S.O.S. AHL Schedule: Marketing

With cable tv, the internet, social media, you would think it would be easy to boost interest and awareness of a product, but part of me doubts that. I think the AHL has a difficult task ahead of itself. The games aren't nationally televised, there is a lot on the internet about the NHL to sufficiently drown out whatever goes on about the AHL, and the same goes for social media. So, how can the AHL garner more attention, increase revenue to better its product? I have a few theories on that:

• NFL strategy: This is the weakest, and most likely to fail, but the NFLs strategy lately. Generate a scandal to draw attention to the league when you aren't watching. Given the off the ice incidents with Patrick Kane and how the media typically receives hockey anyway, I doubt this will work.
  
  
• Get games on tv: Few ways of doing this. Most involve flexing some games to earlier time spots. They all involve giving viewing time of teams away for free because that is exposure, and that is what the AHL wants.

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  Wikimedia Commons

   Local stations, cut a deal, as long as they don't interrupt prime time they would be happy to oblige. Better than the mid-day Saturday reruns they typically have. Plus on local television, it could help amp up interest in the community aspect, which is where love for an AHL team comes from.
  
  
• National TV: Cut a deal with big brother. Broadcast an AHL game of the week on NHL Network, cut it up with the fancy cameras and your prospects get national coverage. It draws attention to the NHL, attention to the prospects and with the big lights and cameras, it helps prospects get used to those big lights.
  
  
• Internet Streaming: I know the AHL does this already with audio and video casts, but you have to pay the premium. I'm saying, don't make it pay per view, but partner with YouTube, Twitch or some other high end streaming service that will do a good job of plugging your games and then you don't ever have to worry about flexing games to earlier times. You get an AHL game of the week that everyone can see, you can hit all 30 teams so everyone can feel that sense of local pride, treat it like an NHL broadcast and give a game or two a week to the people. 
  
  
• Rivalries: Develop them. Hammer home on them. Say how much this team hates that team even if it isn't true and have social media chirping at each other. People buy into dichotomies, Good, bad, winners, losers, heroes, villains.  That is what sells. If you're the Springfield Falcons, I see the fact that the Providence Bruins games are what's selling as a bad sign because it means that they aren't coming to see the Falcons. Build up Hartford with your news paper ads, local station ads, and so forth. Every team, pick two to three and drive up the hate. Social media is perfect for this and its something that occasionally happens, but should happen more often.
  
  

  
• Local Coverage: Work with your local news papers to become a larger part of the news. Develop in the local section, the sports section, opinion and maybe even the front page. Local news websites should be working with you to talk about your brand, secretly promoting it with actual news stories. Be part of the community in highly visible ways and you'll drive interest in hockey. If they present it all in simple ways that make the game easy to understand, you can draw in a more casual audience and convert them along the way as well.
  
  
• Differentiate yourself from the NHL: Sell yourself as a separate product. If NHL is name brand, and you're generic, you can't compete for attention. You have to build yourself as something different, something more relaxed and fun, and take the NHL out of it otherwise the fan bases overlap and local teams in towns under a different the umbrella of an NHL team of a different affiliation will suffer. You're NOT the NHL and that could even be your slogan. You provide hard-hitting, raucous, family friendly, but not too-family-friendly hockey like your grandad always talked about. It's a fan experience unlike what you get in the NHL, its more base, more raw, more intense for less money. The NHL is still the elite experience, but the AHL can be the every day working man experience communities should love.

Syracuse Crunch: Games to Gun For

Syracuse Crunch's Favorite Activity
Creative Commons: CMBfoto

Games to gun for will go over specific games and opponents fans might want to see. Criteria are based upon AHL rivalries, fun teams to watch in the AHL and regional rivalries between the local NHL teams. Consider it a guide for casual fans to know how to get the biggest bang for their buck.

The Crunch have a bit of a reputation as being big fighters. Or at least the numbers paint that. This is in large contrast to their affiliate, the Tampa Bay lightning which is perhaps better known as a high skill, finesse team. Perhaps its just a matter of location, Tampa Bay is far removed from upstate New York, where the fans tend to me more... well... passionate. (The nice way of saying drunk.) Unlike other AHL teams where Big Brother can help play a role in the rivalries, the Crunch are all alone where they are, meaning their rivalries are pure AHL.

Home opener: October 17

Opponent: Binghamton Senators

The Crunch start the season on the road against the Phantoms, but come home not to shortly after. Luckily its only one week, and one game so they should be plenty rested for a match against a divisional rival. Stay thirsty Syracuse, bring the heat and be ready to fight.

Opponents:

1. Rochester Americans

There are a few reasons why this team is the top of the list. The first is they are a divisional rival. Rochester is also a historical AHL team. Finally, Buffalo Sabres are their affiliate. Oh, and the bonus, the team the Crunch have the most fights against? Americans. The ten times they face off against eachother, including the five times at home should have something for everyone, from the NHL fans, to the local AHL fans, casual or hardcore. 

