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Panpa Bulletin : August 2006
MARKETING august 2006 PANPA bULLETIN | 39 FOR the first time since 1974, and only the second time in history, the Socceroos qualified for the World Cup. To celebrate this momentous occasion, The Sunday Telegraph and The Daily Telegraph partnered with the Football Federation of Australia and Elite Sports Proper- ties to produce the Heroes of the Socceroos Official 2006 Medallion Collection. Readers received a free album and free medallion with The Sun- day Telegraph on May 28 then collected the remaining 14 medal- lions for $2 each with the token in The Daily Telegraph and The Sun- day Telegraph until June 11. The 16-page album contained player profiles of the heroes of the Socceroos, the Socceroos World Cup draw and information on all 32 participating countries. The collection was supported with the most comprehensive marketing campaign to date with two weeks of television and radio in metro and regional NSW includ- ing ethnic stations, a dedicated website and online campaign tar- geting younger soccer fans, print, consumer promotion, public rela- tions, point of sale material plus a trade incentive. The Sunday Telegraph and The Daily Telegraph received an over- whelming response to the collec- tion and achieved a significant circulation lift over the two week promotional period. A World Cup News in Education (NiE) kit was also developed and sent to 3,000 schools in NSW and the ACT to educate students on the history and significance of this event. During theWorld Cup a number of special editions were produced and distributed to celebrate the Socceroos' success. These edi- tions were supported by radio and proved popular with sports fans. Fairfax also used the Socceroos success in its own marketing cam- paign to great success. Fairfax online editor-in-chief Mike Van Niekerk said t e he Soc- ceroos making it through to the second round saw legions of Aus- sies eager for information flocking to Fairfax Digital's FIFA World Cup Germany 2006 site section on smh. com.au and theage.com.au. "However, Fairfax Digital had beaten its performance projec- tions before the first ball was kicked in Germany", he said. "The key to the success of Fairfax Digital's World Cup efforts was the broad spread of engaging content on offer. From news and commen- tary to blogs and videos, there was a range of ways for fans to get their news and entertainment fix on the hottest news topic of the day. "Our sites were a major hub of World Cup, and sport in gen- eral, traffic. Our strategy of using multiple media such as video, blogs and user-generated content played a huge part in this. For ex- ample, we've had close to half a million video views since our FIFA World Cup Germany 2006 section launched on May 25. We offered the smartest view on sport, a fact not lost on our site visitors who appreciated quality even when the news is flying thick and fast at a time like this". Van Niekerk said sponsors jumped at the chance to be part of the action, with advertisers com- ing from a range of areas includ- ing home entertainment, FMCG, telecommunications, banking and sports gambling. "FMCG advertising online is still in its infancy, so it's particularly pleasing to see advertisers in this area come on board at such an ex- citing stage in Australian sport and Fairfax Digital's expansion," said Liam Walsh, national sales direc- tor, Fairfax Digital. "Sport advertising works across most industries as sport is such an emotive area, appealing across a range of demographics, especially at this level." Kicking off a winning campaign the World Cup Soccer provided newspapers a great opportunity to link their websites and online facilities to their traditional newspapers and indicated what lies ahead in marketing a new survey by Mcnair reveals that people want their news to be portable and conveniently downloaded writes Matt Balogh NEW research conducted by lead- ing print media research agency, McNair Ingenuity Research has for the first time measured the explosive growth in portable elec- tronic media. Fifteen years ago, when the Internet was a startling new won- der, few people could anticipate that this would be a convenient format for getting the news. It required too much effort, a desk and a computer and did not look competitive with the portability and flexibility of newspapers. To- day we know that online delivery is integral to the newspaper offer- ing, but remains only part of the mix because paper, for want of a better term, remains a 'killer ap- plication'. However, the results of a brand new survey among more than 1,000 adults across Australia by McNair Ingenuity Research re- veal another story. The Internet is lifting off its own shackles to provide media consumers with more convenient and portable solutions - mostly in the form of podcasts (voice downloadable) and increasingly, vodcasts (down- loadable video). If anyone doubts the significance of this the survey has these statistics to justify the claim: * Nearly one-in-10 (9 per cent) Australians have listened to a Podcast; * Nearly one-in-five (19 per cent) Australians aged 18-29 have listened to a Podcast; (cont: p42) explosive growth in use of portable electronic media