This blog is all about aspiration. We're relentlessly looking around to uncover best practices, and then we look at how we can elevate them.
What makes something a best practice? It's not about the most complex, expensive, dramatic execution. It's about thinking about it from the point of view of your consumer (fan) and creating an experience that inspires.
What can we all learn from the launch (so far) of the new latest, greatest USA women's pro league?
We've all been following the evolution of the latest, greatest USA women's pro league since the US Soccer Federation announced on November 21st it's intent to launch in 2013, in collaboration with the Canadian Soccer Association and the Federacion Mexicana de Futbol Asociacion. Apart from one major announcement since then (the naming of the new leader of the league Cheryl Bailey) details have been sparse. Still to be communicated are details like the naming of the league and teams (in some cases), player allocation, schedule and league partners. The general sense is that these details are not yet finalized, and the predictable cyclical post-Olympics women's soccer frenzy has created a hurry-up-offense to get the league launched in a post-Olympic year.
Or, let's assume the league has most details final - might the silence be strategic? Is the league taking a page out of Apple's book on how they approach the build-up to a launch? Anyone who doesn't live under a rock has seen how Apple wins by shrouding their product launches in secrecy, resulting in buzz that builds brand awareness and generates demand. Eventually by the time the launch comes around, it creates absolute mania. Check out this mysterious image from the "Back to Mac" launch, that reveals a lion peeking out from behind the apple, hinting at what's about to be launched.
Or, let's assume the league has most details final - might the silence be strategic? Is the league taking a page out of Apple's book on how they approach the build-up to a launch? Anyone who doesn't live under a rock has seen how Apple wins by shrouding their product launches in secrecy, resulting in buzz that builds brand awareness and generates demand. Eventually by the time the launch comes around, it creates absolute mania. Check out this mysterious image from the "Back to Mac" launch, that reveals a lion peeking out from behind the apple, hinting at what's about to be launched.
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| Source: Barrons. |
What do you think?
By not telegraphing their next play, does the league build drama and intrigue? Is it the right strategy for a new non-established brand?
Or could women's soccer benefit from loud, clear and passionate strategies from brave, bold leadership that builds momentum and buy-in from the soccer community?
Regardless of your build-up approach, and what Apple teaches us, is that the launch itself needs to be a LAUNCH! An explosive, punch a hole through the sky launch that unleashes the full sales potential of the league! It's certainly easier to accomplish this if you've properly executed the pre-launch period so that by the time the launch arrives, demand is frothing at the mouth. Idealist? Perhaps.
Regardless of your build-up approach, and what Apple teaches us, is that the launch itself needs to be a LAUNCH! An explosive, punch a hole through the sky launch that unleashes the full sales potential of the league! It's certainly easier to accomplish this if you've properly executed the pre-launch period so that by the time the launch arrives, demand is frothing at the mouth. Idealist? Perhaps.
Influencers
In addition to all the main media outlets, the league and teams have activated influencers to talk about the launch, building awareness and energy. Prospective players like Megan Rapinoe shares her thoughts on the league in a video by the Portland Timbers organization and Joanna Lohman writes her perspective on the league and what it will take to break through. Respected members of the media like Lizzie Haldane, Beau Dure, Jeff Kassouf and Grant Wahl provide op-ed and act as a channel of information between league and fan. Soccer specialists like Soccer By Ives are also engaged. All of this brings added credibility and awareness to the women's pro soccer proposition in the USA.
In addition to all the main media outlets, the league and teams have activated influencers to talk about the launch, building awareness and energy. Prospective players like Megan Rapinoe shares her thoughts on the league in a video by the Portland Timbers organization and Joanna Lohman writes her perspective on the league and what it will take to break through. Respected members of the media like Lizzie Haldane, Beau Dure, Jeff Kassouf and Grant Wahl provide op-ed and act as a channel of information between league and fan. Soccer specialists like Soccer By Ives are also engaged. All of this brings added credibility and awareness to the women's pro soccer proposition in the USA.
How could this be elevated?