2. St. Johns Ice Caps

This a divisional rival and a Buffalo Sabres rival (And Tamba Bay Psuedo-rival) through the Montreal Canadiens. Granted the fight numbers are a little lower, I'm sure that just means the Crunch will need to catch up as they aim for number one fight total. They face of four times at home, eight times total.

3. Binghamton Senators

Really, most of the teams from upstate New York are going to be great rivals, the Senators meet ten times, five at each arena, Oh, and number 2 in the total fight count.

4. Toronto Marlies

Toronto is a good rival to both the Sabres and the Crunch. Its a nice middle of the pack rivalry, not too many fights but enough. Think of the Marlies as the team you see when maybe you want to see a decent hockey game without a fight, well, then the four home games against the Marlies might be a good chance.

5. Bridgeport Sound Tigers

I bet you were thinking I was going to go with the sensible choice, the safe choice if you will, and say the Albany Devils? You were wrong. Instead I went with the out of division team that they only play once at home. Why? One reason: Fights. In 2014 The Bridgeport Sound Tigers lead the league in fights, Syracuse was second. Bridgeport and Syracuse have frequently been at or near the top. So for two games this year, you have the biggest fighters in the league all together. 

S.O.S. AHL Schedule: Support

I have four think pieces lined up for basically the things that need to happen for the AHL to save its scheduling issues and help. The first I'm going to tackle is the Support the NHL offers the AHL teams. Admittedly, I am not an insider, I am working on a lot of assumptions here so I will gladly be wrong about these opinions, but its just thoughts I'm throwing out in the little free time I have.

The biggest of my assumptions is how controlled the AHL teams are by big brother. I feel like there are aspects of control, but its clear, to a point, they are left to their own. They deal with their schedule, have to figure out how to make the money, and have to work within the restrictions of the NHL to do so. So that's fine.

Where I am more hazy is the financial support the NHL provides, particularly in regards to supplemental  budget. Do the AHL teams have their own budget? Certain players are signed to 1-way contracts that only leave them attached to an AHL team, I think? The relationship as a whole is an easy one to understand, but as a business strategy, the video I talked about in this blog makes it seem more complicated than, maybe a pool of funds.

So, there are two scenarios to consider. The first is that its all one pool, in which case, the NHL affiliate can offer more to help alleviate costs related to travel. This is ideal in the sense that then, the restrictions that the affiliate team can better mimic the professional hockey season, and also send teams further with the expectation that greater competition at one level will increase revenue at that level, and then increase revenue at the other levels.

However, the AHL is considered a separate entity. They have their own league offices and restrictions. That makes me think, part of the AHL teams success might be driven by the teams themselves. If that's the case then the AHL would be all by itself and that might make it more difficult.

I don't get that is entirely the sense, but if it were, than the NHL should be providing a level of financial assistance that would help offset travel costs. Whatever the case can be, it could be more. While the AHL may not be as bankable (and certainly could sell itself better), further financial assistance, and saturation of hockey beyond the national TV level, could go a long, long way in Hockey's success for the future, not just because of the monetary value.

The final point that I think needs to be made, and I've already have half-way made it is that the NHL should be taking a greater hand helping to plan and and organize this schedule. It should be balanced, it should be driving competition, and should be driving rivalries. That is something the NHL in particular has excelled at. I laugh when I look at rivalries in other sports. I may hate another team, but those teams are limited to those I hate in the NHL as a Bruins fan, and also to the extent of how much I hate them. Granted, that has a lot to do with how the teams play each other, but the fervor can only carry so far, and balancing that can help sustain a rivalry.

To a certain extent, the AHL should be free to dictate how it runs its business, but at a certain point the NHL should want to help guide the AHL through financial support and direction to help make its products better.

Lehigh Valley Phantoms: Games to Gun For

Games to gun for will go over specific games and opponents fans might want to see. Criteria are based upon AHL rivalries, fun teams to watch in the AHL and regional rivalries between the local NHL teams. Consider it a guide for casual fans to know how to get the biggest bang for their buck.

PA Announcer @joewowk is ready for Phantoms hockey. Are you? https://t.co/2kPcHKoMJw #RiseUp 10.10.15 pic.twitter.com/aAMIejTDZb

— LehighValleyPhantoms (@LVPhantoms) September 11, 2015

Normally I find a real picture, but the tweet really says it best this time

The Lehigh Valley Phantoms are the last team in the North Division I have to cover here for Games to Gun for. Let's face it, its Flyers all around in that area. Your rivals are Flyers rivals. Your fan base, all Flyers, and luckily, the affiliate team is also the Flyers. Now, typically I'm not as big of a fan of such market saturation, but the team is far enough away to make it work, if you can get fans to buy in to either one or the other. Last year, the Phantoms failed to make the playoffs, settling for the low end of the spectrum at 13 in the conference, and only topping the Norfolk Admirals  in their (then) division. This year their slogan is Rise up (#RiseUP) which is a good goal because placing worse in their division would mean that the Bridgeport Sound Tigers did something better than you.

