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#Post#: 124990--------------------------------------------------
Article: Harlequins’ Digital Evolution: The Quest for Global
Rugby Dominance
DIR By: Fearless Fred
Date: May 20, 2024, 5:12 am
---------------------------------------------------------
On Sportfigur
HTML https://sportfigur.com/harlequins-digital-evolution-the-quest-for-global-rugby-dominance/
It goes into how the club is growing the club/brand impact on
t'interweb & "the socials" & using different platforms to the
usual rugby ones to build the clubs' recognition amongst the
public.
#Post#: 125014--------------------------------------------------
Re: Article: Harlequins’ Digital Evolution: The Quest for Global
Rugby Dominance
DIR By: Bayernquin
Date: May 20, 2024, 3:41 pm
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Understand the direction and dynamic, but we really should
prioritise winning on the field, then let the 'influencers' and
'gurus' have their say. From a marketing viewpoint, we should be
the most prominent club brand in the world, but it all means
bollix when we don't win anything. Geographically and
financially we should be the world's strongest side, Southern
and West London is only beaten by Antennarivo for the number of
players and clubs in the area. Our catchment area is massive, we
should be looking to Big Game attendances every match. Leinster,
Racing and SF should be our only competitors in terms of reach,
support, fanbase and attendance. The core is there, we ( the
marketing dept!) are trying, but I think without a radical
rethink from the Prem/RFU/ ERC not alot will change. Not a rant,
a small thesis, open to suggestions, I harbour many ideas ( not
nescarrily soutions!) but only want to profer them in a
constructive debate, I'm getting tired of being torn apart on
here for constructive opinion, which is too often misconstrued
as a must or should!
#Post#: 125015--------------------------------------------------
Re: Article: Harlequins’ Digital Evolution: The Quest for Global
Rugby Dominance
DIR By: Saintquin
Date: May 20, 2024, 3:57 pm
---------------------------------------------------------
--- Quote from: Bayernquin link ---
>
> Understand the direction and dynamic, but we really should
prioritise winning on the field, then let the 'influencers' and
'gurus' have their say. From a marketing viewpoint, we should be
the most prominent club brand in the world, but it all means
bollix when we don't win anything. Geographically and
financially we should be the world's strongest side, Southern
and West London is only beaten by Antennarivo for the number of
players and clubs in the area. Our catchment area is massive, we
should be looking to Big Game attendances every match. Leinster,
Racing and SF should be our only competitors in terms of reach,
support, fanbase and attendance. The core is there, we ( the
marketing dept!) are trying, but I think without a radical
rethink from the Prem/RFU/ ERC not alot will change. Not a rant,
a small thesis, open to suggestions, I harbour many ideas ( not
nescarrily soutions!) but only want to profer them in a
constructive debate, I'm getting tired of being torn apart on
here for constructive opinion, which is too often misconstrued
as a must or should!
--- End Quote ---
You mean like Saracens?
Have you seen what crowd the most successful rugby club in
England over the last few years are getting compared to Quins?
I'm not having a dig at you it's but, I think it takes more than
just winning!
#Post#: 125018--------------------------------------------------
Re: Article: Harlequins’ Digital Evolution: The Quest for Global
Rugby Dominance
DIR By: never sleep
Date: May 21, 2024, 3:07 am
---------------------------------------------------------
I disagree with the view that just because a team is doing
marketing doesn't mean that is isn't "prioritis(ing) winning on
the field".
A person in the marketing team is not expected to go running
round the practice field kicking high balls to the full back -
likewise, the players are not expected to be in the ticket
office selling tickets.
The club needs the digital marketing team to be a success. The
digital engagement makes it easier to sell season tickets,
normal match tickets, and the HQ games and also helps to sell
merchandise, etc. "Easier" means that your digital spend is
significantly lower (basically, it costs a lot of money to place
those adverts on Facebook etc).
And - they seem to be doing a good job.
Take for instance, last year there was one Pride game. They made
a special shirt for the game and promoted it digitally. From
memory, Laurie said that it was the best selling shirt for last
season. So, basically, doing a few clips on social media = big
merchandise money.
The money side is really important. The club is losing money.
Next season the Covid repayments start. And, as I understand it,
the plan is to spend an extra million on the women's team. (This
is a desire from the club owners and it is their money that
underwrites our debts.)
So - we need money to pay for the players and coaching staff.
For this, we need as much money as possible. So, maximising
ticket and merchandising sales whilst reducing outgoings funds
this.
#Post#: 125025--------------------------------------------------
Re: Article: Harlequins’ Digital Evolution: The Quest for Global
Rugby Dominance
DIR By: poorfour
Date: May 21, 2024, 4:45 am
---------------------------------------------------------
--- Quote from: never sleep link ---
>
> The money side is really important. The club is losing money.
Next season the Covid repayments start. And, as I understand it,
the plan is to spend an extra million on the women's team. (This
is a desire from the club owners and it is their money that
underwrites our debts.)
> So - we need money to pay for the players and coaching staff.
