Bauer and Malkin?

[adam14 182]

Somebody mentioned toronto earlier, what about Luke Schenn? He's young, liked by his audience and head to toe in bauer, in a great hockey market.

[MrWizard 0]

For a pro rep is a player's stick "the get" when it comes to getting them in their brand? If so, what would be second, gloves?

I'm not a pro rep, but that would make sense.

1. Kids see Patrick Kane using a Bauer stick

2. Kid goes to store

3. Kid sees stick with Kane's name on it

4. Profit $$$

I only recently started really paying attention to gear (within the last year or so) but gloves/stick is where I started.

Helmets get seen the most, but I'd imagine more kids would rather have Crosby/Ovy's stick rather than their helmets..

[hamstercaster 2]

Reading this thread and I'm wondering at how much of our purchase choices are influenced by advertising. I think that it is fairly safe to say here that most people aren't greatly influenced by hockey advertisement as most people here seem to choose skates, sticks etc. based on personal preference and what fits them best as opposed to a specific brand. Like with anything, you do find some fan boys. I think this even applies to the newer member that register to the board and ask questions about fit and all. That to me is another indication that people are paying more attention to fit and performance then they do to branding. As for kids though, that's a whole different story and perhaps marketing is aimed more specifically at them and all the other recreational players and beginners who will often buy something from a brand they trust or have seen many NHLers wear without worrying much about fit.

I know for myself that advertising has next to no influence on what I'll buy. Sure if I see a Delissio commercial on TV, it may make me eat pizza for dinner but chances are that it won't be Delissio, actually it will more than likely not be Delissio. I'll very seldom buy something compulsively at the store because I saw an add on tv. Like many, I do my research on the net before I head to the store, at least for important purchases and when all is said and done, I will have chose a brand based on many factors wether be it the way it tastes (food), pricing, performance, reputation, warranty, after sale service etc and not necessarily in that order.

I'm sure there are many people out there easily influenced by advertising but I just don't know to what extent and what the percentage might be.. and it's 2:25 am and I'm just too tired to start searching the net for an answer..

[dsjunior1388 81]

Reading this thread and I'm wondering at how much of our purchase choices are influenced by advertising. I think that it is fairly safe to say here that most people aren't greatly influenced by hockey advertisement as most people here seem to choose skates, sticks etc. based on personal preference and what fits them best as opposed to a specific brand. Like with anything, you do find some fan boys. I think this even applies to the newer member that register to the board and ask questions about fit and all. That to me is another indication that people are paying more attention to fit and performance then they do to branding. As for kids though, that's a whole different story and perhaps marketing is aimed more specifically at them and all the other recreational players and beginners who will often buy something from a brand they trust or have seen many NHLers wear without worrying much about fit.

I know for myself that advertising has next to no influence on what I'll buy. Sure if I see a Delissio commercial on TV, it may make me eat pizza for dinner but chances are that it won't be Delissio, actually it will more than likely not be Delissio. I'll very seldom buy something compulsively at the store because I saw an add on tv. Like many, I do my research on the net before I head to the store, at least for important purchases and when all is said and done, I will have chose a brand based on many factors wether be it the way it tastes (food), pricing, performance, reputation, warranty, after sale service etc and not necessarily in that order.

I'm sure there are many people out there easily influenced by advertising but I just don't know to what extent and what the percentage might be.. and it's 2:25 am and I'm just too tired to start searching the net for an answer..

As a Journalism and PR student currently focusing on Advertising and marketing principles, it has a LOT more of an effect on your outlook than you think. Not so much that it convinces you that X:60's are the right skate for you or that a Ford F-150 will be the right truck for your needs. Advertising, marketing, and PR now is more about when you think of Bauer, you instinctively and subconciously think you will be getting a great product. Whether thats because you see pat kane using a one95 stick, or because you read a guy like JR's review on the TotalOnes, or you just remember being a kid and your dad bought you bauers because he trusted the brand, it all comes from the same place, and without realizing it, Bauer put you in that position, it's very rare that you would get there yourself. A lot of people say they are unaffected or impervious to these things, but they don't realize that the "rational" reason they always buy bauer for themselves and their kids is really the information Bauer has been trickling down to them from different angles. At a base level, you didn't discover the X:60 being better than the U+, bauer did that for you.

Note: I'm not saying the average consumer is stupid by any means. I'm just saying, advertising, marketing and PR strategies absolutely work, and while you probably don't realize it, their sales reports prove it.

