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Brad Ryan said on December 1st, 2009 at 11:57 pm

The Nets should rehire Jon Spoelstra and let him turn the organization around.

As he mentions in his books, you should ignore the New York audience and focus on the New Jersey market, the 9th biggest marketing in the nation.

He gives dozens of other suggestions to revive the Nets organization–Surely things haven’t changed too dramatically since then.

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Paulo Silva said on December 2nd, 2009 at 8:16 am

I like the initiatives you mentioned but I’m having a tough time with the first one. I can understand it on a short-term basis but, im my opinion, the long-term implications outweigh the short-term:
You’re not building your fan crowd;
You’re diluting the New Jersey Nets brand;
You’re pushing your marketing team to the limit (every home game, it needs to market an entirely different segment) with a high probability of failure; etc.

The question here is not if people are not buying tickets to the games but WHICH people are not buying tickets ANYMORE and those are the Nets’ fans.
As so, the Nets should focus on what the Nets’ fan cares about: the fact that they’re changing: their ownership is changing, the coaching staff has changed, maybe they’ll make a change to their roster soon… and bring those fans back to the arena by creating new expectations! We all know how much less expensive it is to get a repeat customer than a new one and I can’t imagine the Nets being able to afford excessive spending right now with the transition to the russian owners…

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Russell Scibetti said on December 2nd, 2009 at 8:31 am

Brad – Jon’s books are excellent, and I’m sure some of the ideas he shared from his Nets days in “Ice to the Eskimos” can still be applied today.

Paulo – In general I would agree with you, but the fact that the team is transitioning to a new city in the near future lowers the risk of “diluting” their current brand. The Nets as the currently exist are harder to market than the NBA and professional basketball, so I think this will actually help their sales/marketing staff. And at the same time, it might make it easier to transition to their new “Brooklyn Nets” brand.

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George said on December 3rd, 2009 at 5:01 pm

The Nets situation is a difficult one that requires a lot of creative marketing. Ultimately, in this market, the product on the court needs to sell itself, but when it doesn’t you need to create alternative reasons for drawing crowds. Events such as high profile speakers performing pre-game and youth groups playing on the court are events that have worked for teams in similar circumstances.