Unless you’ve been living under a rock for the past few days, you’ll have seen that the Tour de France, the world’s biggest annual sporting event, visited the UK. From the Grand Départ (race start) in Leeds on Saturday to the final British stage from Cambridge to London on Monday, the race has been typified by enormous support, with an estimated six million people turning out to watch at the roadside.
Putting that in context the normal total number of spectators for the entire, three week event is 12 million people. Riders described the noise levels at the roadside as ‘like being in a disco’, with climbs in the Yorkshire Dales resembling Alpe D’Huez when it came to the number of spectators. Even the normally insouciant French admitted it was the biggest start to the event ever.
I was one of the six million spectators, on both the Yorkshire stages and as a Tour Maker volunteer marshal in Cambridge and am still reeling from the exhilaration of the experience, with a sore throat from the shouting.
What makes the success even more amazing is the ratio of waiting to watching. The speed of the race means that the bunch tends to be past in less than a minute – even spread out on a climb it is less than 15-20 minutes for the final stragglers to come through. Yet people were in place the day before on climbs and 5 hours ahead of the race coming through on the flat. As someone pointed out to me, at 2 hours, the gap between the publicity caravan and the cyclists themselves was longer than a football match.
What makes people, many of whom had no interest in cycling, turn out in their millions and give up their time? And, what can marketers learn from the event’s success? I’d distil it into six characteristics:
1 Ownership and Pride
From the very start, the Grand Départ was billed as Yorkshire’s chance to shine, with the chance for God’s own country to show the world what it was capable of. This spurred a frenzy of creative ideas, from knitting miles of coloured jersey bunting to painting houses, people and sheep in tour colours. Every community wanted to outdo its neighbour in a friendly, but very serious rivalry. And this spread to the South as well – events and decorations in Cambridge and Essex stepped up a gear as they were determined to rival Yorkshire.
I saw thousands of people on bikes around the stages – and importantly you could cycle on the roads for hours before the race came through, and immediately afterwards. And the bikes (and cyclists) came in all shapes and sizes – from ultra light carbon machines piloted by whippet-thin athletes to shoppers and standard bikes with enormous child carrying trailers. There may have been too much Lycra on display, but it really felt that everyone could take part without being judged on their knowledge of rear sprockets or cycle computers.
3 Planning and providing something for everyone
Recognising that cycling itself wasn’t of interest to everyone, there was a huge range of activities around the tour. From French-themed markets to public art projects, the organisers used the Tour to stimulate a whole programme of activities that brought people together. It wasn’t just the preserve of big business either – from the smallest shop to the largest company, there were opportunities to get involved without spending megabucks to become an official partner. Even if the Tour was just a chance to have a party or visit one of the fan parks with big screens, you could enjoy yourself without travelling far. Planning was meticulous, even if the sheer number of people caused unexpected delays on trains, and all the relevant authorities worked well together to deliver the event.
4 Make it real
For generations reared on seeing sports stars at a distance, the Tour is a complete change. It comes to your town and the riders pass within centimetres of the crowd (admittedly leading to some incidents as spectators misjudged the amount of space needed by a charging peloton). You have the chance to get close to the stars, rather than simply seeing them on screen. From riders signing on before the stage to warming down by their team buses afterwards, the whole spectacle is public and accessible.
5 Not stopping after the event
Too many brands are focused on initial engagement, then treat customers as expendable. Like the Olympics, the idea of legacy was central to the Tour’s success in the UK. Before Saturday, Yorkshire was probably not known by many outside Great Britain. Now, thanks to the power of the TV coverage, it has been seen by billions of people around the world. Already Yorkshire has plans for a follow-up race, and has set out its ambition to be one of Europe’s cycling hotspots, boosting tourism and the economy. We’re in the midst of a massive growth in cycling in the UK, with its associated health benefits, and the Grand Depart will spur many more people to switch to two wheels.
6 Deliver a damn good show
There’s a reason the Tour de France is the biggest annual sporting event in the world – it is absolutely enormous. 198 riders, 440 vehicles in the race convoy, at least four helicopters, and a requirement for over 14,500 beds every night give you an idea of the scale of the thing. The publicity caravan alone takes around 45 minutes to pass any particular spot. People I talked to at the roadside were blown away by the spectacle, the noise, the sirens and the free stuff thrown from the caravan. Spectators really felt that they’d been part of something to remember – no mean feat given the time they’d spent by the roadside.
