Marketing tactics from the Playing field

As the heart palpitations of the weekend die down, we reflect on a game punted as the best "billboard for the game". The end-to-end, high-intensity match-up between a passionate and determined French side looking to be the bride for the first time and the composed, tactful, total embodiment of the word team, Springboks, was always going to be tough. Hearts would be broken on both sides if the final whistle ended their hopes, and millions would be disappointed, but what sets them apart, and why were the Green and Gold the victors? Also, what can we learn from the same formula and apply it to your business and marketing?

1. Focus on the main thing

Since airing the Springboks 2019 World Cup documentary, Chasing the Sun, and probably before, we have heard about "Let The Main Thing, Stay The Main Thing". It refers to the circus surrounding the game, the politics, money, and opinions that detract from the focus on why we are here in the first place.

The circus gets in the way of progress and purpose in business, especially in marketing. Selfish wants and underhanded tactics can derail an organisation's culture, setting in like an infection that slowly destroys it from the inside. In a Harvard Business Review article, a study outlines how one bad employee can corrupt a whole team. The study claims that destructive employee behaviours are infectious and multiply among co-workers. These findings give credence to the practice of the Springbok Selection Committee, putting extreme emphasis on selecting players that work well together and follow Rassie's sage advice, "Don't be an entitled dick".

A great way of focusing on "the main thing" is to become an organisation where "the best idea wins". Not the most manipulative employee or the "boss"; the best idea wins.

2. Give them an enemy

A team that gels is not necessarily the only factor that determines victory. A unifying belief and/or enemy is an excellent way to galvanise a squad into an unstoppable force. A tactic that comes to light every now is before a match; the coaching staff look for reasons to pump up the boys to go to dark places. They define a situational enemy that hits hard at the feels of the players, some way in which the opponent has disrespected them, and makes that idea the principal enemy and reason for victory. 

For games against England, there were presentations about the Boer War and the concentration camps. For the 2019 quarter-final game against Japan, hotel/emergency staff were abruptly waking players in the middle of the night for strange reasons, the coaches claiming that it was the opposition's dirty tricks. For this quarter-final, the players were reminded of the suspicious awarding of hosting this tournament to France years ago that was supposed to go to South Africa.

Defining the problem you wish to solve in marketing and advertising is the key to unlocking better results. That enemy to your superpowers brings about better creativity and instils a sense of purpose for the team. Wielding this tactic is not without its cons, as many propaganda campaigns utilise it to devasting effects. Be aware of the possible domino effects of this tactic that could sour your success.

3. Find out what makes you YOU

There are few coaches in world rugby that, when taking over a new team, don't seek to change the style of the national team's play but focus instead on amplifying their DNA. Eddie Jones and Rassie Erasmus come to mind. 

Yes, Eddie has had some pearler moments this World Cup, but he is a very astute moulder of teams. His contributions to the Springboks 2007 Rugby World Cup cause, the reinvention of Japanese, English and Australian rugby (not yet realised), can not go unnoticed.

Back to the Boks. Since the change of the guard for the Springboks in 2018, the coaching staff have changed the narrative of "Springboks play boring rugby", "All they do is use the heavies", "Why do they kick chase so much" into "The Springboks play calculated rugby", "They will set the platform for their finishing up front" and "the stats say our kicks are working". It is that understanding of who you are and embracing it that rewrites the story for a team. Why copy when you are unique?

Remember Damina WIllemse's call for a scrum in our 22 from a Mark? That's amplifying your DNA.

The takeaway for businesses is to find what makes them different, be proud, and amplify it. This practice is common in executing advertising and marketing campaigns. That's why you find the agency asking, "What's your USP?" or "What makes you different?". It is in that difference that you find appeal, strength and influence.

4. Change the perception

Since the infamous 1-hour leaked video of the British and Irish Lions 2021 tour, the referee forums against South Africa have changed the tide. I'm not saying we were hard done by (maybe I am) on a crucial few calls. I am referring more to the resultant perception of our brand of rugby and discipline changed. The masterful stroke of the coaching staff was the failed attempt to appoint the "this is not soccer" legend, Nigel Owens, as referee consultant to the Springboks. Though Nigel declined, the door was opened for a candid discussion around his advice on how the Springboks could change the perception.

A brand or business is not often willing to take a deep, hard look at itself and consider alternative advice. But as the discipline stats show, it has worked miracles for the Boks. Candid introspection is the backbone of growth for any organisation or individual and should be sought out and welcomed. Call a spade a spade and learn from it.

In conclusion, the sporting world is an excellent example of zero-sum game tactics, and the mighty Springboks brand is a progressive and innovative North Star to learn from. From the team at Autonomous Republic, we wish our boys "strekte" and continuous growth. You have made a nation and yourselves proud, and the world sit up and take notice.