Requirements for the Development and Popularization of Ice Hockey


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There was a time when the entire media consisted of TV, newspapers, and magazines. To share their messages, companies ran commercials on TV and put advertisements in newspapers and magazines. It was the only for companies to reach consumers and simply said, this was a one-way street. That is, the method was very simple but it was difficult to get any feedback.

This kind of media has undergone significant changes. Various web media have appeared through the development of the internet and methods for information sharing have become more diverse. However, the thing that brought the biggest change is mobile media. As the domestic smart phone market has already reached 20 million users with KT's i-phone, the smart phone has seized the top spot for popular media sharing tools. While Twitter and Facebook spread very quickly, promotions, blogs, and marketing done through homepages are shifting emphasis to SNS from the standard environments which were formerly the main force of online promotion channels. 

With this changing media environment, the importance of promotions and marketing must be carefully considered. Hard work must be undertaken in order to effectively manage the diversified media networks. Also, the speed of dispersion is very fast. Sharing and managing the main elements involves an increase in workload that is beyond description.

However, this work is not to be avoided and it is the reality of the new media environment. Because promotion and marketing must always be at the forefront, this rising media is the target to strive for. 


The Web Moving to Mobile, and Applications


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Computer monitors are getting bigger by the day. From the days of a 17-inch CRT monitor with a 1024×768 resolution, to a 17-inch LCD monitor with 1280×1024, and then there are wide-screen monitors with 1680×1050 or even 1920×1080 resolution. Now a somewhat large monitor has a resolution up to 2560×1440. Because of this technology, websites are also effectively applying larger screens and are using high-resolution designs to display better images. 

However, the mobile environment is different. Even with a tablet PC, the largest size of a smartphone screen is on the recently released galaxy note 5-inch LCD screen. Even with the highest possible resolution, homepages that are designed for wide-screen monitors can not be viewed properly on such a small screen. Because of this, for the purpose of promotions, companies with homepages also have other webpages that are applicable to mobile devices.  

We dealt with the issue of homepages in the first section. Here we would like to deal with mobile homepages but just like in the first section, let's make comparisons with the NHL. The Asian League and NHL homepages have distinct differences in quality as viewed on PC monitors. This is also the case for mobile homepages. Actually, they are not even comparable at all. That's because the Asian League doesn't even have a mobile homepage.


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So what should the clubs do? Halla recently started a mobile homepage. There is not yet any news from High-One. Even when you put in the High-One sports club address in the smartphone, you get connected with the mobile page for High-One Resort. This bewildering situation has been neglected for over a year.  

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Differentiating between the homepage for PC screens and the homepage for mobile devices is a very basic step, but it is very important. This is because the homepage needs to maximize the visual effect. Effective differentiation of the two screen sizes can increase the practical application. The screen components, functions, and arrangements are necessarily different.

Actually homepage management is the most passive element in promotions and marketing. We could even say that it's a half-hearted effort. A more active method is to make and spread mobile applications for smartphones or a tablet PC.


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There are various opinions about which direction mobile websites will develop related to mobile applications and mobile web browsers. However, my opinion is that we won't see a level comparable to functions and independent applications applied by websites using HTML 5. Clubs and league officials can effectively put on live on-site broadcasts and fan events that can't be achieved on websites using applications. If ice hockey becomes more popular in the future, then applications can offer another advantage. Actually the NHL offers various information through the application called NHL GameCenter 2011-2012. This application has a free basic version and a premium version which costs $19.95. The pay application offers live game coverage, highlight videos, and other action to see and hear.


Active Communication! SNS Marketing


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Marketing with homepages, mobile homepages, and mobile applications, including marketing using platforms such as twitter or facebook, can be described as marketing using direct conversation and participation. At present, every club presents live coverage of every game using twitter. Fans who are unable to attend games can follow games live on naver sports through instant messaging.

However there is also something we need to consider. That is the status of the account which displays the information. Marketing through twitter or facebook can not be done in the same way as existing marketing which conveys information in one direction. It is necessary to connect with people on an equal level in order to communicate and share with each other like friends. Halla's live broadcasts on twitter maintain this kind of feeling.


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However, at any time and place, communication is possible through SNS. Instead of communicating with lengthy phrases, it is a platform which supports simple communication with a friendly feeling. But live coverage using phrases is not a simple form of communication. The elements of a report which conveys a precise feeling are very strong. Moreover, because the action is not actually seen by people, the principle should be to convey information in the most accurate and concise way. This is lacking in Halla's twitter broadcasts. From Halla's point of view, although they are communicating directly with fans, there is a feeling of simply passing along ideas not from a professional broadcaster, but just the ideas of a regular fan at the game, so the feeling of professionalism is lacking from the broadcast. There are some things stated that would probably make the opposing team upset. When certain lines are crossed during a game broadcast, fans do not have a completely good impression about the broadcast. Words are stated on a twitter broadcast like flowing water, and once the words are said, they can not be taken back. Therefore, keeping in mind that negative statements could create a bad situation, broadcasts should be made from the account of a team representative.

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This past October 19th, at the away match between Halla and Cranes, the game was broadcast live on Twitter by Cranes fan @itotchip_sub. Through the application called Tweetcasting, anyone with a smartphone that can capture video, would be able to create and view broadcasts. If ice hockey increases in popularity and games are broadcast on TV, then this type of Twittercast would be unnecessary, but until then, these types of broadcasts through SNS could help fans who are unable to attend games at the rink.

Promotion and marketing is a struggle to occupy the top spot. It is not sufficient to follow trendsetters by simply copying methods which have already been demonstrated to be effective. We must first read what people want and change behaviour before people even have a chance to react. The current generation's trendy code is mobile and social networking. Mobile contents and SNS marketing are that important. If there is a real intention to increase knowledge about games even 1% per year, then homepages, apps, and SNS must be actively grasped.  


In this section, I presented ideas for progressing. In the next section, we will examine the marketing that is already underway.




