What the Duck?
I’ve had some involvement with cricket since I arrived here in the UK. In most cases it has been extremely positive however, I hear the same thing about cricket at home in Canada as I do here when individuals refer to baseball. The game is painfully slow, it’s like watching paint dry, it lasts too long and the like. As a massive baseball fan my response is quick and cutting, ‘it’s a game for intellectuals’. I then allow them to decide where they fit in.
This is not to say all fans who follow these two sports are irritatingly intellectual, socks-and-sandals-wearing academics. I’m suggesting they’re games of ongoing strategy and wit, both baseball and cricket.
I had the privilege just over a year ago to work with a few cricketers on a very detailed promotion. We worked rather closely on the project, thus there were some long days and lots of typical banter. What always interested me the most were the comparisons between baseball and cricket. The sports do have their similarities, but they certainly have their differences as well. I found that out the hard way. On a typical Yorkshire day – rain one minute, sun the next – I was asked if I wanted to play in a charity cricket match at Headingley. I did later find out from some expats living in Canada that many would bite their hand off for this opportunity. But I was not ready for what was about to transpire.
I was never a great baseball player, but I did play for some fairly competitive teams. But wow, the game of cricket is different. It was the batting tactics that really affected me. It was a game of defensive batting tactics, with less aggression. I really appreciated this – and it made me appreciate the game to a greater level.
A few months later, I was asked if I could assist with a Twenty/20 testimonial match in Scarborough. It would be my first live match. I know this is not traditional cricket, but it was certainly an excellent introduction. And this is when my marketeers cap popped onto my oversized skull.
I really enjoyed the interaction between the fans and the players, and the atmosphere and weather were great on the day. Unlike football, there were ‘down’ moments when you could have a brief chat about the match, or make some benign comment on the regional architecture in the background. Overall, it was a festive day, but there seemed to be commercial stones unturned. There were sampling teams at the ground; they were the shirt sponsors on the day, and they came into the stands to offer us a trial. As an experiential marketer, I was willing and ready to oblige, which at times makes it difficult to simply enjoy these types of interactions. Just as I used to be a fine dining waiter many moons ago, and I still find it difficult to eat out.
The two young ladies approached me and asked if I would like a Crabbie’s Ginger Beer. I said ‘certainly’ (though I don’t like ginger beer) as I wanted to have the complete transaction and interaction. This is where I must preface that I was aware of what these teams were supposed to be doing, how they were supposed to activate. They were supposed to say, ‘would you like a Crabbie’s Ginger Beer, best served over ice with a slice (of lemon)’. Message missed. This was sampling, and though the teams looked good, they were not delivering the brand value or the overall essence. They poured my serving of Crabbie’s and went on their way. One point for sponsorship activation; zero points for effective experiential marketing.
All of these experiences had me thinking, there is great activation potential in cricket that you don’t have in football, and general engagement opportunities as well. Similar to baseball there is significant down time. And if they can serve Crabbie’s in the stands, why the hell would I want to get up and queue for a pint half way across the pitch?
Additionally, why are other items not offered? This is a fantastic opportunity to work with their food service partners and deliver greater potential. There can be alternatives in different sections: in San Francisco you can get sushi at your seat, in Toronto I can get a whole pizza to share with mates, and there are three to four beer choices… at your seat! Again, why would a cricket ground not provide this opportunity for its fans?
If I were a beer sponsor or FMCG company looking for sponsorship opportunities, I would want access to this. But not with dull, bored servers delivering the goods. I’d want well-trained brand ambassadors delivering the food or beverage on message, providing an additional experience during down times. I would certainly still have concession stands for those who want to stretch their legs, but otherwise, think of the commercial opportunities.
Finally, for non-consumable sponsors there are significant opportunities in and around the ground, at the train stations and on the streets and when people are leaving the ground. But going to this match made me realize there are a few individuals who are trying to activate, but they are not capitalising on the overall opportunity to connect and continue connecting with the sports and leisure audience.
If you are reading this and are thinking ‘why am I not doing this?’ then you are almost there. As my mother-in-law says, ‘once begun, half done’.