Thursday, November 09, 2006

Innovative Thinking by the Bruins Marketing Team?

Wow – I didn't think this type of innovative marketing would come from the Boston Bruins this quickly. Some people might not think it's that grand, but trust me, from experience, it's a challenge to develop these types of events in season.

The Bruins cleaned house in their PR and marketing departments before the season began so I figured this season was a ramp up year. I have been told by people in the city that their new marketing director knows her stuff.

Today I received the following e-mail from the Bruins:

"Only one day left to bid on your chance to meet Boston Bruins great BRAD PARK on Thursday, November 16th when the Bruins take on the Toronto Maple Leafs at the TD BankNorth Garden! Auction package includes two tickets for game seats in the Boardroom, a new restaurant located in the arena. The winner and a guest will enjoy dinner and watch the game with Brad Park and other Bruins Alumni. The NHL Alumni Association and the Boston Bruins are proud to have worked together with to present this opportunity to NHL fans."

Most of you are thinking right now, "who the hell is Brad Park?" While hockey is not my strongest sport, I have no clue when this former great Bruins' player was on the team. It doesn't matter what I know, but this is a great idea. Here why:

· While only two people will have an opportunity to spend time with Brad, the team and the NHL alumni association are trying to generate interest around the Bruins. The team needs to create different "out of the box" ideas because they sure aren’t winning.

· The Bruins understand they need to offer ways for fans to meet the players – current or former. Fans need to feel a reason to root for the team and convince their friends to follow the team as well.

· While I have not watched the Bruins seriously in a couple of years, it is refreshing to see them develop this type of auction.

The Bruins need to continue to develop these type of opportunities to draw general sports fans to attend games and watch the team. Offering the opportunity to have face time with athletes is a great way to start.


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