I have seen lots of techniques for bringing about change, and more importantly getting people to change their consumption behavior.  There are several techniques that fall along the technical spectrum ­ from the great to absolutely insane.  Apparently the NFL has decided to craft their own M.O. -  ­ Inflicting maximum pain (shock therapy).  The NFL knowingly inflicted maximum pain to the very fans that have allowed the NFL to grow and prosper over the decades ­ - how awful ­ - and falls along the insane in the technical spectrum.

I was in Austin, Texas last week and I was watching the local news and happened to catch the uproar regarding the local cable provider not being able to carry the Cowboys game. Apparently, the NFL channel was charging too much for the service provider to carry the game.  Who loses in this equation?  The fan of course ­ - and in the long run, which is what counts, the NFL!  Obviously, the NFL knew that this was going to happen and simply didn't address the situation strategically ­ - ouch!  To use some football terminology -  ­illegal procedure against the NFL.

I'd like to suggest that the go to market strategy for the NFL channel would have been to come in with a great value proposition and a strategy intended to get fans excited about the channel instead of playing hardball with the service providers. It's actually pretty simple ­ - drive demand through positive means in lieu of hardball.  The NFL had an amazing opportunity to get off of on the right foot and connect with their fans.  Instead, they wound up on the 6 and 11 o'clock news with people griping about the way that they were handling the situation.

This is the same NFL that has the NFL Experience at the Super Bowl, and is trying to extend overseas with an aggressive strategy.   Yet, domestically, they feel that it is OK to alienate their fan base.  Are people going to stop being fans of the Dallas Cowboys?  I highly doubt it.  However, they will dislike the NFL, which in turn will keep them from participating in anything that exists outside of their home team's ecosystem.

I think that the folks at HQ need to huddle and rethink this one.  Try again.  It's 4th and 9 with some time left on the clock.  The game isn't over yet, but they have certainly rung up a personal foul.

December 27, 2007

Note:  The NFL just changed their position.  In what is being reported on CNBC a brilliant PR move.  Brilliant? How about common sense.

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