                                                                            Translation : Peter




아이스하키 발전과 대중화를 위한 필수과제 - 홈페이지 관리, 마케팅 활성화의 필수 요건 1편
Requirements for the Development and Popularization of Ice Hockey:
Part 1: Homepage Management, Necessary Requirements for Marketing Vitality

아이스하키 발전과 대중화를 위한 필수과제 - 현장 이벤트, 현장 마케팅의 핵심 2편
Requirements for the Development and Popularization of Ice Hockey:
Part 2: On-Site Events, The Core of On-Site Marketing

아이스하키 발전과 대중화를 위한 필수과제 - 잘 찍은 사진 한 컷이 수십 억 마케팅을 대신한다 3편
Requirements for the Development and Popularization of Ice Hockey:
Part 3: One Great Photo is Worth Millions in Marketing

아이스하키 발전과 대중화를 위한 필수과제 - 떠오르는 미디어, 모바일을 선점하라 4편
Requirements for the Development and Popularization of Ice Hockey:
Part 4: Rising Media, Embrace Mobile Devices

아이스하키 발전과 대중화를 위한 필수과제 - 마케팅의 핵심, 스폰서를 감동시켜라 5편
Requirements for the Development and Popularization of Ice Hockey:
Part 5: The Core of Marketing, Attracting Sponsors

크리에이티브 커먼즈 라이센스
Creative Commons License
06 30, 2012 23:25 06 30, 2012 23:25
Posted by MyDrama

Requirements for the Development and Popularization of Ice Hockey


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  Why is it that companies make logos and corporate identities, and newly-opened restaurants hold big singing and dancing events in front of their restaurants? Why are magazine advertisements filled with extravagant photo spreads with catchy phrases? The one thing that enters all people's eyes in the same way is a first impression. Content is also important but above all is something that catches people's eyes. Instead of explaining something in words, it is much more effective for people to see something directly with their eyes.

  There are many things which can be used for lavish ornamentation. If people's attention is captured by flashy athleticism as they flip through their TV channels, they could become potential fans. A single photo in a sports newspaper or on a website can have just this effect. A photo might even be more effective than a TV video. Since just a single photo can capture an event's character and show the tension and excitement, this impact can surpass even the imagination.


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  However, taking such pictures is just the first challenge. Not just anyone can take these photos just by clicking away, but rather it requires someone who understands the flow of an event and can capture a moment precisely. Because each sport has its own special characteristics, when taking photos, difficulties can be magnified and ice hockey presents quite specific challenges. The action is very fast and while the players look quite large due to all their equipment, the puck is very small. If a spectator misses just a moment of the action in ice hockey, it's sometimes difficult to follow the position of the puck. On the other hand, because ice hockey is an indoor sport then it is absolutely dependent on the lighting system. One characteristic of indoor sports with respect to photography conditions is that the environment is very dark. The shutter speed must be very short to account for the fast action of ice hockey, but there is insufficient light. Moreover, acrylic plastic must be used to protect the photography equipment, so it's very difficult to take clear photos. That is, it's really not easy to take sharp impactful photos that aren't blurry or shaky in any way. 



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  Nowadays, since cameras have improved in quality, the limitations caused by lack of lighting in indoor venues have been reduced. Even so, capturing ice hockey photos has not become any easier. It's just that the most basic aspect has greatly improved. Because the photo subjects in ice hockey, as well as most other sports, are in motion, it's difficult to take photos with precisely the size and composition that you want. The photo subject might be too small, or one part of the scene could be cut off. Although the photo might be out of focus or the photo wasn't taken at just the right moment, subjects which are too small can be enlarged to an appropriate size and the composition of the photos can be adjusted through an editing process. Essentially, we can say that the most important task of taking photos is clearly capturing just the right moment.


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  The numerous photos on Halla's homepage reflect a somewhat lacklustre character. It looks like they just picked out a few shots from the 2009-2010 season that happened to turn out clearly. That is, there is no sense of tension or excitement in any of the photos. It's also too bad that they didn't make use of the chance to enlarge the photos as websites allow large photos to be displayed. The photos from the 2010-2011 season show some improvement but it is still rather underwhelming. It's hard to imagine that these photos could attract anyone's attention. Halla employs a professional photographer, yet still there is no distinct difference between these photos and photos which could be taken by fans from their seats. Photos taken by a knowledgable hockey photographer need to be effective and diverse, but unfortunately these qualities do not apply to these photos.



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  Compared to the number of games, the number of updated photos is really lacking. The photos amount to just 16 photos for a couple of big games and about 8 photos for regular games. A game consists of three periods, each period is 20 minutes, and the intermissions between periods are about 15-20 minutes. Whether there were goals scored or not, the number of exciting moments must surely amount to more than 14 photos. If we include the various events between periods, then surely the number of photos must be more than 100. Fourteen photos would not even allow each player to be shown in a photo. With this approach to photos, we couldn't even dream of using photos for the purpose of marketing.



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  The things that can be done with photos are endless. Photos can serve as a record of games which are played or provide souvenirs for players. In terms of marketing, the issue is much more complex. If the club orders photos from a photo studio, there must be constant negotiation between the photo studio and the club in order for the studio to provide appropriate photos. The photos might include event photos or sponsor photos. Obviously game action photos would be included, too. If the club wants to display individual photos of each player, then they need to find an impactful photo of each player in action. Without prior planning, this kind of task could be like finding a needle in a haystack. With prior planning, the photographer would need to take a clear photo of each player. The photos the fans want to see are exciting action shots which convey a strong feeling. If fans post their favorite photos on personal blogs, this could serve as a form of promotion to expand the club's public profile, even without using established media such as live broadcasts or newspapers.



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  Incomplete aspects within the club can also be solved in other ways. The era of mono-dimensional service has passed. It is not sufficient to just show people things to look at. It is an era when people want to participate in things themselves. When people are given an opportunity to participate then it will attract fans. There was an event in Japan before the start of the 2011-2012 season. This event was a exhibition of photos taken by the fans themselves. It may seem like a small event but it was an innovative way to encourage fan participation. For example, figure skating has experienced a huge increase in popularity thanks to Yuna Kim, and the photos which have become most well-known are not photos taken by professional photographers, but rather photos taken in the rink by fans themselves. For sports like ice hockey which can provide intensity over extended periods of time, more diverse photos can attract people's attention. Images of cheering fans or fun images can also convey a positive impact. If these kinds of photos are displayed in the rink and prizes awarded, not only would more fans participate but it could also encourage more fans to attend games.

