What Online Retailers Can Learn From Nick Kyrgios! Yes, Really!

What Online Retailers Can Learn From Nick Kyrgios! Yes, Really!
SHARE
THIS



In this opinion piece, the creative director of GMG Digital, John Isaac (pictured below), argues that rather than diss Aussie tennis brat Nick Kyrgios, online retailers and marketers could actually learn a thing or two from him…

Before I start, I should warn you that this article may contain quite a large number of puns. I just can’t help myself.

1441432_1396374627267286_2120991800_n

If you haven’t heard of Nick Kyrgios by now or fallen victim to numerous global headlines, then you must be living under a rock or spending too much time at work. Parts of the Tennis fraternity and media outlets worldwide seem to be struggling to make sense of a sporting personality who has, let’s be honest, personality. Describing Kyrgios is difficult.

He is young, brash, talented, genuine, demands respect, unique, controversial, stubborn, loves attention, emotional…you get the point. He’s been described as ‘disrupting’ the Tennis world, delivering fresh, new blood to the sport and after his display at Wimbledon, traditionally a rule-loving competition, bending the rules of engagement.

So how is this any different within the world of online shopping?

Many markets seem saturated these days with players seeming to offer similar products or services and claiming to be ‘different’ to the competition when in actual fact, they are all wearing white.

Embrace Social Media and Public Opinion

Nick quickly took to social media to voice his opinion after accusations of tanking and racist comments from an Australian Swimming personality. Nick made his voice heard. What many didn’t expect though was Nick thanking his fans and supporters for jumping to his defense. Giving your fans social media love can only strengthen your reputation and popularity especially when it’s personal. Listening to feedback, reviews and public opinion can go a long way to refining your character and improving your service.

Bend The Rules To Your Advantage

Remember, in Tennis, the WHOLE of the ball needs to be outside the line. This means that even if 90 per cent of the ball is outside the line and only 10 per cent is touching the line, it’s still OK. Don’t be afraid to push the boundaries and put a little extra oomph into your swing. If your grip is solid, you have little to worry about.

Sometimes bending the rules makes people get behind you, follow you and keep an eye on what you’re doing.

Learn From Failures

In Australia, we seem to have a fear of failure or breaking things. We follow the norm in order to play it safe and seldom do we sit down and test new ideas. If you don’t believe me, ask yourself why companies like GM Holden and Ford shut down so many manufacturing plants or why companies like Cadbury, Kraft and Smiths reduced serving sizes but maintained the same prices. It’s because they have no system in place to measure failure and search for improvements. Instead of innovating, they blame rising costs, shut shop and expect customers to pay the same amount for an inferior product.

Studying Japanese companies, such as Fujitsu, Toshiba, Honda and even the old Motorola, we can see their process improvement systems work a treat. Even though they are placed in tough markets, they stay alive. Kaizen!

Be True To Yourself

Don’t try and be something you’re not. The internet is full of people chasing dreams and living fairytales. The one thing we can all agree on is Nick is genuine. What you see is what you get. Understand your true identity and stick to it because by forging and maintain your true identity.

Think Apple. They make phones and computers like so many other companies but what is the real reason they are more successful than other brands? Sure their products look great but they do the exact same thing.

Keep Your Competition Guessing

One journalist claimed Nick had ‘disrupted’ the tennis world. For me, he has breathed new life into a sport which in my opinion has been suffering from do-gooders for so long. The colourful characters of the 80s and 90s have long gone. Here we have a fresh, 20-year-old lad with a bad haircut, gold chains and loads of talent, making noise.

Think Uber, Aldi and Tesla for example. These companies introduced innovative product offerings to existing markets and ruffled a few feathers along the way. Uber has forced traditional Taxi services to start thinking about their next move while inspiring others to come up with similar concepts such as Lyft and Luxe. Aldi shook up the Australian grocery market by offering competitively priced goods, forcing major players such as Coles and Woolworths to start thinking digital in order to gain an advantage. Tesla on the other hand, manufactured its own electric vehicles and has now moved into battery/power storage and created the need for vehicle charging stations.

By causing a shake-up within your industry, you force others to rethink their strategies which in turn creates healthier competition. Tesla and Virgin for example, are headed up by interesting, passionate and fearless leaders who are always exploring new ideas such as intergalactic expeditions.

