This year's marketing campaign 2011

Exactly, the second Convey dunked the VuvuGalactodork there should have been an instant cut away to real game footage of the Ultras exploding in reaction to a goal, with confetti flying, etc. The contrast between a an empty, quiet Buck Shaw, to the loud passion of a real game would look great.

 

First off, these ads are a bazillion times better than season's very lame efforts.

That said ...

You always need to market to your core fans, clients, customers, whatever. Always, always, always. Yes, we also need to market to new fans, and I think that actual game footage showing great goals, saves by us, and lots of screaming howling fans would be effective in this regard.

Still, we must, must, must continue to market to "The Base."

And you have marketing studies showing this?

Give sports fans a little more credit. The Bushy saves don't need any translation. The Evil Pinata works even if you don't know the story behind it. Same with Convey dunking the galactopustule fan.

But I still think that actual game footage and screaming fans might be better.

Maybe they are trying to keep existing fans? Rather than have them give up their season tickets?

I get depressed whenever I see posters here carry on about how much they dislike Wolff and EQSLLC. These are the owners that we have. We need to work with them.

Yes. But these other ads aren't bad. Also, do we know if these are going on TV? or are they just for the net?

The Portland Timbers have marketed the Timbers Army in a major way for years and they draw pretty significant crowds.

Also, marketing to drunken 20 and 30 something years olds is more cost effective. Little kids and their parents don't buy beer, certainly not three or four per person.

Still, this current set of ads are hugely better than last season's. Step in the right direction folks.

GO QUAKES!!!!

- Mark

 

Young adults are one of the strengths of MLS and should definitely be an important marketing target. 37.8% of MLS fans are age 18-35, higher than any other professional sports league in the USA (source: SBJ in June 2010: http://www.sportsbusinessdaily.com/...mong-Major-North-American-Sports-Leagues.aspx)

It's also a reason why Lew shouldn't give up on his investment - he has "bought low" on a growth industry and all he has to do now is hang on while the value keeps rising.

My personal opinion is the Convey/dunk add is brilliant and the others aren't bad. I definitely am looking forward to them adding in some clips of live game action and the crowd going crazy.

I've said it before and I'll say it again, I think they should do some adds that show the Quakes history like the NHL "history will be made" TV spots from last year (sample one with wayne gretzky: [ame="http://www.youtube.com/watch?v=VMVgbHa0Fd0"]YouTube - History Will Be Made - Wayne Gretzky[/ame]). So maybe some clips of George Best, Wynalda scoring the first goal in MLS history, the 2001 cup run, the 2003 cup run, the 2010 upset in NY, etc.

 

Marketing to hedonistic 20-30 year-olds is marketing to nearly everyone. Little kids have aspirations and old-timers (like you and me) wistfully seek to recapture the glory days. That's why, as you say, it's cost effective.

 

Nice commercials, especially the Convey one. Even if people have no idea what the "Galaxy" is, they know vuvuzelas are annoying. There are multiple levels of disdain there for both new fans and current fans to appreciate.

Very...modern overall. Simple, kinda random, amusing. Excellent choice in music too. No crappy hip hop or rock. Oh, and beautiful quality.

 

Do the Quakes use a fan focus group to test commercials on? Perhaps one that has a variety of demographics in it? If they don't, they might consider it, perhaps with signed nondisclosure agreements.

For example, as I already posted, the Convey "dunk" ad was my favorite and I thought it a good ad (though when I saw it I thought an LA Galaxy shirt instead of a Galaxy shirt would appeal to a wider audience in terms of the rivalry since it extends to sports like baseball as well). However, seeing Don's mention of the Ultras, and then reading Earthshaker's riff on that to immediately cut away to cheering fans, made me think that that could improve it.

Maybe it would not be an improvement, but in any case more eyes and opinions might be helpful to whatever final product the marketing people decide to use. If they DO already have a focus group in place we must assume that the EQ are satisfied these 3 ads do the job the EQ want them to do.

 

Edwin and Wayne,

Looks like you're having a bit too much fun with our experimental video during Corporate Sales training in Baltimore. Many executives are looking over emails these days and look for innovated pieces like videos. Would you honestly rather read another email or push play on YouTube?

We also work a la carte for most of our programming, whether youth soccer or corporate based, to best identify the best tools we can provide to help grow their business, keep their people happy, and reward those who deserve it most. The video was just to encourage dialogue and apparently it worked.

I've lost weight this off-season to be honest with ya'll (bad camera angle). I'm looking forward to all of our fans being in shape (at least cheering shape for opening day).

Cheers,

Anthony Perry
Senior Account Manager
San Jose Earthquakes

P.S. Let me know how I can give you the tools needed to share your Quakes passion and make your business more profitable or team chemistry better

 

AP,
Don't take it personal ...it's all fun, after all, this is bigsoccer !

Just a little note: when a choose Proud Smurf as my user ID, I used to visit the Galaxshit forum and a lot of the posters on that forum make fun of me or my user ID,you know what? I didn't care !... is all fun after all, this is bigsoccer.