Home Opener: October 10
Opponent: Syracuse Crunch
Analysis: Hmmm how sweet this match up is. The Flyers have a reputation of being thuggish in the league, and the Crunch have been in the top five for most fights in the past three years. If you like hard hitting hockey, then I can't think of how perfect this match up should be. If there ever was a chance you might see an all out brawl on opening weekend, this game might be it. 

Opponents:
1. Wilkes-Barre/Scranton Penguins
Local rivals, national rivals, twelve match ups, six at home. This is a great rivalry on all levels. The match ups at the national level, the match ups at the AHL level, they are never not rivals. As a Phantoms fan, you hate the Penguins. Penguins hate you. Hate equates to strong emotional play and strong emotional play is what makes for a great game.

2. Hershey Bears
Capitals are also a good Flyers rival, but not as big as the Penguins, and so forth. But Hershey is also a huge rivalry at the AHL level. They face each other twelve times as well, six times at home. A good chance to face off against the NHL rival, a local rival and good historic team while you're at it.

3. Hartford Wolf Pack
At the risk of repeating myself: Rangers, division, rivalry. That said, it wasn't until recently that the Wolf Pack became a division rival. Sure, the hate might be there, but it isn't there as it is with the previous two teams mentioned. They face six times, three at home.

4, Providence Bruins
There are no shortage of NHL/AHL rivalries in the division. Bruins are another one that has faded a bit in recent years on the Flyers side of things, due to how the competition has developed and competetor has developed, but there should be plenty of residual hate. Plus with the new divisions, it means that the Bruins are another opponent the Phantoms have to try to stand over. They play six times.

5. Bridgeport Sound Tigers
Normally I look for an out of division opponent to use at some point, but this one is easy. And it boils down to something said before: Bridgeport Sound Tigers are the worst team in the division. Phantoms were on the verge of being the worst team last year. That means that the Sound Tigers are going to look to over take the Phantoms to not be the worst, and Phantoms have to be afraid of that. Nobody wants to be the team that is the joke. Phantoms have to beat down the Sound Tigers first and foremost to prevent that from happening if they don't do so hot this year.

Wilkes-Barre/Scranton Penguins: Games to gun for.

Games to gun for will go over specific games and opponents fans might want to see. Criteria are based upon AHL rivalries, fun teams to watch in the AHL and regional rivalries between the local NHL teams. Consider it a guide for casual fans to know how to get the biggest bang for their buck.

Creative Commons: Danielle

The Baby Pens are in a pretty highly contested area for AHL and NHL fans. They are towards the middle of PA where I'm sure the Flyers and the Penguins fans mix, and I'm not entirely familiar with the area, and this admittedly won't be my best work. (NFL season started last nigh and I'm from New England, so it was a state holiday.) But, with the amount of AHL teams in the area, you have plenty of local teams and national teams to drive the love (Or the hate) and the Let's just get into it. 

Home Opener: October 17
Opponent: Lehigh Valley Phantoms
Even though its a delayed home opening, this is the best game they could open with. Why?

Opponents:
1. Lehigh Valley Phantoms
It's a perfect storm of NHL and AHL rivals in close proximity to each other. These teams need to hate each other, and the fan bases are probably large enough for each of them that they should be going all out and supporting them and filling in the seats every time they meet. All twelve of these matchups should produce nothing but intense, emotional, entertaining hockey. Book your tickets for the home opener and revel in it.

2. Hershey Bears
The Bears aren't too far either, and as the Capitals affiliate they do pose some NHL edge too. But this is one of those things where proximity should drive rivalry and if you're close to the Baby-Pens, you are probably close enough to know Hershey and feel a geographical rivalry. They play twelve times, six times at home.

3. Providence Bruins
Divisional, and NHL rival. I don't need to tell Penguins fans that they hate the Bruins, and the Bruins hate them. No reason that the six match-ups can't be a nice outlet for that hate.

4. Hartford Wolfpack
Penguins also don't like the Rangers. Do they not like them as much as the Bruins? It's probably pretty close. Plus divisional rival. 

5. Binghamtom Senators
It's nice to see some opponents outside of the division. The Senators play the Penguins six times, including three home games. I haven't done too much looking outside of the Atlantic division, but if you are looking for something more casual where the level of the play will still be heightened by the fact that they will be familiar with each others style. It should lead to better hockey, but not as intense.

Schedule Dissection Part 2: The Traveling.

