Building the Fire - Focus Online Marketing

Granted, the Fire have made a great step forward in the 2010 season with their online media.  Andrew Hauptman has basically gone on record saying that he is much more concerned about the team's online presence than their writeups (or lack thereof) in the local papers.  Today's post attempts to refine this strategy, turning the current shotgun method (twitter, facebook, En Fuego on blogger, emails, website, and now even foursquare) into a laser beam. 

I came across this post on online landing pages, and it gives a good rundown of what this kind of refinement would look like.  It even has an diagram!  (click to enlarge)

The Fire should be looking to create landing pages like this for every single pitch they send out over the interwebs.  Individual game sales, fan events, watch parties, merchandise sales, special offers, groupons, you name it.  Create some standard templates then plug in selling points (unique game details, new photos) while pointing to the shopping carts/mailing list/social media subscription businees on the back end.  Turn every announcement into a direct selling experience.  News stories and announcements can still follow this model, if you optimize the home blog as well to fit this model and would bring the En Fuego blog into the sales picture.  However, the club will have to move away from its "newsletter" announment style and offer up each opportunity individually to increase their overall hit rate.   

Going through this exercise would help bring a consistent look and feel to Fire communications and marketing, and messages from every channel could be captured as opportunities.  The club has improved their presence in the popular online spaces, and should find even more success if they take the next step.  The fans are out there.  They just need some direction.

(HT: Duct Tape Marketing)