NHL marketing: An exercise in futility


NHL marketing: An exercise in futility

By Jon Fucile

The NHL, unfortunately for hockey fans, is often the distant fourth among the four major sports and if the job done by the crack team of NHL marketers for the All-Star Game is any indication, no one should really be surprised. They are a league that is so out of touch with their audience and a calendar that were surprised they can function at all.

When the commercials for the All-Star Game debuted and featured Meant to Live by Switchfoot, we immediately became worried. That song debuted in 2003 and wasnt even that good then. But hey, obviously the NHL did their homework and found out fans loved that song. Right? RIGHT?!

It only got worse. Leading up to the game, the NHL announced that Clay Aiken would sing the National Anthem. Sure hes from Raleigh, but what were the NHL marketing people smoking when they thought hockey fans would tune in to see Clay Aiken?

Aiken finished second in American Idol in 2003 and hasnt done much since. Really. Name the last song he had on the radio that isnt at least five years old. We dare you. Well wait . . .

. . . see? NHL marketing 0-2.

At least Aiken is from Raleigh, so in some weird way it almost, sort of, kind of, maybe a little bit, makes sense. Did they NHL think they would draw in new fans if they brought in Aiken? Pretty sure they over estimated his drawing power. Fans could not possibly have been less interested.

Then the NHL announced their first intermission entertainment.

Surely the NHL would pick someone relevant. Maybe a recent star. Maybe theyd look at the current Top 40 songs and pick someone, anyone, fans would recognize. The NHL then announced theyd be bringing in . . . Three Doors Down!

Wait . . . who? Didnt they have a song about 20 years ago?

When Three Doors Down started playing during the first intermission, all three of their fans in the crowd went bananas. If you listened closely, with one of those old time ear horns up to your ear, you could even hear a few Woos!

Luckily it was dark in the arena because whenever there was a speck of light during their set you could see an empty arena, fans predictably much more interested in grabbing a pretzel and a beer than seeing a band whose hit song is almost 10 years old. They couldve just played a Now Thats What I Call Music 5 CD and got the same reaction without actually have to pay Three Doors Down to appear. What did that marketing meeting look like?

When Three Doors Down eventually played their one hit, Kryptonite, there were still roughly just five people cheering. Why the NHL thought a band that hasnt been relevant since the Kennedy administration would be a big hit amongst fans beats us.

We havent seen a team of people screw up this much and be this wrong since the crew that built the Titanic said it could stand up to icebergs.

Generally when people are this bad at their jobs, they get fired. Unless you work for the NHL. No wonder theyre considered the fourth-class citizens of the sports world.

Its like that episode of South Park, Prehistoric Ice Man, where the kids found a man who has been frozen for 32 months and cant cope with the fact that he has awaken in 1999. But instead of 32 months, the NHL marketing department apparently was frozen for over eight years and still thinks Three Doors Down, Switchfoot and Clay Aiken are relevant, cool and exciting.

Maybe while theyre at it the NHL can bring back that glowing puck. NHL fans loved that. And by loved with mean loathed.

We can only imagine what their To Do list for All-star weekend looked like.

Maybe someday the NHL will hire competent people that understand its audience and understand how to attract new fans. Sure, Clay Aiken probably brought the American Idol crowd over to watch hockey. Of course. Seriously.

But hey, us NHL fans are used to failure like this. Cant wait for the 2012 All-Star where Hinder will perform their hit song Lips of an Angel. Were sure that will bring in huge ratings.

Blakely: Celtics not as feared as they were last season

Blakely: Celtics not as feared as they were last season

BOSTON -- On more than one occasion Monday night, the Boston Celtics were a discombobulated bunch with some players thinking they were running one play, while others were thinking the play called was something totally different.
You see that stuff in the preseason and to a certain extent in the regular season for a lot of teams. It is in those moments that we’re reminded that this Boston Celtics team is a work in progress on so many levels.
Because of that, we all need to hit the pause button when talking about them as a team inching closer towards Eastern Conference supremacy.
After the first month of the season, they have yet to show that they are going to be better than last season’s 48-win ball club.
The big problem a year ago was the offense bogging down and for the most part, not making shots. This year, it’s the team’s defense that has let them down on many nights.
And with that comes a sobering reminder this crew is good, but at best are maybe top-five in the East.
As a team on the rise, beating teams you’re not supposed to has to happen with some semblance of regularity.
There were only three teams on the Celtics’ docket this season thus far that they should have been beaten by without there being any argument: Golden State, San Antonio and Cleveland.
They were beaten in all three, two of which (Golden State and Cleveland) had final scores that did not indicate the level of dominance they had over the Celtics.
The average margin of defeat in the three games was 9.3 points, but two of them (San Antonio and Golden State) were at the TD Garden, which is supposed to be the equalizer for upset-minded teams.
But in each game, Boston put up a decent fight only to fail to emerge victorious.
The struggles against the upper echelon teams of the NBA has nothing to do with not having a superstar or a great rebounder or any of the kazillion reasons/excuses offered up as to why they’re not better.
It’s hunger.
It’s effort.
It’s about being blinded by the internet clicks that tout them as one of the best teams in the East, and them not seeing the danger that comes with embracing all that patting on the back.
It makes you soft.
It makes you fat and happy.
And maybe most significant, it creates a false sense of arrival before you’ve left the tarmac.
That’s where the Boston Celtics are right now: a team that seems to have forgotten why they were the team nobody wanted to play last year.
It wasn’t that teams feared playing them. It was the fact that they knew playing the Celtics would be tough, and it would force them to play a lot closer to their full potential than they were used to if they wanted to win.
It was because everyone knew that to beat the Celtics, you don’t have a choice but to play hard because you damn well knew they would.
Not anymore.
They bring that toughness to the game in small doses, like an intra-venous drip full of hope and promise, providing just enough to life to keep their fans optimistic but not nearly enough to kill the noise of their haters and critics.
And while the season is still young, the Celtics need to start racking up some quality wins.
Right now, their most impressive win is a toss-up between beating Charlotte 104-98 on Oct. 29, or a 94-92 win at Detroit on Nov. 19.
Boston plays at Orlando on Wednesday, a team that’s likely to be back in the lottery again. But after that, they travel back to Boston where they’ll host Toronto -- a game that they desperately need to not only to pad their win total but also provide a much-needed boost of energy and confidence going forward.

