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Entries with the tag: keith wachtel

NHL Seeks Greater Fan Engagement

The NHL’s SVP of corporate sales and marketing—Keith Wachtel—spoke on a marketing panel this morning.  Here are some of his comments via Karl Greenberg of Marketing Daily (MediaPost.com):

“Mobile is where things are taking place,” said Wachtel. “If a person is watching on TV, he’s doing it on iPad, too; he’s on mobile. Or he’s buying and sharing it on Shazam. Our fans are young, tech-savvy high earners.”

He added that the days of big sports leagues letting fans find them are over. “It’s us finding them, because they won’t go to NHL.com; they are more likely to look for NHL content on sites like ESPN,” he said. “So we have had to change our model: If you want our content, we will give it to you because at the end of the day, the platform shouldn’t matter. The younger demographic is always changing where they are, using social, not traditional sites. The question is where are they? You have to find them before pulling them into the brand.”

Also interesting were some points about the nature of NHL fan loyalty and of the realistic potential size of the NHL audience. Wachtel said the goal is not to grow the fan base since hockey has geographic limits other sports don’t (“If you can go outside and play the sport there, we’ll be big there,” he said), but to create the kind of league-level loyalty among fans that other sports enjoy, not just team-level loyalty.

“We are fourth of the big four and our fans are the most passionate of all sports partly because it’s a smaller fan base. But while we have avid fans, most of our fans are tribal.”

much more

Filed in: NHL Talk, NHL Business of Hockey, NHL Media, | KK Hockey | Permalink
  Tags: keith+wachtel, marketing, media

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