Category: Uncategorized

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Consumers Lose when Broadcasters and Rights Holders move the Goalposts

The rise of women’s football – particularly since the 2019 World Cup – has been impressive. So much so, here in Australia Optus Sport has acquired the rights to show Barclays FA Women’s Super League (WSL), to compliment their Premier League coverage.

Source: The FA.com

Which is great news. For fans, it simply means more football, right?

No. No, it doesn’t.

Because the truth is fans in Australia now have LESS access to WSL games than we already did.

Reports positioned it as Optus bringing WSL to Australia, and highlighted the growing appeal of the league as a product, but curiously omitted the fact that it would result in fewer games being available. This is despite Optus including it in their own media release, albeit as little more than a footnote:

As a result of Optus Sport securing the rights, live Barclays FA WSL matches on The FA Player will be geo-blocked in Australia as of November 17, 2019.

Yep. In securing exclusive broadcast rights Optus has blocked streaming on the official FA Player app in Australia. It had shown all games live and offered a (from experience, robust) Chromecast option so watching games on TV was quick and easy.

Optus, however, doesn’t show all games. It offers 2 live games per round and a packaged highlights show to cover the remainder. Which leaves consumers (viewers) with less, despite rights-holders making more money.

Part of the WSL’s growing appeal are the clubs: Liverpool, Manchester City, Arsenal and Chelsea all have teams, which attract viewers across from the monster that is the Premier League. I’m interested in the WSL as a whole; but my focus and initial reason for watching is to follow Arsenal (for my sins).

The Optus deal means I can’t unless the Arsenal game is being shown – or I find a way around the geo-blocking.

And that raises questions about the real value in acquiring a league that leaves the genuine fans (and realistically, I don’t think we yet have casual WSL fans) unable to watch their team play live.

Especially when they could – free and legally – 10 weeks ago.

Financial support of the women’s game is great. The game will grow, and more investment means the professionalism and quality will increase, while the move of Australian players to the league will only lift its popularity here; as evidenced by Optus securing the rights.

Optus Sport has been a very welcome development for football coverage in Australia, and is being watched by the Premier League as they look at how best to capitalise on their asset moving forward.

But it rankles to see consumers lose out when business intrudes.

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…And Data for All: How Metallica uses data to give fans what they want

Metallica is one of the biggest bands on the planet. They sell enormous amounts of albums, are heavily streamed and their tours are incredibly lucrative.

Their relationship with online music services was initially fraught, as seen by their high-profile battle with Napster in 2000 over copyright infringement.

Now though, Metallica not only embraces digital music distribution, but they’ve looked a bit deeper and found a great application for the data it contains.

An article today quotes Spotify boss Daniel Ek claiming Metallica:

changes their setlist on a city-by-city basis just by looking at Spotify data to see, which the most popular songs happened to be in that city

While not confirmed at time of publication, the piece makes a good case and outlines how involved drummer Lars Ulrich is in crafting setlists for each city by cross-referencing previous tours in order to keep the songs played fresh for fans.

And ultimately it’s a small thing.

But it’s positive to see an organisation (let’s not pretend an operation the size of Metallica is anything less than big business) using the data available to them to deliver an enhanced consumer experience – with no boost to profits – wherever they may roam.

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100 words on…No Facebook

I don’t have a Facebook page for Communications For You.

Honestly, I don’t use Facebook often in a personal capacity. While it offers professional opportunities to some start-ups and SMEs, I don’t believe there’s any real value for most.

It comes down to customer experience – and credibility.

Facebook is a social site. I’ll let you enjoy friends and family there.

This site, email and Twitter cover the constructive communications bases for you as a potential client, and me as a service provider.

Facebook doesn’t allow me to genuinely establish professional credibility with you, so I won’t intrude on your time there.

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100 words on…where did you hear about us?

It’s a question almost designed for heartbreak. A blank stare and a fading ‘ummm…’

Anecdotally, businesses across every category imaginable tell me the same thing: most consumers don’t remember. Not great for SMEs wanting to know how their marketing mix is working.

One idea – try it as a leading question. ‘Did you see our TV ad…?’

You’re eliciting a response by giving your customer a narrower frame of reference. It can trigger a useful response as they replay in their mind exactly how they found you.

Invite them to think, but constructively. The answer’s usually there. Change the question and you may find it.

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100 Words

You’re too busy to read another long-winded opinion piece. Got it.

Thoughts, ideas and responses on marketing, communications and advertising here will be about the length of a 30-second radio ad: 100 words. Quick, concise and to the point.