Preaching to the Choir is Not Enough!
by Nick-At-Will

August 31, 2013

What's missing!? You said it...SQUASH!

With only eight days to go before the BIG IOC vote...SQUASH should be treated like any other business or product...because it is!

What do the most successful companies and/or products in the world all have in common?  You guessed it...they advertise, advertise...and keep on advertising! The power of consistent mass-media advertising can not and should not be underestimated, as the image and/or awareness of any product depends on the power and frequency of their promotional advertising. As this article states..."Preaching to the choir is not enough!"

It's time for squash to not only preach to its choir (its own community) to promote our great game, as that's a waste of time, effort and money. Those involved in the game already know how great the game of squash is - and are dedicated to the 2020 campaign...needing no additional "convincing."
 
In the bid to include squash in the 2016 Olympic Games, the strategy failed dreadfully - partly because squash is just not well-known enough in the "Wide World of Sport." Just ask the ordinary citizen on the street…"Do you know what squash is?" I think the response would be one you wouldn't want to hear!
 
What's the problem? Those involved with squash already know we have an exciting and highly marketable product. So again, what's the problem? Here's the answer. For too many years, exposure of our game has been restricted to those who attend (mostly) upscale clubs and/or schools...being very limited to the general public, except for an occasional major event held on the glass court at highly visible venues.
 
What needs to be done, rather than trying to bring potential players to the game, the game needs to be brought to the potential players...the public at-large! Every man, women and child on the street needs to be "educated" as to the "existence" of squash and to what a great game it is. How can this be accomplished, barring the construction of outdoor courts in public recreational areas, beaches, school playgrounds, etc...which by the way, wouldn't be a bad idea!
 
We all know that TELEVISION is the most powerful media-marketing tool (world wide) for selling ANYTHING. No doubt, it’s expensive...but it DOES bring results! Everyone in the squash community continually ask, "Why can't we get squash on television?" The reason is...lack of SPONSORSHIP! But why would any company, service, product representative, etc. invest money in sponsoring a squash event to be televised? Their first question: "How many people will watch?" We could not realistically give them an answer they’d be impressed with. It doesn't matter what the viewer "demographics" are...the "numbers" are not there! So...why not just "buy" that television exposure, as it for sale!
 
What needs to happen? Our game needs to be exposed to the masses in order for them to become knowledgeable and understand what squash is, its attraction, benefits and accessibility. How do we accomplish this objective?
 
Here's how! Create a squash "advertising" campaign through PAID commercial advertising, infomercials, news releases, etc., which could include information on the game, emphasizing its benefits, availability, who plays, showing and explaining that it's a fun, healthy, recreational and competitive sport...not a vegetable!
 
Accomplishing the above would take a "team" effort - a collaboration between the clubs and governing bodies - like the WSF, PSA, WSA and national SRA's. This advertising campaign could be launched with information of what the game is, which clubs offer squash programs and how to access them.
 
How might this campaign be financed? If the expenses were to be shared by local clubs in specific areas of the world, that would be a start. This approach would benefit every club participating in the marketing/advertising campaign.
 
Additionally...contributions from the WSF, PSA, WSA, individual national SRA's, squash web sites and squash-related companies could be solicited. Most importantly, potential squash event sponsors would be motivated to get their company, firm, product, services, etc. television exposure by aligning themselves with what Forbes Magazine quoted as..."Squash...the healthiest sport." Rather than getting (on-site) one-time, one-event exposure - potential sponsors would benefit via on-going and consistent squash advertisements...having their name(s) associated with the game. This could also result in additional major sponsorship coming aboard for the future.

Lastly...although not having the same "punch" as with television advertising, radio is still a very viable form of (paid for) advertising. Just think of all the places radio is listened to...like the office, elevators, the beach, the pool and most effective, listening to that fine sound-system in your automobile. Just imagine...between innings, quarters, halves, periods, time-outs, etc., hearing about our wonderful game of squash! For sure...that wouldn't be too expensive in accomplishing the goal of finally bringing squash to every man, woman and child on the street. Then...we'd be able to ask "that" question...and be happy with the response!