WICB Needs to K.I.S.S.

I would have to say Tony Cozier’s “Whistling in the dark” commentary in today’s Trinidad & Tobago Express, articulates what many of us already have observed – the Board’s lack of vision, creativity, organizational skills and structure.  From a public relations and marketing standpoint, I would have to disagree with the West Indies Cricket Board’s top man, Ernest Hilaire who believes a “marketing wizard, boosted by some expensive devices [is] needed to whip up local enthusiasm.” In fact, one of the biggest myths in marketing and publicizing an event is the need for a big budget to be successful. In my experience, when cash is lacking, rely on creativity and uniqueness to attract your audience.

Put on your public relations thinking caps and step into my class, let’s start K.I.S.S.-ing. The term K.I.S.S. is an acronym meaning Keep It Simple Silly and is mostly used in the public relations field. I will apply my K.I.S.S.-ing skills to our regional first-class season that started on Friday in Jamaica to not only reveal lost public relations opportunities but to also illustrate why the WICB deserves to sit in the dunce corner.

The Governance Report, submitted to the WICB in 2007 referred to the Board’s elitist structure and backward thinking. To say this bluntly, the Board deh back a bush. Strategic plans in the 80′s have no bearing in the 21^st century and although attaining access to funds for television promotions is practical, it is also extremely expensive compared to other media formats.

The Internet is an excellent media tool widely used today and unlike television, it has become a very cost-effective way of marketing. Yes the WICB has it’s official website but needs much improvement (In September I emailed a six page document to the website suggesting possible changes but never received a response. I digress).  Social networking sites (Facebook, Twitter, MySpace, etc) and blogs are in abundance…oh yeah…and FREE. On Facebook alone, the most popular West Indies cricket fan site boasts a friend list of 6,652. It is still unclear whether the WICB created the account. What is relevant though is that there is a media tool available to interact with young West Indian fans. Unfortunately, the fan site does not encourage interaction – no requests for feedback, no thought-provoking questions, no interesting news articles and no cricket schedules are posted on the wall.

Let us now revert to the pink ball. The Marylebone Cricket Club (MCC) implemented the use of pink balls, much to the displeasure of many but the change has to be accepted as long as we are in this ball-testing phase. What thoughts come to mind when you envision “pink”? – Femininity, Victoria Secret, cotton candy, Sex in the City, breast cancer, fashion, Pepto Bismal, Mother’s Day and pink eye.  Therefore, to play with pink balls in cricket conjures up a sort of unpleasant oxymoron, if you will.

However, “pink” is what you make it. In its simplest form, pink is a tint of red, or red with white added to lighten the color. With a little research, other interesting meanings of pink emerge.

• The pink ribbon is an internationally recognized symbol of hope.
• In Japan, the color pink has a masculine connection. The annual blooming of the cherry trees, with its pink blossoms represents young Japanese warriors
• Jaipur City, India also named the “pink city” symbolizes ‘welcome‘
• A pink rose represents appreciation
• Pink is red’s counterpart symbolizing youth
• The color represents beauty, grace and admiration; love, joy and happiness
• Pink is said to encourage friendliness while discouraging aggression and ill-will.

Already my mind is going in several directions as how to merge these new found meanings with cricket and cricket promotion. The use of the pink ball is revolutionary and I am disappointed the WICB has not found means to apply this “pink-ness” for fanfare and consumption. I already gave away the tagline “Real Men Bowl Pink.” I can’t do all the work!

What have we learned in class today students? Budget constraints should never hinder creativity, especially in this technological age. The WICB cannot depend on the Windies legacy and beautiful stadia to attract fans.

WICB get out of the dunce corner and K.I.S.S.!

~ by dilion on January 10, 2010.