Marketing the Devils
by Jago on Feb 17, 2010 1:51 PM EST
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PrintThe New Jersey Devils have been one of the two most successful franchises over the past two decades. Unfortunately though, that success has yet to be translated to a proper image across the league. While the team continues to put up strong points season after season, the Devils seem to be neglected. I'm sure all of you have witnessed the "Devils are boring" or "sorry I missed the Devils game, I fell asleep through the first 5 minutes" comments that plague Devils-related articles on multi-fan blogs. While every team gets trash talked from other fan groups (eg, Cindy Crosby), the negative image towards the Devils seems to be unanimous. It's saddening because this is why the NHL doesn't consider the Devils a marketable franchise. Why, unless Marty breaks a new record or Kovalchuk scores goals, the Devils are often neglected. Why the Devils will never be considered for a Winter Classic matchup even after this seasons 1-0 game double shutout against the Rangers was one of the most exciting and well played games all year.
The causes for the bad image, in my opinion at least are:
- Location: Newark is no metropolis. Add to that the fact that the region is NHL-team satured, and has to split the market with heavyweights New York Rangers and Islanders on one front, and Philadelphia and Pittsburgh on another.
- Marketing campaigns: While I don't live anywhere near Newark, and rely on streams for my Devils games, I have noticed a major difference between the Devils and a successfully marketed team such as Pittsburgh or Washington. The organization doesn't do much to attract non-diehard fans to the game. Watching Pittsburgh/Washington games, fifty percent of the commercials in the breaks feature either a player/coach making a cameo, or a note that this is sponsored by the team. In my opinion, this is probably the biggest aspect of it all. If you don't sell the teams image, don't be too optimistic of what image will be imposed on it.
- The Trap: It's pretty ridiculous that a style of play deployed by a lot of teams (but taken to perfection by the Devils) a full decade ago still has a strong effect on the image. While the Devils don't do the trap as a primary strategy (they fall onto it at different points in the game, but then, so do the other 29 teams in the NHL), the common misconception among the league is that the Devils are a defensive-minded team. Yes, the Devils put defense as a priority, but it isn't through boring hockey anymore. It's done through defensively-responsible play. If you have talented forwards like Travis Zajac and Zach Parise who can be terrifying offensive forces, yet play better defense than half the defenders in the league, then it's ridiculous not to use them. Sure, the systems a huge reason why they are the players they are now, but that in no way should be seen as a negative thing.
- Martin Brodeur: This is the one that confuses me the most. Because Martin Brodeur is Martin Brodeur, the league tends to think the Devils are Martin Brodeur. While it would be silly for someone to ignore Brodeurs achievements, the Devils are so much more than a legendary goaltender. We saw this last year when Marty went down, and Clemmenson came in. The initial response was "woe is me", "haha Devils are done", "let's see how they play boring without Brodeur", etc etc, until Clemmenson and the rest of the Devils proved everyone wrong. What I don't get is, Brodeur isn't the only amazing goaltender in the league. Sure, he's probably the best of the bunch, but you don't hear these comments regarding the Lundqvists (though, it would be justified in his case.. considering how bad the Rangers are and all :) ) and the Luongos.
What caused this post was a side-comment on the Yahoo! Puck Daddy boards following the Canada game. A comment about how effective Rick Nash can be when his team actually helps him. A comment that allowed someone to relate the Rick Nash in Columbus situation to Zach Parise in New Jersey.
Interested to read your thoughts/opinions on this.
All FanPosts and FanShots are the respective work of the author and not representative of the writers or other users of In Lou We Trust.
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There was another fanpost a while back that had some good ideas on this topic.
The consensus seems to be that the fan base is growing, but slowly. Fandom is one of those things that is usually passed down from parent to child, and with the Devils being the newest team in the area, they’re not likely to steal away fans from the already established teams.
Common sense would suggest that the team’s success should translate into additional fans, but where are those fans supposed to come from? It’s a badge of dishonor to jump ship from a poor team to a successful team, so there aren’t going to be many converts that way no matter how bad the other teams around here are or for how long. Hockey fans tend to be loyal to a fault (Toronto, for example, sells out every game), so the only answer is to draw in new fans.
As to the trap stigma, it’s a pet peeve of mine, personally, but really, all teams struggle with some type of stigma perpetuated by rivals. It’s unfortunate for the Devils, however, that their stigma is perpetuated by the media in the large cities that pretty much the entire state the Devils come from relies on for their media coverage. Be it by design or ignorance, it’s just a part of the fabric of the team that they’ll always be mislabeled and misrepresented.
