Kukla's Korner Hockey
by Paul on 10/06/06 at 09:18 AM ET
For the first time, the Kings will significantly cut back their advertising, particularly in terms of newspaper ads and billboards, and divert their resources to more hands-on endeavors, including clinics at local rinks and donation of equipment. The goal is simple: To make hockey fans out of the area's youth, and by extension get their parents involved in the sport and make all of them into Kings fans. "Some teams create a fan-development program but they simply dip their toe in, and don't invest enough to make it work," Hunter said. "This is a great sport, but there aren't enough kids playing it. "What we're trying to do, in terms of marketing, is shoot with a laser. It's a more measured return. You get more out of your marketing dollars if you reach out directly to people, and that's what we're trying to do. It's more effective, in the long run, than running an ad every day in the newspaper."read on
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