Marketers should take note from the success of Le Tour en Yorkshire (et Cambridge) and learn lessons on how they can create an equivalent buzz with customers going forward. And Lycra doesn’t need to be part of it………..
A few weeks ago BBC Economics Editor Robert Peston sparked a fierce (and ongoing) debate by warning of the power of the PR industry in setting and controlling the news agenda. His views, given in the annual Charles Wheeler lecture, were that the combination of a lack of resources at newspapers and the central position of PRs as gatekeepers was leading to a world where companies and their representatives dictated the agenda. An environment full of spurious stories that at the very least obfuscated the truth, and that the worst were downright lies or spin. He concluded “I have never been in any doubt that PRs are the enemy.”
Other journalists have taken up the battle cry, with Nick Cohen describing press officers as “the nearest thing to prostitutes you can find in public life.” In response, Public Relations Consultants Association boss, Francis Ingham, called the comments ‘sanctimonious’ and a ‘venomous, ill-judged diatribe.”
As in any relationship, PRs and journalists have always taken pot shots at each other. The balance has shifted over the last twenty years – there are now more PRs than journalists, generally they earn more, and traditional media has been hit hard by the rise of the internet.
I think the argument risks getting out of hand, with both sides missing the point. Firstly, the range of the PR industry is broad, as is journalism. What Robert Peston has seen in his career working for national and broadcast media is not the same as the majority of trade or local journalists who have a much less antagonistic relationship with the PRs that pitch them stories. The same goes for political spin – I work in PR, but I’m not Alastair Campbell or Malcolm Tucker. Clearly there is abuse of position and power by spin doctors as they deliberately work to spike stories or brief against opponents. Does that mean that every PR does the same (or would like to?). Speaking personally the answer is no, as I’m not sure my blood pressure could stand it – or that the vocabulary improvement would go down well at the school gates.
Secondly, there is a big difference between in-house PRs and agencies. Press officers have a single client, their employer, who pays their salary. In this environment it is potentially easy to lose your sense of perspective, and to believe that what your organisation is doing is right, and that everyone else is out to get you. And this isn’t just competitive businesses or warring politicians, press officers at charities and NGOs often believe passionately in the cause they are espousing and want everyone else to feel the same. In contrast, PR agencies are middlemen, and rely on their ideas and relationships with the press to gain new clients. So burning bridges by bullying journalists into taking down a story or requesting copy approval may work once, but it will destroy a relationship for the future. As a PR person I must admit I have asked for stories to be changed online – but only for the simple reason they were factually inaccurate. My personal favourite is politely requesting a journalist get the sex right of the client he’d interviewed.
Thirdly, commentators need to look at the wider context. The rise of ‘content’ as an all encompassing area lumps together what was previously seen as advertorial, proper journalism, wire reports and pictures of cute cats lifted off social media close to deadline. Traditional print media have faced falling circulations and increased competition as they’ve moved online, ironically at the same time as having more space to fill. This means publications now need more content than ever before, with fewer, less experienced staff on hand to deliver it. PR and marketing-led content has filled this vacuum, whether from survey-based press releases, soft features or owned content submitted by organisations. This doesn’t have to be bad – take the Red Bull Stratos skydive or footage from any NASA mission, but it has to be in addition to real, investigative reporting rather than instead of it.
The balance between journalists and PRs has changed. However that doesn’t mean that journalists don’t have power – or that the relationship should get too friendly. Whatever happens day to day, journalists and PR people do have differing jobs to do – and neither should forget that. Not all PR people are power-crazed Alastair Campbells – nor are all journalists Andy Coulsons…………
Amidst all the hype about the rollout of 4G and the excitement around fibre optic deployments (note to BT – I’m still waiting, and you said I’d have it in June), the UK has a hidden issue when it comes to communications. Too many rural areas still don’t have a decent, basic mobile phone signal.
In my village, in the middle of Suffolk, only one provider has any reception – and that is just 2G, not even 3G. When the local mast went down for a month last year it paralysed rural businesses, as well as impacting on the lives of local residents. And this is not the Outer Hebrides – I’m less than an hour from Cambridge and Norwich, and 20 minutes from several major towns.