Any marketing campaign needs to take that into consideration, and a clever one might be able to spin it to their advantage.
As an aside, I think the team has been taking steps toward marketing themselves better. They’ll never (as long as Lou is around, anyway) put a player before the team like many other teams do, but they seem to be making bolder statements. Case in point, the shirt being sold at the Rock that has been earning a lot of attention (front, back).
Ah, apologies for the miss on the older post. I’m fairly new here, still reading my way through :)
I think the biggest hurdle the Devils need to get over is the “defensive/boring” hockey crap. It’s annoying to be watching a game where the Devils are playing all-out offensively (yes, I’m fully aware it’s been a while since we’ve seen that :P), only to have the commentators or some intermission-interviewing lackie talk about how defensive the Devils are, how they’ll suck the life out of the game, how they’re a “cancer to hockey”. This is really important, especially in NHL v2.0, which emphasizes high-speed run-and-gun, and has made strong offense the face of the league.
I had a Flames fan friend trash talk the Devils offense this season. He didn’t like it when I pointed out the Devils were outscoring the Flames.
It’s cliche, but there may be a certain amount of jealousy to it.
My own observations are that the two worst fan bases for the perpetuation of that stigma are Pittsburgh and Washington: two groups that spend an inordinate amount of time celebrating their team’s offensive prowess, and two teams the Devils have had success against. The trap is their excuse.
Two teams that also pimp the hell out of a single player, making him their “star.” As you said above, the Devils never put a single player above the team. We could slap Parise’s pretty face on every billboard on the Turnpike. Most teams, if they were lucky enough to have Marty, would have him in a dozen commercials, but that’s just not how the Devs operate. That’s part of the reason I love them so much.
If Andrew Peters ever plays again it will be too soon.
by LangsForPres on Feb 17, 2010 4:01 PM EST up reply actions
A whole bunch of Caps commercials feature Bruce Boudreau. Surely they’re not claiming hes their star and face of the franchise?
I’m just saying, it wouldn’t hurt the Devils, who are already in a very hostile environment in terms of NHL teams and their fans, to push out more to the general public. I’m not advocating branding Parise or Brodeur the face fo the franchise a la Ovechkin and the Caps, but team events/activities or appearances would go miles in helping their image.
The way I see it — if I’m a local resident and have no interest in hockey, if you don’t give me a reason or show me, why should I go to you when there are four nearby divisional rivals who are all willing to do it? Yes, the Flyers/Penguins/Rangers/Islanders have much more history than the Devils, but the Devils have long-term success and great management. That should be used to fight for their share of the market.
I recall reading an article a few years back where guys like Brian Gionta mentioned how they could go out to a restaurant or to the grocery store and not even be recognized. I bet that doesn’t happen now for him in Montreal.
A lot of it just has to do with local interest. With 2 other hockey teams just across the river and a 3rd just a couple hours down the road; 2 really pathetic basketball teams; 2 baseball teams, one a perennial threat to buy win the World Series, and one a perennial horror story; and 2 NJ NY football teams—hockey is just the forgotten child. If the NY/NJ area were the movie Home Alone, the NHL would be Kevin.
Just listen to an hour of any local sports show. The only time hockey even gets mentioned is when they run down scores or when something major happens (I remember how frustrated I was with how much press the NHL got after Bertuzzi took out Moore, but how the SCF got but a blurb).
I agree that the Devils need to do more to market themselves to the area, but hockey itself suffers from a certain stigma and misunderstanding among non-fans. Most of my friends are staunch football/baseball guys, and to a one when I mention hockey they break out the, “I went to a fight and a hockey game broke out—Haha!” bit.
It really is a complex issue, but I do think that the Devils have to do what they can to energize the area and draw in new, local fans.
Could you imagine Lemaire in a commercial?
His legend precedes him, the way lightning precedes thunder. He lives vicariously through himself. He once had an awkward moment just to see how it felt. Jacques Lemaire doesn’t always drink beer, but when does, its Molson.
But for real, if you were a local resident, and had no interest in hockey, what would get you interested in going? As mentioned, the Devils have a hard time winning over generational fans, so how do you get new fans interested, despite the aforementioned stigmas both the Devils and hockey in general have. The Devils have a grassroots department. It could probably do more, but their pockets aren’t as deep as the ones over at the Garden.
Hockey today is not the same game it was 20 or 30 years ago. Unfortunately, its going to take a long time to break those beliefs that hockey is violent, etc. (Especially with those morons at NBC making the one fight that occurred the biggest highlight of the Winter Classic).
