Blog Post #13: Playoff Hockey in the Hub

NOTE: See updated post below... (4/20/14)

Original Post (previously titled "To Be Continued..."):

I know that I normally post around noon on Sundays, but today is Easter, which means Easter break for us at St. Mike's this weekend (we also got Friday off and we're getting tomorrow off, too). The reason that you're going to have to wait until tonight for my post is because I'm going to be one of 17,565 in attendance at TD Garden (or Gahden) for the BRUINS PLAYOFF GAME at 3PM against the Detroit Red Wings. In case you couldn't tell, I'm a huge fan of the Bruins. I want to try to tie marketing concepts to my experience at the game today in my post. So for now, I'll leave you with a few videos that the Bruins made for the playoffs. Take a look and think about what type of tactics they're using with the videos. Also, here's something else to think about for now: I paid over $100 for my ticket, so what approach are the Bruins taking with their pricing? Happy Easter and GO BRUINS!!!

Video #1: "The Calm"

Video #2: "The Law of the Jungle"

Update:

The Bruins won the game! For those interested, here is a link to the game recap on Bruins.com. I have also posted a video of the highlights below this paragraph. The score was 4-1 and the series with the Red Wings is now tied at one game apiece. It was an absolutely incredible experience as always. I have attended a number of Bruins’ playoff games, including Stanley Cup Game 6 in 2011 and Stanley Cup Games 3 and 6 in 2013, so I am no stranger to the playoff atmosphere. The TD Garden was buzzing with excitement, nerves, and hope. Being the day before the first Boston Marathon since the bombings in 2013, the game felt like it meant a little bit more to the city than it would have otherwise (which is still a lot).

One thing that happens at games that TV viewers do not get to see is the pregame presentation on the jumbotron. The Bruins played a slow montage showing the players getting ready to play and then contrasted it with fast cuts showing Bruins players scoring goals, making hits, and celebrating. The video is certainly targeted directly at Bruins fans at the TD Garden and affects fans by making them excited and getting their blood pumping. As a fan, the pregame presentation is one factor that differentiates watching games on TV and watching games live. It is certainly one of the selling points for the Bruins, and likely other NHL teams.

What I thought about in-depth, though, is that what is really being sold when purchasing a Bruins playoff ticket (and ticket in general) is an experience, not a game. If fans cared solely about the game, they would stay home and watch on TV. Clearly, this is not the case. I spent $120 on a “cheap” ticket. Fans pay prices like that so that they can feel the emotion in the TD Garden firsthand and so that they can tell all of their friends, “I was there” for that historical hockey moment.

I watch the majority of the Bruins’ games on TV, but nothing compares to actually attending a game. The Bruins certainly focus on this idea when promoting games. Marketers try to create a fan (or customer) experience that allows them to relate with other fans and the team by doing things like showing wacky fans on the jumbotron and having a “fan of the game.” The fan of the game wins free food, which is not cheap at TD Garden. Little things like this go a long way with creating a community of fans. This is likely the most important selling point for the Bruins and other professional sports teams: the fact that attending a game means being in the company of thousands of like-minded people who share many of the same thoughts and interests. It is hard not to enjoy feeling like you are part of something that is larger than you. That something in this case is the Bruins organization. That is what going to games as a fan is all about, feeling connected your favorite team.