A Case Study in Success
Tommy's Hockey Shop
Colorado Springs, Colorado
Tommy's Hockey Shop is a neighborhood hockey supply store opened in northern Colorado Springs in 2003. It was subsequently sold to a larger front-range chain in 2007, due in large part to its exceptional success in a short amount of time. At the time of its sale, Tommy's Hockey Shop had established itself as the dominant hockey equipment store in northern Colorado Springs. Because of its strategic location, Tommy's also became the preferred stop for hockey families traveling south from the Denver Metro area, as well as Colorado Springs families needing an equipment stop prior to trekking north for games. Following is a short case study of how Tommy's started from nothing and experienced the success it did, by combining an owner's passion with a foundationally-sound marketing approach.
Background
Tom McCarthy was a typical hockey parent and fan with an exceptional passion for the game of hockey. Professionally, Tom was a successful corporate recruiter working and living in Idaho, and his business sense served him well. Having recently moved to the Colorado Springs area, Tom's son, Kevin, was an up-and-coming youth hockey player. Tom's dream had always been to open his own hockey store, and with resources in the bank, he decided now was as good a time as any to pursue that dream.
Doing Your Homework Pays Off
A mutual friend and client introduced Tom to us in the spring of 2003. After some preliminary conversations, Tom decided we were the company who could help make his dream a reality. Over several cups of coffee, we explored the Colorado Springs and front range hockey demographics. Some of the subjects we researched and discussed were the history of existing hockey stores in the area, the recent and future growth patterns of Colorado Springs, the growth of local hockey in general, and most importantly, the zip codes where the newest generation of hockey players could be found. Ultimately, we decided that the north end of Colorado Springs, directly off the Academy/I25 interchange on busy North Academy Boulevard, was an ideal location. This location was not only situated in close proximity to the fastest growing area of the city, but it was convenient to traffic traveling the I-25 corridor. Prior to Tommy's opening, several stores in the central and south part of town competed for all hockey business in Colorado Springs. By opening in his new location, Tommy's effectively monopolized the hockey market in the largest part of the city, and also reached families traveling south into town from Denver, before they had a chance to reach the downtown stores. He had control of the most important hockey business in Colorado Springs.
A Good Strategy is the Key to Success
The first order of business was to establish a timeline. Because of the seasonal nature of hockey, we targeted August 2003 to open, in order to take advantage of the annual rite of families and players preparing for the upcoming season. However, we only had a few short months to turn Tommy's from some rough ideas written on a napkin to an established household name.
While it would have been easy to simply start throwing designs on paper, we had to answer the one question that would guide all the others: What did Tom want the hockey community to think of when they thought of Tommy's Hockey Shop? This is where a thorough understanding of the customer came into play. Hockey families are typically creatures of habit, that they typically follow established patterns of success. When one player or team experiences success and are having a good experience, other players, families, and teams want to follow suit. For this, they need a trusted source that will provide not only good advice and and "inside" information, but also be able to recommend and provide the most current technology to make success happen. Tom decided his store needed to be known as a trusted neighborhood hockey resource that hockey players could count on to proved the latest, greatest equipment and technical advice. The other stores in town long ago learned to rely on their longevity--Tom's goal was to simply be better than the rest. In retrospect, it was a great strategy.
Building the Brand
With our guidance and design skills, we created a logo that was recognizable in a traditional way (in keeping with the tradition of the game). It was clean, but visually striking. The logo would be used on multiple media, so simplicity was essential. Logo treatments were done for both color and black/white adaptations. We also created and alternate logo for use on special projects. Regardless of what it was put on–shirts, business cards, board advertisements, signage–the Tommy's Hockey Shop logo was easily recognized in your hand or across the rink. Most importantly, being faithful to the brand was always considered first and foremost before using it on a new piece, and if none of the existing logo treatments was deemed completely suitable for a new project, Tom enlisted us to make it so. [ Logo Design ]
Getting the Word Out
With the doors set to open in a few short months and a limited operating budget in place, all preliminary marketing efforts had to be effective and economical. Our first project was to build the corporate identity. If Tom was going to be out at the rinks talking to people and getting the word out, business cards presenting himself in a professional light were essential. He would immediately be approaching equipment suppliers to stock his store. Getting them to extend new accounts was not entirely easy, especially since their existing customers in town were not particularly happy about the new competition. Letterhead, website, storefront address, and phone numbers were all put in place early on. We needed to show the hockey community we were serious. [ Corporate Identity ]
How Will Our Customers Find Us (and why should they come to us)?
Because no one can advertise everywhere, or advertise all the time, Tom relied heavily on us to advise him on the best methods to reach his new and potential customers. This one was relatively easy, because the hockey community can be found in reasonably predictable places. The more difficult proposition was how to get them to come to Tommy's when they were used going somewhere else (creatures of habit, remember?).
We initially advertised in local publications and Colorado sports publications. Any advertising that would make its way into an ice rink was considered. Board signage in ice rinks was used (advertising on the side boards of the ice rinks themselves). All advertising supported the website by promoting its Internet address. While a board advertisement might only get a cursory look at the rink, a trip to the website would provide a hockey parent with the necessary information that would bring them into the store. It was an effective "one-two punch". [ Ice Arena Board Signage ]
The Website Provides an Anchor
Having a good foundation in the Internet, one of Tom's first questions was about building a website, and this is where our expertise really kicked into gear. While Tom had a vague idea that a website would be good to have, we helped him give form to the idea. We helped him think in terms of form and function. What would the website provide? What image did it need to convey about the store? How would his customers benefit from going there? What would be the message to potential customers?
When it was said and done, it was decided the website needed to have a fresh and dynamic look, to promote conversation and entice customers to make the drive over and check it out. The other stores in Colorado Springs had little-to-no web presence at that time, and this was a chance to take the lead right out of the gate. When customers walk into a hockey store, they spend time taking inventory of all the newest hockey-related technical gadgetry they've seen at the rinks or read about elsewhere, and we wanted to let them know Tommy's was the place to find that. The website also provided a 24-hour presence, so information about the store could be available at any hour, especially those early hours when hockey parents are likely to be warming up the car for a trip to the rink.
To entice web visitors to act, web coupon specials were put in place and photos of the store and its inventory were featured prominently on the site. Web content was kept current. [ Website archived copy only, please note actual website was discontinued when business was sold ]
Supporting the Effort
Logos, websites, and basic advertising were the mainstays of Tommy's advertising, but other more subtle items supported the effort. We produced discount cards for skate sharpening. Every player needs sharp skates, and an offer for discounted sharpening would get them in the store and help establish a new customer relationship. When Tom implemented services that were new and cutting edge, those services were prominently featured on the website and in flyers and advertising. During the season, when the local college hockey team was playing on television, Commercials were strategically run. [ Advertising and Miscellaneous Marketing ]
A Well-planned Approach Pays Big Dividends
It didn't take long for players, parents, and teams to find Tommy's Hockey Shop. Once they did, the store was off and running and never looked back. Tommy's was able to reach the hockey community at a time of year when families were preparing for a new season, a time when they were most likely to spend the most money. Most importantly, however, Tommy's had to establish itself as a proven player in a tight-knit community where tradition means a lot and old habits die hard. By planning each step of the process and using each marketing mechanism to support the rest, we helped maximize Tom's investment in his store, while being efficient in our marketing efforts. Tom was subsequently able to experience great success in a short amount of time and realize his dream of opening a neighborhood hockey store.
This is just one success story. We would like the same opportunity to provide you with our expertise and services, to realize your own dream.
Remember, good marketing is a good investment ...
