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.

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“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.”

5 ANEPICTALEOFSTORYTELLING,AUTHENTICITYANDVALUEOFWOMEN’SSPORT

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