Sharks On A Plane & it’s not the 49ers Hayne Plane!

Sharks On A Plane
Cronulla Sharks Mermaids at the NRLFinals

Cronulla Sharks Mermaids at the NRLFinals

When you think of “Sharks On A Plane” most people think of the hugely popular Hollywood B Grade cult classic SharkNado franchise, maybe the pending sequel to  “Snakes On A Plane” or maybe Rugby League – NFL 49ers convert Jarryd Hayne and the Hayne Plane

But you’d be mistaken!

This weekend the Cronulla Sharks Football  have chartered a special flight to take 100 passionate fans to the NRLFinals against the North Queensland Cowboys.

Sharks Skipper Paul Gallen and key forward Wade Graham are right behind the push.

 “I’ve heard seats are limited and expensive and getting to Townsville is difficult, but the Sharks plane is a great idea,” Gallen told Sportal.

“I hope they can fill it and we can get a few Sharks fans amongst that North Queensland crowd on Saturday.”

Graham added: “It’s hard for a lot of Sharkies fans to get up there so this is a great idea.

“It definitely means a lot to the community down here and it means a lot to us too. There’s a good feeling in the area.”

The media have been quick to pick up on the story with both Sharks tragics Phil “Buzz” Rothfield  and film director/ actor and new Footy Show Special Reporter Brendan Cowell getting on board the flight to capture the unique fan experience.  The Sharks will also feature live feeds via their website and social media pages

The challenge now is to quickly find an agile business partner to potentially sponsor and maximise the exposure and opportunity.

Some possible lessons we could all learn from Jarryd.

AND also win!  (then there is another trip to Melbourne)

#WeAreSharks #SharksOnAPlane #NRLFinals


#Dare2Dream #WeAreSharks

Wooden Spoon


It’s a Sunday morning, somewhere hidden in my house are my magical yellow socks.  Those socks are the key to us winning today’s do-or-die football game against the Russel Crowes and James Packers Bunnies.

Next door, my fellow Sharks supporter mate Don puts his left shoe on first.

Across town, a player’s wife picks her lucky black and white dress.

From Cronulla to Cooloongatta there’s a lot more of this happening right across the Sharks players, staff, members and supports  – our personal superstitions, our beliefs and hopes, every bit that may go towards breaking a near fifty year premiership drought and the hangover of the 2014 NRL Wooden Spoon.


This time last year some funny bastard left this on my window – last year was, in the simplest of terms “a tough year” (on so many fronts), BUT (and you know there is always a ‘but’), the old adage of “persistence” – that tough times don’t last – that what makes you stronger – has never been so true.

2014 Cronulla Sharks Wooden Spoon

2014 Cronulla Sharks Wooden Spoon

To look back for a moment to see how far things have come fills one with deep pride.

Fast forward to this morning and the sun rising over the Bay has never seemed so bright. Yes, certainly you can’t get too far ahead of yourself and need to embrace the moment BUT without a destination you may wander aimlessly.


The goal is in clear sight and the road ahead not devoid of danger. As a famous photographer once said – the best view from the mountain top is always closest to the edge.

Bring on the week. Woo haaaaa. Now to work out how we get a plane full of Sharks fans to Townsville! Sort of sounds like the title of a movie!

Navigating the Marketing Technology Matrix


Digital Transformation

Every business wants to get a better understanding of who their customer is – we want to know who is visiting our website or app, what they are saying about us and what we can do to improve.

The challenge in this increasingly and rapidly changing digital world is how do businesses navigate through the Marketing Technology Matrix and what are the critical elements and pathways to success? Further, what is the best method, mindset and framework to approach the project?

In terms of writing a blog article – it’s a good time now to drop in a key quote to frame the next deeper level of content.

“All of life is one action following another, interspersed by periods of rest. If we are in doubt about the outcome of our actions, if our thoughts are concerned with, “What if I should fail?” we will be filled with hesitancy, uncertainty, and our actions will lack the conviction needed to obtain a decisive, favorable outcome. Even the worst outcome we can imagine will ultimately benefit us. It is because of that law of favorability that the Universe is able to continue and we are able to bring about the fruition of our plans.”
Wu Wei, I Ching Wisdom: More Guidance from the Book of Answers, Volume Two

As we all know there is abundant information available on the Internet – you could spend every minute of every day ingesting the latest TED talk talk and blog post but where do you draw the line and begin the journey – the fact is, if you’re in business and reading this then you’re already on the path.

But how do you navigate through the Digital Marketing Matrix – where nearly 2,000 main vendors cover everything from CRM’s (Customer Relationship Management Systems) to analytics, CMS’s (Content Management Systems) and Social Media Marketing, Search and Tag Management.

Source: Marketing Technology Landscape Supergraphic (2015) – Chief Marketing Technologist

So, what is the process to develop your Digital Strategy?

Step 1. Destination – Begin with the end in mind.

What this means is to focus on the goal.  What is the business goal – increased revenue, brand health, customer experience, operational efficiency?  For many of my presentations over the last ten years I borrow the Social Media Measurement Compass slide from Brian Solis  at Altimeter 

Around each of these goals is a much deeper framework of key concepts, insights and actions.

