The Premier League today unveiled its new look brand identity for season 2016/17 onwards. The league body had previously announced that it would not be seeking a new title sponsor to replace Barclays whose sponsorship of the world’s most watched soccer league finishes this season.
From the 2016/17 season, the league will simply be known as the Premier League. The new identity includes a re-imagining of the lion motif that has been included in previous incarnations of the logo. Perhaps the most striking difference is, however, the use of bold magenta, lime green and cyan colours along with the lion motif. This modern look is in stark contrast to some of the more antiquated league badges around the world which adopt heraldic overtones.
The criticism surrounding the FA’s tweet about the England women’s World Cup team continues to rumble on.
Today, as reported on the Marketing Magazine website, Roisin Donnelly, brand director for P&G Northern Europe called the tweet “unacceptable.”
If you missed it (where have you been?), the official FA twitter account posted the following tweet which has been roundly criticised for being sexist. The tweet was in response to the England team’s return home after a hugely impressive performance at the Women’s World Cup in Canada. Many of the objections on Twitter reflected that similar comments would not be made about the male team returning to different roles after a World Cup.
Donnelly, speaking at the launch of a new Always “Like a Girl” campaign commented that advertisers had a “huge responsibility” to deliver positive messages to female customers.
This episode highlights the dangers of social media and the damage that can be done regardless of how well-intended an organisation may be.
As has been predicted by many within the sports marketing industry, the days of using live streaming apps such as Periscope and Meerkat at live sporting events look numbered.
Last week, in a move to protect the exclusivity of its broadcasting rights contracts, the NHL announced that the use of live streaming apps at NHL matches is a violation of the TV rights deal. Deputy commissioner Bill Daly stated:
We have been advised that certain individuals attending NHL games pursuant to credentialed access are streaming live footage from inside NHL arenas before, during and after NHL games using technology offered by companies such as Periscope and Meerkat. As a reminder, NHL media credentials prohibit any “unauthorized use of any transmission, picture or other depiction or description of game action, game information, player interview or other arena activity . . . without prior written approval of” NHL or the team as applicable.
Without limiting the generality of the credential language, any streaming of footage in violation of the NHL’s Broadcast Guidelines (including, for example, live streaming inside the arena less than 30 minutes before the start of the game) and Media Access Policy is expressly prohibited.
It remains to be seen whether other governing bodies of sport will follow suit and issue official guidance regarding the use of Periscope and Meerkat at live events.
Sports franchises are, however, expected to continue to utilise live video streaming apps to reach new audiences in real-time, providing fans with exclusive, direct access to press conferences, interviews and competitions.
As mentioned in my last blog I have been listening to a number of excellent (digital) marketing podcasts, primarily to familiarise myself with the key trends and issues affecting marketing and marketers today.
One subject that seems to be a marketing hot topic is that of ‘content marketing.’ There is a huge amount of discussion on what it is, the benefits of implementing it and what can be achieved; however the most useful article I have read/ listened to is by Chris Marr, owner of Learning-Everyday.co.uk and host of The Marketing Academy Podcast. His podcast interview with Pete Matthew revealed the 3 C’s of Content Marketing, but in his blog article Marr goes one step further to add a fourth C.
Basically the 4 C’s are a road map for anyone looking to start out in content marketing. I’ll briefly summarise here but urge you to read the full blog article and listen to Marr’s podcast interview with Pete Matthew.
1. Consume – consume the content of blogs, podcasts, social media sites, websites etc relevant to the subject you want to talk about. What are people talking about and where are they saying it? Which channels are being used successfully and do you spot any gaps? If so, this may be a niche you could fill.
2. Curate – start by curating the work of others by bringing them together for you audience. In this stage you are acting like a newspaper editor, deciding which topics to bring to your audience and which articles to ignore as irrelevant. Learn from this stage as to what your audience enjoys reading about and what they respond to.
3 Create – having learnt from stages 1 and 2, the next step is to create content of your own, using the insight you have already garnered about your audience. Before creating you should think about which channels work with your audience (e.g. is a blog or a podcast best??) and which topics will resonate with them.
4 Consistency – added by Chris Marr, this fourth C highlights the importance of keeping content creation consistent. Content marketing is a long term approach not a quick tactical tool, so it is important to plan out your content and publish it on a regular basis whether that is daily, weekly or monthly. It is also a good reminder that one of the founding principles of branding is consistency, so if you are aiming to create a strong brand it is important to keep things regular and familiar for your audience.
I think this simple framework is an invaluable help to those new to content marketing but also a welcome reminder to those already practising content marketing.
Chatting with friends recently I was made aware that it was now more than a decade since I had attained my business degree majoring in marketing. It was this conversation that proved the catalyst for me to assess my knowledge of current marketing issues and techniques. My assessment has led to me signing up to a Digital Marketing Diploma course (an area of marketing that has been transformed since I graduated!) and has seen me take a great interest in marketing blogs and podcasts.
I’ve long been a fan of podcasts, particularly those about cinema, photography and football – ones I can enjoy on the daily commute. Something I hadn’t really given a chance were business-related podcasts. But, with my diploma in mind, I am now eager to seek out good quality information that will keep my up-to-date with all the key trends and issues affecting digital marketing in all its forms.
A quick search in iTunes and I found a number of podcasts that immediately piqued my interest. While I really do enjoy reading books and having that physical connection, there are undoubtedly some huge advantages of podcasts over books if you want to learn about a subject. Firstly, and importantly for me, you can’t read a book while driving to work! Secondly you can listen to podcasts for free, if you don’t like it then all you have lost is your time. Whereas books cost money whether they are good or bad! Thirdly, podcasts are an instant medium unlike books which take months to be written and published. This means that a 6-month-old podcast could be more relevant than a book published today. Finally, as a slow reader I find I can consume a lot more information quickly by listening rather than reading.
So, while I definitely won’t be putting the books down for good, I am definitely a new convert to wonderful world of podcasts.
In future posts, I’ll be sharing some tips on the podcasts I have been listening to and the lessons I have learned.
For those that may have missed it, social media gurus Postano compiled a summary of the best social media campaigns of 2013. The list highlights the variety of excellent campaigns, each using a particular social media channel to great effect whether it be Facebook, Twitter, Instagram or YouTube. While the Oreo – Superbowl ‘Blackout’ campaign grabbed a lot of headlines (on both sides of the Atlantic), my favourite remains the Dove ‘Real Beauty Sketches’ campaign which not only garnered a huge amount of views and shares, but also led to more than 1,800 blog articles and many mainstream press articles, and therefore reached a non-social-media-savvy audience too.
According to The Drum, Sky Sports have announced a revamp of their existing websites and the launch of a new “Football Centre Score” app to supplement the new European sports channel that launches soon. This is the latest move in a long-running battle with BT Sport over live TV sport content, broadband and telephony services.