Engage outlets that hit all segments of potential fans. For example, provide access of information to the new North American soccer magazines XI Quarterly and Howler and tap into the energy of their educated soccer reader. Like Lohman suggests in her article referenced above, build a strong fan base amongst the hard-core absolute soccer fans, the one who enjoys a good game no matter who (male or female) plays.
Have Seventeen magazine feature the league - it'd be a great continuation of the soccer theme after their feature on Notre Dame player Lindsay Brown a few months ago. Small side note: Seventeen has 13 millions readers.
I'm looking forward to see how the influencer-engagement evolves once league details are finalized.
Build Communities, Build Momentum
While all the details shake out, teams are making it clear that social media is part of their launch strategy. With Twitter serving as one of the key platforms, they are making their presence known to the soccer-universe. This effort can go a long way for detail-hungry fans. What teams are also showing us is that by building a digital community, they are building brand equity, and eventually earning the right to engage this group as their marketing base, with the goal to convert followers into fans (ticket sales). Therein lies the power of social media - it invites fans to help the team meet their business goals. This process of turning followers into fans takes time (check out this brand equity model that explains the (many) steps).
Four of the eight teams are former WPS teams with established fan bases and a history in pro soccer (Boston Breakers, Chicago Red Stars, Western New York Flash and NJ Sky Blue FC).
DC United comes from the W-League (semi-pro) and is being repackaged into a new brand. The club is using strategies to get their fans to share ideas and passion that can drive real business outcomes - for example, this week they used digital crowd-sourcing to get fan input on the re-branding efforts (such as team name).
The remaining three (Portland, Seattle, Kansas City) are essentially being built from ground zero. Portland engaged a member of the Timbers Army (MLS supporter group) who is a graphic designer to create the women's team logo, "giving a strong (fan) community partial ownership of the new team identity"*.
Check out all their Twitter bios here (except Seattle which has yet to go "live"), and go ahead and follow them!
Four of the eight teams are former WPS teams with established fan bases and a history in pro soccer (Boston Breakers, Chicago Red Stars, Western New York Flash and NJ Sky Blue FC).
DC United comes from the W-League (semi-pro) and is being repackaged into a new brand. The club is using strategies to get their fans to share ideas and passion that can drive real business outcomes - for example, this week they used digital crowd-sourcing to get fan input on the re-branding efforts (such as team name).
The remaining three (Portland, Seattle, Kansas City) are essentially being built from ground zero. Portland engaged a member of the Timbers Army (MLS supporter group) who is a graphic designer to create the women's team logo, "giving a strong (fan) community partial ownership of the new team identity"*.
Check out all their Twitter bios here (except Seattle which has yet to go "live"), and go ahead and follow them!
Get Pre-Orders
Portland has set up a
method to capture potential customers. Already in November shortly following
the league announcement, they opened up a channel for season ticket
deposits - leveraging their existing infrastructure as an MLS
organization.
The launch of the new league points out some key things to consider when launching a new product:
1) How will you communicate your strategy? Will you use mystery and intrigue to build demand or, will you take the loud and vivid approach pulling customers along with you?
2) Engage influencers who can drive buying activity (get fans to the stadium). Third party reviews can go a long way to build credibility, awareness and energy.
3) Building brand equity early through communities (digital or not), builds momentum and leads that can be converted to sales at launch. This takes time, so it's important to have a strategy built in.
4) Product excellence. No matter how well-thought out the launch is, the product has to hold the promise of the brand you've been building.
The launch of the new league points out some key things to consider when launching a new product:
1) How will you communicate your strategy? Will you use mystery and intrigue to build demand or, will you take the loud and vivid approach pulling customers along with you?
2) Engage influencers who can drive buying activity (get fans to the stadium). Third party reviews can go a long way to build credibility, awareness and energy.
3) Building brand equity early through communities (digital or not), builds momentum and leads that can be converted to sales at launch. This takes time, so it's important to have a strategy built in.
4) Product excellence. No matter how well-thought out the launch is, the product has to hold the promise of the brand you've been building.
Other sources not already linked above: Barrons, Natalie Smith.
Related posts:
Women's Pro Soccer and the Search for the Avid Fan
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