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Adam Wooley said:
"I've organised one of my family friends who has just finished a design and
multi-media degree to make the Juniors a gliding video!"
My daughter (early 20's) has a degree in Marketing & Advertising and
also a BA (Communications & Multimedia). Recently Emilis asked me
if she would do a paper about what turns young people off gliding.
I assume it was because he knew how negative she was to the sport and this
would give some insight, especially given her academic background.
She said she would do so, so I had better chase her up on it. Could be
interesting given the current concerns.
----- Original Message -----
Sent: Friday, 30 July 2004 12:51 PM
Subject: Re: [Aus-soaring] GFA Marketing
Committee
The direction of this project is of some concern; it
suggests that we've learnt little from previous adventures in this
area.
GFA Executive and Council has been down this road before in the
past. I know - I was there. The one thing I recall from previous
promotional ventures was that gliding people, even dedicated gliding
people are not very good at it, especially in the selection and development of
promotional material - movies, videos, brochures and the like.
Most of us who were still around at that time will remember the saga of the
"two brochures".
We approach the challenge from our background
and experience, not understanding that the people we are trying to reach
usually see "gliding" in a totally different perspective.
Quite a few people in this list have already come in enthusiastically with
what we think would be "good stuff". While it is - for us - it
probably won't succeed in making the sport sufficiently attractive to the
outsider to want to have a flight with the view of "taking it up".
This exercise needs to be undertaken by a professional public
relations outfit, and we have to be prepared to sit on our hands and believe
and implement what they come up with. We also have to be prepared
to pay what they ask and it ain't cheap. These are two reasons why
we will almost certainly not go down that road. Thus history will be
repeated.
I wish the GFA committee well. However, unless they
draw on significant expertise in the advertising and promotional game from
within their own ranks, or are prepared to seek same from elsewhere if they
are short in that area, I have to be just a little bit sceptical of any
spectacular or even significant results.
Whatever they decide to do,
it won't be easy. We all know that gliding is a fantastic sport.
However the huge majority of the general population will never be convinced.
Sorry to be so gloomy, but that's how it is.
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