Just ignore this if it's been posted before but I couldn't find it: http://sanjose.bizjournals.com/sanjose/stories/2003/02/10/story2.html Talks about the marketing of the Quakes in 2003, specifically how Landon will be central to it. Nothing anyone couldn't have predicted. One good bit of news: it talks about how AEG has doubled the marketing staff and advertising budget for the Quakes, which one would think - especially if they've increased the down and dirty sales staff as well - should help attendance. I don't like the idea of the powers that be thinking it's "Landon and the Quakes." I made this point on the B&M board: but all good bands go to a quick death when the lead star is separated from the band. Hopefully it's just a marketing tool and the substance will remain the same.
      Was the author looking into his smog-teal crystal ball when he wrote that?       GO EARTHQUAKES!!! -G
"Landon Donovan...is about to become the face of American soccer." I know there are a lot of people that may not like it (are you listening, IBT?) but American soccer does need a face. I don't know if he'll do for soccer what Jordan did for the NBA, but he'll have to do until the next thing comes along.
Talking Quakes marketing to the BigSoccer boards is bit like preaching to the choir... most of us here have already bought in to the "product." If you don't agree with making Landon central to the ad campaign, what would you recommend? How would you go after the casual Bay Area fans?
This is very encouraging. The history of Quakes marketing efforts is a sad and pathetic story. Having the AEG group in place w/ a promise to double the budget is very good news, indeed. As much as I am thrilled about Landon playing for the Quakes & being all things right and good (Baby Jeses!), I do wish the team would market more of its players. (As a sidebar, I'm really excited about some of the promo deals that LD has cut - could a huge billboard on the side of a building in Downtown San Jose be far off?) Too bad about losing Barrett & Cannon, two of the more marketable players on the team. But, surely players like Agoos & Mulrooney could be part of the push. At the decidedly pathetic Spartan concessions, It would be nice to be able to purchase an Agoos jersey or something other than an LD jersey. JMO. --- One final thought on this. I, along w/ nearly all Quakes fans, were plenty excited to send the Krafts a one-way ticket back to Rhode Island & big hopes were there for the Sharks group. What a friggin' joke they turned out to be. Good riddance once and for all. Even if the Quakes are the red-headed step-child of the AEG family, that still beats being the coyote-ugly step-son of SVSEG (or whatever the f*** they are called).
--- An opinion I don't happen to share. I, for one, think Spartan stadium has the best beer selections in the US and they are constantly working on making the foods available better than most out there. If you're talking only about the merchandise, I'd go along with that though.
Re: Re: re Earthquakes Marketing - 2003 you missed my point, but it ain't all that important anyway...
Re: Re: re Earthquakes Marketing - 2003 I think that's a no-brainer. It's Landon, of course. That, and the fact that there's a damn good soccer team in San Jose that is not all that far removed from championship glories, and can very easily do it again. Sells itself, really. Cheers, William
This is somewhat off-topic, but I remember when the head of Spartan concessions started a thread last year about what beers and foods and such that you SJ fans wanted. Did he actually come through with all that? Because if so, that's pretty cool, if not impressive. Oh, and I won't be content until I have a Jimmy Conrad jersey of my very own. Damn the man!
Spartan1 still posts here and tries to be as accommodating as possible to the fans. I think that most of the wishes were met, and he's thinking of bringing in more local brews, and different food. However, I should let Spartan1 speak for him/herself.
Also, I couldn't help but notice last week on the coming season's "beer, wine and food feedback" thread-- that's my paraphrased name for it, so it's nothing official-- that Spartan1 has a Premium Membership for these message boards. What that suggests to me is the volume of dedication to which he/she has to the Quakes fans on BigSoccer. Not to mention, the fee is probably a tax writeoff for Spartan Shops, Inc., as well. Cheers, William
It would be nice to get a few tv commercials on channels people actually watch at reasonable times. I remember catching a few Quakes commercials on some of the Spanish stations, but I don't remember any English-language commercials that were televised other than the half-time of a Quakes games. It would be good to get some Quakes commercials on Fox Sports Net and other local channels. I think almost every pro sports team in the Bay Area has had commercials (filmed with equipment better than a Circuit City bought camcorder) on FSN. Giants, Sharks, Warriors, As(?). No 49ers or Raiders from what I can remember, but those games aren't carried by FSN.
