I think they are a bit late to the party in terms of getting floating voters.
The Bulls did the ground work in the early days of SL. It's not like switching power suppliers. It takes years for fans to move away from one club, get bored and then take on a new club, or for the new fans to decided to go to the local game rather than with their parents to the club their parent supports.
For example I live in Leeds. But I'm not going to be taking my kids to watch Leeds. So it's either Saints or wait until you are old enough to have your own money and ability to get to the game.
They may take in the occasional Leeds match when we hammer them at headingley.