Dharmendra Satapathy

Friday, June 6, 2008

Media lessons from IPL

You can plan and plan and plan. You can study the parameters, the statistics and what not. You can read the reviews. You can speak to many. You can research, research and research. However your SEARCH will not be over by RESEARCH. The recently concluded IPL is testimony to the surprises that come to the fore during execution.
Like any smart businessman, the team owners paid hefty sums for getting players adorned with records. The men in demand were the men who had proven themselves time and again. The big three were all up for grabs and the wealthy left no stone unturned in ensuring that money would not be a constraint. Thus the big names went to the big names while the smaller lesser known and over the hill dudes found a destination in smaller camps. It was planned. Well planned. And the bigger owners felt the bigger names would fire and fire big time. The tournament unfolded and so did the surprises. The performances were hijacked by the hitherto unknown brigade consisting of names such as Asnodkar, Yo Mahesh, Ojha, Yusuf Pathan, Laxmiratan Shukla, Dinda, Gony, Rajendra Jadeja and the likes besides the not so famous Shaun and Shane. The point I am trying to make here is that what delivered the goods was not statistics. It was more to do with
  1. Intuition while selecting the young in-experienced player
  2. Keen observation of player strength and weakness
  3. Understanding of the requirements of the game and mapping player talents with the same
  4. Training both at physical as well as mental level

While the above points too can be categorized under planning discipline, one has to admit that the role of intuition and gut is what makes a difference at the end. And this is where individuals and their leadership style creates magic for magic is born out of our unique abilities to see beyond and establish unusual connections to deliver truly unique outcomes. For example Shane Warne rarely got a bowler to ball two overs are a stretch even if he had taken a few wickets in the over. In this way he just did not want any batsman to settle down and play shots. Being a shot format he was quite sure that by the time the bowler came back to bowl again the batsman facing him would have changed or would have settled to another rhythm.

A media strategy is no different. Media plans which are based on numbers, research etc are all fair and hence cannot be wished away. Not for a moment. It is basic hygiene to move on. However too much of micro- management and uni-direction approach will make you miss the bigger picture for sure. While micro-management is hygiene and should be done with complete passion we must not forget the crucial role of macro-environment. Understanding consumer behavior, aspirations, interests, trends, etc is perhaps the key to unlock the door to success and glory. Similarly buying cheap too should not be treated as gospel truth. An expensive property too can provide fantastic returns. Just imagine the delight of Citibank, Vodaphone, Havels, Max New York Life Insurance, Godrej and several others who chose to ride an expensive property like the IPL. Was it intricate planning or that bit of intuition that made difference for all of them.

When analysis and intuition come together what follows is pure magic making the media strategies truly compelling .

Hence it is imperative to constantly keep our eyes on the big picture while putting together the elements that go into making it.