Do it good, but most of all, make it known
DO IT GOOD, BUT MOST OF ALL, MAKE IT KNOWN
This phrase is known, both by communication students and professionals. A concept that has not changed significantly in time, but it has evolved and allows many companies, including Always Group, to commit ourselves on doing our work correctly and also being known for this.
We understand that working correctly means satisfying our clients, doing more to what they are expecting, but it also means that we must know how to improve and offer them a solution. That is to say, doing our work satisfactorily. Is this it? Actually, it isn’t.
What do we mean when we say “working correctly”?
Working correctly is looking to our clients cleanly but asking ourselves about their gaze. Guessing what worries our client, so that we can place him/her in front of their terrors. We must know what thrills our client and propose them to grab it, even though the method is new for him. We should also be conscious that a “no” from our clients means always no, except for us.
In the end, our work should make our clients ask why, how, who, for what. This is why it is so important to know what we want to play for, with what tools are we going to work with and how are we going to play the match.
And how do we communicate our work?
The best prescriber of a company is the company itself; how is the people going to know more of me than myself?
However, when we normally talk about ourselves, we can tend to over eulogise us or even fall in the condescendence, although we “use simple words”, as the Communication manager has told us to do.
There is always a question to ask ourselves before “consider us the centre of the world”: how much time would you stand someone talking about itself? It is obvious that not a lot of time, so today we won’t talk about ourselves or our services of Branded Content, Story Telling Marketing based on Sport Values or even Experiential Events.
Today we are telling you, in an infographic, how do we do our work, so please tell us what do you think. But, if you know anyone that might be interested in our services, don’t wait to tell them and tell us 😉
Rugby world cup 2015 in numbers
RUGBY WORLD CUP 2015 IS HOSTED BY CITIES WITH GEOGRAPHICAL SPREAD
RWC 2015 will be hosted across 11 different cities and 13 different venues, from Brighton on the South Coast to Leicester in the Midlands and Newcastle in the North.
This geographic coverage helps to ensure that the economic benefits are broadly spread and provides Rugby fans across the country with accessible venues to support their team.
The Tournament will attract around 6,000 volunteers to help deliver the matches and guide supporters around the venues and local attractions.
St James’ Park – 3 matches / 140,000 tickets
Elland Road – 2 matches / 68,000 tickets
Manchester City Stadium – 1 matches / 43,000 tickets
Leicester City Stadium – 3 matches / 87,000 tickets
Villa Park – 2 matches / 77,000 tickets
Stadium MK – 3 matches / 82,000 tickets
Twickenham Stadium & Wembley Stadium & Olympic Stadium – 17 matches / 1,160,000 tickets
Brighton Community Stadium – 2 matches / 55,000 tickets
Sandy Park – 3 matches / 33,000 tickets
Millennium Stadium – 8 matches / 534,000 tickets
Kingsholm Stadium – 4 matches / 58,000 tickets
- + Newcastle
-
St James’ Park – 3 matches / 140,000 tickets
- + Leeds
-
Elland Road – 2 matches / 68,000 tickets
- + Manchester
-
Manchester City Stadium – 1 matches / 43,000 tickets
- + Leicester
-
Leicester City Stadium – 3 matches / 87,000 tickets
- + Birmingham
-
Villa Park – 2 matches / 77,000 tickets
- + Milton Keynes
-
Stadium MK – 3 matches / 82,000 tickets
- + London
-
Twickenham Stadium & Wembley Stadium & Olympic Stadium – 17 matches / 1,160,000 tickets
- + Brington
-
Brighton Community Stadium – 2 matches / 55,000 tickets
- + Exeter
-
Sandy Park – 3 matches / 33,000 tickets
- + Cardiff
-
Millennium Stadium – 8 matches / 534,000 tickets
- + Gloucester
-
Kingsholm Stadium – 4 matches / 58,000 tickets
MARKETING STRATEGY & EVENT PROFITABILITY
How to make profitable a consolidated project
Formula 1 is obviously a business. Having the opportunity of organising a Grand Prix assumes the opportunity of doing business in many scopes. There are many questions you should ask yourself when planning the Marketing and Commercialising Strategy in this type of events: is it possible to increase profitability in a consolidated project? How we can manage it? How much more can the Event Organiser make bigger profit from the event?
