Comments on: LV Trophy Teams Need to Engage Fans.

By: teamyachting

teamyachting — Fri, 30 Oct 2009 15:52:21 +0000

Very good analysis.
As a nautical event and publc relation company based on the french riviera, we are very excited and interested by tis major event. But we don't fell any focus on it.
Type your comment here.

By: teamyachting

teamyachting — Fri, 30 Oct 2009 09:52:21 +0000

By: rasmusjohnsen

rasmusjohnsen — Thu, 29 Oct 2009 13:16:45 +0000

Thank you for an interesting post. Nice schematic overview even though it's “unscientific” it still in a very clear way addresses key issues – and yes, to me it's also a puzzle why so many still insists in paying someone to basically yell in a giant megaphone.

Need I remind everyone of the first of the thesis in the Cluetrain Manifesto? Anyway it's “markets are conversations”. If that's true, it means that the key competencies within “smart marketing” is the ability to – well – make conversations …

The point is: It's not just about being out there – i.e. yes or no. It's about being visible by being open, honest, intelligent, funny … amongst fans and therefore relevant to fans. The challenge everyone faces: You can't buy that it's something YOU are.

By: David Fuller

David Fuller — Wed, 28 Oct 2009 13:09:12 +0000

It's a good point Christophe. We have given Alinghi credit in the past both on the site and on our Twitter feed, but this article was focussing purely on the teams entered in the LV Trophy.

Alinghi have all the media covered including regular image updates to places like TwitPic and a fan-only section called 'Alinghi Friends'.

There are other teams that are doing all this. Quantum Racing do it extremely well, Dee Caffari scores well and even smaller, unsponsored teams like Mirsky Racing Team are engaging with their fans.

By: christophebaudry

christophebaudry — Wed, 28 Oct 2009 12:46:59 +0000

Interesting analysis. However as all those teams are focused on America's Cup and consider Louis Vuitton Trophy as an alternative waiting a solution to the justice fights between Alinghi and BMW Oracle, it would have been usefull to also look on all the work done by Alinghi to engage their fans. It seems that they have implemented all activation tools you named.

By: James

James — Wed, 28 Oct 2009 10:24:47 +0000

It's not just sailing. There are a lot of sporting teams and brands that just don't get it yet. I agree with Sara that many PR companies are confused and uneducated about how to do their jobs in the new world order where properties can talk directly to audiences. But brands need to wake up too. Sponsors need to demand that the properties they invest in are doing everything possible to activate.

By: Antipodeon

Antipodeon — Wed, 28 Oct 2009 09:54:31 +0000

There are certain PR companies in sailing that don't have a clue, yet their clients keep paying them. You'd think Sir Keith Mills would know better with his experience with the Olympics and having Charles Dunstone as a mate – carphone warehouse are all over this stuff. PR people need to innovate or die.