an epic tale of storytelling, authenticity and value€¦ · 2 an epic tale of storytelling,...
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1 ANEPICTALEOFSTORYTELLING,AUTHENTICITYANDVALUEOFWOMEN’SSPORT
ANEPICTALEOFSTORYTELLING,AUTHENTICITYANDVALUEOFWOMEN’SSPORT
BySamaraKitchener,Founder&Director,HouseofKitchCommunications
Ihadthepleasureofcuratinglastweek’sUnleashingtheValueofWomen'sSportforumhostedbytheNSWOfficeofSport,andMC’dbyAdamSpencerattheMCAinSydney.
KerryTurner,ManagerOfficeofSportandformerwaterpoloWorldChampionathleteopenedthedaywithhermovingstoryaboutgettingwomen’swaterpolorecognisedasanOlympicsport.“It’snoteverabouttalent;it’saboutopportunity.Oncewegettothestageourvalueisunleashed.Women’ssportisaleapoffaith,thebrandsthathavetakentheleapoffaithhaveallrecognisedthereturn.Thepowerofseeingwomenplayingsportisintangible;itinfluencessomanythings–fromanewgenerationofpowerfulrolemodels;toanewgenerationofkidsgrowingupwitharedefinedsenseofself.”
Itwasadayfullofinspiringspeakersattheforefrontofwomen’ssportinAustralia.Sixkeythemesemergedthroughthedaythatilluminatewhywomen’ssportissohotrightnow.
1. WEARELIVINGINANAGEOFPURPOSE,AUTHENTICITYANDSTORYTELLING
“Studiesfindwhenpriceandqualityareequal,thenumberonethingconsumerscareaboutispurpose,”saidGayleWhile,DeputyCEOofClemengerBBDO.
“Respectedandlovedbrands,haveaclearpurpose.Today,peopledon’tjustwanttobuysomething,theywanttobuyintosomething.Theyseekbrandsthatdeliverbothgreatvalueandgreatvalues.Thereisacause-and-effectrelationshipbetweenfinancialperformanceandpurpose.”
“Authenticitymattersbecauseweliveinanageofskepticism.Consumerstodayaredoingmoreresearchthaneverbeforeabouttheproductstheychoosetobuy.Andthey'renotjustlookingatproductclaims,they'relookingcloselyatwhetherthevaluesthatabrandespousesareonestheythemselvescareabout.
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“MillenialsandGenXersarelookingforbrandstheycanbelievein.Sports’fanbase,mediacoverageandattention-grabbingathletesisthehighestprofilechannelforcompaniestopromotetheirvaluesanddrivepositivelegacychange”,saidGayle.
2. STORYTELLINGDRIVESEMOTIONALCONNECTION
Thehallmarkofagoodstoryhasalwaysbeenhumanconnection,andanabilitytoconnectwithwhatmatterstopeople.KaylaRamiscal,NielsenSport,providedsignificantinsightsintofemaleaudiences.“Women–millennialwomenespecially–connectwithpersonalstories.Theyaspireandlookuptootherwomenwhodothingsoutoftheordinary,suchasexcelinsport,politicsandshowbusiness.”
“72%ofpeoplearelikelytofollowuponanathleteandtheirsportafterwatchingapersonalprofilingstory,”saidKayla.
AbrilliantexampleofsuchconnectionisthesuccessofAFLWinengagingaudiencesandunderstandingthefemalemarket.Compellingcontentfromthepre-season,gamedays,training,playerprofiles,andbehindthesceneshavebeencapturedandshared.TheresultingconversationacrossTV,digitalandpublisherplatformshasdriveninterestwellbeyondwhattheAFLexpectedandraisedthebarforallsports.
DarrenBirch,GeneralManager-CommercialOperationsatAFLhighlightedhowAFLneededtostepbackandbringinnewexpertiseforAFLW.“ItwasAFL’sbiggestlearningcurveandmostunitingthingtoworkon.”Onstorytelling,DarrenreflectedthattheemotionalconnectionofAFLWplayers,depthoftheirstories,andlackofoff-fieldscandalhasgivenAFLanewkindofvalue.“Withmenplayersweshutdownstories.Withwomenplayersweletthestoriesflow.”
