Perhaps I wasn’t clear either in the original meaning of the last post. I don’t doubt that there are a lot of strong fans of the Soul. I don’t doubt that Jon has successfully created a strong team and quality family entertainment. I also think that more major-league team owners and managers should emulate Jon’s stance on morals in their players. The my real question is: is all this enough for long term viability of the franchise and the league in general?
There are a number of issues that I’ve observed–intertwined with Jon’s celebrity, but mostly not attributable directly to it. For any sports franchise to have major, long-term viability, it has to make money. For celebrities looking for toys, a money-loser might be tolerable, at least until they get bored. Being dependent on a celebrity’s whims isn’t a secure place to be for any business venture.
I see one big problem for arena football in the long term. Unless their marketing gets much, much better, NFL fans (at least male ones like I work with) aren’t going to become fans of arena football. Ever. Their culture is geared toward mocking fans of arena football. The only reason that I didn’t get made fun of more for watching a Soul game was because my co-workers wrote it off to my being a fan of Jon. That’s a big segment of potential audience with completely closed minds, which is not a good thing to have, never mind the chilling effect on fans. (It’s not dissimilar from the problem faced by professional soccer in the US. Football fans, by and large, find the sport to be laughable.)
I used to live close enough to Philadelphia that I was generally considered to be within the geographic fan zone for its sports teams. (I am now far enough out and north that I have edged into border territory with the NY teams.) The only Soul jerseys that I have seen ‘in the wild’ are all Bon Jovi ones. This is what initially led me to wonder how much of the Soul’s success is derived directly from Jon’s success. The problem with basing success in the AFL on bringing in fans through other associations is that those fans are fickle. Especially in an economy like this, it’s not a good time to rely on fans that aren’t fans of the team first and foremost. Any team needs fans that are fans of the team–like FirebirdDW, who commented earlier.
More than anything else, it will come down to marketing. In the town where I live now, we have a minor league baseball team. Now, in some ways you’d expect them to be having at least some of the same problems as the Soul with the economy so deep in the tank. But they’re selling out. I see that they have three major advantages over the Soul–all of which can be fixed with the right marketing.
- Reputation.
Minor league baseball is established as a source of quality family entertainment in people’s minds. With proper marketing efforts, the Soul and other AFL teams can build the same reputation.
- Sponsorships.
Our minor league team sponsors–and slaps their logo on–every event they can, especially during the off-season. It keeps the team in the forefront of people’s minds.
- Advertising games.
Our minor league advertises heavily on local TV, radio, and print publications out to a pretty distant radius–far enough to be into the territory of other minor league teams. Arena football teams need to do the same. The third largest city in Pennsylvania is an easy day trip from the Philadelphia sports center, but it never saw a bit of promotion for Soul games. That’s a large audience that was not informed. Extending advertising out into the ‘burbs will bring in more people.
Marketing and reputation building is where fans can come in. You want to save the Soul? Start acting as an arm of their marketing department–a ‘street team’ if you will. You don’t have to do much, and everything I’m going to suggest is free, except for #8. If you can make enough noise, the news media notices, and then you get big publicity.
- If you have a blog, blog about the Soul, about how much you miss it. Do it as frequently as you can come up with a fresh angle on it.
- If you have a Twitter account, tweet every complimentary article about the AFL that you can. Doesn’t matter if they’re old. If they are, cast it in a nostalgic, ‘remember when’ light.
- Sign up for StumbleUpon (if you haven’t already), and use it to promote sites with AFL-related content.
- If you post to message boards, link back to the Soul site in your signature and in posts too if it’s relevant to the post. This is valuable on any message board, and doubly valuable on non-Bon Jovi boards.
- If you have an account on Facebook, MySpace, or any other social network, create a group of people who want the Soul back and invite everyone you can.
- If you’ve created such a group, link to its homepage from everywhere you can. Put it on your homepage, in your signature on message boards, and in the blogroll of your blog.
- If you own a t-shirt or jersey from the Soul or any other AFL team, wear it in public. Gush about the team if asked.
- Write letters. Send paper letters if you can; those require humans to deal with them, whereas emails may be handled by an automated system. The ‘Star Trek’ method still works for getting attention.
The contact information for the Soul is here.
The contact information for the AFL is here.
The last thing to remember: don’t spam.
If you’re posting to a message board or commenting on a blog, keep your post on-topic and relevant. Don’t post just to spread the link. Don’t violate any forum rules, either. If links in signatures aren’t allowed, don’t try to sneak one in. Lastly, don’t repeat yourself by sending the same post multiple times, even to different forums.
You’ve proven me wrong about there being devoted fans. I wish you well in saving the AFL. And remember, by posting here and refuting me, you’ve already started your campaign.