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Marketing in Minor League Sports

Marketing in Minor League Sports . By Tim Lillis & Steve Swan. Minor League Sports. While major league teams draw based on name recognition and tradition, minor league sports have to use creativity to introduce new audiences to their product. “Minor League teams going viral”.

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Marketing in Minor League Sports

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  1. Marketing in Minor League Sports By Tim Lillis & Steve Swan

  2. Minor League Sports • While major league teams draw based on name recognition and tradition, minor league sports have to use creativity to introduce new audiences to their product.

  3. “Minor League teams going viral” • To expand their audience base and appeal to a more youthful market, teams have turned to viral communications to market themselves. “The combination of user-friendly technology and instant distribution via the Internet has thoroughly democratized this once-exclusive medium, giving just about anyone the ability to see and be seen” (Minor League Baseball, 2009).

  4. “Wackiness in the minors” • Baseball and other minor-league sports are no strangers to controversy and coverage with their marketing and promotions. “Teams in the minor leagues continually push the window when it comes to promotions” ("Wackiness in the," 2009).

  5. Marketing Examples MJ and the Birmingham Barons

  6. Marketing Examples 4880 calories of national exposure

  7. Marketing Examples The West Michigan Whitecaps made themselves nationally recognized (at least for 15 minutes) with the Fifth Third Burger.

  8. “MinorLeague Baseball: Exploring the Growing Interest in Outsourced Sport Marketing.” • Teams are businesses, not hobbies or side projects. • Outsourcing is a modern and viable cost-cutting measure. • “[a]nother advantage associated with outsourcing includes personnel cost savings through elimination of time-consuming and sometimes costly employee issues like recruitment, retention, and employee relations concerns (Duffy, 2005; Fan, 2000; Vacca, 2000). Outsourcing is a means of providing the organization access to highly skilled and knowledgeable personnel often not available in-house and increased flexibility in conducting business” (Burden & Ming, 2009).

  9. Summary: • Teams have to differentiate themselves in a diverse and cluttered market • Promotions can range from fun and frivolous to edgy and controversial • Free marketing, promotion, and exposure is the best. • Marketing can be best done by the professionals.

  10. Sources: Hill, B. (2009, November 25). Minor league teams going viral. Retrieved from http://web.minorleaguebaseball.com/news/article.jsp?ymd=20091124&content_id=7711444&vkey=news_milb&fext=.jsp Wackiness in the minors. (2009). Sports Business Journal, Retrieved from http://sportsbusinessjournal.com/article/63848 Burden, W., & Ming, L. (2009). Minor League Baseball: Exploring the Growing Interest in Outsourced Sport Marketing. Sport Marketing Quarterly, 18(3), 139-149. Retrieved from SPORTDiscus with Full Text database.

  11. Conclusion: support your MiLB teams! 21 games in 21 days

  12. Conclusion: support your MiLB teams! 25 games in 26 days8,552 mi – about 5 days 16 hours of actual driving

  13. Conclusion: support your MiLB teams! 22 games in 22 days

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