In March 2013 I had a vision. A vision of doing something different. A vision of becoming a part of something. In April 2013 I achieved that vision. After 8 weeks of practice, I, with 14 other terrified yet excited ladies, took to the pitch. Stood there, on that rainy afternoon, we had become the Garstang Ladies RUFC team.
Having never been near a rugby ball, my increased knowledge over those short few weeks brought some vital rules of play to my attention. Rules that apply both on the rugby field and in the field of marketing.
Communication
On the rugby field communication is imperative. You need to know where your team mates are at all times, and who is going in for the vital tackle. Good communication make things tick. Good communication avoids bumps and bruises. Good communication ensures every player knows where the team are heading next. This is something we live by as marketeers.
Communication in marketing is not just about understanding what a client is saying to you, but about ensuring you are on the same page, heading towards the same goal.
Strategy
Before any game a strategy is put in place. What is our game plan? What tricks can we use to get the ball? How are we going to ensure we win? Determining what you are going to do before you start doing is imperative to having a clear direction and focus. It is important to remember that a strategy will change when the game changes – you wouldn’t stick with a strategy that wasn’t working would you?
Marketing is much the same. A clear way forward, a plan of action. What are we going to do? This is the fundamental basis for a successful campaign.
Skills
Although much room for improvement is needed on the rugby pitch, skills play a big part in improving your game. Having the right skills in marketing works the same way. The more knowledge behind implementing a brand, and having the ability to do so properly, creates a stronger, more unique campaign.
Working as a team
In rugby, working together is vital. Pushing against the opposition as a one man band won’t get you anywhere. Having no one screaming on your left or right, sends you out into a sea of angry rugby players alone – no thank you!
In marketing it is much the same, getting the right results requires team work. Marketeers will ask the right questions to gauge the right information, and clients will give detailed briefs and a direction. With both players playing an important role, the goal can be reached quickly, easily and effectively.
Support
Support, support, support. A rugby buzz word. It was something drummed into us from day one. Always provide your team mate with an option. Always be behind your team mate. Be there to receive the ball. Be there to receive the hit. Without support you won’t get very far.
In marketing, support is important too. Support in terms of believing in an idea. Without passion and belief it is hard to bring an idea to life.
In terms of having the right materials to assist an idea, support plays an important part. What materials will you need? What methods will you use? Will your idea launch online and offline? What knowledge do you have? What is your strategy? An integrated strategy provides multiple levels of support for a campaign, with the whole concept working together towards that one goal.
And then there’s the glory…
Scoring that try, converting that kick, it’s all glory. A rush of adrenaline runs through your body, the cheers of the crowd ring in your ears.
A less muddy comparison is a successful marketing campaign. It is an achievement. You have reached your goal, be proud.
When a campaign is successfully communicated, strategically planned and accurately implemented there is no room for failure.
With a bit of team work, great things can be achieved.
Oh and the nervousness of taking to a rugby field with opponents twice your size will never go away, but it won’t stop me. So if I can do it, so can you…even if it may take a Happy Haka to get you to the pitch.
Emma Dobson is a branding expert and Touch Point guru at Happy Creative, a full service marketing agency based in Blackpool, Lancashire. To learn more or contact us please go to www.happy-creative.co.uk