Given my experiences, the news that the Government is considering forcing mobile phone operators to share their networks (so called national roaming), to widen choice, looks like a positive move. Putting aside the fact that the starting point for the new rules was apparently David Cameron being unable to get a signal while on holiday in Norfolk, it should benefit anyone living in the countryside. It will help stem the growing gulf between rural communication ‘have nots’ and urban dwellers with 4G and superfast broadband. A similar system operates in the US, which has a lot more challenging terrain than over here.
Obviously the mobile phone operators are crying foul, pointing out that they have spent heavily on masts in rural areas, and being forced to share their infrastructure will jeopardise future investment. Frankly, I just don’t buy this. Everywhere else they have competition and somehow survive – after all, most people pick a network operator on price/what you get for your money, rather than “do I actually get a signal?” At the moment they have captive markets that they have carved up amongst themselves, forcing people to choose by postcode, not package. Sharing infrastructure makes it more cost-effective and opens up new markets. Additionally the government has promised £150m to improve areas where there is no coverage at all.
The government claims it has big plans to turn the UK into a skills-based, technologically literate society. Entrepreneurship is being encouraged (albeit focused heavily on the media-centric Silicon Roundabout), coding is being re-introduced into schools and infrastructure projects promise faster links between major cities. So far rural areas have been left behind – with high speed broadband projects running late and a lack of skilled jobs hitting local economies. It is time for the government to address these issues or risk creating a two speed economy that deprives those of us in the countryside of the same opportunities open to the rest of the United Kingdom.
The Raspberry Pi is a quintessentially British invention. It was originally created because the University of Cambridge Computing Department felt that new students hadn’t a high enough level of programming experience when they began their studies. So a cheap, accessible machine was designed, using off-the-shelf components and plugging into available devices such as USB keyboards, SD cards and TVs. Like the webcam, another Computing Department invention (it was trained on the filter coffee machine at the other end of the building to avoid wasted journeys if the jug was empty), it combines technology with quirkiness and the British love of tinkering.
From these humble beginnings over 3 million have now been sold. To put this in context it is double the number of sales of the BBC Micro, the original government-backed home computer of the 1980s, and not far off the 5 million Sinclair ZX Spectrum machines that spawned a generation of programmers back then. It has even been shown to the Queen at Buckingham Palace, with founder Eben Upton ticked off by the Duke of Edinburgh for not wearing a tie.
However, the impact of the Pi has gone far beyond sales figures. It has created an ecosystem that spans everything from desktop arcade machines to funky cases. It is also being used within a whole range of other projects, from weather balloons to creating a pirate radio station. You can even run Spectrum games on it, linking back to the 1980s. And all of this from a non-profit company, that is now manufacturing in the UK.
And I’d argue that it has actually had a major hand in putting programming back at the heart of UK education. From September all primary school pupils will be taught programming, as opposed to how to use word processing applications. This will introduce a whole new generation to writing their own programs.
Even if just 5% go on to forge a career in technology, it will deliver a vast new workforce to the sector in the UK – as well as giving the other 95% some basic skills that will help them thrive in a world run by software. The availability of the Pi means it will be central to delivering these lessons, and the community has already created a huge volume of materials for teachers.
Once lessons start I’d expect many more parents to invest in a Pi (either driven by pester power or because they want to help their children succeed) – and at 20 quid for the most basic version it is within the majority of families’ budgets, at less than the price of a new PlayStation or Xbox game.
So I’d argue that the Pi’s rise to prominence hasn’t even really started yet. The combination of its community support, simplicity and the growth of programming means it will go from strength to strength. If you’ll excuse the pun, the Pi really is the limit…………..
The internet has radically changed how we bank, removing the need to physically visit and turning a thousand and one redundant branches into All Bar Ones and Wetherspoons. But the actual mechanics of transferring money around haven’t really changed. Through a combination of regulation and the sheer complexity of the financial world most of us still entrust our money to a bank and use their systems to move it around. There are some notable new entrants, such as PayPal, and smaller banks, like Metro Bank, have been launched, but the majority of transactions still go through the same channels as before. The only change being that we do the work ourselves online rather than queuing up for hours in a draughty branch behind the man from the arcade paying in his weekly takings one penny at a time.