  Photos are a very effective and important way to attract fans and to show ice hockey's exciting character. Photos are not necessarily an essential element during games but photos are vital for a feeling of continuity which remains after games have been played. If this visual effect is not offered for people to see, then a powerful way to hold onto current fans and attract new fans has been lost. For this reason, we can say that photos are an absolute must in marketing.

  In the next section, let's deal with the issue of harmonizing with the flow of an ever-changing era.





                                                                            Translation : Peter




아이스하키 발전과 대중화를 위한 필수과제 - 홈페이지 관리, 마케팅 활성화의 필수 요건 1편
Requirements for the Development and Popularization of Ice Hockey:
Part 1: Homepage Management, Necessary Requirements for Marketing Vitality

아이스하키 발전과 대중화를 위한 필수과제 - 현장 이벤트, 현장 마케팅의 핵심 2편
Requirements for the Development and Popularization of Ice Hockey:
Part 2: On-Site Events, The Core of On-Site Marketing

아이스하키 발전과 대중화를 위한 필수과제 - 잘 찍은 사진 한 컷이 수십 억 마케팅을 대신한다 3편
Requirements for the Development and Popularization of Ice Hockey:
Part 3: One Great Photo is Worth Millions in Marketing

아이스하키 발전과 대중화를 위한 필수과제 - 떠오르는 미디어, 모바일을 선점하라 4편
Requirements for the Development and Popularization of Ice Hockey:
Part 4: Rising Media, Embrace Mobile Devices

아이스하키 발전과 대중화를 위한 필수과제 - 마케팅의 핵심, 스폰서를 감동시켜라 5편
Requirements for the Development and Popularization of Ice Hockey:
Part 5: The Core of Marketing, Attracting Sponsors

크리에이티브 커먼즈 라이센스
Creative Commons License
01 26, 2012 16:47 01 26, 2012 16:47
Posted by MyDrama

Requirements for the Development and Popularization of Ice Hockey


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  Let's consider these photos that appear before us. What is the difference in the photos? From top to bottom, the photos show Halla vs Freeblades, Hi-Won vs Halla, and a 2008 regular season game. There is no major difference in the players or the rink, however the number of spectators in the seats which appear in the photos is completely different.

  First, let's consider the game from last October 23rd. October 23rd was a Sunday. Normally Sunday is the day for people to take a break from work. Despite this fact, the rink is practically empty. A portion of the spectators is probably made up of family members of the players in the game. The second photo has quite a few spectators. This is from last season's final game on February 20th. When we consider that some of the spectators are Halla staff members gathering for the season's final game, then the second photo is not so different from the top photo. However, when we look at the photo of a regular season game between Koryo University and Yonsei University, we can see that there is something meaningful about the game by the number of spectators. This shows that it is possible for ice hockey in Korea to draw a large number of spectators.

  At the time when High1 first entered the Asian league, their home rink was Chunchon's Euiam Ice Rink. Later, games were held alternating between Chunchon and Mokdong, and starting three seasons ago, games were held in Chunchon and Goyang instead of Mokdong. While Chunchon is the home rink, the reason for holding games in Mokdong or Goyang is simply to secure more fans. Korea's population is largely massed along a diagonal line between Seoul and Busan, with about half of the nation's population living around Seoul, so the spectators attending games in Kangwon province would amount to a few ardent fans and the family members of the players. In order to overcome this problem and to attract new fans in addition to the few ardent fans, it would be better to hold games in Seoul or surrounding Gyeonggi province, where there is a high population density.


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  However, even after the games were moved to a better location, the situation didn't really improve. The spectators still consisted mainly of family members and acquaintances of the players and there were only a few pure fans. What could the problem be? In Goyang particularly, there are apartments all around the rink and there are really good subway or bus transportation connections in the neighborhood. Compared with Halla's rink in Anyang, the conditions in Goyang couldn't really be any better.

  The problem is very simple. Clearly there is a serious lack of promotion. Even when the conditions are really good, if the club doesn't actively promote games, then people have no way of naturally knowing that there is a game taking place, nor will they just show up to fill the seats. This is especially true of ice hockey as a sport which needs to expand its fan base.


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  This problem isn't just a problem for Hi-Won. It is a task facing the whole Asian league. League management and the teams must collaborate to actively discuss ways to attract fans to the games. There is a need for various forms of promotion in local transportation networks and selected sites, following the lead of other sports, such as pro baseball, soccer, volleyball, and basketball, which have already attained a certain level of popularity.


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  Ice hockey is a very fast game. It's extremely dynamic with a palpable power within these fast movements. The rules might be a bit difficult but because there are numerous attractive elements, with a little effort, it would not be too difficult to draw more fans to attend games. With the exception of combat sports, ice hockey has no lack of energy compared to other sports, so a halo effect is clearly apparent in hockey. Ice hockey is a very active sport which even includes substitutions on the fly which allow the action to continue. When the seasons end for sports such as baseball and soccer, then indoor sports like volleyball and basketball begin. Most sports facilities are multi-purpose facilities. So, the facilities for various sports are located in the same vicinity.  Schedules can be made so that the various sporting events don't overlap with each other and game tickets can be sold in packages to allow spectators to move easily from one event to another. This method could allow the number of spectators to increase.

  Actually Halla tried this kind of strategy in the past. Halla is very close to the Anyang Insam pro basketball team. They had a plan to start ice hockey games within 30 minutes to an hour after the basketball game ended. There was also a discount offered to the basketball fans. However this plan didn't achieve much success.

  Even so, it's hard to say that adopting this kind of method would have no usefulness. It's important to consider several issues, such as that it's not reasonable to judge the idea after just one year of implementation, it's not a completely sufficient way to promote ice hockey, and there was also a lack of additional promotions or events when trying to attract spectators. As a result, it's time for a multi-directional approach to promotions and events. Even if somehow fans were enticed to attend games at the rink, then there would be no interest for fans watching ice hockey for the first time if there were no extra events in addition to simply watching the game. There must be diverse events to grab fans' attention before games, after games, and during stoppages in play. There is a need, not for superficial decorations or events centered around the home team's perspective, but rather there is a need for events designed for the fans and to show consideration for the fans..



