There have been a lot of discussions about chess marketing and promotion. Some just cannot do it and some have no problem with it. Why can’t the USCF or some other organizations do it?
The thing is if you get 5 people in the room to debate, you get 10 opinions. So let’s separate some facts from fictions. I will share with you my insights and secrets of chess marketing and promotion. I will also bring you the feedbacks from some of the people with a history of success. This will be a new monthly feature and will appear on the first Sunday of every month.
The first segment will begin later today after Linares 🙂 If you have some questions about chess marketing and promotion, post them. I will do my best to answer them. I hope that this will help you and the entire chess community!
Susan,
Your success is based on your popularity.
That’s already a good way to start!
How do you make chess seem relevant in this age of the superficial, the 60 second sound bite, instant gratification, etc?
Many European countries, and those of the former USSR, have embraced chess with great enthusiasm. North Americans have not. Why?
I am proud to know some or more about several things in life, but business is definitely not one of those. Yet, reading your (Susan) opinion about the problems in the world of chess for several months, promotion/marketing seems to be indeed a problem. I remember in my childhood, teens, chess appeared to be a lot more “important” than it is these days. Major chess happenings sometimes made the front pages of leading newspapers, magazines, media in general. I don’t see the same these days. For example, when after almost two decades the world champion title was finally unified, I expected that to be an event which makes it to the mainstream media, but it didn’t. Small announcements yes, but most people who didn’t actively seek this news, didn’t know about it.
And yesterday I read your blog about FIDE announcing the new world championship system and that the first one will be held…….where?…….in Khanty-Mansiysk. Call me pejudicial, but I think among other things, this is also a problem. Why not in London, New York, Paris, Tokyo, Budapest, a major city at least? Don’t you think people would attach more importance to it, than if it is held at Khanty-Mansiysk? Wherever that is. Don’t you think that something like this should also be the part of the long term promotion of chess?
Gabor
I agree with Gabor, the main venues for Tennis are London, Paris, New York, Australia, Rome…, to fashion, Paris, Milan, New York… to Fide Chess Elista, Khanty-Mansiysk, Armenia, Georgia??????? No opportunity from FIDE to other countries… We know that Khanty-Mansiysk is the main producer of oil, gas etc. in Russia a lot of money and friends of President Ilyuzhimov… that´s why…???
Give us some tips that don´t depend on your prestige in chess because not in every place we want to organize chess we have a world champion…
Trying to do too much can spell doom.
It may be tempting to want to change the world all at once. In general though, you’ll want to concentrate on a few areas. It’s better to improve a few things greatly then to improve everything adequately.
Something worth mentioning though is that when things are so bad, any improvement looks grandiose.
Also
Jerry can you explain your self, be more specific in your proposal please.
To anonymous:
Let’s say we list the top 10 things wrong with the USCF. Whatever they are, do you feel within 1 years time all 10 problems should be tackled? Or do you think maybe the top 3 things should be worked on?
These are my opinions.
1. Chess in school
We are already in the right track. But we have to wait for about 10-15 years from now to the result. We will have baby-boom chess players. We should continue to push this in every country!! Hello chess fans be participated in this at your country!
2. Infiltrate chess maniac in Media Company in your country or
Try to make somekind of chess course and tournament for regular Journalist. They are the one who responsible to write the Headline of a newspaper or magazine.
3. Make special tournament in your area like Special Tournament Chess (STC) for Executive under ELO 2000, STC for Engineer under 2000, STC for Military or Police under 2000, STC for Business Manager under 2000. Make it until National scope. Because these professionals like chess but its hard for them to compete with professional chess players.
4. I’m sorry Susan, we still need to put politicians in chess. They will give you money because in order to give them support. Chess has many followers usually middle class and below, that’s why they need us.
5. Make chess lessons free to get especially the basic. You did it, Susan by giving free curriculum. Make a free website that teach parents how to teach their children and PROMOTE IT! Many parents now believe chess is good for their childreen, but they usually answer we dont know chess and we dont have money.
I still keep some idea for the next week. KEEP PROMOTE CHESS.