People Expect Your Best – So Give It To Them

During Nick’s game against Richard Gasquet, he was booed during one particular game where the crowd believed he just wasn’t trying and could not give two hoots. Those watching thought Bernard Tomic had a car waiting out the back and Nick had called shotgun.

People pay good money to watch Tennis. People pay good money to purchase a product from your website and more importantly they spend time browsing for products, time which no amount of money can buy. So present your products to the customer as though you actually want to sell them. Time and time again I have seen sites hide their products or make customers search within the dark realms of inner pages in order to find what they are looking for. Show us you mean business and give us your best up front, don’t hide it, otherwise the booing won’t stop and then comes the social media backlash.

Don’t Get Complacent

Just because you are a big name brand or sell a big ticket item does not mean you should rest on your laurels. New players are entering the market every single day. By constantly testing your skills against opponents, you can easily learn where you sit in an ever-changing market at any given moment. Nick learned that a single Tennis game can last as short as 55 seconds and if he doesn’t adapt or change tactics quickly, it’s game, set and match.

Tennis players watch match videos to review their errors and areas of improvement. We have in-depth analytics and data to learn more about user behaviour, goals and pain-points.

Advantage Customer

Nick Kyrgios may not have won any major tournaments or grand slams yet, but being true to himself has scored him a global following, new fans and more and more people are willing to watch him play. Nick Kyrgios is the ‘product’ and the ‘customers’ are loving it while the global Tennis suits are laughing all the way to the bank.

Ka-Ching!

John Isaac is the Creative Director at GMG Digital. You can connect with John at LinkedIn.

Please login with linkedin to comment

blirt Designworks

Latest News

Digital Breadcrumbs: Picking Up The pieces your competitors leave online
  • Opinion

Digital Breadcrumbs: Picking Up The pieces your competitors leave online

In this guest column, Meltwater’s area director, David Hickey (pictured below), says a quick glance at the mountains of data your competitors are producing can fast prove a boon for your business too… It’s time for businesses to start paying attention and embrace the new digital reality we’re living in. We are currently in the […]

Opinion

by David Hickey

David Hickey
“The Rock” Leads a Flotilla Of Athletes In Huge Under Armour Campaign
  • Campaigns

“The Rock” Leads a Flotilla Of Athletes In Huge Under Armour Campaign

US sportswear giant Under Armour has enlisted Dwayne “The Rock” Johnson to front a series of inspirational new ads featuring a host of sport stars and fitness icons. Created by Droga 5 the campaign is called “Will finds a way” and includes eight ads in all. Johnson aside, the spots include actress and martial arts star, Zoe Zhang. Fellow […]

by B&T Magazine

B&T Magazine
Facebook founder and CEO Mark Zuckerberg arrives to testify during a Senate Commerce, Science and Transportation Committee and Senate Judiciary Committee joint hearing about Facebook on Capitol Hill in Washington, DC, April 10, 2018. / AFP PHOTO / SAUL LOEB        (Photo credit should read SAUL LOEB/AFP/Getty Images)
  • Media

Free TV Calls For ACCC Oversight Of Facebook & Google

In a submission lodged with the ACCC inquiry into digital platforms, industry body Free TV today called for greater regulatory oversight of Facebook and Google. The FreeTV submission identifies a number of key areas of concern: Heavy regulation on traditional media providers and almost none on Facebook and Google Questionable claims about the reach, viewability, […]

APN Outdoor Confirms Retention Of Three Key Contracts
  • Media

APN Outdoor Confirms Retention Of Three Key Contracts

APN Outdoor has used its annual general meeting to announce three key contract renewals: Transport for Brisbane, Transdev Melbourne and Adelaide & Parafield Airports, for multiple years. Company CEO and managing director, James Warburton, said: “These contracts represent an important part of our advertising offering. The far-reaching impact they provide delivers a compelling proposition and cements our commitment […]

Women In Media Profile: Olivia Warren
  • Media

Women In Media Profile: Olivia Warren

It's the latest in our Women In Media profiles, and this one is so good you'll possibly get a nervous twitch somewhere.

by B&T Magazine

B&T Magazine
LIDA Delivers Series Of Animated Info Bites For Busy Marketers
  • Marketing
  • Media

