Advertising Ourselves to Death

For pennies a dayyou too can sponsor a Canadian

[by Todd] Taking a break from the misery of the advertising industry, let’s check in on my Quixote-esque efforts to save the NHL despite itself.

When last we chatted about this I noted that the hockey league lagged as the fourth major sport, despite an ardent fan base that has weathered storms that would kill lesser sports. To correct this egregious situation I laid claim to the title Director of Marketing for the NHL and asked what you would do.

Some of the suggestions had simplicity in vision, but lacked practicality. For example, one NHL insider suggested a forced migration of Canadians from the Moose Jaw region into the United States hockey markets.

His logic was that Canadians are geneticly engineered to follow all hockey, no matter who is playing. Given a summer or two exposed to the beaches and pools of the US, in no time those genes would be spreading through the population.

But given the current appetite for walling off the borders, I seriously doubt we can pull it off in time.

Then there was this from an obviously troubled lawyer in Dallas:

One way to improve fan loyalty, give out free front row tickets sitting next to inebriated super models. Since you’re asking.

Please, you can’t expect teams to not only give super models free tickets, but then also supply their drinks?! Don’t the looks fool you, Naomi Campbell alone could break the bank.

But there was one reader who stepped into the face-off circle with a well-thought out marketing plan. Sean Moffitt, who not so surprisingly runs an enlightened marketing group, obviously put a lot of time coming up with his plan. (Imagine that, an agency owner showing thought leadership!)

So rather than stealing his strategy, I pass it along in tact. You'll find his post by following the link below. Like any good presenter, Sean saves his best idea for last. Mr. Bettman, if you're reading, Mr. Moffitt would like his free season tickets behind the penalty box. I prefer on that glass in the corner.

P.S. Forgive the Canadian spellings, they never got the style guide.

Let’s save the NHL

[by Todd] I have labored more than 20 years to be a hockey fan. As any NHL fan will tell you, it ain’t easy. Throughout the fall and holidays every Monday morning means coping with the ad nausea recounting of the weekend’s football games. This time of year we slide into the March Madness, and then we segue into NBA playoffs.

But through it all I remain primed, ready to discuss the Star’s mercurial power play, or the continued fortune of the !@#* Red Wings. And I’m confident my experience isn’t unique. This leads me to believe that the NHL has some of the hardiest fans around. We have to be.

So why is the NHL a distant fourth professional sport? The Washington Wizards of the NBA have a greater value than any NHL team?!?

If ever there was a fan base capable of making a difference I’ve got to think we’re it. So let’s. Let’s spend a week or so knocking around ideas, no matter how wild, to improve the appeal of the league to a broader fan base. I’ll promise to get the ideas in front of someone in the league. Deal?

In talking with those more knowledgeable than I, it would seem the league suffers from a couple problems, chief among them is that all the fans are local.

Aside from seriously deranged Red Wings fans, most people’s allegiance don’t transplant as they move. Or, more problematic, if you don’t have a team within an hour of where you live, odds are you aren’t a hockey fan. And if you follow a team, once they’re out of contention you aren’t likely to take up rooting for another team.

By my measure, if you solve that problem the rest take care of themselves. The good news is that this is the one where fans can have the most impact. If you were going to recruit two new fans, what help would you need from the NHL?

So there it is. You’re the head of marketing for the NHL. What are you going to do to move the needle? Use the comments, or send me email.

And for those hockey fans out there, make time to checkout Razor with an Edge, the blog from the Dallas Star's color commentator, Daryl Reaugh. Worth the click, despite the hockey hair.