I think you have to start getting some good press and impressive highlights on the TV news
We had a mate turn up last weekend who has only gone to the occassional game. After 20 minutes he said "they are playing really well". After thirty minutes he asked "How have they been managing to loose so many games?".
My guess is that the average punter just has the impression this is a poor side to watch and that the hype about playing well and loosing is just marketing BS.
The way I read it the media have been giving the guys a better write up the last couple of games with more comments on how they have played well but failed to convert. Worthington is being balanced out by some of the other writers in the Doompost and the Herald has always been more objective. If the team keeps playing well and starts converting results they will get the good press and will build followers. But it will take time and when the broader sports supporters do start turning up we need to be providing a good enough game and atmosphere to keep them. Like the yellow army chant last week.
Gotta remember we have only had two games at home - discounting the long ago Oct game - to showcase the game they are playing and build a following - after being wooden spooners last year. And that is in a backdrop of a lot of people that believe football in NZ is not at a high enough quality to watch and enjoy. I have been in clubrooms in Wellington (several) where the comment has been made - "nah, don't watch the Phoenix. Tottenham/Liverpool/etc etc is my team, Herbert plays crap football." And that is amongst football people. It will take time to turn that around and bring along the general sports fan as well.
We have a (non-football) mate who we convinced to buy a Season ticket last year. He thought it was crap, came along to be social and gave us shit about being Phoenix tragics. This year he is enjoying the games and at a party last night it was him chasing me to check we were going tonight. Which is a total turn around from last year.