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  Meanwhile, in Halla's case, the fans are participating in events such as races, cake presentations, and couple events, and although they are relatively active events, they are not comparable to events we could see at baseball stadiums or basketball games. Of course, compared to Hi-Won, Halla is achieving quite a high level. High1's events consist only of draw prizes and autograph sessions. The fans don't all start cheering just because the cheerleaders lead a few energetic cheers.


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  Promotion through broadcast channels liaisons is also very important. Currently SBS broadcasts live ice hockey. That means that ice hockey is available for live viewing. But just as we discussed earlier, a single live event is not enough. Even though the schedule is adjusted to avoid overlap in the broadcast schedule, some really big games are not covered properly. It's important to thin out boring games and cover the exciting games so that clubs are inspired to strive for exciting games, but unfortunately this does not happen. It seems that the person in charge of the ice hockey broadcast schedule is unfamiliar with the sport and it is a problem that the schedule follows a strict format instead of allowing for adjustment. It's important to put some thought into which games should be selected for broadcast. Also, the NHL is on the SBS ESPN homepage menu, but the Asian league is nowhere to be found on the menu. There were articles in several media stating that Halla and Hi-Won had agreed to a live broadcast contract until the year 2014. I'm not sure about the details of the contract, but it's unfortunate that there is no mention of it on the broadcast company's homepage and there is no way to view games on demand. Fans who don't attend games should be encouraged to tune in and watch games on an established TV channel. 

  This is getting long. Let's deal with the photo issues in the next section.



                                                                            Translation : Peter




아이스하키 발전과 대중화를 위한 필수과제 - 홈페이지 관리, 마케팅 활성화의 필수 요건 1편
Requirements for the Development and Popularization of Ice Hockey:
Part 1: Homepage Management, Necessary Requirements for Marketing Vitality

아이스하키 발전과 대중화를 위한 필수과제 - 현장 이벤트, 현장 마케팅의 핵심 2편
Requirements for the Development and Popularization of Ice Hockey:
Part 2: On-Site Events, The Core of On-Site Marketing

아이스하키 발전과 대중화를 위한 필수과제 - 잘 찍은 사진 한 컷이 수십 억 마케팅을 대신한다 3편
Requirements for the Development and Popularization of Ice Hockey:
Part 3: One Great Photo is Worth Millions in Marketing

아이스하키 발전과 대중화를 위한 필수과제 - 떠오르는 미디어, 모바일을 선점하라 4편
Requirements for the Development and Popularization of Ice Hockey:
Part 4: Rising Media, Embrace Mobile Devices

아이스하키 발전과 대중화를 위한 필수과제 - 마케팅의 핵심, 스폰서를 감동시켜라 5편
Requirements for the Development and Popularization of Ice Hockey:
Part 5: The Core of Marketing, Attracting Sponsors

크리에이티브 커먼즈 라이센스
Creative Commons License
01 13, 2012 11:27 01 13, 2012 11:27
Posted by MyDrama

Requirements for the Development and Popularization of Ice Hockey

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  Ice hockey is a very popular sport in North America and Europe. In Canada for instance, Canadian students enjoy ice hockey as a basic exercise and there are ice rinks all over the country for their use. That is, ice hockey occupies a position as a sport of the masses similar to early morning soccer in Korea.

  Of course every country has its own characteristics. Countries which enjoy ice hockey have in common that they are cold weather countries. They are countries where ice sports can develop naturally. In contrast, Korea is not such a country. As there is a high cost to maintain an ice rink, there would be inevitable limitations in the popularization of ice hockey.

  Even with consideration of these characteristics, the current state of ice hockey in Korea is quite poor. Until the end of the 1990's, there were 3 or 4 pro teams but starting from the IMF period, they all folded with the exception of the Halla team. Still there was the threat of dissolving the Halla team because of the extreme situation caused by the dissolution of the business group which sold off Mando to another company during the IMF period, however the Halla team survived due to the support of the club president. The situation was similar in the neighbouring country of Japan. As several clubs were dissolved, the league was unable to operate properly. This was a time when it was difficult to sustain ice hockey in both Korea and Japan. 

  Since 2003, there has been a movement to revive the state of ice hockey which had fallen into such a period of stagnancy. Led by the yet surviving Halla, the Korea-Japan joint ice hockey league was formed. Founded on this league, in 2004 the league expanded to China and formed the current Asian League. Up to the 2011-2012 season, there were eight seasons and already 1/3 of the games have been played (as of Jan. 2012).    

  But has the foundation of Asian ice hockey really been established with this Asian League? Although eight seasons have been completed, I still think that the foundation of ice hockey has not been fully established. Merely two pro teams are in operation in Korea but this problem is not limited to Korea. There are many core fans in Japan, where the Asian league executive is located, but the influx of new fans is minimal.

  What could the problem be? I would like to identify the problems of the present ice hockey business environment, and suggest the tasks which should be undertaken in order to establish a foundation for ice hockey and to popularize the sport.



Homepage Management, Necessary Requirements for Marketing Vitality


  Modern marketing is very diverse. In the past, advertising was limited to promotions through mass media, such as TV advertising, broadcasts, or newspaper articles and advertisements. However, with the development of the internet, the meteoric rise of social media has resulted in promotion through diverse media and the need for mutual communication in a variety of environments. It's complicated, isn't it? However, this is merely a future task for the ice hockey business community, since the present ice hockey business community has not even reached the basic level of modern communication, which is internet promotion through a homepage.



Unpolished Asian League Homepage


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  The Asian league homepage is http://www.alhockey.com. The ice hockey league that garners the most popular attention is the NHL. Their homepage is http://www.nhl.com. It might seem irrational to compare the recently-formed Asian league to the hugely popular NHL, but if the Asian league truly wants to establish a strong foundation, then surely it can aim for at least 10% of what the NHL is doing, or at least make an effort to do so. If such an effort is made, then couldn't things change in a big way from the present situation?

