Monday, October 17, 2011

Brands and their marketing - part 2


Our first part conclude that Floorball will explode and that many brands seems to have different ideas about marketing.

OK, what is now the most important thing all new Clubs would like, and need to have?
A logotype for their own club is my plain answer.

So why does not the brand producers design a comprehensive logo-creator online for Floorball Clubs - to be used free of charge?
With hundreds of designs and thousands of possibilities to enhance the same thing, quick, dirty and easy.

What is the second most important thing a new Floorball Club or organization wants to have. They want a Home-page on the web with social media working on that home-page for all their players and some other functionality.
This must be designed in colors and banners in-line with the own club, dingbat.

So why does not one of the big stick manufacturers offer a web-solution for new Floorball Clubs, that looks like Word-press or Blogger? Or think Facebook, Google + etc...
Fine?
Yes, but what is it in this for the brand manufacturer? Why would they want to do this?
Here is the gist in this story.
The brand manufacturer makes of course a template like this for a web solution/including social media that is built by them. That means they have in-built functionality for controlling advertising for their own brand (even if this perhaps happen to be a Finnish guy scratching his balls in Las Vegas). But they also have links to their brand’s company news, maybe some limited other local advertising, think groupon, why not news from Floorballcentral.com too, a chat, twitter or a special unit for new releases, some info from the big league and the standing.
 
But hey, the clever Brand also have a little module that sells their own sticks directly to the club itself. Oh, this is not just about sticks.  The local club will also be able to buy uniforms, t-shirts, whatever - with their own logo on - direct from their new “own” shiny and nice club page.

No no no, say someone of order now, someone that is not able to think out-side of the box. This will be too expensive to build. We have never done like this before and no-one else is doing this.
The problem is that this has all already been built - just ask Blogger or Word-Press etc. What I describe here is what they already have. It just needs to be re-packed and customized a little bit. The only thing in extra need is a little graphic online, or phone app, that can generate “ubercool” Floorball logos for all clubs. I think we will see them mushroom up and the core behind this is - if it is easy to form a Floorball club - well we will tend to have more of them - And yes more sticks in the market, drufus... 

It is all here already - one single smart Brand just have to put it all together and launch it, big time. Time for a chicken race, who’s out first? This may turn into big business... Every club becomes their own "salesmen".

So instead of thinking Art-work or full color brochures I say Floorball manufacturers must think forward and not backward. A tool to quickly get up clubs online would not just benefit the local little or big club and help them with what they need. It would also make the market extremely local, with a local sales force at every new club. All from a Global perspective - GLOCAL in other words.

Other sports manufacturers could do this too - think Hockey Clubs or even shoe manufacturers. But why would an ancient sport producer come with new ideas - they should come from the new guys - with the new sport.
You know what, maybe I should stop here. Cause if not one glocal brand company see this opportunity coming - then it is well past my time to say...

Good Night
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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!