|
Post by BecauseItsTheQ on Oct 26, 2023 12:31:19 GMT -4
I'm a first-time poster on the Eagles board, but long-time reader. It's obvious that hardcore fans are upset with the way things are operated and casual fans appear indifferent, which might be a scarier proposition than upset hardcore fans.
I'm curious what fans on here would suggest the Eagles do to correct this? Assume that you're the new VP of Marketing for the Eagles; you can't dictate that anyone gets fired or removed from their position, but you're given full autonomy to market the team how you see fit. The product is what it is on the ice - that can't be affected by the business operations staff.
How would you promote the Eagles and encourage fans to spend their hard-earned money on attending home games?
|
|
|
Post by Briwhel on Oct 26, 2023 12:47:38 GMT -4
I'm a first-time poster on the Eagles board, but long-time reader. It's obvious that hardcore fans are upset with the way things are operated and casual fans appear indifferent, which might be a scarier proposition than upset hardcore fans. I'm curious what fans on here would suggest the Eagles do to correct this? Assume that you're the new VP of Marketing for the Eagles; you can't dictate that anyone gets fired or removed from their position, but you're given full autonomy to market the team how you see fit. The product is what it is on the ice - that can't be affected by the business operations staff. How would you promote the Eagles and encourage fans to spend their hard-earned money on attending home games? You are literally asking how to make people watch the product without fixing any of the problems. You can't have fans who nearly universally say that the hockey side is the problem and expect the business side to magically hide that.
|
|
|
Post by BecauseItsTheQ on Oct 26, 2023 13:20:36 GMT -4
I'm a first-time poster on the Eagles board, but long-time reader. It's obvious that hardcore fans are upset with the way things are operated and casual fans appear indifferent, which might be a scarier proposition than upset hardcore fans. I'm curious what fans on here would suggest the Eagles do to correct this? Assume that you're the new VP of Marketing for the Eagles; you can't dictate that anyone gets fired or removed from their position, but you're given full autonomy to market the team how you see fit. The product is what it is on the ice - that can't be affected by the business operations staff. How would you promote the Eagles and encourage fans to spend their hard-earned money on attending home games? You are literally asking how to make people watch the product without fixing any of the problems. You can't have fans who nearly universally say that the hockey side is the problem and expect the business side to magically hide that. You're right, I am asking that. As a marketer you have to try to remove the on-ice performance of the team from the equation, especially in junior hockey because of how cyclical it is, despite how important it is to getting fans in seats. Let's look at Saint John for example. The team isn't great on the ice, but they're augmenting that with entertainment value like Kardinal Offishall and other musical acts at the games, and it looks like their attendance is reflecting that. I often see solutions like "Fire Shaw, make sure Sly doesn't make any more trades" etc. etc, when those solutions aren't going to just magically happen. So I'm asking if someone was put into a realistic scenario as a VP of Marketing, what they would do within their power to get people back in the arena?
|
|
|
Post by Briwhel on Oct 26, 2023 13:33:35 GMT -4
You are literally asking how to make people watch the product without fixing any of the problems. You can't have fans who nearly universally say that the hockey side is the problem and expect the business side to magically hide that. You're right, I am asking that. As a marketer you have to try to remove the on-ice performance of the team from the equation, especially in junior hockey because of how cyclical it is, despite how important it is to getting fans in seats. Let's look at Saint John for example. The team isn't great on the ice, but they're augmenting that with entertainment value like Kardinal Offishall and other musical acts at the games, and it looks like their attendance is reflecting that. I often see solutions like "Fire Shaw, make sure Sly doesn't make any more trades" etc. etc, when those solutions aren't going to just magically happen. So I'm asking if someone was put into a realistic scenario as a VP of Marketing, what they would do within their power to get people back in the arena? Then look at SJ. The team has two 1st rounders this year (one of which looks like a lottery pick), they have 2 interesting 16 year-olds in Beveridge and Amyot, Robinson is playing well in net, and the style of play has been interesting (even if the results have been frustrating). On top of this, the worst result in a cycle from SJ is winning a Memorial Cup (which SJ hosted). It is incredibly hard to be one of the worst run "hockey" teams in the league and leave the hockey out. Adding events will attract non-hockey fans, but unless something changes with the on-ice product, there is very little chance that they will be repeat customers (barring another event that they want to go to). If CB had built around Lavoie and Shields, I think fans could have handled that. If CB had a concrete plan (that involved actually having a goalie), I think the fans could handle that. Cape Breton currently has the 3rd worst goal differential in the whole league despite having played 6 of their 13 games against the current worst 5 teams in the league.
|
|
|
Post by Jack Bauer on Oct 26, 2023 13:48:51 GMT -4
A couple things you need to assume under those conditions:
#1 the team being consistently bad means you need to think really outside the box and not rely on what traditionally sells...the promise of success either soon or in the not too distant future.
