Friday, October 14, 2011

Brands and their Marketing - Part 1


N.B. This is an opinion at first - but it will eventually lead to an idea that in principle rocks the foundation on how brand companies market their Floorball sticks.

I say, most Floorball manufacturers do a very good job as it comes to Stick development and all the other equipment they offer. Good.
But I do think we lack one specific and clever idea on how to build their presence in the market. Their marketing today, more or less, looks like this:

One company makes “deluxe” full color printed brochures/ads and did recently launch a very good but mainly Swedish blog. Another is producing cool videos and aims for Hockey as their core segment. Another brand likes vivid street feel and art exposure. One company likes to show a more scientific or technical approach. One has just started to release comics or cartoon movie clips and yet another one sends a Finnish guy to Las Vegas - to scratch his balls. There is more but I think this is enough for now...

Yes, it all sounds rather hilarious as you try to boil down their essence of advertising/marketing into one short chunk of text.
However I think many of you clever readers may identify the companies as of above - without any further explanations.
Creative? Yes indeed. But is this what the market wants? I do not know. But that is not the main point - the point is if “the Brands” know why they do this?

In science one often try to find what is evidence-based and the idea is to try to act accordingly. It is not always, as easy to do that within marketing, but one way is to try to set a stage and then try to figure out what is next and try to position yourself for the new coming reality.

So let us do that - let's set the stage:
A) Let’s say that what we hear, that Floorball is the world’s fastest growing team sport and that this statement is true. Let’s give this value the variable X
B) Let’s assume that Floorball goes Olympic in 2024, this is variable Y
C) Let’s believe in the idea that America (Usa and Canada) and Russia discover Floorball in full swing as a support sport for Ice Hockey. Variable Z
D) Let’s say that schools across southern Europe, including South America and North America adopts Floorball at least to 25% of what we have in Northern Europe Variable 0.25 x A
E) Let’s pretend that someone starts to publish as much material about Floorball in Chinese as we already have in published in English. To make this more believable lets pretend that the development in China will only have a factor of 10% ei 0.1, but we toss in India here too so this number become 0.1 x 2 x B as the variable we want to count with.
F) Let’s just forget about all other global development for now 

...........and I think we may ignore the numbers from China and India, under E, too (even if they might be the largest) and still come with up with an almost similar conclusion.

Do we have some mathematician that dare to solve this equation in intervals over 10-20-30 years time? X x Y x Z x 0,25A x 0,2B = The future, Epsilon, times expanded in the range interval over 10-30 years.
Is this just silly and a fully unrealistic speculation (beside of the math terms and the equation itself)? 

Perhaps it is, but my problem is that I do not think so. It is too many too big variables as of above and we all know (most of us reading this anyway) that Floorball is a fully awesome product. I mean Floorball is not just one extra sport people do - it is also an activity for all - that happens to have a proven track record (from "Test-markets" like Sweden and Finland) to become a very dominant activity. More folks will understand this within a couple of years.

If now the right players in this play manage their cards right and we extrapolate just by using words, lets forget the math - it is too exact -...even a moderate or low extrapolation would indicate...

It seems like the Floorball market is poised to explode at some point.

So will we need more sticks? , heck yeah!
Will there be more players and clubs - is just one of the silliest questions I can imagine. I think we will have thousands of news clubs in a matter of a decade or two.

Part 2 of this text comes after the weekend, or during, and it goes fully outside the normal frames of thought - problem is - I think it would work and be relatively cost-efficient to do too. So rev up for the chicken-race.

MB
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Caution

Research suggest that eye-injuries are more common in Floorball as compared to Tennis, but less common as compared to Squash (similar to Racquetball).
To minimize this risk of injury Floorballcentral recommend: Use certified protective eye-wear (mandated in many European areas for the youth). Do not lay down on the court. Follow the rules strict on stick height.

Also if you get addicted to this sport - do not blame us!