Step 2.  Define the Metrics of Success and Recommend Actions

Step 3.  Organisation – resources, training, barriers

People – who are your thought leaders – both internal and external?  The key stakeholders in your game.

Step 4. The Landscape – Audit your existing infrastructure.

List all your technology – what role does it play within your organisation?  What does the data look like?  What role does it serve?  Will it talk to other programs?

Step 5. Develop the RoadMap

Challenge assumptions.  Threats and Opportunities.

It’s a work in progress.

“It furthers one to undertake something. It furthers one to cross the great water.”

Advertising Sports Betting and Getting Attention

The Aussie Love of the Punt

Here in Australia we love a punt – two blokes in a bar will bet on which of two flies on a wall will move first – it’s a national past time (did I hear “problem”?).  The ponies, the dishlickers, the pokies, two-up ANZAC Day and increasingly the Footy, cricket and any other sport.

Globally, we’re not much different from anywhere else around the world – Vegas, Macau, the UK and so on.  It seems everyone everywhere loves a punt.

Gaming Growth Worldwide

Statistics and facts on Sports Betting

The total value of the global sports betting market is difficult to estimate because of the lack of consistency in how it is regulated in some parts of the world. Some estimates put the value of the sports betting industry at between 700 billion U.S. dollars and 1,000 billion U.S. dollars.

So, in a highly competitive market – how do you increase market share?

Content Relevance

Relevance is a key to all content.

For all marketing campaigns we need to ask – What’s your business goal – new customer acquisition or retention?

If its new customer acquisition who is your target market?  Is the aim to create new behaviour or convert from the competition?

What new customer feature does your product have?

In sports betting the latest feature is to cash in your bet.

Creativity with impact

In the UK William Hill, the bookmaker, has released a hyper-active TV campaign to advertise its in-play betting products.

The work, which called “take control”, first aired on Sky Sports on 23 August, during Chelsea’s Premier League football match against West Bromwich Albion. The ad is a frenetic mixture of football, cartoon explosions and aggressive cut-away scenes combined with an electro dance sound track by Knife Party, which makes for exhausting viewing. It will be followed by two more spots, focusing on William Hill’s Priority Access card and its “cash in my bet” option, respectively. These ads will also be backed by press, social and radio executions.


The question is does it engage and does it spread?  Does it deliver the communication intent?

Note: Here is Australia, Social Services Minister Scott Morrison will take control of the review given he holds responsibility for overall gambling regulation (more)


Free Stadium WiFi is like a clean restaurant bathroom – it’s expected

Photo: Shane Harmon, Levis Stadium,


Free Stadium WiFi

When we walk into any venue, café or meeting room in the world today one of the and first things we check is whether there is free Wi-fi?  Like a restaurant bathroom it is now a utility we expect and will demand.  The expectation that in exchange for our valued patronage, highly desired attention and personal marketing power  expect the ability to connect, photograph, post, comment, like and share.

Last week, Mark Zuckerberg from Facebook posted that 1 billion people had checked in on one day – (that’s 1/7th of the world’s population!) and of those people most had checked in via their mobile phone.

Yes, we live in a world today where being connected to the Internet and social media via our phones is an essential part of most people’s daily lives – an average 23 minutes a day for every person online.

What will customers want tomorrow and who are the pioneers that are creating the expectations?

Pizzas, I-phones and Football Stadiums

If we think pizza’s we think Dominoes, if we think innovation and technology we think Apple (yes great branding). and if we think football stadiums then we think the 49ers Levis Stadium.

Increasingly when we go to the football – we will expect all the basics – bathrooms, beer, food, entertainment and WiFi.

The Digital Stadium and what’s important to customers?


Shane Harmon, Chief Executive of Westpac Stadium in Wellington, New Zealand recently visited Levis Stadium and captured 6 key stadium technology learnings from the 49ers and Levi’s Stadium

  1. Bandwidth and a great wi-fi experience is key
  2. Mobile Ticketing will become the standard
  3. Personalise the fan experience
  4. Keep it simple
  5. Actionable data
  6. Use the data in your storytelling to build your brand

Once you have “the plumbing” (Free Stadium WiFi) in place it’s what you do with it that matters most!  That’s where fan engagement comes in.

Thinking and building a Start-Up in a Commercial Organisation

I’ve taken the role of developing and commercializing a new opportunity with my organisation.  It’s not the first time I’ve taken on such as task so it’s a matter of applying the lessons and tools I’ve used before.  So, how do you start thinking and building a Start-Up within a Commercial Organisation?

Lots of reading for the next week or so.

This is not a book review but there’s a couple of books and a tool-set I wished was around in those earlier days – Eric Ries Lean Start up and The Start-Up Owners Manual –  the information provided a way of thinking and approaching the same old problem of new business creation but with a new model and approach that resonated more with Silicon Valley entrepreneurship than the MBA business plan approach.

A key element of that is the one page Business Model Canvas.

Version       Designed for:      Date:

7. Key Partners

  • Who are our Key Partners?
  • Who are our key suppliers?
  • Which Key Resources are we acquiring from partners?
  • Which Key Activities do partners do?