#2 a lot of bridges have been burned in a small community. Rebuilding that is very hard.
So knowing all that here are some follow up questions:
Is there a budget in place?
What about tickets....can we take say 150 per night to use for promotional purposes? 75? 60?
How on board is ownership? The kind of plan I envision could benefit from a local sponsor...one with ties to the team could be even better...as with a problem this big you need to think outside the box.
You need to get out into the schools and get kids involved. Not just kids who play hockey. Everyone. We're in a place with improving employment but still a lot of poverty. We all know the housing and inflation situations.
There's an easy route...take 60 tickets...30 pairs...promote the hell out of ways to win them. Give a pair to the Steel City, Mian's, Pizza Pizza, New Moon, Kenny's Pizza to give out during lunch time on game days to selected customers...be more of a partner with the surroundings businesses. I see 7 by 7 is doing a 15% off on game days if you have a ticket. Maybe this relationship ends up in a way to then get your season ticket holders some unique discounts for these places over time...part of rebuilding some of those bridges.
Bigger scheme...with a community sponsor (like Colbournes and/or the Simon's) on board.....get the children of Cape Breton in that rink every night. But not just CBRM. Have a program where a bus full of kids from Ingonish come to a game. Eskasoni. Port Hood. Every night have a class from a CBRM school and a class from somewhere further away on the Island. Throw them in the upper bowl. Center the video screen after play stuff on those kids having fun. Competing to see who can make more noise.
Some other smaller scale things: Offer well priced packages to encourage families outside CBRM to come take in a game as part of a trip to Sydney. 2 tickets and a room at the hotel for $149. The same owner owns both...marketing it in a way to get both business only makes sense.
More work with the CBU students union. There's like 8000 people going to school out there. Most have never seen hockey before. Let your product be their introduction to it. Have a canteen night with some non-traditional foods available.
Promote a concept around multi-family season tickets. Families are busy. Both parents work in most cases. 3 games in 4 days is both necessary for the league and hard on families. Lets see if we can use our scheduling to create a marketing advantage. Let 2 or 3 families combine on a season ticket package but tie a 3 or 4 ticket minimum to each game. Team sells 4 tickets every night. 3 families pick which one goes to which games. You also offer a discount to these folks so when you're really good and everyone wants to go to every night...they feel they're helped out with their own unique discount code giving them say $15 tickets and a savings off the ticketmaster rate.
I'm sure some of this wouldnt work for many logical reasons but some of it can with the right people and the proper direction. Winning will always be what sells. But a lot of small change can create big changes over time as well.
|
|
|
Post by hal on Oct 26, 2023 14:12:21 GMT -4
Well said Johnny .........
|
|
|
Post by BecauseItsTheQ on Oct 26, 2023 14:18:14 GMT -4
I recognize that rebuilding those bridges are important and assume that you, as the VP of Marketing, are working with whoever handles sponsorship on those. - Without any knowledge of the current budget I can't really offer that parameter. I'd love to say the sky is the limit but that's not reasonable; let's say that that The Top of the Cambridge Suites is the limit, haha. - Tickets are tricky; you don't want to flood the market with freebies as it'll eventually dissuade casual fans from buying (the thought being "I'll just get them free somewhere and won't go otherwise"). Let's say 75 freebies floating around. - Ownership is on board as long as it's a reasonable request. Outside the box thinking requires outside the box pricing. I totally agree with this school of thinking as long as the freebies are available, but not easily attainable (if that makes sense). I wonder if you can work with the rural communities to provide them with transportation (Team Bus, perhaps?) and a pizza/pop for free, but a group organizer has to purchase the tickets at a discounted group rate. I don't know what a reasonable number is, but would $7/ticket, free transportation and food & beverage get you a reasonable group? This is a slam dunk and should be offered by partner hotels. This would create an economic impact for the entire city (hotel room nights, people at restaurants, etc.) Again, this seems like a reasonable thing. It sounds like there is a good relationship with CBU as it is; why not use it more? I think you're on to something here. My family could easily go in on season tickets with another family and split them up right now, but how often do people think of that. I think you could offer this without adding any incentive and you may see some take advantage. From the outside looking in, this is the exact mindset that should be taken. These are great suggestions!
|
|
|
Post by Briwhel on Oct 26, 2023 14:24:31 GMT -4
One thing that Saint John does, and I don't know if CB does, is have cheap nights.
