The marketing men and women have got a tough task on their hands trying to generate interest in England’s 13 one-day internationals and four Twenty20 internationals next summer.
This is because:
- There are far, far, far too many matches
- No-one in England gives a toss about short-form cricket outside of the respective World Cups
Fortunately, we have a solution. Our 2012 England one-day cricket marketing masterplan is built on the twin pillars of rebranding and innovation.
The innovation comes in the form of England’s player selection. Rather than taking the tired old route of selecting the best 11 players eligible for England, why not instead select a team calculated to foster local interest?
Take the third one-day international against Australia, for example. This will take place at Edgbaston, so why not select a few Warwickshire players? Start with the captain, Jim Troughton, and then continue with a few more – about 10 more, say.
Next, the rebranding. Sticking with that same match, instead of the team being called ‘England’, it could be called ‘Warwickshire’. They could even play in different kit – the Warwickshire one-day kit, say.
The fixtures could also be rebranded from ‘one-day internationals’ to ‘tour matches’. This would help promote those that retained their full international status. It’s an old marketing trick: when something appears scarce, people want it more.
Conversely, when something appears commonplace…