As I am trying to dig deeper into the AHL, I'm finally getting into the media aspect, This is more along the lines of the things I would like to get into, especially once the heavy lifting get out of the way, but more or less, about a week ago, Falcons TV posted this video:






This relates back to my schedule blog way back when, The video is pretty dry, and goes over a lot of the technicalities of how the schedule comes together. It sounds like a logistical nightmare. I mean, did you see this board?

Look at that thing. Its all yellow squares and black stars and orange circles, maroon hexagons, green hexagons, blue trapezoids scattershot over magnets and squares. John Nash himself would walk up to that thing and go, "Oh, screw this." I mean, don't they have an app for this yet?

But aside from that, there are a few key issues I think its worth touching upon really quick.

1. Scheduling is important for competition and marketing of the team. I think there are ways the AHL could market itself better, and hey, different blog for a different day, but this goes right back to what I said before: The schedule needs more balance. The limitations for travel expenses put a huge hit on this but if the schedule is more balanced, it gives those divisional rivals more meaning and make the games more important. Yes, more people will want to see the Providence Bruins if they live in Springfield because they are probably Boston Bruins fans, and so forth, but too many games against one opponent and there's less urgency to go to it. For thirteen bucks, you can catch them the next time they're in town.

2. Dove tailing off of that, AHL might be spreading itself too thin. With less teams local, that means travel expenses go up, and that makes it hard to fit in the rest time, get greater opponent diversity, and build that culture of rivalries that get people to the games.

3. The NHL puts on tough restrictions. Here is what I don't get about that, they have to regulate the rest and the games per week, which is good for a player but what about player development? Wouldn't a schedule more similar to the NHL, though perhaps less intense, be infinitely more beneficial  in the long run?

4. The AHL probably needs a little more oversight. I may be reading into this too much, but the impression I got was the teams draft their opponents and then the pieces get tied together. What could probably help with this is some better regulation. I get budget constraints but if the product is suffering because of the schedule, those budget constraints will only get tighter.

But, this is all leading to the four things that need to go better to fix the scheduling problem:

1. NHL needs to better support their affiliate.
2. AHL needs to do a better job at selling itself.
3. AHL fans, NHL fans, hockey fans and general public need to do a better job of buying in.
4. AHL has to take some risks to get a better product so #3 is more sustainable and successful.

There will be more on those points soon. Trust me on that one. 

Portland Pirates: Games to Gun For

Games to gun for will go over specific games and opponents fans might want to see. Criteria are based upon AHL rivalries, fun teams to watch in the AHL and regional rivalries between the local NHL teams. Consider it a guide for casual fans to know how to get the biggest bang for their buck.

Wikimedia Commons

The Portland Pirates have a new affiliate this year to look forward to their new season. Last year Manchester knocked them out of the first round of the playoffs which is a shame because Manchester is now an ECHL team and therefore, no revenge can be exacted. Last year the Panthers had Goalie issues, and if those continue, the Pirates may struggle this year, but at least they aren't partnered with the Arizona Coyotes.

Home Opener: Saturday Oct. 17
Opponent: Hershey Bears
Analysis: Like the Bears, Portland opens on the road, unlike the Bears, Portland comes home much sooner. After one game against Providence, the Pirates come home to face divisional foe Hershey and have a week of rest before doing so. Ice is a little tilted in Portland's favor, but don't take that as a guarantee.

Opponents:
1. Providence Bruins
Last year the Bruins and the Panthers were in a tightly contested wild card race that neither of them won. If things go similarly this year, it could be more of the same, putting extra heat on this rivalry. More importantly they face the Bruins more than any other opponent, so it will be really familiar competition for the fourteen games, evenly matched home and away. Plus, Maine is still mostly Bruins territory if I recall, so its a great chance to see the Bs without a long drive.

2. Springfield Falcons
Last year Pirates were an Arizona Coyotes affiliate. This year the Coyotes are a Falcons affiliate. See where I'm going with this? Not only are they divisional rivals, but some of the players that moved with the Coyotes, will feel right at home. Well, not just because they played there last year, but also because Falcons and Pirates face off twelve times.

3. Utica Comets
They face off four total times, and aren't divisional opponents, Why bother with this game? Because Utica is a classic AHL team some other teams don't get to face off against. Plus I'm sick of writing about the Baby Pens and Phantoms.

4. Bridgeport Sound Tigers
As I mentioned before, Bridgeport has a lot to prove. But if they can't prove it, than the five times they face off in the Cross Insurance Arena have high probability of being wins. And if you want to go to a game, why not try to make it a game you're pretty sure the home team can win.

5. Hartford Wolfpack
They face off ten times and are part of my AHL Original Six. A divisional opponent, with history, whom was a playoff contender last year, and faces off with your team a fair amount? It's a winning combination for good hockey.