It wouldn't be the worst idea in the world to pick a non-optimal game night and lower the price for everyone making it cheaper to go. Using this year as an example, the November 29th game against Bathurst is both against a team that fans are less likely to want to see and on a Wednesday (a night fans are less likely to want to go). This is a good combination to give fans some kind of incentive to go.
|
|
|
Post by Jack Bauer on Oct 26, 2023 14:31:41 GMT -4
And i'll add this: I'm no marketing expert. I live here. I work here. I have a reasonable sense of whats happening here and whats gone on to create this situation.
There's many paths to improving every single thing on this Island.
But i'll never understand why it seems like the non-marketing people can come up with more then the marketing people themselves have.
|
|
|
Post by Jack Bauer on Oct 26, 2023 14:34:32 GMT -4
One thing that Saint John does, and I don't know if CB does, is have cheap nights. It wouldn't be the worst idea in the world to pick a non-optimal game night and lower the price for everyone making it cheaper to go. Using this year as an example, the November 29th game against Bathurst is both against a team that fans are less likely to want to see and on a Wednesday (a night fans are less likely to want to go). This is a good combination to give fans some kind of incentive to go. There's a bit of that going on. chl.ca/lhjmq-eagles/day-of-the-week-ticket-specials/$13 Thursdays 4 for $50 Fridays $7 Youth on Saturdays Buy 1 adult ($22) get $5 youth on Sundays Some of those arent bad. The 4 for $50 option on Friday probably gets the most traction. But none have made any tangible impact.
|
|
|
Post by sherwood1020 on Oct 26, 2023 14:58:49 GMT -4
I really like this question/scenario as it's something I've thought about on and off myself.
One thing I think would really gain some traction is to replace the standard 50/50 draw with a Chase the Ace format. I believe this is being done in Charlottetown. Cape Breton has been kind of the home of Chase the Ace draws and they have a huge following around here, if the draw gains traction as the number of cards dwindle down, people will hear through word of mouth about the 50k+ draw down at C200 and want in, regardless of the on-ice product.
I really like JB's idea of tying in packages at the Simon Hotel, as it seems to be a slam dunk of not only drawing people to go to the game, but also spending money to stay in the hotel. Hell, why not put together a Night at the hotel, dinner at Trio pregame, then walk over and take in a night game. Seems like a win/win for multiple groups (staycationers/traveling sports teams/vacationers/business travellers etc.)
|
|
|
Post by hal on Oct 26, 2023 15:52:29 GMT -4
I like the Chase the Ace Idea . I know people that when it gets up to 5 figures , they will drive all over the Island to buy a ticket . I will say this and I hope that the Current Crew at the Eagles Office read this Board , there are some real good ideas being floated about here ..........at least come on and take a look at them .
|
|
|
Post by justathought on Oct 26, 2023 18:16:16 GMT -4
I really believe that the best time to try any ideas and promotions is early in the pre-season so everyone, with proper advertising and promotion, knows what packages are available so you don't risk alienating your season ticket holders.
However, having said that, I would try to put some extra fans into the seats by restructuring the seats in the Upper Bowl. I think the first 7 rows in the middle of the Upper Bowl are great seats and would get the smallest discount, then the first 7 rows in the other sections would get a better discount followed by the upper rows from 8 on getting the biggest discount. I'm sure someone could suggest a price structure.
I know there will be concerns about people moving down from row 8 or 9 to a lower row but I'd sure like to see extra fans in the building cheering on the Eagles and if the seats down below are empty that night - Big Deal.
|
|
|
Post by bois on Oct 27, 2023 8:45:50 GMT -4
Charlottetown does a Chase the Ace sponsored by my cousins insurance company
but it isn't at the expense of the 50/50 draw it's totally seperate from it
|
|
|
Post by EagleFan2009 on Oct 27, 2023 13:22:25 GMT -4
And i'll add this: I'm no marketing expert. I live here. I work here. I have a reasonable sense of whats happening here and whats gone on to create this situation. There's many paths to improving every single thing on this Island. But i'll never understand why it seems like the non-marketing people can come up with more then the marketing people themselves have. Unfortunately JB , Cape Breton has been stuck in the mud for years as you’re well aware. The older community especially just terrified of change. However if they don’t open their eyes and adapt to the new world we live in, this team is going to be nothing but a memory. All great ideas shared on here. We all know Lindsey use to read these boards , hopefully the new crew does too. I’m an outsider these days looking in, but watching the highlights and the empty rink in the background is nothing of short of embarrassing.
|
|