If Andrew Peters ever plays again it will be too soon.
by LangsForPres on Feb 17, 2010 5:01 PM EST up reply actions
Well, most people seem to agree that the first step in gaining new fans is to get them in the building to see a game, so maybe some sweet deals to get people in the building?
Make one random Wednesday night game free to get in?
Date night: Buy one ticket, get one free?
Work with the city of Newark to give local businesses, law enforcement, politicians, whoever else deals on tickets to encourage their attendance?
That's not true at all...
The Rangers love to propagate that stigma as does the entirety of the Canadian media.
Marketing the Devils
That’s an oxymoron, isn’t it? If not it isn’t something that’s ever been done well :-) I have no expectations of any significant improvements in this area.
Go Jets
Go Devils
Join the NJ Devils meetup.com group
We’re trying. John I’m going to give plugs here.
Devils PR has been piecing together “Devils Legion Game Watches” to try and get more fans together during away games to talk Devils. They believe more gatherings like this will translate into more people in the stands. Jeff Longo and crew are on the right track in my opinion.
Check out the NJ Devils meetup.com group. I’m the co-organizer. Our next meetup is in Hoboken for the Brent Sutter game and the Devils cheerleaders will be there and it will be sponsored by Bud Light (and we’re trying to go all around Central and South Jersey).
I, like many of you here, was critical about the Devils PR forever. But they’re trying new stuff now and I hope it’s working.
The biggest thing? When we win our first playoff series at the Rock – we need a gathering outside – near the statue. Some sort of solidarity that will make a young kid look up and say “wow those guys are cool” We need more guys like him. Don’t disappear right after games, stick around.
Of course, I also think we need a weekly online video show broadcast from Newark starring John, Steve, a knowledgeable female fan and of course . . . a big fat party animal. But of course I haven’t officially asked them yet.
It’s the grassroots man . . . .
I have respect for most sports fans with 2 exceptions: NY Ranger fans who grew up in New Jersey, and Dallas Cowboy fans who can't name the capital of Texas.
awesome
Sponsored by Bud Light, and the Dev Dancers will be there? why isn’t this on the Devs website?
If Andrew Peters ever plays again it will be too soon.
by LangsForPres on Feb 19, 2010 4:06 PM EST up reply actions
Because it is direct with ONieals
I get a call from the Manager and she said she got Bud Light on board and they were bringing the Devils Dancers. I asked if Devils PR was giving us an assist on this and she said “no.” But I’ll email them now that you brought it up.
I have respect for most sports fans with 2 exceptions: NY Ranger fans who grew up in New Jersey, and Dallas Cowboy fans who can't name the capital of Texas.
Its good timing, too. The next viewing party per the website is the 18th. A Thursday, the day after St. Patty’s, not the best day. This date, on a Friday, second game after the Olympic break, is much better. We can celebrate the return of our Olympic heroes.
If Andrew Peters ever plays again it will be too soon.
by LangsForPres on Feb 19, 2010 4:24 PM EST up reply actions
Bag Day at the Irish Pub in AC
In Atlantic City at the Irish Pub, they have a tradition called, “Bag Day” where you have to wear a bag on your head to represent the partying you did on St. Pat’s.
Can you imagine a Devils’ Bag Day viewing party? If you put it that way, it makes it a little more appealing, no?
I can see Gomez jerseys abound and those people wearing bags that completely cover up their face . . .
I have respect for most sports fans with 2 exceptions: NY Ranger fans who grew up in New Jersey, and Dallas Cowboy fans who can't name the capital of Texas.
BTW - this is always the day AFTER St. Pat's
I have respect for most sports fans with 2 exceptions: NY Ranger fans who grew up in New Jersey, and Dallas Cowboy fans who can't name the capital of Texas.
I think the marketing department needs to take advantage of the national attention paid to Parise. He’s huge right now. An American hero to people who don’t even follow hockey and, if not already, pretty close to a household name.
The Devs have never promoted one player. I wouldn’t expect them to start now, American hero or not.
If Andrew Peters ever plays again it will be too soon.
by LangsForPres on Mar 3, 2010 12:47 PM EST up reply actions
Understood, and that’s not what I’m suggesting they do. They just need to take advantage of what very well may be a once in a lifetime opportunity.
His face and name are already out there in the collective consciousness. They just need to tap into it.
I don’t know, get him more involved in community projects or something. Meet and greets with he and other Devils players. They need to find a way to make him more accessible to casual fans that may only know about him.
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