ThomasDobson,HeadofMedia&PartnershipsatNABgaveasponsor’sperspective.“OurAFLWsponsorshiphasachievedhigherbrandconsiderationandhugelypositivesocialsentiment.OurAFLWsocialvideosachievedbroadreachand many ofourdigitalstories arewatchedto100%completion.NABAFLWcontentcollectivelyreachedatotalof6.6mpeopleacrossourchannels”.
OneofthespecialmomentsofthedaywaswhenThomasshowedtheconversionofhisdaughterandniecefromRichmondTigersfanstoBrunswickDragonsplayers.Theywentfromseeingittobeingit.
3 ANEPICTALEOFSTORYTELLING,AUTHENTICITYANDVALUEOFWOMEN’SSPORT
“Demandonourfemaleambassadorsishuge.Theybuildfinancial,socialandculturalcapital,saidRyanKaveney,ChiefFanandCommercialOfficer,GWSGiants.
IfyouareeverindoubtofthepowerofstorytellingyouneedtowatchsomeoftheGIANTSinallofusvideos–particularlytheoneonfierce,boldandinspirationalAFLWomen'scaptain,AmandaFarrugia;andJessBibby.
3. INTERESTANDVALUEISHERE,NOW!
“Women’ssportnowislikeahouseinBondiin1985.Buynow–pricesarelow,impactishigh,thereislessclutterandbetterbrandassociation,”wasthequoteofthedayfromAndrewJones,CEOCricketNSW.
“Cricketmadeadeliberatedecisiontoprofessionalisewomen’scricket.Why?It’sobvious–becausemenandwomenareequalanddeserveequalopportunities.”
“CrickethasusedincomefrominternationalcrickettoinvestinBigBashandwomen.Weareinvestinginwomen;othersportsarewaitingforbrandtoinvestbeforetheydo…Ifyouwait,yougetleftbehind,”saidAndrew.
SimilarsentimentswereexpressedbyKaylaRamiscal,NielsenSport–“Interestinwomen’ssportistheshiningstarofAustraliansport.ThegoodnewsisthatAustraliaisleadingthewayinwomen’ssport.47%ofAustraliansareinterestedinatleastonewomen’scompetition.Women’ssportinterestingeneralisincreasingandthegapininterestbetweenmen&womenisclosing.Thisisimportantas70%-80%ofpurchasingdecisionsaremadebywomen,”saidKayla.
“Whilemostpurchasedecisionsaremadebywomen,64%ofwomensaytheydon’thaveenoughtime.Theyonlyget17minutesofmetimeaday–howareyougoingtoconnectwiththeminameaningfulwayin17minutes?”saidBecBrideson-authorandfemaleeconomyexpert.
“Youneedtounderstandthefemalemarkettotapintothatpurchasingpower.Usingrolemodelconnectionswithauthenticmessagingdrivesmeaningfulconnectionthatcutsthrough”,saidBec.
TheMatilda’sareatrueexampleofmagicalvaluejustwaitingtoberealised.Theyaredoingsowellonsomanylevels.PowerrolemodelslikeSamKerrandMichelleHeymanareinspiringawholenewgenerationofkids.
EmmaHighwood,HeadofWomen’sFootball,outlinedhowFFAhasplacedtheMatilda’scentrallyintheirparticipationstrategy.Theybuildengagementwithopentrainingsessions,schoolvisits,andaccessibilityoftheirworld-classplayers.“CommunityengagementisbuiltintoallMatilda’shomegames.Theplayerslovebeingonthepitchaftergamesandmeetingtheirfans.Wecouldn’tgetthemoffthepitchaftertheBrazilgames,”saidEmma.
“Whatisitthatgirls(fans)love?It’snotnecessarilyfootball–it’stheconnectionandaccess”,saidEmma.
