Wow.
The head of marketing at the Montreal Canadiens is in hot water.
Jean Trudel from the Stanley25 podcast was simply scathing with his information. He destroyed the Montreal Canadiens marketing department for their supposed “loser mentality.”
Trudel did not hesitate to destroy them at length, denouncing their strategy which he considers pathetic: promoting ticket sales by featuring players from opposing teams.
Yes, you read correctly, instead of selling the experience of seeing our brave Canadians, the advertisements tout… Clayton Keller and Matthew Barzal!
Listen to the extract which describes an unprecedented malaise in the world of sports advertising.
@9millions_ Jean gets angry with CH marketing! ???? Episode 15 of #stanley25 is available everywhere! #habs #montrealcanadiens #canadiens #gohabsgo #hockey #quebec #marketing #fyp ♬ original sound – 9million
According to him, this is simply unforgivable. He even compares the situation to the Boston Bruins, the absolute example of “winning culture” in the NHL, where, according to Trudel, they would never dare lower their brand to the point of glorifying Cole Caufield, even in the event of a disastrous season. .
For him, it is clear: in a company where the culture is focused on winning, this idea would never have crossed the doors of the marketing department.
At TD Garden, no manager would dare create an ad proclaiming: “Come see Cole Caufield on fire take on the Bruins!” » — and according to him, it’s perfect like this.
Jean Trudel continues by mocking all those responsible for this “unacceptable” strategy, a word he uses to drive the point home.
Who, in marketing, communications, the community manager, could have approved such horror? he asks, while adding that this falls within his area of expertise – so he knows it, obviously, better than all these employees too happy to collect their check to care about the pride of the Habs.
A sharp and merciless public outing, all it takes to get the entire marketing department fired.
But what is fascinating is that by playing the destroyer of marketing, Trudel perhaps forgets a crucial point: the reality of a club going through a reconstruction.
Is it shameful to use opposing stars to fill the seats of a Bell Center that is no longer full?
When fans see their team fighting to avoid the bottom of the standings, marketing looks for every possible option to fill the stands.
Like small teams from more modest markets who also rely on opposing stars to attract crowds, the Canadian tries to maintain commitment and make hockey fans dream, even if that means promoting a Barzal or a Keller.
It’s true that it’s as pitiful as ever.
So, is it a matter of “loser mentality” or simply adapting to lean times?
One could retort that, unlike the Bruins – Trudel’s sacred reference – the Canadian does not have the luxury of having a competitive team every year.
The harsh reality of modern sport, with its rebuilding cycles, requires teams to find solutions to ensure financial viability and fan engagement, even when performance on the ice is not there.
Suffice it to say that we have an American League team.
But the Montreal Canadiens must always behave like a giant in the public eye. And there, the team acted like a low-level team.
This giant, let us remember, is no longer what it was. For too long, the Habs have struggled to offer a spectacle that naturally attracts crowds.
Blaming marketing for wanting to attract fans by highlighting players like Barzal or Keller is to forget that hockey, in 2024, is also a spectacle and that, for many, seeing the stars of the league remains a pleasure.
After all, CH fans have to watch their team of plumbers night after night.
In the age of social media, the customer experience extends far beyond simple victory or defeat. It’s about seeing the best talent, experiencing intense moments and, in the process, filling the seats.
At the moment, the CH offers nothing. Apart from Suzuki, Caufield and Hutson, who to promote?
Even Slafkovsky is far from spectacular. So, even if we loved Trudel’s “old-school” criticism, it perhaps no longer quite holds up in the face of the shameful realities of sports marketing in full reconstruction.
Is it a weakness to use opposing stars to attract fans? Maybe. Especially for the great Canadian from Montreal.
But it is also a strategy that aims to keep the Bell Center lively, alive, and above all, full.
Perhaps the real problem here is not so much in the marketing as in the harsh reality: this team is rebuilding, is not far along in its rebuild, and we will be out for a long time.
Whether Trudel likes it or not, the Canadian can no longer sell the dreams of yesteryear and must deal with his own strengths and weaknesses — even if that means a Clayton Keller or Matthew Barzal can sometimes steal the show.
Sad sad reality.
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