  First, let's examine the NHL's website. From the first image, diverse visual items stimulate the eyes. Extensive visual items such as news, photos, and videos are offered which can entice people to browse the website for extended time periods. The photos and videos, as the main visual items, are attractive even for people without ability in English. 

  Then what's the situation with the Asian league website? To speak straightforwardly, it's really poor. It consists of team introductions, a game schedule, some news, and that's it. The first screen has photos which could have been taken by any fan, not a professional photographer. There is no feeling of interest from looking at a sloppy homepage that looks like an individual's personal blog or website. There is no interest or emotion whatsoever.

  Although Korea also participates in the Asian league, it is highly dubious that there is not even a homepage in Korean. The Asian league website is only available in English and Japanese. The league was formed initially in Korea and Japan, later teams from China and Russia also started participating in the league, yet oddly the website operates only in English or Japanese. Not only is Korean unavailable, but Chinese is unavailable, too. In addition, the most recent updates are concentrated exclusively on the Japanese website, while the English website updates consist only of standings and league schedule.



Present Homepage Websites for Domestic Clubs


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  Let's now examine the situation with domestic clubs. Halla and Hi-Won are the two domestic teams which participate in the Asian league. Halla operates under the wholehearted support of Halla group president/club owner Jeong Mong-Won, and they play out of their home rink in Anyang. In the Asian league, they were champions in 2009-2010, they were co-champions with the Freeblades in 2010-2011, and in 2011-20112 they seem headed toward another championship.

  Will this follow from the group president's strong support? The homepage operated by the Halla club reflects several aspects of activity. In the space for communication with fans, they share diverse news, such as games and players, by applying social media including Facebook and Twitter. During home games, they share game news through Twitter.


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  High1 is quite different. High1 operates various sports clubs, and the ice hockey club is just one of those. Established in 2004, they joined the league in the 2005-2006 season and are currently in their sixth season.

  The High1 homepage is included in the sports club sports page. (http://sports.high1.co.kr/greetings/html.high1) Three years ago, the homepage was renewed, and updates of things such as game schedule or photos are done occasionally. However, the High1 homepage can be considered as virtually abandoned. There is no recent information to be found and the only photos are from a long time ago. By looking at the current state of the homepage, it is even difficult to determine if the ice hockey club is still in operation or not.



The Need for Homepage Activity and Improvement



  The problem is as follows. Also, the solution can be found inside the problem. The solution to what? The solution for developing and popularising ice hockey. This might be my own personal opinion, but creating a general feeling of connection for people is the key, which is quite an obvious solution. 


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  First, let's consider the Asian league homepage. The homepage is a cornerstone to develop popularity. It must be easy to connect with and interesting for anyone who visits. For this, the most important task is to solve the problem of the language barrier. Simply put, there needs to be a homepage in each local language. From the point-of-view of Korea and China, there needs to be a homepage in Korean and Chinese respectively.

  To be honest, this is a really simple thing to do. All that is required is to take the main elements of the homepage and translate them from Japanese or English into Korean or Chinese. This task could be completed in one sitting. It's simple, isn't it? For that reason, it's even more frustrating.

  Another issue is related to website updates. Now even the English website is not updated properly. It would suffice if all of the information updated on the Japanese website was simultaneouly updated on the English website, but even this doesn't happen. Quick updates reflect the vibrancy of the league. Robust activity could stimulate fan interest. This is the way to start. If there were photos and videos for each team available on the homepage and clearly updated and if searches could be performed easily, then the website could have something new each day. (Please refer to: http://cupsend.blog.me/140143521547 ) This is valuable information for people who are interested in ice hockey. When people look for information, they could visit the Asian league homepage instead of each club homepage, and even if half of those people maintained their interest, then the league could greatly increase the number of fans.

  What is the situation with the club homepages? First, let's compare the Halla and Hi-Won clubs to address the problems.


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  Because the High1 homepage is organised into categories, it has a high level of completeness. There is solid information for fans such as player introductions with an arrangement of individual photos. However, this homepage has been abandoned. The only updates are for the player rosters and the coaching staff. Besides that, essential contents including photos and videos, which should be updated on the homepage, are only updated on the fan cafe or in the manager's individual blog. The public homepage is dying a slow death while the fan cafe and individual blogs do all the talking for the club, which is a rather unfortunate state. Social media such as Facebook and Twitter seem to have open accounts but are inactive.

  Although it is not so effective, the management model of Halla's homepage stands out. Updates are done quite actively and there is also communication through Twitter or Facebook. The fact that teams in Japan follow Halla's homepage model attests that the management of Halla's homepage is quite robust. However, there are also several visual components which are lacking. The information is updated quite quickly but the quality of the information is the problem. Announcements are a mixed up collection of various items which require reorganization. Also the open message board and the fan column message board are separated which is ambiguous, so these two message boards should be combined into a single message board.


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  The photo wall images, which might be described as the face of the homepage, are unattractive and haven't been updated since July, 2010. If they are not even worth the effort of updating, then probably it's better just to remove them completely. Thus, the Halla homepage is managed quite well, but the fact that they are merely “managed” is precisely the problem.

  One of the people running the High1 club needs to take an interest in the homepage. The manager of the current homepage needs to study more or consult a professional in order to create a quality homepage. The continued existence of a professional sports team relies on promoting a proper company image by capturing people's interest, and for this goal, current homepage updates must be done actively.

  Halla needs to upgrade the current homepage. There is a need to focus on updating information so that visitors can enjoy the homepage. When people's eyes are engaged, then there is no feeling of boredom. The quality of the homepage needs to raised by employing a specialist who is capable of managing the homepage. We will deal with the issue of information quality in the next section.

The next section will focus on fan events and photos.


