Tuesday, October 26, 2010
Perhaps the strangest marketing effort ever
This totally baffles me.
I appreciate the CBJ wanting to keep the element of surprise and congratulate them on locking this jersey design down tighter than any team in the NHL has done. Not a single leak. When that jersey is worn on the ice, it'll be a total surprise for fans inside and outside of the arena. If that's what the Jackets management wanted, they got it.
At the same time, I had the exact same reaction to this solicitation as I had to the flyer soliciting third jersey orders with my ticket package mailing. Considering that we're talking about a purchase that will likely run north of $100, there is no way in hell that I'm going to pre-order it without having an inkling of what the jersey looks like. I don't know any colors, logos, anything. All I know is that it's going to use the same Reebok Edge jersey that the rest of the NHL uses, and that it will have a cannon motif as the main logo. That's nowhere near enough for me to make a pre-release purchase.
Now, I'd perhaps think differently if the CBJ put a significant discount on the pre-sale jersey orders. (Like 25-50%) But they're not. As best I recall, they're charging full freight for these sweaters. Sight unseen.
Nah, I'll wait for Thanksgiving and see what they come out wearing. I'm a fan, not a lemming.