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

Latest News

Lord Of The Fries Pays Homage To Kanye West & Kendrick Lamar In Clever Ads Via Milkman
  • Advertising
  • Campaigns

Lord Of The Fries Pays Homage To Kanye West & Kendrick Lamar In Clever Ads Via Milkman

Creative digital agency Milkman has helped Lord of the Fries (LOTF) pay homage to two of the fast food outlet’s favourite artists through a series of clever art poster adverts. Milkman re-created the latest album covers of Kanye West and Kendrick Lamar with a LOTR vibe to highlight the brand’s hip-hop roots and its favourite albums […]

A Rapping Horse Stars In Wonderfully Nuts Bingo Ad
  • Campaigns

A Rapping Horse Stars In Wonderfully Nuts Bingo Ad

It’s Friday and has your brain largely racked the cue for the week? Well, B&T reckons Friday’s no better time for some utter nonsense and we’re delivering in spades today with this whacky spot from UK’s The Sun newspaper (fear no, there’s no topless Page threes). The two-minute spot’s via London agency The & Partnership and is flogging […]

by B&T Magazine

B&T Magazine
Keep Left Wins PR Account For Greening Australia
  • Marketing

Keep Left Wins PR Account For Greening Australia

PR and content marketing agency Keep Left has been selected by proactive conservation organisation Greening Australia to raise public awareness of its flagship programs and national footprint. The relationship began in 2017 when Greening Australia engaged Keep Left in support of Reef Aid, a project launched with corporate partner Virgin Australia to improve water quality […]

VMO & Unilever Partner To Launch Streets ‘Talking Ice Cream’ Summer Campaign
  • Advertising
  • Marketing

VMO & Unilever Partner To Launch Streets ‘Talking Ice Cream’ Summer Campaign

In a market first for VMO and Streets, Unilever partnered with the Outdoor advertising network to launch their ‘Talking Ice Cream’ summer campaign via a fully-automated, real time dashboard solution. Designed by VMO, the custom-built platform enabled Streets to serve dynamic, geo-targeted messaging triggered by current news, weather and events in real-time. Multiple creative assets […]

Dentsu Aegis Network’s The Search Factory Rebrands
  • Marketing

Dentsu Aegis Network’s The Search Factory Rebrands

Performance and data agency iProspect has announced that The Search Factory, which was acquired by Dentsu Aegis Network in June 2016, will rebrand to iProspect in Brisbane. This announcement marks the official launch of the iProspect brand in Brisbane, with the team of 29 adding to their Melbourne, Sydney and Auckland offices, and joining a […]

The 10 Trends For Brand-Consumer Relationships This Year
  • Marketing

The 10 Trends For Brand-Consumer Relationships This Year

Aussies want brands to stand for something that matters and to know there are more social groups than just Millennials, according to a new report. Independent Aussie media agency The Media Store’s 2018 Trend Forecast details the top 10 trends for brand-consumer relationships this year. Helen Karabassis (pictured above), head of research and insights at […]

Australia’s News Media Audience Grows For Second Consecutive Year: emma
  • Media

Australia’s News Media Audience Grows For Second Consecutive Year: emma

News media grew by 2 per cent in 2017 for the second consecutive year, according to the latest emma (Enhanced Media Metrics Australia) data1. In December 2017, 16.9 million people, or 90 per cent of the population (aged 14 and over), read news media across all platforms. Almost three quarters of the population (74 per cent, […]

Study: TV Ads Outperform Facebook & YouTube For Sales Impact, Regardless Of Screen Type
  • Advertising
  • Media

Study: TV Ads Outperform Facebook & YouTube For Sales Impact, Regardless Of Screen Type

New research from respected marketing science academic professor Karen Nelson-Field has uncovered new insights into how and why video advertising works for brands when viewed on mobile devices. The mobile edition of Nelson-Field’s ongoing Benchmark Series, commissioned by ThinkTV, makes a number of significant findings that are designed to help advertisers and their agencies get […]

Now Screen Repositions Organic Care Brand With New Campaign
  • Advertising
  • Campaigns

Now Screen Repositions Organic Care Brand With New Campaign

Aussie agency Now Screen has teamed up with Organic Care to reposition the brand in what has become one of the most competitive FMCG spaces. The new campaign, ‘Caring Comes Naturally’, celebrates what Organic Care has created since its inception: products that are as good for your body as they are for the environment. In […]

Can You Speak Data?
  • Marketing
  • Opinion

Can You Speak Data?

We're certainly fluent in gibberish, balderdash and claptrap here at B&T, but sadly data isn't part of the lexicon.

Opinion

by B&T Magazine

B&T Magazine
Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any grand […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.