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Better Sports for kids

I am a former pro athlete and a former olympian. Since I was little boy, going with my dad to big soccergames and watching my olympic heroes on TV, my dream was to be a pro athlete competing at big events.

My talent was that I didn´t have the "normal" talents. I was not strong, fast, big jumper or had that extraordinary ball-touch. 

But I had the most important (and totally unrecognized) talent: grit!

Now my mission is to spread the knowledge behind how to create the environment where kids can develop their grit. So they first of all get involved in sports for life and so the kids that later on will aim for the stars get optimal and sustainable conditions.

We will create a new koncept for developing young athletes. The koncept is based on the belief that it is same formula for training kids regardless if the ambition is that they should keep excercising rest of their lifes or if the ambition is to raise future world class athletes.

What is Marketing for?

To spread this new filosophy of training kids in sports and to share ideas how to succeed as coaches an parents.

What are we allowed to touch?

Everything within our organisation, but structure in common with others such us competetion schedule, rules of games etc is decided in different gowerning bodies.

What can we as marketers measure?

Number of athletes, parents that accept and adopt the new koncept. Number of other organisation within "business category" that are cooperative. In the long run the dropout rate and how long the kids stays witihi the organisation.

What can we change?

Witihin organisation: everything.

What promise are we going to make?

To develop and implement progams for training and compettion based on the kids needs, from a evidens-bases perspective, not the parents or coaches needs.

What’s the hard part?

To convince parents and other stakeholders  that the formula (long term athlete development) gives the kids the best odds both to stay in sports for life and to be as good as possible.

Should your organization be making trends or following trends?

We are making a new trend on our local market, but following trend on a national/international level.

Where is the risk?

The biggest risk is that my motivation reduces due to too many conflicts with parents and other leaders who insist to hold on to tradtional paradigm for athlete development.

Who is in charge?

I´m in charge internally. 

Marketers spend money. Where are you spending the money? What is it for?

I will spend the money on hiring experts on high scientific level who can proof the principals we are using in our program.

How should we be spending our time?

Communicate our filosophy, why we are doing this, and to commuicate the implementation of  the program.

Pick three brands from your youth, and for each one, write down:

a. Their distribution strategy. How did they use control of shelf space to box out the competition and enjoy high prices.

YES (dishing soap)

UHLSPORT (gloves for goalkeepers in soccer).

b. Their advertising strategy. How did you hear about them? What do you remember about their ads?

YES: back page on weekly magazines for woman. The ads showed a woman shopping that gets the offer to switch one bottle of YES against two bottles of other (no named) brand, she clearly rejects.

UHLSPORT: Best goalkeepers at that time used them, they were bigger than the others and on team photos the sponsored goalkeeper held up his hands crossed againts his chest, making the gloves really visible.

c. How you feel about the brand? Does the jingle or the logo or some other non-utility element of the product remind you of anything? 

Both cases it felt like the brand was the best and most trustable.

Pick three growing brands from right now*, and for each one, write down:

a. Their distribution strategy. How did they use control of shelf space to box out the competition and enjoy high prices.

TED, high frequent posting of new content

NETFLIX, I think the position in AppleTV gives them advantage

b. Their advertising strategy. How did you hear about them? What do you remember about their ads?

TED: friends sharing on Facebook, the slogan "ideas worth spreading"- remembered it immediatley.

NETFLIX: From friends first, their try 1 month for free offer.

c. How you feel about the brand? Does the jingle or the logo or some other non-utility element of the product remind you of anything? 

TED: I feel grateful, they are really contribute to peoples (both locally and globally) capacity to get a long and be connected.

NETFLIX: feel like i´m free to choose, I can easy and immediate quit the subscription.

Pick three modern brands, and for each one, write down:

a. Their emotion. What emotion do they work to create in people who haven’t bought yet? In people who are loyal?

TED: curiosity. competence/inspiration.

RunKeeper: motivation to get fit. Furfillment, proof/evidence of effort and development.

b. Their change. How do they change their customers?

c. Awareness. How do people find out about them? 

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