Would disgruntled hockey fans forget their gripes against the National Hockey League if the league poked fun at itself in new commercials?
How about humorous television spots featuring stoic-and-not-exactly-beloved NHL commissioner Gary Bettman?
That’s the kind of outside-the-box marketing the league has to consider now to win back fans and sponsors turned off by the 113-day lockout, according to Langara School of Management instructor Aziz Rajwani.
“There’s an opportunity here to use riskier, edgier marketing strategies,” he said this week. “Bettman is not particularly well liked by fans and no one would ever say he is a funny person, though he might be in private.
“But what if you did something really funny and edgy with him? It might work.”
Bettman apologized to fans this week for disrupting their beloved game and clubs have followed his lead en masse.
The Vancouver Canucks have promised to reward loyal fans and sponsors for sticking with the club but refuse to discuss details of the pending season...