For this, we need as much money as possible. So, maximising
ticket and merchandising sales whilst reducing outgoings funds
this.
>
--- End Quote ---
Very much agreed. On the investment in the women's game, Laurie
was clear at the State of Play evening that the women's team is
now a separate P&L with the owners willing to invest to grow it
(albeit at lower levels than the men's game).
I imagine that given the Stoop sells out for Prem and Champions
cup games (barring major transport issues), the investment in
the digital media is about sustaining that while growing the
parts that still have growth potential - i.e. the Twickenham
games, the women's game and tv/online viewership. All of those
could potentially generate more revenue for relatively limited
outlay in marketing spend.
#Post#: 125031--------------------------------------------------
Re: Article: Harlequins’ Digital Evolution: The Quest for Global
Rugby Dominance
DIR By: never sleep
Date: May 21, 2024, 6:44 am
---------------------------------------------------------
There is also the point about advertising spend.
E.g assume you are a company like BMW. You will likely have a
marketing agency that calculates where your adverts should be
placed to get the most engagement. The marketing company will
look at sports teams and their digital engagement scores and
based on this may decide to place a TV advert during a
Premiership rugby game. This money funds TNT, which funds the
Prem which in turn funds Quins.
So, Quins getting better will force the other clubs to follow -
which could result in a better contract with TNT at some point
in the future.
It is no surprise that the French clubs (who do well with fan
engagement) also earn more money from TV rights.
#Post#: 125033--------------------------------------------------
Re: Article: Harlequins’ Digital Evolution: The Quest for Global
Rugby Dominance
DIR By: Fearless Fred
Date: May 21, 2024, 6:59 am
---------------------------------------------------------
--- Quote from: never sleep link ---
>
> There is also the point about advertising spend.
> E.g assume you are a company like BMW. You will likely have a
marketing agency that calculates where your adverts should be
placed to get the most engagement. The marketing company will
look at sports teams and their digital engagement scores and
based on this may decide to place a TV advert during a
Premiership rugby game. This money funds TNT, which funds the
Prem which in turn funds Quins.
> So, Quins getting better will force the other clubs to follow
- which could result in a better contract with TNT at some point
in the future.
> It is no surprise that the French clubs (who do well with fan
engagement) also earn more money from TV rights.
>
--- End Quote ---
Plus, it opens up more opportunities to increase revenue from
existing (and new) sponsors. Sponsors will want to work with the
clubs with the largest engagements across all sorts of
platforms, and that allows the club to get a premium in terms of
the type and value of the sponsors that they work with.
#Post#: 125035--------------------------------------------------
Re: Article: Harlequins’ Digital Evolution: The Quest for Global
Rugby Dominance
DIR By: poorfour
Date: May 21, 2024, 7:19 am
---------------------------------------------------------
It also raises the profile of the club outside of rugby, and by
extension of rugby as a whole. One of the biggest issues for the
sport as a whole is its low profile compared to soccer.
Quins building an online brand presence contributes to growing
the game beyond its current boundaries. Though I should caveat
that that is likely to mean more games at odd times, more half
time entertainment and ultimately fewer games at the Stoop
because sooner or later we'll have to vacate it to expand the
capacity.
Not everyone on here would like that to happen.
#Post#: 125037--------------------------------------------------
Re: Article: Harlequins’ Digital Evolution: The Quest for Global
Rugby Dominance
DIR By: Brown Bottle
Date: May 21, 2024, 7:45 am
---------------------------------------------------------
--- Quote from: never sleep link ---
>
> ...
> It is no surprise that the French clubs (who do well with fan
engagement) also earn more money from TV rights.
>
--- End Quote ---
But it's also no surprise because far more people are interested
in rugby in France than in England so there is a far bigger
audience for the advertising and hence more money for those TV
rights.
#Post#: 125043--------------------------------------------------
Re: Article: Harlequins’ Digital Evolution: The Quest for Global
Rugby Dominance
DIR By: deadlyfrom5yardsout
Date: May 21, 2024, 9:13 am
---------------------------------------------------------
--- Quote from: Bayernquin link ---
>
> Understand the direction and dynamic, but we really should
prioritise winning on the field, then let the 'influencers' and
'gurus' have their say. From a marketing viewpoint, we should be
the most prominent club brand in the world, but it all means
bollix when we don't win anything. Geographically and
financially we should be the world's strongest side, Southern
and West London is only beaten by Antennarivo for the number of
players and clubs in the area. Our catchment area is massive, we
should be looking to Big Game attendances every match. Leinster,
Racing and SF should be our only competitors in terms of reach,
support, fanbase and attendance. The core is there, we ( the
marketing dept!) are trying, but I think without a radical
rethink from the Prem/RFU/ ERC not alot will change. Not a rant,
a small thesis, open to suggestions, I harbour many ideas ( not
nescarrily soutions!) but only want to profer them in a
constructive debate, I'm getting tired of being torn apart on
here for constructive opinion, which is too often misconstrued
as a must or should!
>
--- End Quote ---
Well as nobody else has given you your mandatory slating, how
about this? How do you spell unneccessary .....?
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