What we Marketers can learn from the T20 genesis story

It is twenty years since Twenty20 or T20 Cricket was introduced to the world. T20 is the game that breathes energy, finance and direciton into the sport, and the man recognised as its inventor continues to watch from afar like a proud parent.

As the T20 World Cup enters the exciting final stages, there is much to be learned from the story of T20 Cricket and how one man and a group of motley people shaped the destiny of a game. The story has all the makings of a classic masterclass in marketing. All essential tools and techniques from the Marketing Text Book were applied to research, build a POC (proof of concept), counsel and finally convince the doyens and the high offices of Cricket in England.

I plan to simply lay down this fascinating story threadbare for all of us to ponder on the twist and turns. There are several pockets of learnings and I hope you find this article a curious read.

Alarming Decline in Crowds: It was 2003 and the British crowds presence even at marquee cricket events was dwindling. Stuart Robertson was the marketing manager at ECB (English & Wales Cricket Board - which is the national governing body for all cricket in England and Wales).

Stuart Robertson's Market Research: Robertson on becoming the marketing manager, became concerned at data showing a 17% decline in county attendances over 5 years to 2000. Robertson approached the problem methodically. He commissioned an in-depth research that ran throughout 2001 (1 Year research), starting with an audit of all available data, followed by a series of 30 FGDs. This was followed by a much wider omnibus survey, with 4,500 questionnaires taken directly into households. Robertson got the ECB to employ a specialist research agency to speak to children, while other focus groups engaged female, inner-city and ethnic minority audiences - all those who felt they were underrepresented among existing specators - to understand why they were not attending.

Findings of the Research: The word that came up repeatedly was "inaccessible". Some people cited barriers which prevented them attending, others had negative perceptions about the game. Some viewed cricket as a male-dominated environment and yet others viewed it as elite, expensive one where a membership was required. Games were also played when people were are work or school. Games lasted several days and were seen as boring.

The omnibus survey, further specifically asked whether people would be interested in attending a game played after shoocl or work that lasted less than 3 hours.

Results were striking says Robertson. "It was the groups who were totally underrepresented in existing attendance, who were massively over-represented in their expression of interest in attending if it was played as a shorter form. That led us to have the knowledge, the confidence to then use."

Resistance and Challenges: For some this was a eureka moment, while for others it sparked fierce resistance and for yet others it was nothing but sacrilege! Tampering with this game and to shorten it to a 20 over game, was bursting all the prudish bubbles. Several county club members weren't interested to expand the cricket appeal, which would happen if the original format was toyed with. They just wanted to make sure that they get their two seats and are left undisturbed to enjoy what they consider to be the pinnacle of the game. Others were unwilling to change to like a short form of the game as they were very happy watching championship cricket, because they were retired and had lots of time on their hands.

Taking people along: "One of the things I think we did particularly well with hindsight, was we were very, very keen to take as many stakeholders with us as we could on the journey. " Robertson said that if they would have just stood up and said, 'Right this what needs to happen and pushed the vote, I don't think you would ever have got it through.'

Even by the time of the eventual vote at the First-Class forum at Lord's in April 2002, a 'yes' vote was far from assured. ECB Chairperson (obvioulsy Robertson had won him over earlier!) and other directors lobbied some county chairmen up until the night before, stressing T20's importance to the future of the county game.

Showing what can happen: There were two telling slides in Robertson's presentation that important day. One set out the current make-up of attendees at county cricket and the demographics of people who were not attending. The next showed the people who would come to a shorter form of the game - if the go-ahead was given.

Robertson says, "it just flipped it on its head. It was so stark, it was so obvious that we had a really good chance of attracting more people into the game. At that point, you could see some light blubs going on."

Packaging makes it appealing: While innovations such as 'Golden overs', 'hot seats', ball boys, time-wasting penalties and powerplays made the game exciting, packaging pizzaz of the cheer leaders, music blaring in the stadiums, team dugouts and all the matches happening under the lights; made cricket worth watching, all over again. Some local counties even introduced ground side jacuzzis!

There are many learnings from this story. But among the many, one stands out - that of putting your ears to the ground, listening to the consumer and intepreting the consumer behaviour. As Robertson succintly put it in one interview, 'My role was to be the voice of the consumer.'

And you did it just fine, Stuart.