                                                                           Translation : Peter


아이스하키 발전과 대중화를 위한 필수과제 - 홈페이지 관리, 마케팅 활성화의 필수 요건 1편
Requirements for the Development and Popularization of Ice Hockey:
Part 1: Homepage Management, Necessary Requirements for Marketing Vitality

아이스하키 발전과 대중화를 위한 필수과제 - 현장 이벤트, 현장 마케팅의 핵심 2편
Requirements for the Development and Popularization of Ice Hockey:
Part 2: On-Site Events, The Core of On-Site Marketing

아이스하키 발전과 대중화를 위한 필수과제 - 잘 찍은 사진 한 컷이 수십 억 마케팅을 대신한다 3편
Requirements for the Development and Popularization of Ice Hockey:
Part 3: One Great Photo is Worth Millions in Marketing

아이스하키 발전과 대중화를 위한 필수과제 - 떠오르는 미디어, 모바일을 선점하라 4편
Requirements for the Development and Popularization of Ice Hockey:
Part 4: Rising Media, Embrace Mobile Devices

아이스하키 발전과 대중화를 위한 필수과제 - 마케팅의 핵심, 스폰서를 감동시켜라 5편
Requirements for the Development and Popularization of Ice Hockey:
Part 5: The Core of Marketing, Attracting Sponsors

크리에이티브 커먼즈 라이센스
Creative Commons License
01 11, 2012 14:03 01 11, 2012 14:03
Posted by MyDrama

아이스하키 발전과 대중화를 위한 필수 과제


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  기업이 스포츠 구단을 운영하는 까닭은 여러 가지 있겠습니다만, 구단이라는 존재 자체는 자립 구조를 갖추기 어려운 소비 주체입니다. 따라서 구단을 운영하기 위해서는 모 기업의 지원이나 제 3의 지원이 필수 요소입니다. 일종의 공생 관계에 있는 제 3의 지원 주체, 스폰서에 대해 말을 풀어보고자 합니다.

  구단을 운영하는데 가장 필요한 것이 무엇일까요? 조직, 선수, 경기장 등 다양한 요소를 들 수 있을 겁니다. 그런데 이를 갖추기 위해 필요한 것은 단 한 가지, ‘돈’이라는 것으로 통일할 수 있습니다. 구단은 이 돈을 써서 조직을 갖추고, 선수를 구성하며 경기장을 직접 소유하거나 대여합니다. 경기장에서 관객을 통한 수익을 얻을 수 있지만 이를 유지하기 위한 방편으로 관객 수익은 터무니없이 모자랍니다. 관객이 만원을 이루는 인기 스포츠조차 이럴 진데 아직 대중화 기틀을 다지지 못한 아이스하키는 더욱 심합니다.

  이런 상황은 구독 수익 혹은 시청 수익과 광고 수익으로 나누는 미디어 수익과 무척 닮았습니다. 구독 혹은 시청 수익은 경기장을 찾은 관객을 통한 수익과도 같습니다. 만일 구단이 구단 마스코트나 캐릭터 셔츠 등을 팔아서 수익을 올린다면 미디어가 자체 유통 채널을 갖추고 판매 수익을 올리는 것과 같은 시각으로 바라볼 수 있겠습니다.

  그렇다면 광고 수익은? 미디어는 TV같은 시청각 매체일 때 CF나 PPL, 신문, 잡지 등 오프라인 미디어일 때 지면광고나 프로모션 기사, 온라인 미디어일 때 배너 광고나 프로모션 기사 등으로 얻어들이는 수익을 말합니다. 스포츠 경기도 마찬가지입니다. 선수들의 유니폼에 부착한 스폰서의 브랜드 노출은 TV의 PPL과 흡사합니다. 경기장을 두르고 있는 백보드의 광고판은 지면광고나 배너광고와 같은 성격입니다. 즉, 구단에 있어 스폰서는 자신을 대중적인 장소에 노출시켜 홍보 효과를 끌어내고자 공생하고 있는 존재입니다.



스폰서 노출, 스폰서와 공생하기 위한 초석

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  스폰서는 단순한 광고주 같은 존재가 아닙니다. 홍보 효과를 위해 구단을 지원하지만 그들이 요구하는 것을 단지 광고 형태로만 생각해서 안 된다는 얘기죠. 스폰서는 구단을 지원하면서 때로는 2차, 3차 효과를 염두에 두기도 합니다. 만약 국가대표 축구선수가 N사의 축구화를 신고 대회에 나가 승리를 거뒀다면 N사는 이를 바탕으로 자사 축구화의 우수성을 뽐낼 수도 있습니다. 더 나아가 자사 브랜드의 운동화가 좋은 제품임을 홍보할 때도 이를 기초 삼을 수 있겠죠. 이들은 각각 2차, 3차 효과에 해당합니다.

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  그런데 만일 이 N사로부터 팀 전체가 축구화를 지원 받았는데 이런 것이 눈에 띄지 않는다면 어떨까요? N사는 경기 결과와 무관하게 스폰서로 지원한 어떤 효과도 얻을 수 없을 겁니다. 이렇게 된다면 N사로서는 구태여 축구 국가대표팀을 지원할 까닭이 없겠죠. 즉, 스폰서로부터 지원 받은 구단은 어떤 방법으로든 이 스폰서의 존재를 노출시켜야 할 의무가 있습니다.


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  지난 2011년 6월 7일 전주에서 열린 한국 국가대표팀-가나 국가대표팀 간 A매치를 예로 들어봅니다. 관객을 위한 4만여 표가 매진돼버리는 등 성공적으로 관객을 유치했습니다. 이렇게 높은 인기를 모으다보니 최대의 홍보 효과를 노리는 기업들이 앞다퉈 스폰서로 나섰습니다. 이들 스폰서의 존재는 경기장을 두르고 있는 백보드로 알려집니다. 관객은 선수의 움직임을 따라 시선을 옮기면서 무의식중에 백보드 광고판을 바라보게 되고, 경기를 중계하는 방송, 취재하는 기자의 앵글 속에서도 연속해서 포착되어 미디어로 노출됩니다. 선수들이 입은 유니폼에 새겨진 스폰서 로고 역시 같은 형식을 빌어 관객이나 시청자의 눈에 각인됩니다. 즉, 스폰서의 존재가 경기장이나 선수를 통해 노출되어 홍보 효과를 얻고, 2차, 3차 효과를 위한 초석을 다질 수 있는 것이죠.


