3 wcc series games. Amazing lady and voice; league woman to boot. Might not be Tina Turner but you could do a lot worse.
duecer
Guest
I wasn't using prestige as in a class way. Even though, as you state, Ruby League is perceived as a working class game, it is still battling out that segment with other codes and by lowering the price you are lowering the perceived 'worth' of the event. Would Coke permanently lower it's price to less than that of Pepsi? To do that is saying your worth is less than that of the opposition. Another, better example is wines - if you price your wine too low, people will think it is not as good as higher priced wines, even though in blind testing most couldn't tell the difference.
3 Hats
Guest
Well, you are a bit rude MATE! I will do whatever I LIKE.
The Barry
Roar Guru
I did CC - thanks for picking that up. I guess we'll see. I'm betting based on Grant's comments that there won't be anyone in place within 4 months. We're conservatively talking about from the end of November so that gives the NRL till the end of March. Although in reality, given Smith was pretty much pushed out of his role, Grant and the Commission would have known about the impending vacancy much earlier. Let's leave it there and see what happens in the next 6 weeks...
coltrainz
Guest
Seems a pretty fair call, Tim. To get to the bottom of it though, I think you need to split it in two: NRL and club. On the NRL level, they don't seem to have their brand worked out. We've seen a mix of inclusiveness to appeal across race and sex, unfortunate hero worship, high octane speed and collisions, and tribalism. There's no unifying position I can see. At the club level it's all very basic membership drives. Old school email and direct mail, with a sprinkling of social (probably by an enthusiastic young intern). To be fair to those marketers I'm sure they don't receive the funds or manpower to do much more. So for me, it starts at the top. Work out who and what the NRL is and it'll flow through.
Agent11
Guest
right, so Sydney is an AFL city now? lol just like Brisbane was back in 2004.
The Barry
Roar Guru
I get your point when you're talking about prestige events The cost of going to the footy, admittedly not just ticket prices, is one of the big turn offs of attending - particularly for families. As is often said - rugby league is a working mans game. I don't think marketing NRL regular season games as elite events with prestige pricing is even remotely close to the best strategy to lift crowds. It was just a strange comment from turbo who is constantly banging on about diminishing crowds to now claim that tickets are too cheap.
Crosscoder
Roar Guru
Yes Tim pointless. Late January kids on holidays ,parents too involved in little Johnnys; and Wendy's needs.The ankle biters rule baby. Early Feb ,weekends beaches and parks packed,watching cricket,tennis or dare i suggest A League. By golly by gosh(with apologies to the well liked late Mike Gibson),we have just had the 9s a two day extravaganza,the All stars,and the Charity Shield,Early Feb.We are hardly deprived or malnourished from lack of rl essentials. IMO the NRL ad campaign is more effective and has a far greater impact ,in a less cluttered environment,when the season draws near. I repeat as I have done so earlier on this thread ,the clubs are pushing locally /on the web re memberships, NRL ads for memberships have appeared already on the box.Membership numbers have already cracked over 200,000. I received almost daily Shark's e mails re merchandising,membership advantages,community involvement,player updates.I'm not starving my friend.The club is already on its way to 10,000 members before the season starts. Apart from timing,the most important selling point is the actual advertising campaign.None have surpassed Tina Turner's efforts . If the NRL campaign gets anywhere near the TT one,then the code is on a winner. Be patient Tim, the "boat" is about to be launched,it will be worth the wait.
Crosscoder
Roar Guru
Think you mean John Grant mate.David Grant used to play fro the Raiders. The NRL arranged for the position via a professional employment group be advertised internationally.I would agree with you to a point ,if it were only limited to Australian applicants ,from a time perspective. Grant has maintained from what I have observed and heard,a decision will be made March end latest. It is not a case of 4 months coming up with a list of candidates,but more likely four months to get the right body in place.Some candidates come out of the woodwork at later stages.eg Gyngell ??? who knows? The NRL has to get it right this time,there are no second chances.
Russ
Guest
What, Eh? I don't understand!
Russ
Guest
Eh?
Russ
Guest
Muzz all events need loads of saturation marketing to get all the people who might turn up to believe! It's a simple relationship that the NRL don't feel they have to do because of the luxury of being a big player in the market and the RFL can't afford to do cos the clubs have what little money there is - Neither of them seem capable of the hard yards of selling a fantastic product!
Gus Paella
Guest
Go back to zerotackle champ.
Russ
Guest
Just looked on a UK website and there it was yet again, "We're all doomed if the NRL sides dominate the WCC!" First of all nothing is doomed unless you so stupid you abandon it. It's marketing what gets people interested not results. it's selling your poroduct like it isn't one thing but the only thing! For example: Tuesday, May 23, 1989 Queensland 36 (Mal Meninga 2, Michael Hancock 2, Allan Langer, Alan McIndoe, Bob Lindner tries; Mal Meninga 4 goals) New South Wales 6 (Andrew Ettingshausen try; Laurie Daley goal) 7 tries ! SEVEN! Wednesday, May 22, 2002 New South Wales 32 (Brett Hodgson, Jamie Lyon, Timana Tahu, Matt Gidley, Andrew Johns tries; Andrew Johns 4, Brett Hodgson goals; Andrew Johns, Trent Barrett field goals) Queensland 4 (Lote Tuqiri try) 32 to 4 ! and then there was Wednesday, July 8, 2015 Queensland 52 (Dane Gagai, Josh Papalii, Greg Inglis, Matt Gillett, Michael Morgan, Darius Boyd, Will Chambers, Aiden Guerra tries; Jonathan Thurston 9, Justin Hodges goals) New South Wales 6 (Michael Jennings try; Trent Hodkinson goal) 52 points ! 52! And how many voices were raised to get rid of SOO? I'll let you answer that one. No it was just marketed well the next year even though the interest in it was already huge!
millsy of perth
Guest
Leave Mickey mouse alone ;-)
duecer
Guest
The two aren't mutually exclusive. Sometimes cheap tickets don't mean proportionally more fans will be attending and it is common sense that you are lowering the prestige if the tickets are viewed as 'too cheap', especially if rival codes are selling theirs at double the price and still getting good crowds. It certainly is a difficult area and if you could get the formula right, you would be a marketing genius, but it is difficult to market having the best product when your pricing is moving downwards.