How about some during major network prime-time programs or during the evening news? I know it would cost an arm and a leg, but it might be worth it.
That's really great news to hear... About Landon being the face of US soccer: Not yet, Landon's too pretty-boy for the average sports fan. If Adu lives up to the hype he will be the Jordan of American soccer, he will be its savior and poster-child.
Re: Re: re Earthquakes Marketing - 2003 I really think that Quakes need to still play up Landon. He's not going anywhere soon. So use him while you can, while at the same time integrating other players. They can even still use Landon with a World Cup tie in. The "casual fan" who may or may no follow the Quakes most likely followed the World Cup. Though that's over, I think that it should still be used somehow. I'll never forget when I got a group of Mexican fans to chant USA at Lando's homecoming game. They weren't regulars, but they were certainly there during the World Cup. Somehow the Quakes have to make themselves fit the bigger picture in order to draw in the fans of US soccer or soccer on a larger level. Quake fans are Quake fans, it's the broader audience of soccer fans we need to draw in. I really wish that US soccer worked together with MLS more. Especially with the "all MLS" teams Arena is putting together. And there's no denying that US soccer has benefited from MLS. Just don't ask me how to do all this! I'm already a fan so I'm the wrong person to ask. And I know nothing about marketing!
Sorry, Albany, but I beg to differ on that one. And this coming from a card carrying dyed-in-the-wool believer in the power of advertising. The scattergun approach that you espouse certainly will reach a lot of people in a short period of time, but I doubt it would be effective. Further, you would never truly know if it was, because you wouldn't see immediate result and point to higher attendance by saying "see there, we bought a spot in the middle of 'Friends' and our attendance went up X%'." Truth is, Yogi Berra had the right idea when he malapropped, "If they don't want to come, you can't stop them." We need to see some advertising aimed more closely at who we aim to attract to the park. I know, I know, we want everybody in the greater Bay Area to eat, sleep, and breathe Earthquakes same as we do...but that ain't gonna happen. Let's get 'em in the park a few more at a time every game. Let's identify our target and place our promotions in the right place and make what meager promotions dollars work at maximum efficiency. Our promotions dollars are meager, aren't they? After all, I haven't seen one media buy yet for 2003...
1) Quakes need a media partner: some highly rated radio stations, print media and tv station that will partner on publicity. Maybe they already have media partners, but not on any stations I listen to. 2) They should find (develop) some kind of advertising program that's consistant, opportunistic, and offers a positive return on investment: in other words, it would pay for itself. Again, a media partner could take a risk with the club on the cost of the advertising -- for a cut of the increased sales 3) They should continue to do data-base email marketing -- but develop a more powerful database. (Like I have any idea what I'm talking about.)
That's what I'm talking about! Okay, I have a marketing background and I've spent a lot of time thinking about the Quakes situation. A few thoughts: 1.) Targets include families of soccer playing kids, Landon Luvrs (teens), European transplants living in the Bay Area, and the Hispanic market. 2.) TV is visible and cool, but it is definitely a shotgun approach. 3.) Radio and print-based media partners would be a good idea. Excellent opportunity to zero-in on particular demographics... Other targets you can think of? Specific ways to reach those targets? Suggestions for expanding appeal of MLS to World Cup/International fans? Mike
What about teaming up with AYSO and all of the high schools in the Bay Area that have strong football programs? By that I mean group ticket deals, players doing guest coaching sessions or Q/A sessions just to be seen out in the community... Let's say this is how it starts: in San Jose and the rest of the South Bay before moving out to the East Bay and then North encompassing Palo Alto and wherever. Of course if they are already doing something to this extent, it can't help increasing the frequency or number of schools or whatever.