Motivations for partnerships:

Optimization and economy

Reduction of risk and uncertainty

Acquisition of particular resources and activities

8. Key Activities

  • What Key Activities do our Value Propositions require?
  • Our Distribution Channels?
  • Customer Relationships?
  • Revenue streams?


Problem Solving


1. Value Propositions

  • What value do we deliver to the customer?
  • Which one of our customer’s problems are we helping to solve?
  • What bundles of products and services are we offering to each Customer Segment?
  • Which customer needs are we satisfying?





“Getting the Job Done”




Cost Reduction

Risk Reduction



4. Customer Relationships

  • What type of relationship does each of our Customer
  • Segments expect us to set up and keep up with them?
  • Which ones have we established?
  • How are they integrated with the rest of our business model?
  • How costly are they?


Personal assistance

Dedicated Personal Assistance


Automated Services



2. Customer Segments

  • For whom are we creating value?
  • Who are our most important customers?

Mass Market

Niche Market



Multi-sided Platform

6. Key Resources

  • What Key Resources do our Value Propositions need?
  • Our Distribution Channels? Customer Relationships?
  • Revenue Streams?

types of resources


Intellectual (brand patents, copyrights, data)



3. Channels

  • Through which Channels do our Customer Segments
  • want to be reached?
  • How are we reaching them now?
  • How are our Channels integrated?
  • Which ones work best?
  • Which ones are most cost-efficient?
  • How are we integrating them with customer routines?
9. Cost Structure

  • What are the most important costs inherent in our business model?
  • Which Key Resources are most expensive?
  • Which Key Activities are most expensive?

Is your business more:

Cost Driven (leanest cost structure, low price value proposition, maximum automation, extensive outsourcing)

Value Driven ( focused on value creation, premium value proposition)

sample characteristics:

Fixed Costs (salaries, rents, utilities)

Variable costs

Economies of scale

Economies of scope

5. Revenue Streams

  • For what value are our customers really willing to pay?
  • For what do they now pay?
  • How are they currently paying?
  • How would they prefer to pay?
  • How much does each Revenue Stream contribute to overall revenues?


Asset sale

Usage fee

Subscription Fees



Brokerage fees


fixed pricing

List Price

Product feature dependent

Customer segment dependent

Volume dependent

dynamic pricing

Negotiation( bargaining)

Yield Management


The one page business model canvas forces you to look at all elements of the proposed business.  It’s a real-time worksheet that allows you to challenge your assumptions, test your logic and if necessary pivot like a half back.

Create your own Business Model Canvas 

Instagram, Flickr, WordPress Website WorkFlow

Model Reading Magazine

My Instagram, Flickr WordPress Website WorkFlow

4:00AM – I’m reviewing my social channels – tags, comments, etc

On Instagram I’m tagged for a recent photoshoot with the beautiful & talented @eliseboony from @cronullasharksmermaids.  I know it’s a tough gig.

But this post is not about cheerleaders and photography – it’s about increasing productivity – I’m obsessed with reducing repetitive tasks, website work flows and ways to increase productivity and marketing effectiveness.

How do I improve my Instagram, Flickr WordPress Website WorkFlow?

No time to waste!

Using Zapier – this initial draft post in WordPress is generated automatically every time I add a photo on my Instagram

Note: From a content point of view there are obviously steps that go before that, ie what is the photo/ blog trying to say?

instagram flickr wordpress website workflow

5:30AM – website coding – linking flickr through to content – another test.

I’ve added the ability to search and select my flickr photos from my blog editor and the convert those images to local copies using flickr importer.

Model Reading Magazine

Finally, some SEO and then we’ll look at distribution technology.

6:15Am – A rewrite and more copy.   The optimum is three hundred words for a blog – I’m currently long way short at 162.

Page Analysis – Revision 7

  • There are 147 words contained in the body copy, this is below the 300 word recommended minimum. Add more useful content on this topic for readers.
  • You have not used your keyword / keyphrase in any subheading (such as an H2) in your copy. (corrected)
  • The keyword density is 0.7%, which is a bit low, the keyword was found 1 times.
  • The copy scores 33.5 in the Flesch Reading Ease test, which is considered difficult to read. Try to make shorter sentences, using less difficult words to improve readability.  After Revision 8 this was increased to 58.4
  • The keyword for this page contains one or more stop words, consider removing them. Found ‘and’.
  • The images on this page do not have alt tags containing your keyword / phrase.
  • The meta description is under 120 characters, however up to 156 characters are available. The available space is shorter than the usual 155 characters because Google will also include the publication date in the snippet.
  • The page title contains keyword / phrase, but it does not appear at the beginning; try and move it to the beginning.
  • No outbound links appear in this page, consider adding some as appropriate.
  • The page title “Instagram, Flickr WordPress Website WorkFlow” is more than 40 characters and less than the recommended 70 character limit.
  • The keyword appears in the first paragraph of the copy.
  • The meta description contains the primary keyword / phrase.
  • You’ve never used this focus keyword before, very good.
  • The keyword / phrase appears in the URL for this page.