Logically, these aren´t easy questions to answer and even less to achieve them. These types of macro events have already measured their capacity of generating business: merchandising, facilities, teams, advertising…, because most of the commodities have already closed their marketing contracts, but what can be seen, in theory, as a difficulty, in Always we consider it a challenge and an opportunity, and this is one of our added values.
Always Group received the order of managing and commercializing the F1 Grand Prix 2012 in Valencia Street Circuit.
Before Always joined the Organising Committee, the existing strategy that was set included guidelines maintained during the last years and, obviously, they were going nowhere.
- The price policy was focused, exclusively, on reducing prices year over year, creating bonuses…
- The actions planned and undertaken added no value to the purchasing itself, so it was unexpected to wait for an improvement of the event that would increase its value.
- Commercialization was focused mainly on local market, with little commercialization outside Valencia.
- Non – existent international commercialization of the event, beyond the already established channels, due to the fact the internationality of the event
- Local communication policy mainly based on the Region’s TV. The rest of national media where at the mercy of the criterion of the own TV, radio or press
- No Social Media strategic plan
The strategic objective raised by the client was very clear, ambitious and complex:
REVERT THE SITUATION OF A CONTINUOUS DECLINE OF SPECTATORS AND INCOMES.
Always Group designed a strategy focused on maximizing commercialisation actions to attract spectators, as the client wants “to see the stands full.”
The tactical actions proposed by Always were very clear; to obtain the higher profit with the existing resources and creating new commercialisation formulas:
- An own commercialization offer was designed
- An own sales channel was created
- Renegotiation of the contract with the principal sponsor
- New trade agreements were managed with national business
- Socialization of the event to get commercial involvement of local business
IAG GAMES 2015 – THE OTHER MAKING OFF
THE OTHER MAKING OFF
The ITU (International Telecommunication Union), internal UN agency decided to assign , Always Group the organization of the 42nd Inter Agency Games (AIG), on the Costa Dorada (Tarragona), thanks to the project that surpassed all its competitors.
And from there it all begins. No, that’s not the begining. Indeed, everything begins many months before when Always Group knows that the company may participate in the application of this edition of the IAG.
The beginning of the beginning
As in a film to organize an event takes many hours of work that are not seen. Dedication that goes beyond the end of filming or in our case, the work day of the event and that is something the customer rarely knows because it is not shown in the famous “making off about what happens in the backstage.”
First of all you have to decide whether or not to participate.Even if it doesnt seem like this, the decision can not be improvised, or taken lightly. In any project of this magnitude the first decision is from the general direction, which assesses criteria such as the ability to innovate, the suitability of the project in regard of the the objectives of the company, the growth of the brand image and, of course, the profitability.
Clear objectives, proper equipment
From the moment that the suitability of the project is agreed, structured and dimensioned supply. Nothing is left to chance.Although Always Group started here with the experience of having organized two years ago the 40 games and have 15 years experience organizing events, it was a new project and therefore needs a new approach.To generate a winning project, the first thing to do is to pick a winner leadership. A Project Director responsible is assigned.to Form a winning team with specific profiles: strategy, creativity, and customer Producers A Schedule master created with the goals, timing, actions, responsables and roles. And then we start the project that undoubtedly will be the winer.A process that raises the early stages: What goals does the client have? What to expect from us and what can others offer ? How to surprise and offer something not expected? What are the dificulties that we will find ?, etc. In conclusion, the first brainstorming objectives.And then … then the talent that involvs every Always project and obviously,like the good magicians if you wanna know the trick you have to come see the show.
