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Crouch, Touch, Pause... Engage!

Preparing your business for the Rugby World Cup

It’s a phrase we will be hearing a lot of in 2011. As all keen rugby followers know this mantra is recited by the referee before every rugby scrum, that intense 16 man wrestle that is the heart of the game.

We are already a rugby mad country but in 2011 we host the Rugby World Cup. There are 1.65 million tickets being sold. We will be welcoming an expected 85,000 plus visitors to the 48 matches spread over 45 days. It is one of the biggest events ever here.

As business owners and leaders you should be in training too! Consider how you can best capitalize on this event. I recently attended a seminar about the opportunities and here are some key preparation tips, with a little “rugby flavour”.

Let’s start with analyzing that phrase.

Crouch – Prepare and position yourself

Get your business into the right position and be prepared for what you may get hit with. This means getting the right team around you – not just your staff, but also the right suppliers, funders, advisors and shareholders. In most businesses the operations team is the engine room, the locks, whereas sales are probably those outside backs who get the glory most often, but only because the platform has been laid by the guys upfront.

Ensure your team are match fit, will you need extra staff, if so do you have enough reserves on the bench? Can your stock levels cope with added pressure and seasonal demand? Look at the timetable of events now and notify your suppliers in advance.

Touch – Put out some feelers, touchbase with other players in your field

Many of the visitors will be successful business people. Make sure you use the Rugby World cup to make new contacts. A special NZ 2011 Business Club has been established to help make this happen – go to www.nz2011.govt.nz and .join today!

Plan to showcase your business and products. A myriad of events are planned including a nationwide REAL NEW ZEALAND festival which has events ranging from food and wine shows to arts and music events. Many traditional events are also re-scheduled for the RWC time, such as the Boat Show, the Wearable Arts show and Fashion Week. Take part and benefit from a truly international audience this year.

Join your industry association, many industry focused Hosting Events are being planned by specific sectors. Don’t be left out.

Pause – Stop, think and plan ahead

Check your preparation is done in advance and that your planning is realistic before you commit.

Stop to think what else you could do. Consider the bigger audience, including the estimated 4 billion following the event on TV and other media. Those journalists are always interested in other stories and experiences outside of rugby. Be creative and make your own news story.

Perhaps have your own hosting function, the Business club or Trade Associations will assist provide interested parties for you.

Don’t use a pause as a reason to stop though, unless there are good reasons, you can’t win if you don’t get involved in the game.

Engage – Take Action

Take the first step - start by joining the NZ 2011 Business Club.

Remember that your first contact with new “players” is usually the most important, make an impression with your first “hit”.

Join up with other companies, just like a scrum a good combination is better than one or two strong individual players. If things break down, get back up on your feet and re-engage.

Engage also means getting truly involved with rugby guests. A common theme from the RWC team was to show visitors the true Kiwi experience, take them fishing, out to a winery or just to your home for a BBQ. Don’t expect them to want to talk business first, rather build relationship so they get to know you and our beautiful country.

After the Game - Multi-task

After every game some deep post match analysis is usually required, fueled by thirst quenching beverages. The same applies here. Look at what has been learnt and make an effort to keep in touch with any new connections that have been made.

Whether you are an Importer looking for new agencies, an exporter looking for new markets, a service provider wishing to expand or just considering how you can sell more next year the Rugby World Cup holds some real opportunities. Don’t miss it.

Next time you play or watch rugby think about how some of the “Crouch Touch Pause Engage” basic principles can apply to your business when you are on your mid-week “playing field.”

And remember most of all, enjoy the game!