So we covered the marketing campaign that the Revs rolled out a few weeks ago and we said that we would post the TV spot when it became available. Well we just noticed that it became available today. So we have our thoughts on it which basically comes down to, good concept... poor execution.
We took a look at some of the video work that other teams have done around the league. We won't sit here and go into a long winded discussion on video production (though we could) we think the other videos speak for us. Revs marketing staff.. this isn't a rip on you but consider it a kick in the butt, although we sadly also have our suspicions that there isn't the money in the budget to pull off some of what other have done; there is nothing that the marketing staff can do about that... For a team that has been struggling to get close to 8000 for attendance in the past couple of games we hope that more is put into raising the brand awareness and identity in the area...
Well done boys. I'd like to add Kraft Sports Productions looking pretty week. Twice the info drop bar provided incorrect info. When SJ21 was red carded it showed the name 7 Adam Cristman. Would this be tolerated during a pats broadcast?
ReplyDeleteOh where to begin on these videos. Coming from a production background I will skip over the obvious lack of any real type of editing in the Revs video. All of the other videos show the atmosphere at the game itself. The fans chanting reactions to what is going on. Even the Vancouver one takes fans along for the commercial and they hadn't even played a game yet. The only other one I did not like was Portland's only because it took too long to actually figure out it was a soccer commercial. The Revs commercial must of had a budget of under 5,000 because I could have made something very similar for very very cheap.
ReplyDeleteWatching those makes me so damn depressed.
ReplyDeleteKraft has always insisted on doing things in house rather than pay outside consultants in order to maintain control and keep costs in check. Sadly, by doing so and not hiring (or paying for) quality talent, the end product suffers. Witness the poor quality graphics packages used for both the Revs (prior to the CSNNE deal) and the Patriots preseason.
Rumor has it that they conducted a nationwide search for a marketing director, but they were unwilling to pay market rate. Hence the decision to promote from within. No knock against Cathal, but we really need someone wit a stronger pedigree. You can't scrimp on these sorts of things and expect to come out ahead.
For anything to change in the marketing budget the owners would have to notice that they are being whooped by the rest of the league. They don't pay attention enough to ever have them notice how far behind they are.
ReplyDeleteWhat stands out to me in most of these videos is the clear identification between the club and it's associated city... a connection is made between Vancouver and the club, Chicago and the club. You don't get that with New England. Some random construction worker in an unfinished building holding up a scarf? A fisherman on a random boat holding up a scarf? A Revs girl running through the parking lot and checking her watch? How does this identify as New England? I'd love to see someone do mock one for the Revolution where the focus is on Boston.
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