8 research questions Rugby League needs to answer before creating a Marketing Strategy

Driving a fast car means diddly squat if you’re going the wrong way. But, there’s always time to turn the car around. It may sound like some old crappy TV-movie quote but it’s a good metaphor for Rugby League. It’s a great sport with so many good things going for it; but it needs to get on the right path to success.

In this article, I'm going to share some thoughts from the diagnosis stage. This involves discussing some of the challenges the sport faces. It won’t be in massive detail (mainly because I’m not blessed with the time) but the thoughts will suffice for the article. Please do add your comments and share what you think the challenges are; I’ll look forward to the chat.

Diagnosis - Research

A big part of diagnosis is research. Its job is simple: establish facts and reach new conclusions. It’s where we understand the challenges that the sport faces, and set us on the path to finding solutions.

There’s one key thing to remember in the research: keep curious. Don’t shut the door on problems or solutions and keep asking 'why?' Not all research is created equal either. Do some qualitative (reasoning) and quantitative (numerical / statistical) research as well as desktop.

A chunk of Diagnosis that I won’t cover in this article is Audience Segmentation (categorising the whole of the market). We’d more than likely have done some segmentation in tandem with the research. For ease, I’m going to go with 2 broad segments of core/existing and new (this is not what it should be, we’d actually come up with 10-15 segments between the 2, which I may cover at a later time).?

I reckon we need to break up our research into 8 sections

1. Goal - What do we want to achieve?
2. The sport’s / team’s problem - What do we think Rugby League’s problem is, that’s getting in the way of the goal?
3. The audience’s problem - What do we think the audience’s problem is that needs solving?
4. Research on The Sport - What do we know about Rugby League’s place in the market and where do we want to be?
5. Research on The Competitors - This isn’t about finding out about the direct (other sports) or indirect (eg other experience events), but comparing where we’re at versus them.
6. Research on The Fan (audience) - Who are they? Both core/existing and new
7. Research on The World - What’s happening on a macro scale in culture?
8. The Challenge - Summarise what we’ve got to do from what we've discovered…

As I say, there’s a lot that we could uncover here. I’ll brainstorm some thoughts… add yours in the comments please!

The Goal

• Thought: Let’s make assumptions that it’s to increase revenue by x% to ￡x by the end of the 2022 season.

The Sport’s Problem

What do we think Rugby League’s problem is that’s getting in the way of the goal?

• Thought: The sport itself is a great on field product, but not enough people attend the games.

The Audience’s Problem

What do we think the audience’s (core/existing and new) problem is that needs solving?

• Thought: They need memorable entertainment / sporting experiences at affordable prices that they can share with their family and friends.

The Sport

What do we know about Rugby League’s place in the market and where do we want to be?

• Thought: The pandemic has hit sporting attendances, but you would expect that the demand for live sport experiences is high. Yet, few people attend Rugby League than football, horse racing, rugby union and cricket. Other sports behind it are gaining greater share year on year too. This represents a decline from where the sport once was. It also struggles to compete financially in broadcast and sponsorship revenue.

The Competitors

How does Rugby League compare versus direct (other sports) or indirect (eg other experience events) competitors?

• Thought: The great on-field spectacle compares well with other sports, though there’s always room for improvement. It's backed up with relatable players who are accessible, and a game that has very strong roots to the community. There’s also good visibility across the women’s, wheelchair, physical and learning disability Rugby League. There are existing event products, such as Magic Weekend and domestic cup competitions that drive cut through. But, other products are behind direct and in-direct competitors (eg athlete storytelling, digital products, game day and fan experiences, venues) which don’t help the decision making process for the consumer when compared with the rest of the category.

The Fan

Who are they? Both core/existing and new?

• Thought: as mentioned, this is where we would actually have some tight segmentation to fall back on. But let’s go with that they want compelling and 'wow' experiences off and on-field, before, during and after games.

The World

What’s happening on a macro scale culturally?

• Thought: Well, duh, COVID. That’s kinda the big one. But other than that, there are a few things to think about.
• Athletes – people’s desire to follow and connect with other relevant and relatable people. Similarly…
• Community or the Rugby League family – welcoming new people into the environment and hammering home the positivity of what it means.
• Digital – need to keep on top of it both from a product and promotional point of view.
• Diversity and inclusivity – I mentioned it with the other formats of the game. While there’s some negative history that the sport needs to own, Rugby League should now set the standard and move forward.

The Challenge

Summarise what we’ve got to do…

• Thought: How do we convince core/existing and new fans that Rugby League provides incredible sporting experiences, on and off-the field through the game and it’s people, that are unmissable?

Over to you...

I appreciate that there’s room for expanding and discussion on all these points. But they’re starters for 10 that I hope inspire you.

Don’t forget to add your thoughts on the sections covered in this article in the comments, and share it with others you think have a point of view too.

Remember, Rugby League has a lot of great things going for it, it just needs to be turned in the right direction. There’s still time to turn it around.