I will start by saying that I used to love tennis. ‘Love’ may actually be a bit of an overstatement – I used to play tennis. I also used to watch it on TV and talk about it with my sisters (the older one loves Djokovic and the younger loves Nadal and I was the one they tried to convince to join their camp). But this year… I can’t say that I really got into the Australian Open.
Here was the first problem: I had no idea when it was. Considering I’m a sports blogger (although I must admit that I do pay more attention to footy) that’s saying something. I don’t think I saw one commercial for it on free-to-air, and I didn’t really see too much of it in the news… It was weird. I have to also admit that I don’t watch very much TV – a few shows during prime time – and I don’t read the news often – I check headlines, mainly. But my habits aren’t that different from everyone else’s, so I can’t be the only one who was a bit uncertain about the dates of the Open.
The biggest clue I had that the Australian Open was staring/on was their marketing technique: ‘…on after the tennis’. For those of you who don’t know, channel 7 would air teasers/commercials for shows and instead of saying the usual: “Thursday at 7 pm,” they’d say: “after the tennis.”
WHAT GOOD DOES THAT DO ME?!
I assume this is a marketing technique. Not only do they want to advertise the show, they also want to advertise the tennis. But for me… it fails. First of all, what day? The ads fail to say. Do they expect that I will tune in every day and wait to see if the show comes on?
Second, I didn’t even know the tennis was on – you have never told me about it before, Channel 7! And what time does the tennis finish? I know there can be variable times, but I need an estimation. C’mon now. I do not have endless patience or time.
Finally, if it’s also a technique to get me to watch the tennis… it’s a fail. Say something like… ‘after the epic Tomic v Federer match’ – at least that would entice me. I also need to know what time the tennis starts. Something like… ‘after the tennis at 3 pm.’ At least that way I know!
What do you think of their marketing technique? Does it even really qualify as a marketing technique? And what did you think of the Australian Open? Pretty predictable, if you ask me…