The Celtics have to find that hunger, that collective desire that we’ve seen in the past which has propelled them to greater heights than we’ve seen thus far.
Avery Bradley, Jae Crowder, Isaiah Thomas, Al Horford… you can go down the roster and the mission for all of them has to be the same: play harder, for longer, and be smarter about it, because this team has too much collective talent to be just three games above .500.
At 12-9, Boston is third in the East and trail conference-leading Cleveland by three games for the best record in the conference. But then you look at the teams behind the Celtics and realize that they’re only two games out of having the ninth-best record in the East.
It speaks in part to the season still being in its infancy stage. But it’s also telling as to how Boston does not have a huge margin of error when it comes to losing winnable games.
And as we’ve seen thus far, the Celtics can play with any team in the NBA and hold their own.
But beating them is a totally different narrative that this squad has yet to write.

Spooner on trade rumors: 'I definitely want to play here'

Spooner on trade rumors: 'I definitely want to play here'

BOSTON -- Ryan Spooner has definitely heard the reports out there that he’s being shopped in trade by the Boston Bruins, and he played like a guy that didn’t want to be moved in Monday’s win over the Florida Panthers at TD Garden.

Spooner had his good skating legs, created chances for his teammates and set up the third period goal that got the B’s into overtime when he flipped a shot at the net that was tipped in by David Backes while camped out around the crease. Spooner finished with an assist and a plus-1 rating along with five shot attempts in his 14:24 of ice time, and looked much more like the energized, creative player that was at the heart of some pretty good offensive things last season.

In other words, Spooner looked much more like the talented young player that finished with 13 goals and 49 points last season while centering the third line.

“I think there were five or six games there where I felt I wasn’t playing a bad game. Then six or seven games there where it was hard to get, I guess, the ice time that I wanted,” said Spooner. “At the end of the day, I’ve been a little bit inconsistent.

“I just have to go out there and use my speed and my skill and I found that in the game here. I thought that I did that and I just need to play with that, and I should be fine.”

Multiple sources have indicated to CSN New England that the Bruins are talking about a possible Ryan Spooner deal with multiple teams including the Carolina Hurricanes, San Jose Sharks and New York Islanders. Part of it is certainly the need for the Bruins to collect a bit more goal-scoring as Monday night’s win was just the eighth time in 26 games this season that Boston’s offense has scored more than two goals.

Part of it is also, however, a challenging season for Spooner where he’s been in and out of Claude Julien’s dog house while getting dropped to the fourth line at times, and even being left off the power play a handful of times as well. He’s played out of position at left wing rather than center and has underachieved to three goals and nine points in 25 games largely played with David Krejci and David Backes.

Whatever the history and the number of potential trade scenarios, Spooner said was “fed up” with all of it in his own words as he headed into Monday night’s game, and one thing remained true above all else: He wants to stick around as a member of the Bruins.

“I try to just put it in the back of my mind. When I was 17, I went through the same thing [in junior hockey]. I definitely want to play here,” said Spooner. “I want to help out and that’s kind of where I’m at now. If I play like I did [against the Panthers], I think I’ll be fine. I just want to go out, I want to help out, and that’s kind of where I’m at right now.”

The Black and Gold are looking for a top-6 forward capable of putting the puck in the net on the trade market in any possible deal involving Spooner, but it would seem that the 23-year can control his own destiny in Boston if he starts generating offense and putting the puck in the net. Spooner did just that on Monday night while setting up a third period goal, and lo and behold the Bruins offense posted four goals after struggling to get more than two for most of the season.

That could turn into the kind of trend that keeps Spooner in Boston if he knocks out the inconsistency in his game, and instead steps on the gas pedal and brings the speed and skill that got him to the NHL in the first place.