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  백보드 광고 형태의 스폰서 마케팅은 심지어 경기장 울타리가 따로 없는 골프 경기에서도 매우 노골적으로 등장합니다. 특히 골프 경기는 그 어떤 것보다 경기에 임하는 선수 하나 하나에 초점이 맞춰지기 때문에 백보드 광고판이 선수 뒤를 늘 따라다닙니다. 너무 노골적인 광고에 관객은 썩 편치 않을 수도 있지만 선수 하나 하나에 각각 따라붙는 스폰서인 만큼 직접적인 효과보다는 2차, 3차 효과를 더 크게 볼 수 있습니다. 아래 사진은 2010 신한 동해 오픈에 출전한 카밀로 비예가스 선수의 퍼팅 순간을 담은 것입니다. 카밀로 비예가스 선수는 시원한 장타로 실력을 인정받는 동시에 모델 같은 외모로 인기가 높습니다. 이 선수가 신한 동해 오픈에 출전한 것만으로도 전 세계 언론으로부터 주목받았죠. 그가 티박스 위에서 샷을 날릴 때 둘러진 백보드는 이렇게 모여든 외신 기자들의 사진을 통해 전 세계로 뿌려졌습니다. 단 한 번의 샷, 그리고 백보드 한 번이 순식간에 전 세계를 대상으로 보여진 것이죠.


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아이스하키는 과연 스폰서 마케팅 의지가 있는 걸까?

  그렇다면 국내 아이스하키 두 구단은 어떨까요? 아직 대중적이지 못한 종목이다 보니 스폰서 규모는 확실히 떨어집니다. 이 부분이야 현실적인 면에 있어 나무랄 건 아닙니다만 스폰서를 노출하는 부분에서는 따지고 넘어갈 부분이 있습니다.


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  한라 홈페이지를 보면 그들의 스폰서 목록이 나와있습니다. 모 기업 비중이 절대적으로 크게 나타나 있고 이들과 섞여 스폰서가 보입니다. 일단 이것부터가 문제입니다. 모기업과 스폰서가 나뉘지 않고 섞여있다 보니 다른 스폰서들조차 모기업 계열사로 착각하기 좋습니다. 디자인조차 똑같이 흰 바탕에 CI나 로고로 통일하다보니 구분도 가지 않습니다. 홈페이지 배너광고로 보자면 매우 나쁜 예에 해당합니다.


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  이런 문제는 경기장 백보드에서도 똑같이 나타납니다. 분명 스폰서가 섞여있음에도 불구하고 모든 백보드가 모 기업 홍보용 백보드로 보입니다. 즉, 스폰서를 위해 설치하는 것이 백보드임에도, 경기장에는 아예 백보드가 없다는 생각이 들게끔 하고 있는 것이죠.


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  선수 유니폼에 붙은 스폰서도 마찬가지입니다. 이미 그들은 한라 선수들이기 때문에 그 자체로 모 기업 홍보는 이루어지고 있습니다만 모기업과 스폰서를 무리하게 모두 박아놓아 스폰서 효과도 없고 모 기업 홍보도 과유불급 상태에 이르도록 하는 결과를 낳았습니다. 이래서는 스폰서로부터 우호적인 결과를 끌어낼 수 없습니다.

  하이원은요? 제 생각이 틀렸을지 모르지만 하이원은 스폰서에 아예 관심이 없지 않나 싶습니다. 한라와 비슷한 형태로 표출하고 있습니다만, 그들의 스폰서 리스트조차 파악하기 어려울 정도입니다. 앞에서 축구화 지원 예를 통해 말했듯 스폰서를 섰음에도 티 나지 않는다면 어느 누가 스폰서를 서려 하겠습니까? 한라도 크게 나을 바 없지만 하이원은 이런 가장 기초적인 스폰서에 대한 자세조차 되어있지 않은 것으로 보입니다.


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  아시아리그 사무국 역시 이 문제에서는 자유로울 수 없습니다. 경기 후 감독이나 선수가 인터뷰하는 공간의 백보드에서 이 문제를 적나라하게 볼 수 있습니다. 왼쪽은 아시아리그 아이스하키, 오른쪽은 축구 국가대표 경기의 것입니다. 아시아리그 것은 아시아리그 로고와 참가팀 로고로 꾸몄습니다. 반면 축구는 각종 스폰서 리스트로 빼곡합니다. 아시아리그에는 스폰서가 없을까요? 설마 그건 아닐 테죠. 하다 못해 참가 구단 스폰서라도 있습니다. 그런데 경기 후 시선이 집중되는 이 백보드에 전혀 노출되지 않는다면? 이를테면 축구 경기에 스폰서로 나선 기업이라면 더더욱 아이스하키에 스폰서로 나서지 않을 겁니다. 왜? 스폰서로 나서봐야 얻을 수 있는 노출 효과는 지극히 적으니까요.



관객 시선을 쫓아가며 스폰서에게 써라


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  백보드가 관객이나 시청자의 시선을 따라 무의식중에 각인되도록 하는 노출 방법이라면 전광판은 의식적으로 바라보는 시선 속에 스폰서를 노출시키는 방법입니다. 관객들은 경기 내용과 결과, 진행 상황을 알기 위해 장내 방송보다 전광판에 의존합니다. 그런데 이 전광판은 이미 오래 전부터 다양한 정보를 자유로이 표출할 수 있는 멀티비전 형식을 띄고 있죠. 즉, 전광판에 스코어보드 뿐 아니라 CF 영상까지도 표출할 수 있다는 겁니다. 이런 인프라를 경기 시작 전, 중간 휴식시간, 경기 직후 관객이 빠져나가는 시간에 스폰서를 위해 활용한다면? 백보드보다 능동적으로 관객 시선을 잡아끌기 때문에 스폰서를 노출시키는데 매우 효과적일 겁니다.

현실은 어떨까요?

