Three great examples of creating a winning culture were shared at the Rugby Business Network event hosted by HSBC, in their Canary Wharf office yesterday. 1) The All Blacks James Kerr, who studied the culture of the formidable team from within, told us that after a game, the senior players “sweep the sheds” i.e.…
Ok here it is. The big one. How do you measure the effectiveness of sponsorship? Firstly, it’s interesting to address why this is such a complicated question. My belief is that there are various factors that combine to make effective sponsorship quite rare and measuring sponsorship effectiveness difficult for most marketing departments. There’s a clue…
That was a question answered by two professional rugby players at a Rugby Business Network event last night, hosted by Thomassport who provide profile assessments for athletes and coaches. Phil Dowson, Northampton, has planned for a career after rugby almost by chance, when he was asked to takeover a printing company. He was doing this single-handedly,…
I attended another great Rugby Business Network event last night, but this time I was there as a speaker! Held in the excellent gastro pub and restaurant ‘The Porter’, which felt more like a private member’s club than a gastro pub, the Rugby Business Network held its second sell-out event in Bath. On…
“Sophie Morris, marketing strategy consultant and founder of Millharbour Marketing, supports the idea that classical marketing skills are still highly relevant in 2014 but she says they must be modernised to address the fact marketing is now a two-way engagement process. “Digital marketing needs to be part of a traditional marketing strategy to ensure integration…
Did you get back to the office after Christmas to an inbox full of emails? I did, and it made me think about how many marketing emails I received on Christmas Day itself. Just when we are supposed to be spending quality time with our families, retailers are enticing us on to our phone…
“Make the celebrity part of your brand. “Drink endorsements can be tricky,” says Sophie Morris of Millharbour Marketing. “Don’t just deliver crates of your product to them. Ensure they understand the company history and ethos and make sure your contract states they must be seen drinking your brand.” When Ciroc Vodka signed rapper P Diddy…
Day One Will Greenwood opened the event and handed over to Bernard Lapasset, Chairman of the IRB, who addressed the delegation before the first session of the conference. 1) Winning Bids and Delivering Outstanding Rugby Events This opening session looked at the success of the London 2012 Olympic bid; what ER2015 is doing to…
Social media seems the norm to most of us now but the BBC recruited its first ever social media editor for sport, Chris Hurst, just 6 months ago. This is even more surprising when he tells us that they have over 1000 social media accounts! The BBC measure success in terms of fan…
Patrick Hickey President of EOC opened the session by acknowledging that the Olympic Games is the biggest game worldwide and that for the first time rugby will be broadcast to millions who have never seen it before. It’s a great opportunity for the sport. The Olympics will bring a new audience to the sport younger…