Notes from Wednesday's meeting concerning the way forward for marketing the club:
Neil Morris opened the meeting, explaining that what Phoenix lacks is man-power. In the office there are only 2 full time staff, the rest, rightly or wrongly, comes from bits and pieces done by Comtec employees. Volunteers do most other jobs on match days and covering the Phoenix during the week.
The formation of the board itself is due to so many people sending in ideas that don't get used and then wondering why. Neil Morris also made the announcement that he doesn't read the forum, so this is not an effective medium for sending ideas through to him. Lack of man power was explained as the main reason why the ideas that do get through don't get used.
The commercial board will be made up of a handful of sponsors and some purposeful fans. Sponsors have been selected by Neil Morris; Tony Jones of Synergy, Peter Millington of Millington's, Carl Dillon from RSD Sports and Nathan Harrop from Hyundai and a possible two more yet to confirm. Neil Morris insisted on fans putting their name forwards only if they could contribute fully and give the time necessary.
A page will be set up on the website for the board, there will be a suggestion box at the rink and if necessary someone will be monitoring the forums. Jim "Tambo" Piper also offered the idea posted by a forum user for setting up a mailbox for ideas. All ideas can then be "filtered, funnelled and then we can move forward." Neil Morris then opened the floor for volunteers to step forward.
Martin Higgins was first in, who has previously worked with Sale Sharks and his offer, and his ideas, were promptly snapped up by Neil Morris. A different take on things was also mentioned - as most fans in the room were very close to the club, what could be needed is someone a step away from the club and, as Martin is a new fan this year, it could help the club to have someone around who is less invested.
Mike "Fishcake" Thorpe then stepped forward with ideas including tickets for £10 (although conceding that such a move is not an option at the moment due to crowd numbers) and setting up the tried and tested method of unsigned bands of using "street teams" to spread awareness of the team in the local areas and making sure the club isn't just another brand vying for attention - being cheeky/mischievous as a way of getting more attention was Mike's thought on this. Whilst this idea has been tried, it was suggested a way of getting more people to help would be using the programme and match night announcements to get people on board. Finally, leafleting at other sporting events was suggested.
The notion of having more, bigger banners on the side of the rink was rejected due to the phenomenally high cost.
10,000 posters have gone out around Manchester, along with 5000 leaflets. Sponsors are buying tickets at half price and then giving them away to customers. Phoenix now have coverage on ITV (4min slot on Mondays), Channel M (9min slot) and BBC GMR. Rock Radio and Magic FM also run regular commercials and cover the Phoenix in their sporting announcements, Manchester Online (MEN) have an Ice Hockey page and Channel M will have one soon.
Ben Knight, the brains behind the Official Manchester Phoenix podcast, then stepped forward to insist that the usual answer given, particularly on the forum, of "that has been tried and this is the problem" is not a good enough answer. The board should be finding alternatives for those ideas that face obstacles but could prove to be lucrative. Existing fans and ST holders shoudn't be the answer through further "milking", the focus now should be in getting more people through the doors - most fans work in the catchment area of the Phoenix with people whose details could be passed on for opportunities with local businesses.
Alan Delaney noted that, as a driver and speaking to people around Greater Manchester, he finds people still recognise the Storm brand but don't know of the existence of the Phoenix. He then commented on the lack of crowd numbers and suggested that away fans should not be ignored in the promotions - maybe having a £10 flat rate for away fans. Neil Morris revealed that a new incentive for away fans is to be announced and will be league-wide. This acknowledges that, whilst the Phoenix are struggling, there are other teams in the EPL who need more help than we do. All away teams have also been informed of ways of booking through Mags to avoid extra fees through paypal, credit cards etc.
Further ideas concerning away fans was offering a deal with tickets and local hotels since most will be travelling from a considerable distance. This was tried last year but there wasn't enough uptake from the fans despite the club pushing the promotions fervently. Sunday night games make this an unrealistic deal. This may be organised for further Saturday games pending talks.
Neil's response to the question of whether any research has been done to find out how existing fans first found the sport was that the biggest answer is free tickets. The club acknowledge that this works, but it needs to be done properly and in big numbers. This year, the club hope to actively chase up those that come on free tickets (maybe by using the players to call fans) to try and get them to come back.
Pete "Menace" Hagan stepped forward to offer his support, particularly with the street teams which was followed up by both myself and Matt. Further to that, I raised the point that whilst free tickets work, it's possible that a higher conversion between tickets given out and people actually turning up at the game could be achieved by offering tickets for a heavily reduced price - people are less likely to forget about it if they've paid something. Also - marketing should be aimed at everyone, not focussed on just families.
Diane Daley asked how the club is marketing itself to students. Whilst Phoenix had a good presence at freshers week, no student unions have anything on their websites etc. Deals with the University ice hockey team could be chased, these were used last year. Also, since the rink owns the beer, it's unlikely a beer promotion would be possible.
Martin Higgins then offered two further ideas - getting a board advertising the Phoenix at the outdoor ice rink that is constructed in Spinningfields each winter. This is something that is already being pursued by the club. His second idea was to get fans to wear their shirts at a different sporting event as this proved to be a successful marketing tool for the rugby clubs. Unfortunately, as Tony Jones already does this and has never had any interest, its success for the Phoenix may not be as noticeable.
Chuck-a-puck is going to make a return to the Dome, however the first batch of foam pucks were lost at sea. Rubber frisbees will also be thrown as close as possible to the Menace. In period breaks, of course.
It was then acknowledged that one issue with such committees is the response from other fans that the same people are the ones that make up such groups.
[As an aside - There are still many more people needed to help this get off the ground an become effective - I implore all those interested, get in touch with the club, make your interest known. This doesn't need to be the same people as usual. All help is welcome, please offer it. The same people fill these roles because it's the same people who volunteer.]Andrew Baker asked about the possibility of a Supporters Club. This is something that the board can look at organising and populating. Mike Davidson offered his support in any endeavours as a volunteer.
Ben "Silent Ben" Haddock raised the point that awareness country-wide is low on ice hockey. Teams all over the country should be pushing to raise awareness of hockey - what it is, where it is played, how it differs and is similar to the bigger sports in Britain. Following from that, it was suggested that good and effective ideas should be shared amongst other clubs to raise an overall awareness. Neil Morris confirmed that the league are planning to pool the marketing ideas from the clubs and have set up their own marketing board.
[We finally have a chance to show clubs working together, rather than the usual "us and them" feeling that dominates all factions of the sport. This, in my opinion, can only be a good thing.]The positives of the EPL were then discussed following a question over whether the fans feel that the move has proven to be the right one. Junior numbers are already rising as there is now a clear path through to the most senior of the Phoenix teams and the plans for a hockey academy, with consistent coaching approaches and set ups, are well underway. The survival of the ENL team is a big factor as the aim for this is for it to become a farm team, so the club can get back to seeing more home-grown talents in the line up.
Neil then asked if anyone would like to put their name forward or if anyone had any issues with the people who have put their name forward. There were no objections. He also asked for those in the room to prompt people they thought would be good on the board to put their names forward.
So that's yer lot. Please put yourself forward if you feel you can help. All offers and ideas are being considered. This is OUR club, and we're the ones that can turn it into something great. A positive attitude is needed for a change so this can move forward.