“Ice to the Eskimos” By Jon Spoelstra
As a marketing consultant and chief operating officer of the New Jersey Nets, Spoelstra was faced with a team that ranks near the bottom of the league in terms of standings and ticket sales. In order to overcome this obstacle, Spoelstra utilized a number of marketing tactics in order to help the New Jersey Nets create a market. Primarily, he had to identify and break into a market in which success was inevitable and resulted in increased market share. Instead of marketing the New Jersey Nets, Spoelstra and his team decided to market the opponents that would be playing against the Nets. Other teams could offer an experience that the Nets themselves could not. A competitive team, the hope for a competitive team, hometown support, and franchise players were all identified as factors that could be marketed by the New Jersey Nets to their fan base (Spoelstra, 1997).
The place is important for the marketing manager to focus their efforts since there must be a high potential for sales if the plan is to be successful. As a result, Northern New Jersey was chosen as the focus for marketing efforts due to its large population. Equally as impo
Thus, family entertainment was to be the focus for the nets marketing strategies, emphasizing on a family friendly environment. He devised a system whereby employees would be rewarded for their flaws or mistakes. It deals with developing or bundling game packages that will both appeal to and retain current customers. There are two options that a sport marketer has when dealing with an increase demand for a product that customers want. Furthermore, this idea boils down to customer satisfaction. Unlike the New York Knicks who place a large emphasis on selling to corporations, New Jersey does not have the large companies that call Manhattan home. It is important to target customers that are interested in your product when devising an advertising campaign. If the two are not balanced, the consumer will not be interested in purchasing the product. The manager should be involved with the ticket box, the sponsors, the facilities, and the players. Keeping the idea of human resource management in mind, Spoelstra devised a principle in his book concerning employee motivation. Down selling is also an option. This information could then be utilized to attract corporate sponsorship as well as season ticket holders. This is highlighted by Spoelstra in chapter five. The organization and its employees must be aware of the current marketing directions as to aid in the collaboration of efforts. Therefore, in order to establish an understanding of where your company or product can gain an advantage, it is important for the ownermanager to have an appreciation of the realities experienced by the average consumer.