LIDA Delivers Series Of Animated Info Bites For Busy Marketers

M&C Saatchi Group’s customer engagement specialist agency, LIDA, has crafted an initial eight-episode series of bite-sized animated videos designed to help busy marketers stay ahead of the game. ‘60 Second Gets’ draws on LIDA’s wealth of experience to unpack the latest industry tools, tech and thinking. Launching today, the first video, ‘Success in 6 Seconds’, […]

Naked And Gidget Foundation Want Australians To Start Talking
  • Campaigns

Naked And Gidget Foundation Want Australians To Start Talking

Today Naked launches its ‘Start Talking’ campaign for Gidget Foundation Australia; a not-for-profit that provides support for families who are affected by perinatal depression and anxiety (PNDA). The centrepiece of the campaign is a powerful TVC that brings to life this common, but often hidden illness, and shows how Gidget Foundation’s ‘Start Talking’ telehealth program […]

MKTG Integrates Telstra Tracker Data With LED Signage At AFL Stadiums
  • Marketing
  • Technology

MKTG Integrates Telstra Tracker Data With LED Signage At AFL Stadiums

For the first time ever, AFL spectators will be able to view real-time Telstra Tracker player data via in-stadium LED signage, thanks to the combined efforts of Telstra, Champion Data and MKTG. By integrating the Telstra Tracker data into the LED signage at the MCG and Etihad Stadium, fans will receive contextually relevant information from […]

Westfield Shows Off New Visual Identity In Line With Fresh Digital Offering
  • Marketing

Westfield Shows Off New Visual Identity In Line With Fresh Digital Offering

Scentre Group has unveiled a new brand look and feel coinciding with the re-launch of the Westfield.com.au and Westfield.co.nz sites. This digital-first visual identity sees a shift towards creating a more contemporary, invigorated and colourful brand, reflective of Westfield’s in-centre experience. The iconic Westfield logo will continue to lead brand communications, supported with a new […]

The Age Of The Ephemeral: Why Experiential Marketing Is Compulsory This Year
  • Marketing
  • Opinion

The Age Of The Ephemeral: Why Experiential Marketing Is Compulsory This Year

In this guest post, Keep Left’s head of consumer engagement, Johanna Murray (pictured below), explains the merits of experiential marketing, as well as sharing some tips on how to do it – and do it well. Humans love to label things – especially intangible things, like time. We like eras and ages and eons because they […]

Opinion

by B&T Magazine

B&T Magazine
The Top Social Media Marketing Trends For 2018
  • Advertising
  • Marketing
  • Technology

The Top Social Media Marketing Trends For 2018

This trends report is a must-read for all marketers, although it contains no news on the return of the bubble perm.

by B&T Magazine

B&T Magazine
How To Give And Take Feedback At Work
  • Opinion

How To Give And Take Feedback At Work

Georgia Murch (pictured below) is an expert in creating feedback cultures and author of Feedback Flow; The Ultimate Illustrated Guide to Embed Change in 90 Days. In this guest post, Murch offers her tips on giving (and receiving) feedback from colleagues without botching it up… We all know that feedback matters.  Most of us want the good, the bad and the […]

Opinion

by B&T Magazine

B&T Magazine
Dentsu X Expands Operations To Sydney
  • Advertising
  • Media

Dentsu X Expands Operations To Sydney

Have you completely forgotten what Sydney looks like? Well, thankfully this story comes with a handy pictorial reminder.

SBS Radio Introduces Three 24-Hour Digital Radio Stations On Digital TV
  • Media

SBS Radio Introduces Three 24-Hour Digital Radio Stations On Digital TV

SBS Radio has announced two new digital radio stations – SBS PopAsia, SBS PopDesi and a refresh of SBS Radio 3 – is now available on digital TV. SBS Radio 3 will broadcast world news and current affairs from the BBC World Service (previously airing on SBS Radio 4 on digital radio) and special events […]

Champion Launches Music Platform Championing Emerging Aussie Artists Via Emotive
  • Campaigns
  • Marketing

Champion Launches Music Platform Championing Emerging Aussie Artists Via Emotive

For its first Australian campaign, Champion has partnered with creative and content agency Emotive to launch a music program titled ‘Revealed’. The program champions emerging Australian artists by intimately telling their story through video, and providing funding and creative support to create world class music videos for new release music. The first Revealed artist is […]

Delacon Launches Call Analytics In India
  • Marketing

Delacon Launches Call Analytics In India

Australian-owned call analytics provider Delacon has continued its international expansion, opening an innovation centre in India to service local and global partners, and develop the next generation of call tracking and analytics solutions. The office in Chennai is the eighth for the Sydney-headquartered business, which enables brands and agencies to optimise marketing campaigns by accurately […]

