How to use the match Anand-Carlsen to promote the local chess?

He that would have the fruit must climb the tree. (saying)

   Following the post where I talked about the match between Anand and Carlsen I've recived many very good comments, that I can only deeply thank. During these comments has made a  ​​"hard" prior analysis of product release from the marketing point of view (which, as we all know, is more than just making announcements)

• It's seen the potential of the product: The duel has a sporty and emotional potential quite high.
• There are intangibles associated with the ability to generate a myth.
• Quite a global collective will be watching the same event.
• There is a target in the medium-long term,  where this event is included.
• They look at how little the difficulties "of watching"  of the event for the uninitiated in the game.
• For the ultimate goal of promoting chess, this madtch can be a "point of atention" but not enough, we need to surround him with something more.
• It's tough to get a place in mass media outlets to increase the public.
• If achieved this slot in medias, what approach should be given to have a positive effect?

   In the current post I propose a personal idea of how to try to exploit this particular event (of course are totally debatable, expandable and can improve). As I said I think the best way for the popularization and consolidation of chess in the schools, with the inclusion of specific subjects and practice as a school sport. Go with the political establishment awareness of the benefits that can bring chess in personality formation and development of the skills of the students.

  A federal level I consider the need involvement in this regard:  arguments and people prepared to raise it are not lacking in the various levels of government (local, regional, national or European) can work agreements. Chess is not only dedicated to ask subsidies, is willing and able to contribute to society with specific aspects and benefits.

   Returning to the specific issue of the match between Anand and Carlsen, if I were in some federation and would be working the publicity campaign ... but it escapes me what specific plans they have and the approach they're working. Here I will focus on what is in the hands of any of us, our own environments. I would use this match as an excuse to raise awareness: we can not expect someone who does not know what this understand or value the subtleties and wonders they can do on the board, but it's possible call attention to approaching someone interested.

   As a first concrete proposal I can think of that can arrange hearings in clubs (ideally several) where either follow the games live or analyze and discuss the last game played (by days and hours) These analyzes can be staged so that without getting into technical nuances can convey to someone not chess that behind every move (or possibility) there is a world. This requires someone with "not a lot of" chess knowledge but someone with the ability to convey emotion and connect easily without getting lost in technicalities.

   In parallel to this can be arranged simultaneous, courses for children, courses for parents to see their children start to play and can do something with them, previous talks presenting the match talking about the characteristics of the players, etc ... In the schools are can make this activity as something that parents and children can do together outside of school hours in their own "neighborhood".

  Maybe it isn't very different from what we've tried from the various clubs, I think the difference may be to involve local media .... This is where the striking use of the event, which is global and can approach the local level:

Before to the dates, start a campaign presentation:

• Who are the opponents?
• How do they differ in styles? (here you can use to convey that, as in other sports, there isn't a unique style, such as a "no-chess player" could think)
• Why this match is special?

   Once it has begun, preparing press releases and appearances on radio to explain the various activities, put in nontechnical language what happened in that game , what can happen in the next. 

   When finished you can make it the same summarizing what happened, analyzing consequences, showing what has brought... 

   If this is done "well" and explain language is achieved to reach the "no-players" then...we would get to talk about chess in local media for two months (which could approach people to the clubs), and maybe get someone in the media considers continuing collaboration.

   What I think is important here is the working together of different clubs and players. Depending on the size of cities is more or less easy, but I think it is important for:

• Share Logistics and tasks: Resource Optimization pure and simple
• Give sense of closeness: Chess is not something exclusive to "who is" is something that is in your neighborhood and you can join your neighbors
• Do not split the target audience: Not the same join 2 people in each of the 4 clubs in a city (for example) that gather to 8 in one location.
• To the local media is always easier to access if you have something worked between various entities (and make no mistake, it is work that should do us) with a commitment to continuity.
• Always more positive to show that we are united in a common goal and not seek interests. Let our sports rivalries are healthy and do not prevent us from working together.

   Obviously it is not easy, it requires hard work, knocking on many doors and make an important exercise of generosity and altruism . Requires you really want to try and don't take refuge in that" it is very difficult" and to doing well a slow work in the medium term is required: Yes, it's difficult, yes, work is in the medium term, but if not try to take advantage events like this, we can not complain that none open doors to develop planned and serious work.

The original post was published in Spanish in my collaboration with the website Chesslive.com