This Is What Makes The New Ice Arena Better Than The Majority Of Adelaide Brands…
Last Wednesday evening, an email went out to all ice sports in South Australia explaining that the Adelaide Ice Arena was shutting down effective immediately.
It wasn’t long until the news spread statewide: https://www.adelaidenow.com.au/business/the-ice-arena-has-abruptly-shut-but-there-are-hopes-for-a-revival/news-story/f5bafb43c98097114abfcbebe3395557
Hundreds of people took to social media (https://www.facebook.com/7NEWSAdelaide/videos/650847486949967 etc) to tag their friends and reminisce on memories created over the last 40 years.
The next day it was announced that new management (thankfully) would take it over (https://www.adelaidenow.com.au/news/south-australia/ice-arenas-sudden-closure-leaves-athletes-wanting-action/news-story/45f4bb15a3165fffee62469172874d1b)
Not only that, as a sign of goodwill, they would provide free ice skating for a week (https://www.facebook.com/IceArenA/posts/pfbid02JwNudz3NRoEcBBGUtZ4JbAhNtWa9tcVvV42ZipSpXEJZJbmDD1WyuPhv7ooXHD7jl etc)
It’s an offer that has never been done before at the venue, and thus created a lot of excitement throughout social media.
So much so, plus, in combination with the brand they built by creating memories for hundreds of thousands of people over the last 40 years, that offer crossing over to earned mainstream media (https://www.facebook.com/7NEWSAdelaide/videos/1720008068427335 etc) which is a very hard thing to do without having built a brand.
What an emotional rollercoaster, but hopefully it shows you what creating a brand can do.
The problem with creating a brand, no matter its size and reach, is it doesn’t happen overnight!
A brand is the real-time, sum total experience, perception and related story that every prospect and customer has about you.
What’s more, very few founders or leadership are willing to put the effort into doing this.
They’d much rather have short-term cash.
Bring up emotion, or better yet, emotional swings, over calls-to-actions and pitching.