[JR Boucicaut 3804]

mik3 - depends on what the brand is strong/weak in. I mean, for Bauer, getting guys in sticks and gloves is huge, as they dominate in skates. For Easton, getting guys in helmets and skates is huge because they are strong in stick (gloves and pants was related to stick a long time ago, a by-product of being strong in stick)

[MrWizard 0]

I think what a lot of people here forget is that we are the minority. While this is a large forum (and a fantastic one at that), for every person here that asks about lie and kickpoint, there are 5 that go into a hockey store and just want Ovechkin's stick.

I definitely think the marketing is generated towards the younger generation though. You hope that you get them on your brand and that they stay loyal to it.

[Da Beez 0]

Somebody mentioned toronto earlier, what about Luke Schenn? He's young, liked by his audience and head to toe in bauer, in a great hockey market.

Schenn does not play very well.

[Cove 39]

That kid is electric.

Back to your inner city thing he grew up in Rexdale, ON not the nicest part of Toronto depending on where you are..

[jds 20]

Slightly edited, but, statement is DEAD ON!

I was talking to a Reebok rep who deals with our local AHL team and he explained that the 10k sticks that you see almost everyone in the AHL playing with are not always 10k's but could be 7k's or a variety of CCM sticks (Reebok owns CCM) re-branded to look like 10k's. THis way kids will see players using a 10k and go to the store to buy one not realizing that the player they idolize may not be using a 10k or even a Reebok stick. He said Reebok has tons of branding for CCM with Ovechkin so they decided to push the 10k this way to drive up retail sales.

[shotty 7]

I was talking to a Reebok rep who deals with our local AHL team and he explained that the 10k sticks that you see almost everyone in the AHL playing with are not always 10k's but could be 7k's or a variety of CCM sticks (Reebok owns CCM) re-branded to look like 10k's. THis way kids will see players using a 10k and go to the store to buy one not realizing that the player they idolize may not be using a 10k or even a Reebok stick. He said Reebok has tons of branding for CCM with Ovechkin so they decided to push the 10k this way to drive up retail sales.

it's true, and its very common knowledge around these parts.

[epstud74 24]

Slightly edited, but, statement is DEAD ON!

I doubt it works in a real hockey market, but if you're selling gear in DC or someplace like that, I can see why the Ovechkin draw would be marketable.

I play 2-3 times a week and I've yet to see anything remotely "Ovechkin" on the ice, even on the little kids

[MLSman 22]

I doubt it works in a real hockey market, but if you're selling gear in DC or someplace like that, I can see why the Ovechkin draw would be marketable.

I play 2-3 times a week and I've yet to see anything remotely "Ovechkin" on the ice, even on the little kids

Even in DC...only Jersey and sticks. The fact is that I see few people wearing CCM gear, including little kids who worship the ground he walks on. Even in the stores in the area (Kettler, Ashburn...etc.) most of the stores carry more Bauer/RBK/Warrior gear and sticks than CCM.

[tamtamg 12]

I doubt it works in a real hockey market, but if you're selling gear in DC or someplace like that, I can see why the Ovechkin draw would be marketable.

I play 2-3 times a week and I've yet to see anything remotely "Ovechkin" on the ice, even on the little kids

when i was playing hockey as a kid. i remember only wanting fedorov's gear. I think it works no matter the market. you just need to have a super star player on your team.

Even in DC...only Jersey and sticks. The fact is that I see few people wearing CCM gear, including little kids who worship the ground he walks on. Even in the stores in the area (Kettler, Ashburn...etc.) most of the stores carry more Bauer/RBK/Warrior gear and sticks than CCM.

really? cause when i was living there, all I saw was those OV edition vector 10 or ccm U+ with yellow laces. If I also remember correctly, the CCM U+ anatomy stick sold pretty well in the area too.

[MLSman 22]

really? cause when i was living there, all I saw was those OV edition vector 10 or ccm U+ with yellow laces. If I also remember correctly, the CCM U+ anatomy stick sold pretty well in the area too.

Vector 10s...yes...a ton...but not the U+. The exception I made was the stick...but not the gear.

[epstud74 24]

Apparently so, but in my experience the CCM Ovechkin stuff is not even noticeable. You'll see the CCM vectors, but not the yellow lacing being that Bauer is the dominant skate by far here. I rarely see CCM protective(with exception of helmets), but lots of Jofa and RBK or Bauer shins and shoulders..Lots of Warrior/Bauer and Eagle gloves. Sticks are almost ALL Bauer or Easton...I agree if you look at the overall picture, maybe the Ovechkin factor comes into play.

