PURE PERFORMANCE | ATHLETE DEVELOPMENT
Here's a few aces that sports stars and teams have
up their sleeve.
1. Authenticity
Consumers are starting to question the authenticity of a SMI and
their brand-related, highly staged posts. Despite the significant
following and consistent posting, are they the real deal? Can SMI's
build the same level of rapport with consumers as our sporting
personalities? In most cases, not.
Unlike SMI's, sports personalities frequently appear in our
mainstream media and their authenticity is on show every day. We
all know this is a double-edged sword as they could be attracting
good or bad publicity. However, we do know that their public
sporting performances are REAL and not manufactured, and there
is no editing in live sport.
2. Emotion
When I run a workshop with athletes or corporates I always begin
my presentation with a quiz. I put a photo up of Cathy Freeman
sitting on the track after winning the 400m at the Sydney 2000
Olympics or a photo of Mick Fanning about to be attacked by a
shark and I ask three simple questions:
1. Who is it?
2. When was it?
3. Where was it?
It's not very often I don't have a full room with hands up high,
ready with the answers. Dramatic sporting moments stick like
super glue in our memories. As a sport-loving nation we live
vicariously through our sporting stars, feeling the elation of the
highs and the pain of the lows. This is an area that the SMI simply
cannot replicate. You will never see a tickertape parade for a SMI
returning victorious from a commercial engagement. Emotional
moments in sports are recalled by brand consumers every second,
every day, all over the world and smart companies and brands who
want to access the hearts and minds of consumers realise this.
3. Unpredictability
Adding to the scope of consumer emotions is the uncertainty of
a sporting outcome. Highly saturated, competitive sports ensure
that the outcome remains unpredictable, and in turn builds
excitement and anticipation towards future events, which builds
throughout each sporting season. The ability of sporting teams
and individuals to compete on the field and co-operate off the
field promotes a healthy rivalry that is embraced by the consumer.
Australians love to discuss their favourite sporting teams and
players, but you will never hear anyone ask, "Who's your
favourite SMI?"
4. Publicity
Despite the publicity high profile SMI's generate, sport provides
more depth and consistency. Constant accessibility in both
mainstream and social media offers a continuous supply of
information to consumers of varying demographics. Widespread
viewership of sport can build brand awareness above and beyond
what a SMI can offer.
5. Distribution
By tapping into the enormous fan bases attributed to popular
sports, brands can significantly increase their exposure and
distribution by leveraging a sportsperson's popularity within
that sport. This breaks down barriers such as location, religion,
education and socio-economic status, and in doing so fast tracks
a brand's messages to reach further with deeper engagement.
Savvy athletes build their profile, social media channels and
following, ensuring sponsors receive maximum value.
6. Visual
Both SMI and sporting stars can depict strong messages through
rich visuals that entice consumers. However, SMI's are unable
to effectively evoke the emotions related to sporting images.
Impactful sporting moments captured through pictures convey
strong messages to consumers who identify with the sport/team/
individual or moment.
MULTISPORT MAGAZINE | 35