Archive for the ‘sponsorship’ Category

Some football clubs more social than others

Tuesday, November 1st, 2011 by Rob Brown

I saw two turf-braking stories today about football clubs putting the social into soccer.  The first was about Manchester United appointing an agency to design and build a digital platform to provide a social network for fans around the world.   The club has identified a target of more than 500 million fans – more than double the number of registered twitter users – so why not have a network just for reds.  FlickedIn anyone, InOfftheBlogPost, OnMeHeadBook perhaps?

The slight problem is United’s reputation for real engagement.  The club has looked at Facebook and Twitter bans for its players more than once. What is United”s motivation?  “Social network? I think they mean fan club or more accurately, sales database” quipped Nigel Sarbutts of BrandAlert.

Step up to the spot then Jaguares de Chiapas, a club in the Primera División de México.   They’ve registered all of the players on twitter and they’ve added their twitter handles onto the back of the players shirts.  In social media terms and as a PR story in general; “back of the net”.

It doesn’t always take big names or big budgets to reach your goal.  Innovative ideas and real creativity have no substitute.  As they say in the in the Estadio Victor Manuel Reyna in Chiapas “in football as in life, 140 characters are enough to decide which side you’re on”.

 

About Rob Brown

Rob Brown has worked in PR for over 20 years and for over fifteen years held senior PR positions within three major global advertising networks; Euro RSCG, McCann and TBWA. He launched his own business ‘Rule 5’ in MediaCityUK, Manchester in November 2012. Rob is the author of ‘Public Relations and the Social Web’ (2009), blogs for The Huffington Post and is joint editor of 'Share This Too' (2013).

Radio Ga-Ga? Not so for PR and marketing.

Thursday, August 5th, 2010 by Jon Clements

There’s no doubt that social media has become the favoured flavour of the PR and marketing community’s month.

As mentioned in a recent post the demand for social media consultancy is on the rise as well as the search for people with the right skills in the field.

And brands are getting their fair share of flack when retro-fitting traditional marketing methods for the social media domain.

So is there anything left for PR and marketing in the channels looking comparatively long-in-the-tooth? Take radio: is it merely what writer and broadcaster, Garrison Keillor describes as (and I paraphrase) “the thing that sits in the corner giving you a warm feeling and makes you think of your Mum”.

Well, not so fast it seems.

The latest RAJAR figures for UK radio (covering changes in radio station audiences) show that commercial radio – said to be in terminal decline only a few months ago – suggest it’s gaining more listeners from the BBC and achieving its highest ever levels of reach (ie, the number of people tuning in for longer). Unsurprisingly, the figures are welcomed by the media buying community.

So, what does this mean for PR and marketing people?

Independent radio buyer for On Air Promotions, Shehnaz Sirkhiel, says the time has never been better to buy into commercial radio: “Stations are enticing listeners back to local radio by streamlining their programming, making it a lot more accessible and giving their output a national sound with networked shows while holding on to a local feel.”

According to Sirkhiel, this means there’s a great opportunity for brands to stand out from the on air clutter and reach enlarged audiences via sponsorships and promotions, which sit more in the editorial than advertising sections of programmes.

And if companies are looking for a good radio deal the time is now, as they will – until the new RAJAR figures are implemented on station planning systems – pay radio rates based on the previous figures, while obtaining a higher listenership.

Meanwhile digital radio, once considered the white elephant of the medium, is also gaining more “ear time”. Sirkhiel says this is another boon for businesses wanting to ride the radio wave: “Brands should be taking digital radio more seriously, especially those stations integrating their broadcasting with commercial activity online.” She cites Jazz FM  as a digital-only station whose programming “doesn’t shout, but excites” and which provides a currently cost-effective way of reaching a targeted audience.

Keillor’s book title “WLT: A Radio Romance” suggests there is still love to be had with the old “wireless telegraph”. The investor who said in the 1920s, “The wireless music box has no imaginable commercial value. Who would pay for a message sent to nobody in particular,” might just have been wrong.

About Jon Clements

Jon Clements is a Chartered PR consultant specialising in B2B PR, corporate and marketing communications and is the founder of Metamorphic PR. Connect at: JonClements ''

Fowl! Marco Pierre White’s Turkey Tie-Up

Friday, March 19th, 2010 by Rob Brown

You’ll find this hard to swallow but former young turk of British cuisine is set to sign a deal with the architect of the turkey twizzler, Bernard Matthews.  Given that we are just 12 days away from April Fools it feels like an excitable PR executive has forgotten to put the April 1st embargo on their spoof press release. 

But, no. “Ever since I was a young boy I’ve been an admirer of turkey and particularly Bernard Matthews, because he is without question one of the great farmers of the last five decades” effuses the bad-boy chef.  

I can understand that both Delia and Heston feel that an association with the Waitrose brand won’t dent their image and we are well used to Jamie’s deal with Sainsbury’s but is Marco really the man to put the boot in ‘bootiful’?   The benefit to Bernard is easy to see but what amount of cash could make this a good deal for Pierre White?  His brand equity is unlikely ever to recover.  Move over Michelin, make way for MarcoDonalds.  

  

About Rob Brown

Rob Brown has worked in PR for over 20 years and for over fifteen years held senior PR positions within three major global advertising networks; Euro RSCG, McCann and TBWA. He launched his own business ‘Rule 5’ in MediaCityUK, Manchester in November 2012. Rob is the author of ‘Public Relations and the Social Web’ (2009), blogs for The Huffington Post and is joint editor of 'Share This Too' (2013).