14/03/2018
PSL Are we Killing the Brand
Published on Published onMarch 14, 2018
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Atiq Ishtiaq, Sales, Marketing expert
Atiq Ishtiaq, Sales, Marketing expert
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One of the best things that have happened on the sporting front in Pakistan must be PSL-Pakistan Super League, indeed a proud moment for all of us; well done PCB/PSL management Mr Sethi. Just goes to show if Professional people come together and merit is the measure we can really come up with things in this case sporting event of international standards.
Against all odds, security issues, holding the tournament overseas. Indeed it is a proud moment that such a positive message is coming out of Pakistan we need more of this in all fields and showcase it.
Obviously three years is a very short time in building an international brand. That said PSL in its third season being held in UAE because of security reasons in Pakistan and also reluctance of international players to play there. The organizers of the tournament seem to be fixated on taking PSL to Pakistan at any cost. The fact that we all want to see PSL being held in Pakistan is not to be contested. However, we must look at the pros and cons and the timing of when we organize this international brand back home.
First lets look at the performance so far of the third addition. After reasonable two seasons the third season has raised certain questions of the ability of the organizers to how well it was planned and marketed here in UAE. Whether the organizers thought that there was no need for an effective and comprehensive marketing plan, or shortage of budgets or just simple organizers hubris taking it for granted that the tournament will do well come what may. In any event it is border line in competence. whereby no buzz was created here. Absolutely no excitement.
Here is what the PSL Franchises are saying according to a report published in The News leading english daily from Pakistan on 13th March
“We are all fully backing PCB because we own PSL and want to make it the best T20 league in the world,” said one franchise owner. “But the Board will have to rethink its marketing strategy. It will have to treat the franchises as major stakeholders but unfortunately some of their policies are having adverse effects on the finances of the franchises,” he added.
“They (Transmedia) are dealing fatal blows to some of the franchises by luring away their sponsors. This practice should be stopped. The franchises are already struggling because so far PSL has not been a money-making business for them.“ The News international End Quote
Here in Dubai we did not see a worthwhile marketing campaign for PSL. We did not see PSL/PCB marketing teams including the Franchises engaging the people of the city in any credible manner through Radio, the most effective of tools for marketing here or any outdoor campaigns. Needless to say pretty much all channels of marketing platforms ATL or BTL were ignored or under utilized and that simply cannot be justified that PSL had little budget if that is the plea. To put it simply PSL/PCB marketing had no or little understanding of how to use the various marketing channels available in the UAE and remember major global brands from all over the world have done a pretty good job of marketing and sustaining brands here, building brand equity as well over the years it is an amazing market. This is the show window of the Middle East and more so today.
Similarly the traditional promotion channels here were completely ignored such as shopping malls and other out door venues. Then the organizers complained of low turn out here in Dubai, in fact even Sharjah saw low attendance.
The question is why; apart from failed marketing strategy there was also a logostical blunder. If we can have forty or fifty or sixty buses organized to take people to Qaddafi stadium from various parts of Lahore why this attempt was not made here with the help of sponsors?
The most innovative new thing I saw this PSL 3 was the bhangra for some motorbike sponsor kudos for that and on a lighter vain you guys robbed us of the cheerleaders.
This time the schedule of matches seems erratic to say the least (maybe it was the ICC itinerary, the current promotion of matches and timings apart from seeing it on the same sports channel we did not really hear about it. Then the organizers never engaged thousands of hotel where PSL should have been the main feature but we as have checked and most places it got a single screen coverage and in some none. Even the basic teaser campaigns were totally ignored.
The marketing experts forgot the basics of brand building and more importantly brand equity. Before all this is achieved we want this brand to showcase in Pakistan; is PSL ready to showcase in Pakistan? I guess we are heading towards a half cooked meal.
Watching the matches on TV all one sees is the owners enjoying the matches and getting that all important photo op. It looks like a small rich boys club enjoying the matches with all the fanfare.
Now moving to Pakistan. We asked our security establishment to help secure the matches and they being a professional and competent institution will ensure that the matches are secure. Our forces have sacrificed hugely in bringing peace in our cities and they have payed a very heavy price in loosing thousands of lives in the past five years including our common people.
However, the organizers and our government of the day don't realize the message we are sending to the outside world, that in order to hold a match with the attendance of 25000 fans in a stadium we need a five tier security cordon with 15000 to 20000 security personnel and shutting down major part of the city making life miserable for the local residents as well. If PSL continues to be held like this in Pakistan the local residents eventually will hate this event, which will bring such misery on their lives every year, think of it.
Do we really want hold international events with such huge security and expense to the public exchequer? Given in todays world environment there is indeed additional security required but we are holding matches in “fortress” Qaddafi Stadium, whats the point. Moreover PSL today is a two venue tournament in UAE and it will remain a two venue tournament in Pakistan.
Would we be holding matches in Sialkot, Faisalabad, Gujranwala, Hyderabad and lo and be hold should I mention Quetta and Peshawar.
This is the same kind of silliness we witnessed a few years back when motorway police was introduced in Islamabad, point being we are not going to reform our police services to international standards but get motorway police man our cities. Well tell you what, since they are now operating in the same muck guess what will happen to motorway police.
We must have PSL in Pakistan under normal circumstances we must define those circumstances our guests should be happy to be there and we must not put this kind of pressure on our friends and guests that we are doing now, we must ensure some freedom of movement for the international players and for that matter whoever from other parts of the world visits when they visit and play in Pakistan.
We must let the world see Pakistan is as safe as any other country. But for that to happen we must address the security issues in such a manner that we don't have shut down half of the city and engage15000 plus security personnel. This is obviously beyond the domain of PCB and PSL and the Government of Pakistan needs to take a serious wholesome look at it and take practical tangible steps.
Thats why this begs the question are we out to (as usual) kill the brand we have created on the pretext personal success or ignorance.
