National Sports Forum: Newsletter Archive

Coyotes Trax Are Cutting Ice


November 21, 2007 Volume 6, Issue 19

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Contact: Heath Price-Khan Director of New Media, Phoenix Coyotes Phone: (623) 772-3529 E-mail: [email protected] Website: PhoenixCoyotes.com Team: Phoenix Coyotes Program Title: Coyotes Trax Objectives: The Phoenix Coyotes set forth to find a fresh way to provide additional access for their fans. They felt a need to reach the “younger” and “non-traditional” markets in order to ensure a competitive edge. With a music industry background, Coyote’s Director of New Media, Heath Price-Khan wanted to “crack the ice” and bring a new element to “fan connectivity”. He did this by capitalizing on the crossover between music and sporting events. All efforts had intention to increase fan relations and website traffic. Program Description: It’s not a secret, people love music, and people love sports. Some are fans of one more than the other; however the majority indulge in both. Price-Khan knew the power of each, and was able to execute his vision of combining the strengths of music and sports. The product born: Coyotes Trax. The Phoenix Coyotes worked persistently through connections to get the program properly approved so they could penetrate new markets. Coyotes Trax is an iTunes affiliate linked through a program called LinkShare. With Coyotes Trax one can purchase their favorite player’s play list, or individual songs at the iTunes Store online. Currently, on the Phoenix Coyote’s website one can access music play lists from the following: head coach, Wayne Gretzky; team captain, Shane Doan; left wing, Daniel Carcillo; goaltending coach, Grant Fuhr; FSN & radio host, Todd Walsh; and Coyote’s official dance team, The Pack Dance Team. Part of the strategy is, even if one is not an avid Coyotes fan, they may be a Wayne Gretzky fan, and thus they’ll access his play list. Or one may not necessarily love hockey, but upon reaching a web page display of play lists, the music aspect may steal their attention and before he or she knows it, they are connected to the Phoenix Coyotes. Coyotes Trax serves as a unified internet platform that increases the Phoenix Coyotes opportunity to differentiate their organization. Additionally, the organization receives a 5% commission off of sales that come through from their site, and a percentage of anything a person purchases 24 hours after the initial sale. Further, another benefit that comes along with such a program is that it is another “piece of inventory” to offer as a sponsorship benefit. The cooperation and participation from coaches, players, and the dance team has resonated throughout the organization and Coyotes Trax has ignited an energy that has improved all departments’ communication. Media:Coyotes Trax has been exposed in the following ways: press release, web page on the Coyotes website (PhoenixCoyotes.com), in-arena billboards, PA announcements, FAN1060 radio with Todd Walsh “teasing” it up, and television (FSN and AZTV) including announcements and “drops” during broadcasts. The Coyotes also have their own official myspace page. Partners: iTunes is a digital media player application introduced by Apple in 2001. It plays and organizes digital music and video files. iTunes connects to the iTunes Store which serves as the location for purchasing and downloading music as well as videos and games etc. Coyotes Trax and the iTunes Store are connected through LinkShare. LinkShare Corporation is a provider of technology solutions to track, manage, and analyze the performance of sales, marketing, and business development initiatives. Results: After one month of Coyotes Trax up and running, they tallied 18,313 impressions (how many times the page is seen), 5,307 “click-throughs” and 167 orders. When asked how the development of Coyotes Trax has helped reach organizational goals, Michael J. Bucek, Executive Vice President and Chief Marketing Officer commented, “This year we adopted the slogan "Hockey Headquarters" and we believe that part of being "Hockey Headquarters" is giving our fans increased access to our players, coaches, and announcers. Everyone loves some style of music, so "Coyotes Trax" is a natural medium to connect fans with the Coyotes." Looking Ahead: The Phoenix Coyotes will definitely continue Coyotes Trax. They certainly intend to add more players’ play lists along the way and eventually include announcers’ play lists too. Heath Price-Khan weighs in on the future of the Coyotes Trax, "Our success with Coyotes Trax has been reinforced by organizations like the Dallas Stars and Vancouver Canucks calling in to see how to set up the program. Without giving away too much, I can tell you that we will look to rollout additional concepts like this that build our brand while connecting fans and players. Pop Culture and the overall Entertainment space will continue to be a big part of what we do.
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