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4. SUCCESSFULPARTNERSHIPSRUNDEEP
ThroughthedaywehadincrediblecasestudiesfromLendlease,Kelloggs,SuncorpandNAB.Thesearenotjustsponsorships,theyarepartnershipsthatrunincrediblydeeplythroughthecode,thebrandandthecorporate.
TherewasamomentwhenCourtenaySmithfromLendleasewasinterviewingLendleaseBreaker,NicolaCarey.Youcouldalmostphysicallyseethebondthatstartedwiththeirconnection,andthenextendedthroughLendlease’scommitmenttobackingequality,totheentireteam.AndtheLendleaseBreakersarethriving-themostsuccessfulteaminthehistoryoftheWomen'sNationalCricketLeaguewith17titlesin20seasons.
“LendleaseiscommittedtosupportinganequalplayingfieldinLendleaseandincricket.Thewholecompanyisaroundpayparityforwomen,beingabletodothisincricketisincrediblyimportantfor
Lendlease.“It’sdifficulttomeasurebutitspriceless,”saidCourtenaySmith,CFOPropertyAustralia,Lendlease.
“Howdoesbeingprofessionalhelp–wecantrainmore,wecanbebetterathletes,wehavethetimetoberolemodels,”saidNicola.
Sometimesthebestpartnershipsseekyouout.MarneFechner,CEO,NetballAustralia,said“SuncorpandSamsungcametouswiththevalueproposition–rolemodellingandbuildingself-esteeminyoungwomen.Theysawourstrengthandtheopportunitytoalignwithus.
Marne’skeytake-outswere“Knowyourstrengthandmapyourvalues.Thebestpartnershipsareonesthatalignwiththese.Havetherightproduct–sportisentertainment,somakeyourofferingentertaining;andinvestinbuildingyourownchannels.”
Understandingyourselfandyouraudienceiscentraltodeeppartnerships.BecBrideson,sharedsomeofherinsightsfromworkingwithAFLWandCricketAustralia.ThesuccessofAustralianwomen’scricketandwomen’sAFLisduelargelytolookingatthesesportsthroughafemalelens.“WhenyouchangethewayyoulookatthingsthenthethingsyouarelookingatWILLchange.Menandwomenthinkdifferently.Builditforthemandtheywillcome.Truevaluecomeswheninternalculturematchesexternalaudience.”
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Onthetopicofvaluealignmentandconnection,JanineBrookerpresentedontheKellogg’sSpecialKsponsorshipofAFLW.“7outof10womenhavean“Ihatemybodymomenteveryweek”-Kellogg’sOwnItCampaignismovingawayfromtheperfectbodyimageandwantedtodemonstrateoursupportforstrongwomen.
“AFLWshowcasesremarkablewomenplaying,creatingandleadingthegameoffootytheirway.AFLWhasbeenaculturalphenomenonandSpecialKakeypartofit.”
“Ithasworkedtogeneratepositivebrandimpact,saidJanine:”
• 65%hadbetterimpressionofSpecialK• 70%believedSpecialK&AFLWareagreatfit• 50%saySpecialKinspiresthemtofeelconfident
5. WENEEDANEWYARDSTICKFORMEASURINGVALUEINWOMEN’SSPORT
“Oneoftheissuesiswomen’ssportisbeingthoughtofandcomparedtomen’ssport,andoneofthegreatestsellingpointssurroundingmen’ssportisTVaudience&reach;ametricinwhichwomencan’tyetcompete”,saidKaylafromNielsen.
“Thestrengthinwomen’ssportliesinotherareas.Thechallengeforbrandsisleveragingtheseinnatestrengthstodelivertangiblebenefitsandidentifiablereturnsinahighlyclutteredarena.Thecompetitiveadvantageofferedbywomen’ssportisinthedepthofengagement,accessibilityandstory-tellingabilityoftalent,directaccesstograssrootslevelofsport,andapositivebrandassociation,”saidKayla.
