Hi All,
 
I have been reading this thread about the marketing of college hockey and
wanted to throw out something else that I was wondering what people
thought about.
 
While at the Final Four in Providence my parents and I wanted to see the
presentation of the Hobey Baker Award.  In order to see that we had to
pay to get into the Fan Fair.  Though I was not pleased with that, that
is not what I am writing about.   One of the booths in Fan Fair (and a
small table just outside) was dedicated to selling Hobey Baker
merchandise.  Namely,  there was a baseball cap with the word "HOBEY"
boldly printed on it in large letters.  A t-shirt with "HOBEY BAKER" in
large
letters.  There were two (I think) other styles of shirts that were much
more expensive and simply had some sort of crest or shield or something
with just "HB" encorportated in the small design located in the upper
left hand corner.
 
My father and I were curious about the products (especially since my next
door neighbor's name is Hobey and we would have gotten him the hat had it
been less expensive).  We talked to the representative who was heading
the table.
 
When I first approached the table (not with my father)  the women asked
me if I had ever heard of Hobey Baker.  I said that I had.  She wanted to
know where I was from and when I said Maine  she figured out why.
 
She explained that the Decathalon Club had hired a marketing firm that
promote the Hobey Baker Award.  She said that whenever someone asks what
the award is for people often say that it is sort of like the  Hiesman
Trophy except for college hockey.  Essentially, according to her, her
firm was hired to market it and make it more known.
 
What do people think about this?  I am not sure what other efforts the
marketing company is trying to do to promote the award  besides the
merchandise.
 
My father ended up talking with the woman a little too.  He told her that he
saw one of the ads for the Baker merchandise in a Delta Airlines magazine.
Now I
don't have a marking degree but I found that rather odd.  My father
showed me the ad when we got home.  It was a full page ad that basically
consisted of photos of
the stuff.  I believe the title across the top of the page said something
to the effect  of "Wear the Hobey Baker Legend".  (It has been awhile
since I looked at the ad so this is not a direct quote but it was
something to that effect.)  There was a small paragraph talking about how
Hobey was a hero or something that effect.  Again, I stress I don't have
the ad with me here at school and I can't remember it exactly but I don't
recall it mentioning college hockey (thought it might) or the award.
I though this was a rather odd place for an ad etc.  Any marketing people
out there?
 
I was wondering why the stuff wasn't sold outside that one little area?
Does the NCAA have lincense to all merchandise sold?  Could they have
sold it in the hotels and on the streets?
 
I think, IMHO, that if the decathalon club wants to promote the award
they should
1. move the presentation ceremony back into a hotel conference/ball room
and out of Fan Fair.  I feel sorry for Brian Holzinger because, to me, it
seemed like the whole presentation ceremony  was one big circus.  I had
been to
the two previous presentations and there was much more an air of importance
and professionalism to the event then.   I don't think you will ever see the
Hiesman presented at a Fan Fair, though I could be wrong as I don't
really follow that award.
 
2.  Try to get Sports Illustrated to at least mention the award and its
recipient.  I know they have down so in the past and the Decathalon club
can't make SI cover it  but....     They may have done this it just
didn't work out.
 
 
I am not really sure if the Hobey can be marketed like the Decathalon
club is trying to do.  I think the award will grow in prominence with the
growth of college hockey and as more recipient are successful in the NHL.
 
What do you all think?
 
sarah.