>>> Robert said:
3. Make special tournament in your area like Special Tournament Chess (STC) for Executive….. these professionals like chess but its hard for them to compete with professional chess players.
Since these professionals do not have the time, they cannot learn all those new opening ideas that the seasoned players keep shurning. To make the game interesting to them, this “unfair” advantage should be taken away by promoting the ****Fischer-Random-Chess**** brand of chess. We will then have the truly gifted working people beating some seasoned pros; admit it there is nothing like the chance of a good victory that will make chess popular amongst these people!
Rgds M.
Sow where you want to grow like Susan is doing and reach out more, nationally. Promote chess through national youth organizations like the Boy Scouts of America and Girl Scouts of America, YM/YWCA, big brothers and sisters to name a few. You want to make chess a game that is known by kids and is something they think about wanting to play when they are with their friends or others
Make it an alternative to video games.
Mentor our youth by becomming involved with kids. Give a darn when it comes to their activities that stimulate growth.
Work with the schools to make it an option in their curriculum. This is done with other programs liek FIRST Robotics and SAE’s “A World in Motion” all the time. Help schools start chess clubs.
Have local industries promote chess to the local schools. A lot of companies give back to the community through tutoring or other programs. Why not do chess?
Great forum and thank you.
I have been activey playing chess for a number of years, I started my early thirties. I have had numerous conversations about the game with many players and non-players alike, and like so many other activities competing for our interest, chess -the ancient game- has to sell it’s self.
Learning to play chess openings, endgames, and tactical ideas can translate for people developing skills at problem solving and creating and impementing strategies, in school business, and life.
Patience, willpower, and ablity to understand and recognize strengths and weaknesses in positions.
The problem of course is that people simply want to play the game, and taking time to market the game, means less time to improve one’s game and that means that one will lose more, so perhaps, learning,and making -huge vast sums of -money, will have to trump winning in the world of chess to truly get the recognition and attention of the massive audience in the world and the states.
Or some avid chess player discovers the cure for cancer.
feerlahAIG, an international insurance company use chess in its ads.
All marketing 101 principles and methods are still apply.
Correction.
AIG, an international insurance company use chess in its ads.
Company matching donation to 501c organizations.
Controversy!!!
The last time chess got headlines was in 1972. Whatever Mr Fischer’s faults, his antics did the game a great service that year. Many people apparently gave up promising careers to take up the game!
I would also suggest more women in chess, competing against(and beating!) men. The game has the image of a club for grey-haired, middle-aged and rather dull men. I hate to mention this, but if Anna Kournikova played chess instead of tennis, it might get some media attention (perhaps not for the ‘right’ reasons but it would be a start.)
but if Anna Kournikova played chess instead of tennis, it might get some media attention
Anna Kournikova became the symbol of mediocre tennis combined with physical beauty. She didn’t make tennis more popular. She made herself more popular.
Gabor
Chess, like Soccer, is perhaps always going to take a second seat to more popular other cousin games. . .ie TEXAS HOLD’EM.
Maybe the successful strategy is to continue over a long period of time(decades)to hear popular successful cultural icons or celebrities who can influence society(writ large) discuss the benifits of playing chess.
The burden to due that perhaps falls on the professional chess community to due that, for themselves and the sport. The intellectual arrogance associated with the game, is maybe is greatest weakness and strength.
If the typical violent metaphors extendend into the writing of chess book the way SAW II puts asses in seats on friday night. Popular cultural recognition maybe in the way for the game.
ie. .
5) . .K e4 This moves is like castrating my opppent with a rusty chainsaw 6) B A2 R E1 with spill his intestine all over the board
till his heart is torn out and the bits of metal are left churning around in his brain
complete with pieces drawn in comic book imagery. . $$$$$
Did I copyright this thought???0
Probably playing chess.
Playing . . . Thinking . . . Selling. . . Writing. .
Working Chess. . .
Does anybody know where to find demographic information on US chessplayers? I’m looking for stuff like the number of players, average income, average age, etc.
This would be invaluable information to have handy when approaching potential sponsors of chess tounaments, teams, etc.