사용자 삽입 이미지



  그저 움직이지 않는 스코어 보드만 보여줍니다. 아무 의미 없이 말이죠. 하이원의 고양 빙상장 얘기입니다. 관객을 위한 볼거리가 전무한 이 시점에서 유일한 표출 수단인 전광판이 무의미한 숫자로 멈춰있습니다. 그나마 자체 중계 시설을 갖춘 한라도 같은 시점에서 텅 빈 경기장 모습만 영상으로 보여줍니다. 그나마 한라가 나은 점이라면 각 피어리드 사이 정빙 시간에 스폰서 광고를 내보내는 점이라고나 할까요?


  온도가 낮은 빙상장의 특성도 생각해볼 요소입니다. 경기를 보기 위해 빙상장을 찾지만, 추위 때문에라도 매 피어리드가 끝날 때마다 상대적으로 많은 관객이 경기장 밖으로 나갔다 돌아옵니다. 화장실을 가든 따뜻한 음료 한 잔 하려고 가든 밖으로 이동하죠. 이들의 동선은 경기장을 따라 뻔합니다. 이 동선을 따라서도 스폰서를 노출하고 이벤트를 알리기 위한 홍보물을 둘 수 있습니다. 지난 29일과 30일 한라의 홈경기에서는 한라의 스폰서인 BON과 ZAMST가 이벤트를 열었습니다. 하지만 경기 전 구단의 홍보가 부족했음은 인정해야 할 겁니다.


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  경기 전 입장 단계에서 출입구쪽에 이들의 배너를 설치한 것은 괜찮았습니다. 눈에 잘 띄는 배너로 시선을 잡고 단지 이벤트가 있음을 암시하는 짧은 문구만으로 경기장을 찾은 관객으로 하여금 호기심을 유발해냈죠. 그런데 이를 경기 중간마다 표출해 흥미를 이어가는 것이 비효율적이었습니다. 앞서 말한 피어리드 중간, 관객이 밖으로 빠져나갔을 시각에 전광판을 통해 같은 광고를 연속해 내보낸 것이죠. 전체 관객 중 일부만 바라보는 시간에 광고를 내보냈습니다. 일단 여기서 광고 효과가 일부로 줄어버렸습니다. 이걸 또 같은 광고로 수 차례 반복합니다. 그나마 광고를 본 일부 관객이 지루해하거나 심지어 짜증낼 수도 있습니다. 오히려 광고가 디마케팅으로 바뀌어버리죠.


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  대부분 관객이 모여 집중하고 있을 1피어리드 시작 전 시점에 메인 스폰서 광고를 한 차례 띄우고, 나머지 피어리드 중간 시간 등에는 관객이 지루해하지 않도록 전 피어리드 하이라이트를 보여주면서 다른 스폰서를 화면 하단에 보여주는 것이 가장 효과적일 겁니다. 그리고 경기가 끝난 후 홈페이지 등을 통한 경기 결과 안내에서도 이날 어떤 이벤트가 있었는지, 어떻게 진행되었는지 등 적극적으로 보여줌으로써 후속 이벤트 혹은 다른 스폰서의 새로운 이벤트를 끌어낼 수 있어야 합니다.



결과보고는 신뢰를 쌓는 초석

  모터스포츠를 촬영할 때 얘기를 잠시 꺼내보겠습니다. 당시 프로모터는 경기가 끝난 후 결과 보고서라는 것을 작성해 스폰서들에게 보냈습니다. 금호타이어가 메인 스폰서, 그 외 크고 작은 스폰서 10여 곳 정도가 있는 ‘타임트라이얼’이라는 대회였습니다. 당시 오피셜로 촬영한 제 사진을 프로모터가 재빨리 받아 언제 어디서 어떻게 대회를 진행했는지, 경기 진행이 어떤 식이며 차량과 타이어 선호도는 어떤지, 참여한 스폰서가 어디 어디인지 기록하고 사진으로 보여줬습니다. 또 각 스폰서마다 현수막 위치, 안내 책자, 차량 스폰서 스티커 등 정보를 알리고 관객 수, 전년 대비 증감 추이, 홍보 등 효과에 대해 알리고, 스폰서가 나오는 경기 사진, 레이싱 모델의 스폰서 제품 홍보 사진 등 조합해 대략 1주일 후에 보고서와 원본 사진 형태로 전달했습니다. 이런 사후 작업은 스폰서로 하여금 스폰서를 통한 효과를 가시적으로 볼 수 있게끔 해줌으로써 향후 스폰서 유지에 크게 도움 줍니다. 즉, 스폰서 계약의 연장을 위해 프로모터가 적극적으로 움직이는 것이죠.

  당시를 회상해보면 아이스하키는 과연 이런 노력을 하고 있을까 궁금합니다. 단순히 경기장에서 백보드를 통해, 선수 유니폼을 통해 자사 상호가 노출되는 것으로 스폰서 효과를 만족할 기업은 없습니다. 그들도 홍보 비용을 책정하고 이를 토대로 스폰서로 나서는 만큼 가시적인 결과를 보고해야 합니다. 실컷 협찬하고 결과보고서조차 그들이 만들어낸다는 것은 앞뒤가 안 맞습니다.

  스폰서라는 존재는 구단에게 반드시 필요한 존재입니다. 구단은 경기 활성화를 위해 노력할 의무가 있지만 그에 못지 않게 스폰서를 홍보할 의무도 있습니다. 구단에게 있어 스폰서는 한 배를 탄 공생관계와도 같습니다. 그만큼 스폰서를 위한 효과적인 방안을 강구하고 신뢰할만한 적극성을 보여 긴밀한 파트너쉽을 유지해야 할 것입니다.

  어느덧 5번째 글을 마무리하네요. 제가 말하고픈 부분은 이제 대략 마무리되어 가는 것 같습니다. 다음 편에서 지금까지 다룬 내용을 토대로 제 의도를 정리하는 것으로 마치겠습니다.



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크리에이티브 커먼즈 라이센스
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11 21, 2011 14:29 11 21, 2011 14:29
Posted by MyDrama

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한곳에 빠져있다는것 어쩌면 행복한 일이다. 하지만 한곳만 바라보다 다른 시선을 놓쳐 버리고후회 할때도 있다.. 그러나 지금은 한곳만을 응시하고 싶다 그것이 그릇된 선택이라도 말이다. by MyDrama

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