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August 14, 2009

Yormarketing Genius: More on the Nets' reversible jersey promo

Norman Oder reported yesterday about how a Nets ticket promotion offering reversible jerseys — Nets player on one side, famous opponent (LeBron, Kobe, Dwayne Wade, etc.) on the other — was enraging fans posting on Nets Daily. Here's a link to those comments, and more coverage below.

Nets Daily, Switching Sides Made Easy

It’s just a marketing ploy, but it seems so…disloyal. To get fans to buy 10-game packages, the Nets are offering five reversible NBA jerseys–one side is a Nets jersey, the other a team they’ll be playing in those games. Devin Harris turns into Dwyane Wade, Courtney Lee into Kobe Bryant, Brook Lopez into Dwight Howard, etc. It’s as if the Nets are saying: if our team is embarrassing you, just switch…sides!

Our favorite comment:

Maybe a better idea would be for the marketing team to give up trying to sell us crap ideas and blow their budget on hiring people to simply break into our homes and steal all our stuff and dignity. It would save a lot of time.

CNBC.com, Nets Make Stars Of Opponents

Marketing opposing players has long been a practice in the NBA, at least for the last 20 years when Michael Jordan started filling up arenas across the country.

But never has a team sold an opponent more than the New Jersey Nets will this upcoming season.
...

“The reality of the situation is that many of our fans like the opposing players and teams and that’s great,” said Nets chief executive Brett Yormark. “When you come to our games, the concessionaire is selling the opposing team’s jerseys, so why not give them away?”

NoLandGrab: Um, because your team loses tens of millions of dollars each year? But heck, the Nets already give away tons of tickets — why not toss in the jerseys, too?

The Internets [NY Daily News blog], Two sides to Nets' (desperate? smart?) jersey promotion

In an attempt to get more fans to their notoriously lowly-attended home games, the Nets have come up with a unique, or as they put it - "unprecedented," offer for tickets.

AP via USAToday.com, No Kidd or Carter, NJ Nets to market opponents

"The reality of the situation is that we target the casual sports fan in New Jersey and New York, " Nets chief executive Brett Yormark said. "As much as they like the Nets, they also like the opposing star players. The Match-Up plan enables us to market our players as well as the star players in the league. We're a young team, the NBA is a league of stars, and we're not ashamed to say that our fans are coming to watch the opposing star players as much as ours."

The loyal diehard fans on Nets Daily would beg to differ.

Yormark said the Nets have sold more than 1,000 new full-season tickets for the 2009-10 season during the summer.

NLG: First, one can never believe what Yormark says. Second, how many existing season-ticket holders didn't renew?

Develop Don't Destroy Brooklyn, Yormark's Silliest Marketing Deal Yet Derided By Nets Fans

Imagine DDDB selling reversible DDDB tshirts with a Forest City Ratner corporate logo on the other side. Well, don't imagine it.

Nets Daily has links to several more stories.

Posted by eric at August 14, 2009 8:31 AM