Protein To Handle Retail Roll-Out Of Recycling Initiative Return-It
  • Marketing

Protein To Handle Retail Roll-Out Of Recycling Initiative Return-It

Sydney brand and digital agency Protein has been appointed to handle the retail and digital roll-out of recycling company Return-It, which has just been announced as the container collection network for the ACT. Return-It awarded the work to the 17-year strong agency, following Protein’s tender support and brand development of the retail concept. The public-facing […]

Why We Need To Talk More About Failure
  • Opinion

Why We Need To Talk More About Failure

This is an excellent article about celebrating failure. Although, admittedly, we failed to get to the very end of it.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Kimmie Neidhardt
  • Media

Women In Media Profile: Kimmie Neidhardt

Kimmie Neidhardt doesn't just have a very cool name, as you'll read here. There's a good head on those shoulders, too.

by B&T Magazine

B&T Magazine
SCA Promotes Nathan Soulsby To Head Of TV Sales For Sydney
  • Advertising
  • Media

SCA Promotes Nathan Soulsby To Head Of TV Sales For Sydney

Southern Cross Austereo (SCA) has announced the promotion of Nathan Soulsby to head of TV sales for Sydney. The announcement comes after Kristen Budd’s move to general manager of SCA’s Central Coast office. Caretaking the role during Budd’s maternity leave, Soulsby has been a key contributor to the consistent share and revenue growth that has […]

Columbus, A Merkle Company Announces Client Wins & Senior Appointments
  • Marketing

Columbus, A Merkle Company Announces Client Wins & Senior Appointments

Following the launch of Merkle in the Australian market in March, Columbus, a Merkle Company has secured nine new clients in three months, including Macquarie University, Event Hospitality & Entertainment Limited and Hipages. Columbus has also appointed two group business directors in the Victorian market, with Leonie Dawkins (pictured above, left) and Guy McGechan (pictured […]

Black woman in handcuffs
  • Media

Adland Industry Leaders To Be Locked Up In Prison To Help Aussie Youth

Over sixty senior leaders from the media, marketing, tech and creative industry will spend the night in jail as part of UnLtd’s Adland Bail Out, to raise funds for Whitelion. The ‘inmates’ will be handing over their mobile phones and putting on their prison overalls to brave a night in the chilling cells of Yasmar […]

JCDecaux Partners With Seedooh To Verify OOH Campaigns
  • Advertising
  • Media

JCDecaux Partners With Seedooh To Verify OOH Campaigns

Global out-of-home (OOH) advertising giant JCDecaux has announced a partnership with independent tech platform Seedooh to offer advertisers greater transparency for campaigns. Under the agreement, Seedooh’s reporting and verification platform will be integrated into JCDecaux’s system to create an independent campaign delivery reporting function that works seamlessly within the end-to-end campaign delivery processes. It will […]

Innovation: The Foundation Of Marketing & Sales Collaboration
  • Marketing
  • Opinion

Innovation: The Foundation Of Marketing & Sales Collaboration

In this opinion piece, Seismic’s managing director for Australia and New Zealand, Andy Pattinson (pictured below), explains how marketers can work smarter and why collaboration is vital in delivering return on investment. Demand for marketing roles is growing, as marketers continue to learn more about what customers want. The marketing agenda is increasingly being tied in […]

Opinion

by B&T Magazine

B&T Magazine
Roll’d Enlists Impress!ve Digital Ahead Of Franchise & Catering Push
  • Marketing

Roll’d Enlists Impress!ve Digital Ahead Of Franchise & Catering Push

Aussie food franchise Roll’d has announced it has signed on Melbourne digital marketing agency Impress!ve Digital to support its digital marketing. The partnership has already begun, with Impress!ve Digital aiming to significantly boost the company’s revenue through digital marketing strategies that are directly linked to return on investment and franchise acquisition. Impress!ve Digital has been […]

Yippee! More Photos from the 30 Under 30 Awards!
  • Advertising
  • Marketing
  • Media
  • Technology

Yippee! More Photos from the 30 Under 30 Awards!

If you think B&T simply runs these photo gallery stories so you can gawk at young, attractive people, you'd be right.

by B&T Magazine

B&T Magazine