But most people recognise that the banking system doesn’t deliver the flexibility or mobility that technology can underpin. So how do you do banking without the banks? One way would be to make it simple to transfer money from person to person using a web-based platform that the majority of the world is a member of. Step forward Facebook, which has applied to the regulator in Ireland to launch e-money across Europe. This would allow people to transfer money to others on the social network as well as to buy things online. The combination of Facebook’s reach and brand could provide stiff competition to the likes of Western Union. However those worried about privacy may baulk at giving Facebook access to their bank details in any way, shape or form.
A second way is to change the currency altogether and allow payments and transfers through new forms of money, such as Bitcoin. However, the danger of an unregulated market has come back to haunt Bitcoin, with exchanges mysteriously emptied of money and government concern that the currency is used to pay for drugs, arms and sundry Bad Things.
Now the banking industry itself has come up with a third way. Paym, has been created by umbrella body the Payments Council and enables money to be transferred by simply typing in the phone number of the recipient, provided they are also registered on the service. Fast, direct and no need to give out your bank details to other people through insecure channels such as email. However it looks like the banks themselves are unconvinced by the possibility of doing themselves out of a job. 20 million account holders of RBS (and its subsidiaries NatWest, Ulster Bank, Clydesdale and Yorkshire banks), as well as First Direct, won’t be able to use the scheme until later in the year, while Nationwide’s five million customers will have to wait until 2015. RBS says it is prioritising getting its IT systems straight, after several high profile meltdowns, before joining.
With more and more of our money transferred online to friends and relatives who are further and further away from us, we need options that make it easy to transfer money simply, and quickly. But given our previous bad experiences with banks, will it be Facebook that steals a march and becomes the new financial hub for the internet age? Either way, consumers should benefit through genuine choice and hopefully better service, whoever they pick.
The industrial revolution mechanised previously craft-based activities, and since then machines have become more and more involved in creating the world around us. But until a few years ago, this mechanisation didn’t affect those of us in the creative industries – after all, our imagination and skills couldn’t be replicated by a machine.
The internet has changed all of that. In some cases it has allowed computers to take on tasks that were previously only done by humans, by applying artificial intelligence and machine learning and breaking them into discrete tasks. You can now get computer-written journalism, which use algorithms to bring together data and organise it into a rudimentary article. In the US, stories about minor earthquake reports are now routinely created and published, based on information supplied by the US Geological Survey. It isn’t much of a stretch to see short sports reports written based on player data and profiles, avoiding the need to send a reporter out to lower league matches.
However the biggest threat or opportunity to the creative industries is that the internet and digital technology has broken down the barriers around previously specialist occupations. Take photography. In the past only professional photographers could afford the equipment needed to create (and manually develop) arresting images. Now, similar levels of performance are available in a smartphone, and PhotoShop can do the rest. News stories frequently use amateur shots from bystanders who happened to be in the right place at the right time, adding extra depth to articles. Design and PR are both equally affected. Anyone can set up as a web designer or copywriter, without necessarily needing to undergo lengthy training.
In many ways this is a good thing – the internet has democratised creative industries that were previously off limits to most of us and enables more people to share their thoughts, feelings and ideas. It uncovers real talents who never previously would have been spotted, whether that is musicians on YouTube or specialist bloggers with a passion for their subject. But what it also does is amateurise previously professional occupations. How can a portrait photographer compete on cost with a bloke and an iPhone? Again, a copywriter on eLance charges much less than a professional. And the overall effect is that there is more stuff out there (words, pictures, videos of cute cats), but quality is far more hit or miss.
Before people start complaining, as someone that makes a living through PR and copywriting I obviously do have a vested interest here. But that doesn’t mean I don’t welcome more competition and the chance for more people to be creative. Far from it. However businesses need to understand that you get what you pay for – in the same way that fixing your car yourself is inherently riskier than going to a garage (unless you are a mechanic), working with amateurs opens you up to potential issues. Do they have insurance if something goes wrong, do they understand copyright, are they using legal images on your new website? There are 101 questions that you need to be sure of, before handing over your money. And it can be pretty obvious when a website has been put together by the managing director’s teenage son or daughter. Businesses therefore need to strike a balance between democratisation and working with amateurs if they are to stand out in an increasingly crowded global market.