Secondary Brand Associations – Leveraging and Types

Brand identity is a crucial component of marketing. Creating or building upon a brand’s identity can be a long and involved process, with varying methods and strategies. The leveraging of secondary brand associations is one such method, and it consists of linking your brand’s image, to some extent, to another entity’s image. By creating an association between the two entities, the brand is essentially taking on aspects of the other entity’s identity within the minds of its audience. This is not limited to new or developing brands. Strongly established brands…

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Raise Your Voice – The Driving Force for Market Share

The principle of market share is fairly self-explanatory to the majority of businesspeople. Investopedia defines it as the percent of total sales in an industry generated by a particular company. So if you run a professional hockey team and they have 1,500 season ticket holders, while there is a total of 15,000 season ticket holders across all the professional sports team in your region, your market share is 10%. Easy enough. A less commonly discussed concept outside of the marketing sphere is share of voice. According to Brandwatch, share-of-voice is…

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The Recipe for Clear Positioning

After segmenting your potential audiences and selecting the ones to target, clear positioning is the next critical step for success as a brand. This is what will define what space your brand occupies in the minds of your audience relative to your competitors. As illustrated above, it is the intersection of the category set to which you and your competitors belong, that which sets you apart from those competitors, and that which will have relevance to your target market. This intersection can be seen as the basis for a recipe…

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Reliving the Moment – Highlights During Lockdowns

It’s a rough time for die-hard sports fans. Those of us who are the type to get deeply invested in a team or sport have been left bereft, at the risk of sounding too dramatic. While the forced lockdown is rough from the fans’ perspective, it is even more so for sports franchises themselves, with profit margins all but decimated or the near future. One crucial task to keep in mind for teams’ marketing professionals is keeping fans engaged on social media, as I discussed in a recent post. The…

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Engaging with Fans in Uncertain Times

It’s been less than a month since hockey, along with all other major sports, came to a screeching halt. And yet, it feels like it’s been a year. Yes, sports fans are used to having an offseason, but with some sense of closure and other sports seasons around the corner. The challenge for teams in these uncertain times is how to reach fans engagingly during a time when literal engagement is not an option.  Teams are finding a way, however. Let’s take a look at how 3 major NHL teams…

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Testing, Testing…

Illustrating an informal A/B test You’ve been granted a new NHL franchise. Well, you haven’t but pretend for a moment. How exciting! How daunting. There are so many choices to be made; expansion drafts to negotiate your way through, coaching staff to hire, and a management team to assemble. One crucial choice to make is the team’s name. As a purely hypothetical exercise, assume that you are torn between two names. I’ll just choose something at random like…. The Krakens and The Sockeyes. Every single person that is privy to this decision…

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Keep ‘em Coming Back

The importance of returning fans It’s almost that time of year in the NHL. You know the one. The time for the big season ticket renewal push. Emails going out, account reps calling, raffles happening, and a partridge in a pear tree. For fans, it’s the time of year when they weigh the opportunity cost of the expense, the benefits of being a ticket holder, and their level of investment in the team. For teams, the level of importance of this push can’t be overstated. In fact, there is a…

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United (With Our Fans) We Stand

“Teamwork makes the dream work.” Cheesy, I know. Cliché, of course. True? Absolutely. But let’s backtrack for a moment.  If you are in a business of any kind and have not yet read up on Cialdini’s six principles of persuasion, I urge you to do so. Without going into too much detail, they consist of reciprocity, scarcity, authority, consistency, liking, and consensus. As you can imagine, being familiar with persuasion factors is particularly useful for marketing professionals, including sports marketing. As it happens, in more recent years Cialdini added a seventh…

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A Competitive Image – Brand Image in Sports

For Las Vegas residents, this logo evokes a very specific emotion whenever it’s seen; a sense of community.  The Las Vegas Golden Knights, a team still in its infancy, has already established a positive and successful brand image. It did so both by helping to bring the Vegas community together in unity amid tragedy and by embodying the feel of the city within its in-game entertainment. Forbes defined brand image in this day and age as “a mix of the associations consumers make based on every interaction they have with your…

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Lifetime Value (of a Fanatic)

“You gotta start them young.” This saying applies to a broad spectrum of things; dental hygiene, learning an instrument, or good manners. It also applies to a team that is encouraging fandom. This isn’t to say that older audiences shouldn’t be targeted by a marketing team that’s trying to bulk up a fanbase, but the fact remains that kids who become devoted fans from a young age have a higher potential lifetime value for the organization.  For a hockey team or any other sports team, considering lifetime value when deciding…

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