Giventhegreaterthirstforcontinuousbehind-the-scenescontentandstorytellingaroundeventsandathletes,digitalandsocialwillbecomeevermoreimportanttoarightsholderandbrandstrategy.
“Sportisinherentlysocial,withthepowertobuildandconnectcommunitiesaroundtheworld.ThishasbeentruesincewellbeforeFacebook,”saidKarrenRogers,HeadofANZMediaPartnershipsatFacebook.
“Facebookentertains,connectsandengagespeopleintheworld’slargeststadium.Webelievenowisthetimetoreallycollaborate.Traditionalmediaconsumptionischangingwithmanyeyeballsmovingtodigital.Wearecommittedtocollaboratingwiththeindustrytoworkthroughthistransitiontogether,”saidKarren.
6ANEPICTALEOFSTORYTELLING,AUTHENTICITYANDVALUEOFWOMEN’SSPORT
"Wetradeinmemoriesofpowerful,unscriptedmoments,”saidPatMoloughney,NetworkDirector,SportSales,SevenWestMediaashegavesomesolidinsightsintothechangingmedialandscapeandwhatthismeansforwomen’ssport.“Approachabilityisoneofthegreatestassetsofwomenathletes”.PatgavetheexampleofthetruepartnershipwithAFLW,whereSevenhadtoincreasecontenttomeetmarketdemand.“Thepublicandmediahungerhasneverbeenhigher–thereismorebuzzandeyeballs.We’vebeencaptivatedbywomen’ssport,anditisignitingstorieseverywhere.“Thefutureislimitlessifweallworktogether,”saidJacquiMooney,Editor,AustralianWomen’sHealth.NicoleJeffery,SportsJournalist,TheAustralian,outlinedwhywomen’ssportisdoingsowellonthetalkabilityfront.“It’seasiertoloveonepersonthanawholeteam.Useyourindividualathletesasawaytodrawpeoplein.Sportsinthepasthavebeenreluctanttodothisduetooff-fieldscandal.Womentendtoholdstoriesbetter,andareasaferbet.”“Understandingwomen’sandmen’ssportsisaneducationprocess.Menshineonstrength.Womenshineonskill,qualityofcontestandtoughness”,saidNicole.Whyisallthisthissoimportant?6. SPORTYGIRLSARERESILIENTGIRLSThemostpowerfultweetofthedaywasfromourbrilliantMC,AdamSpencer.“Sportygirlsareresilientgirls”struckachordasitistrue.Sporthelpsteenagegirlskeepitreal.Inanagewhereselfielifehasbecomesopictureperfect,sportsgiveskidsachancetofindtheirinnerstrength,stretchthemselvesandbepartofateam.ItwassorealhearingNicolaCareyfromtheLendleaseBreakers,andAmyHarrison,WestfieldMatildas,talkaboutjustwantingacleanpitchthatyouwon’trollyourankleon.“Thelossofconfidenceofgirlsisariskaffectingtheirpersonalwellbeingintothefuture”,saidJennyHutchison,Manager,Sponsorship,Brand&Marketing,SuncorpGroup.Jennyalsospokeofalinkbetweensportsparticipationingirlsandlongertermfinancialwellbeing.
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ClareMcMeniman,formerDiamondscaptain,reflectedonbeinga6-foot-tall12-year-oldconstantlyslouchingandtryingtofitin.Whenshestartedplayingnetball,self-doubtwasreplacedwithnervousexcitement,andshefoundaplacewhereshecouldbethemostauthenticversionsofherself.“Sportwaswherewehadfun,wherewewereinspiredbyourfriendstobeourbestandwherewefeltvalued.Netballbecamemytribe.”
Apiece,Lettersofconfusion&love,writtenrecentlybyMichelleHeymaninPlayersvoicesummeditupreallywell-“They’redrawntomebecausetheycanseeI’mhappyinmyownskinatatimewhenthey’retryingtocometotermswithwhotheyare.”
Thatiswhythisisallsoimportant!
PhotoSourceFFA:KatrinaGorry