Marketing the National Hockey League
Essay Preview: Marketing the National Hockey League
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MARKETING THE NATIONAL HOCKEY LEAGUE
The key problem is what should be the focus, a) marketing NHL through Television or b) through grass root marketing to achieve a higher and bigger fan base.
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67.3% of 21-30 ages US Men fans developed interest in hockey by watching it on TV and 51.8 % after listening to their friends (Exhibit 15).Almost same proportion with US women. Hence Television and grass root marketing both are crucial in growing the fan base.
Promote the NHL star players of respective teams in their respective zones thereby increasing the awareness and interest among the youth by making these local players a HERO using print media and hoardings.
Convert the people under casual and slightly interested category to big fan category. This can be done by involving the people in local events where T shirts, mugs, bottles having NHL logo are distributed near cafeteria, outside food courts, near football stadiums.
Conducting hockey games in schools and colleges. All participants must be given hockey jerseys. The winners must be given Hockey bats and free tickets to a home game.
Online promotions and social media can also be used, create a Facebook page and for every person liking the page will get a free meal coupon to the best restaurant in that locality.
Product placement in action movies and TV serials like Big Bang Theory or How I met your mother and having a celebrity as a brand ambassador may be Brad Pitt.
Create a commercial featuring the captains of all famous teams, and delivering a message to America a caption which says World is changing, And so is sports! NHL gives you HOCKEY ~ Americas tomorrows game!
Design a website of NHL, selling merchandise and playing stuff of Hockey as well as other sports at competitive prices, thereby drawing the attention of other sport fans.
With all these there is a very high probability of the Not really interested category (57.2% Exhibit 11) to shift their categories.