 

Like many here, I absolutely enjoyed watching Convey dunk a Galaxy fan. However I'm hesitant to get behind these commercials since I'm not quite sure what the overall point is. Are these commercials trying to fire up the core fan base? Are they hoping to reach the casual sports fan? Or are these commercials aimed to raise awareness? In my opinion, none of them would pass the "water cooler test" where you would want to discuss them with other people.

Furthermore, while somewhat unique, I can't help but feel like these are just like those cheap A's commercials I used to see. Those commercials tried to be funny but always fell flat with me. As much as I want to see these new quakes commercials succeed, I can't help but feel ho hum about them.

I still love the new Timbers commercial and think it is a wonderful example of getting core soccer fans excited.

[ame="http://www.youtube.com/watch?v=Yjlc-eVlKeE"]YouTube - No Pity in the Rose City: Spring 2011[/ame]

 

Reminded me a bit of the King's Speech.

And don't forget the outtakes.
[ame="http://www.youtube.com/watch?v=Yx-X-p4zK-Q&feature=player_embedded"]YouTube - Bloopers[/ame]

 

This ^

 

Sorry, Anthony.

 

It's just friendly ribbing. I hope he doesn't take offense.

I like YouTube marketing and the team should do more of it. Anthony should just grab a camera and walk around the office interview the FO people (players too). Let us know what they're up to and we can put faces to names.

This kind of stuff is cheap and easy and goes along way toward building a community.

 

Anyone notice that there's not a single pro soccer player (unless masquerading as a lumberjack) seen in the entire Timbers commercial? And, but for a brief flash of a soccer ball toward the end, there's nary a nod to the sport itself.

But local soccer fans, and their edgy passion, are sold throughout. It's the fans that make MLS. We're an integral part of the team. MLS may not be the best league in America, but MLS fans have as much or more fun than anyone. That is the message that the Timbers ad screams, without having to say so in words.

Just like the Sharks proved you don't need ice to sell hockey in California, you don't need the beautiful game to sell soccer in America.

 

They're selling the experience and the franchise rather than the team. Not a bad thing though, considering how many times teams make commercials with players that quickly become dated if the player leaves the team.

 

That's why trying to sell the Quakes at Porta Potty Field is an exercise in futility. I for one have stopped taking adult newbies to the games after getting some interesting reactions.

 

Actually last years ads though not great were kind of funny. The spilled coffee ad was brilliant and probably got more non Earthquake/non Soccer fans interest piqued than any of the new ads will.

The most expensive form of marketing is television. It can also be the most effective if done right. While you do need to market to your core fans, clients, customers, you don't use the most budget busting way to do so,

never, never, never.

The core base fan can be marketed to in many cost effective ways not involving TV. Again, these ads are going do do nothing or very little to attract the non Earthquake or non Soccer fan and those are the people you should be targeting with your most expensive and largest reaching marketing tools.

No I don't have marketing studies about these particular ads, I have enough common sense and a lifetime of experience to know these ads will be relatively ineffective in bringing in any new fan base.

You're seeing these ads through the blue colored lenses of an Earthquake fan. A non Soccer/non Earthquake sports fan will look at the Pinata ad and the dunked an in utter confusion.

This is of course a possibility. So ask yourself, if I were a wavering season ticket holder would these ads make me more inclined to renew? An honest answer would be "'NO" these ads don't address any of the issues that have me wavering.

"working with them" does not translate to, kissing their butts and salivating over everything the offer up. Working with them sometimes means tough love and constructive criticism.

 

Personally, I think they all pass the water cooler test. Your mileage may vary.

I agree completely. Of course, the spots that we are talking about might be web-only. We don't know yet.

The ad with Anthony isn't for general consumption. I'm not sure why we got to see it at all.

Yes. Plenty of multi-channel marketing is the ticket. Some ideas are inexpensive, some not. The Quakes should be working all of these, as discussed on this forum many, many times.

It's the Club!!

Yes, the fans are the best part of MLS and every team should be selling the experience of going to the matches.

Right you are, and this has been working in the Rose City. And Seattle, Toronto, SaltLick, even Houston.

Yes, The Quakes could have and should have done a better job of sprucing up Buck Shaw. It's not water under the bridge yet either. Some investment in making the place better would go a long was toward retaining current fans and winning new ones.

Can't wait for the new stadium!!!

GO QUAKES!!!

- Mark

 

I could think of a better description than "cow pasture", since that usually refers to the condition of the playing surface, which even Tottenham marveled at how nice it was.

But, I agree, the condition of Buck Shaw doesn't help in the repeat customer business. Like they say, sometime you only have one chance to make a good impression.

 

Sounds like the barista is a Eurosnob who's actually never been in a cow pasture.

 

Moreover, he is trivializing the hardships that people who play in true cow pastures have to undergo:

 

I do agree that last years ads where funny and at least caught your attention...

Additionally, winning and a great game day experience (stadium, environment, etc.) will bring people.