Best Practices in Marketing

I recently viewed a video posted on the Ad Club. In the video, the Vice Presidents of marketing for the Boston Bruins, the Boston Celtics and the Boston Red Sox were interviewed. It was a panel discussion about the best practices in marketing. There were two points that resonated with me; the emotional component in marketing a venue or a team and marketing to the different types of sports watchers.

Adam Grossman, SVP, Marketing and Brand Management for the Boston Red Sox and Fenway Sports Management, was asked to speak about the, “at home [sports] experience vs. the in stadium experience.” I found his comments about the emotional and historical component of Fenway Park very interesting. The park is the oldest park in Major League Baseball at 104 years old. It is that history that can not be duplicated at home or through technology, that brings fans to the stadium. Grossman stated, “the TV experience is so different from walking up and seeing the green of Fenway for the first time.” Fenway has the added benefit of being both a sports venue and a tourist attraction. Not many teams have the benefit of having a venue with a historical background. Most teams are trying to figure out how to market their team to the array of ages and tastes.

Matt Griffin, VP of Strategic Marketing and Business Operations for the Boston Celtics, was also on the panel and said it best when he said, “You have to know your fans and know how to customize that experience. You have 19,000 fans and 19,000 reasons why they are there.” You have the fan that attends a game, buys food from the concession stand, watches the game, and never takes their phone out of their pocket. You have the other fan that tends to be younger and may spend the entire game on their phone.  They may be uploading photos from the game, talking to other sports fans on social media or checking out their fantasy league. Teams have to customize the experience to the 2 different types of sports watchers in the venue, as well as customize the experience for the at home watcher. They have to make sure that the experiences remain the same.

When marketing a team, you have to have a multi level plan. You have to keep your current and loyal fan base engaged, you have to reach new and younger fans and you have to keep up with the latest trends in technology. Keeping these 3 things in mind will also help with selling the team to sponsors. When you have a gem like Fenway Park or Madison Square Garden, you have an added benefit to use and sell to both the sports fans and sponsors, a historical and emotional connection to that City.

Reference:

The Ad Club http://theadclub.org/sports/video-content/