[Bravada 442 0]

I agree if you look at the overall picture, maybe the Ovechkin factor comes into play.

All the other stuff doesn't matter. Remember that you are looking through rose (or hockey playing) glasses. They are marketing to the kids and the impressionables that don't have a brand loyalty, but have a player or team loyalty. They feed off that loyalty to get them into the CCM (or whatever brand it is that signs whatever player).

Just tooling around Pittsburgh at little kids games even up to 12-13 years old, I see a disproportionate number of Crosby sticks compared to everything else. I'm a marketing/business guy so I pay attention to that kind of stuff because it intrigues me and trust me, if it works with Sid in Pittsburgh, it works with Ovechkin, Kane, Iginla, or whoever.

[epstud74 24]

Sure, but not necessarily in this market and if Minnesota were to somehow gain a legit superstar(not Gaborik) NHL hockey player someday, I'm willing to bet Bauer would sign him ASAP.

[dsjunior1388 81]

Sure, but not necessarily in this market and if Minnesota were to somehow gain a legit superstar(not Gaborik) NHL hockey player someday, I'm willing to bet Bauer would sign him ASAP.

It's going to be a long time before the wild have a bigger impact in Minnesota than the Gophers have.

[gxc999 7]

As to how much advertising affects one's decisions, it's hard to tell. Generally, I ask several of the people I trust most on the web their opinion, then do my research, then come to my own conclusion before purchasing. Hype on "amazing new technology" in equipment usually just makes me think the manufacturer is vastly embellishing and generally full of it.

[tamtamg 12]

As to how much advertising affects one's decisions, it's hard to tell. Generally, I ask several of the people I trust most on the web their opinion, then do my research, then come to my own conclusion before purchasing. Hype on "amazing new technology" in equipment usually just makes me think the manufacturer is vastly embellishing and generally full of it.

you, and most of us here are the exception, not the rule.

[epstud74 24]

It's going to be a long time before the wild have a bigger impact in Minnesota than the Gophers have.

The Wild are a great franchise and routinely sell out games, but I doubt they'll ever replace the Gophers as #1 in the hearts of many. What I'm trying to get at is here in Minnesota (probably due to the lack of a super star NHL player) guys like Kane or Ovechkin do not have as much influence on what kids buy for gear even though Bauer markets the hell out of Kane or the Bauer brand at several large facilities in town. I've yet to see any gear set up in the shops with an Ovechkin influence. The CCM sticks generally do not sell as well as Easton or Bauer around here. In fact, according to this link, Bauer is the #1 selling stick in the state.

http://www.startribune.com/business/818185...?page=1&c=y

[gxc999 7]

you, and most of us here are the exception, not the rule.

Very true, but that's why I sometimes make fun of people who buy into the hype <_<

[cptjeff 0]

Very true, but that's why I sometimes make fun of people who buy into the hype <_<

And I sometimes make fun of people who go on rants about how everything is hype without evaluating the actual merits of the claim.

OT I know...

[gxc999 7]

And I sometimes make fun of people who go on rants about how everything is hype without evaluating the actual merits of the claim.

OT I know...

I'm jaded, I know. But when you have however many professionals using an ST, pretty ancient technology, repainted as an s19, it makes sense...

[Jarick 5]

Whenever I'm at a LHS, the kids 12 and under always get excited about Crosby's stick, or Ovechkin's stick, etc. They seem to key in on the flashy equipment that has a big name on it.

The teenagers tend to want whatever's the latest and greatest and most expensive. They seem to chase after their teammates or friends gear, want to one-up them or something.

As an adult, the big thing to me is the features of a piece of gear. I will fully admit that if somebody comes out with something and it's supposed to have new technology or construction that logically makes it a huge improvement, I usually want it. Doesn't mean I always buy it, but it sucks me in.

For instance, I'm not going to be swayed by a Warrior ad with a topless women that says "Dolomite HD", but I might be swayed by an ad that lists all the improvements they've made, all the features and benefits, why it's better than the older models and competition, etc.

That might fall under marketing just as much as flashy colors, big name endorsers, or fancy ads.

The technical term is "oligopoly", and it basically means there are a few big names selling very similar items. Similar industries would be Coke and Pepsi, toothpaste, cars, etc. Firms typically spend the most on advertising in these industries as a way to separate themselves from the competitors, and they will typically try to add newer features and "improvements" to keep the prices going up rather than competing for lowest costs.