IPL has all ingredients to make a Hollywood pot – boiler, with both its on – field and off – field activities. With exactly around one month to go, franchise of IPL has sprung into life through various innovative activities like fan base, cheerleaders’ contests and merchandising to generate money as well as branding.
Concept of fan base is literally not present in last year IPL. This year Rajasthan Royals have come up with concept of fan base, where their premium membership by name Maharaja Club cost around more than 2.5 lakhs , which is offered for not more than 200 people and also Young Royals club which cost the modest around 2500 rupees.
Rajasthan Royals have also commenced several reality shows, where they get to select from the available Rajasthan Royals fans for ball boys (12 – 16 years) around the rope and also a girl to lead their cheer leaders in ground.
Other franchise which have comes up with some marketing programs is Kings XI Punjab, Chennai Super Kings, Delhi Dare Devils and Deccan Chargers. Deccan chargers have come up with a innovative consumer connect with fans on Mobile phone and Internet, where fans get access to fans favourite stars wall papers, can chat with their stars and their merchandise etc.
Membership to Kings Club is around 500 for school children and Rs 1000 to rest of the people. Chennai super kings is also said to be reaching to target audience through online as well select cafe coffee day and Reebok outlets. They are also counting on options to conduct shows like CSK Junior and CSK cheerleaders, so that they can market their teams as well as players.
Last year, merchandising was one of the chief ways franchise promoted their team and brand. This time through augmenting it with concept of fan base, they have made it into a revenue generating model and success will be known by end of this edition of IPL.
Members of fan club are said to have special consideration and discounts for tickets they buy. They will be getting their preferences and core benefits.
Experts in Marketing and Advertising field have second thoughts about the success of these programs and fan base. Chief of Starcomm was quoted saying that it took exactly 150 years for a football team like Manchester united to launch their fan club. So it’s too early to go for these types of marketing and promotional activities.
Franchises are very clear of the fact that branding and loyal fans will be pivotal for their long term success and to garner profits. No wonder they are coming with innovative marketing and promotional activities to accomplish it.
0 comments:
Post a Comment