NG Farrell Marketing

I went into a local coffee shop at around noon today. As usual, it was quite busy and as I was waiting in line, it occurred to me how remarkably quiet it was, even though the place was quite full of people. And then I realized why. I took a quick head count. 18 people. Number of people with, (and seemingly hypnotized by) a laptop computer or hand-held device: 14. Number of people reading traditional print media (newspaper or magazine): 3. Number of people too strung out on something to do neither: 1.

I remember a time when people went to coffee shops to meet, chat and interact. Now we go to seek information (of course thanks to the brilliant marketing strategists who decided to put free internet connectivity in coffee shops!). As a marketer myself, I’m motivated by what I saw today. Because it confirms yet again how people are now self-driven to seek out information, and how we truly are in a golden age of web search and publishing. Because of this, we have the perfect environment for connecting performers and audiences, associations and members, publishers and reader, sellers and buyers, and of course, lovers of all shapes and forms. And the best part is that it can all be done for little or no cost.

That’s why I think all sports and culture organizations right now need to take a hard look at their business and marketing plans to scrutinize whether or not they are maximizing their use of the Internet and digital communications to reach their audiences, make connections, and most of all, generate badly needed funds. I am continually baffled when I see sports and culture organizations that still have tired, useless, brochure-style websites from 5-10 years ago, when there are so many free or inexpensive web tools that would help them connect with audiences – old and new alike - sitting in coffee shops hunting for news and topics of interest. Perhaps there is still a misconception that publishing online and managing a digital communication platform is both costly and time-consuming. But it is neither and I do hope to chat more with our friends in the sport and culture sectors about making the shift to the digital age and ensuring that every pillar of your organization’s strategic plan has at least one valid digital communications initiative to support it.

So let's get out into the digital world. People are sitting waiting for you!