Bulldogs look to boost profile with busy Bruiser
‘We’re making an effort to let people know that we’re out there’
He’s one busy Bulldog.
Over the past three months, Bruiser — the Ontario Hockey League club’s floppy-eared mascot — has been spotted just about everywhere: gala dinners and fun fairs; softball games and street hockey tournaments; awards ceremonies and fundraisers.
From point to point, he’s travelled 524 kilometres and spent eight hours and 42 minutes in the car, although the actual investment — in time and distance — is much greater. He’s attended nearly three dozen events in Hamilton, Brantford, Burlington and surrounding areas since April 1. The question is, why? “We’re making an effort to let people know that we’re out there supporting the local community at these charitable events,” said Michael Carlesimo, senior manager of business operations.
“Whether it’s a big event with a corporate partner or a lemonade stand for a local kid who’s trying to raise money for something he’s passionate about.”
Public appearances are nothing new for Bruiser — he, along with the players, attended dozens of events during the season, just as they did when the Bulldogs were still the Montreal Canadiens’ American Hockey League affiliate.
This summer, however, the canine’s schedule has been busier than usual.
It’s all part of the organization’s philosophy, said Carlesimo.
As an OHL team, the Bulldogs are “community driven and community based” and “need to be getting out there supporting local minor hockey teams and fundraisers, because we can and because we should.”
That’s not to say it’s a purely altruistic endeavour. Carlesimo also hopes the appearances raise the team profile and familiarize people with the players so they’ll be motivated to see the Bulldogs in action.
“Hopefully, the impact is they say ‘thanks for coming to our event, and we want to come and support your team,’ ” he added. “It’s kind of keeping our team top of mind with the community, that they should come out and support the team because we’re out there supporting the local community.”
As a marketing strategy, it’s not bad, said Marvin Ryder, a business professor at McMaster University. But the Bulldogs could do better.
“What Bruiser builds is something called awareness. And there’s nothing wrong with building awareness,” he added.
In order for awareness to translate into ticket sales, though, you also need a couple of other things: trial and repeat.
By trial, the sports marketing expert has something like a coupon in mind — a buy-one, get-one-free-deal that will incite people to try it out. Then, once they have them there, the team has a chance to hook people with a great on-ice product and in-arena experience. That’s how you create repeat customers.
“If all you do is send Bruiser out and he poses for a bunch of pictures and leaves, oh, what a missed opportunity,” Ryder said.