The Minor Model of a Modern Major Promo
In the world of marketing, there are constraints. Some brands can reach way out over the line. Others have to stay neatly within certain bounds. It’s refreshing, then, to observe the actions of marketers that are able to stretch the limits just about as far as they can go.
The particular bunch we have in mind is the National Association of Professional Baseball Leagues and the 170 minor league teams it represents. Last year, these teams had sales of more than 35 million individual tickets. (Major League Baseball reported attendance of 70 million by comparison.) And they’re hitting the ball hard. With increased sales in 16 of the last 18 years, these small- and midsize-market teams are hardly bush league when it comes to drawing paying customers.
Minor league teams need to define their product as family entertainment, to encourage multiple and frequent purchase opportunities, and to adjust for short-term supply and demand opportunities. Think about it: Is it on your list to attend a minor league game on a spring or summer evening?
On the plus side, the minors get some highly publicized young talent passing through their parks. The problem is that, once they start delivering on their promise, they’re shipped to the next level. Without a set lineup, organizations need to create excitement and make their fans feel rewarded for attending games, no matter who’s on the field or even what the final score may be.
The standard game plan: Create an atmosphere of excitement at the ballpark so that fans know they are going to have fun, be entertained, and maybe witness the development of a big-league star – all for a fraction of the cost of a day at Yankee Stadium or the Skydome.
That is why minor league schedules are stuffed with as many promotions as there are games. Promotion is a day-to-day cultural phenomenon in backwater ballparks. And, for the most part, they’re not your average promotions.
“The minor league baseball industry is a leader in promotions. Major professional sports teams borrow ideas from the minors,” says Rod Meadows, director of marketing at the St. Petersburg, FL-based NAPBL.
The minors face the same challenges confronting most professional sports leagues. While newer markets with newer stadiums are doing great, some smaller markets have older stadiums that lack the appeal needed to attract audiences. “Basically, the industry needs to keep the momentum going, and older markets are working to keep pace with the newer markets to make sure the industry stays strong as a whole,” says Meadows.
Co-promotions with minor league teams present some great opportunities for brand marketers. Most teams are open, creative, and willing to take risks – or play it straight and homey, if that’s what’s desired. “Promotions add to the ambiance of the stadium, and the importance is in making sure people are entertained,” says Meadows. The entertainment value is essential, which is why you never know what’s going to happen next when you go to a minor league baseball game.
To be sure, teams employ a lot of the same ideas, but some swing for the promotional fences. Take the Kane County (IL) Cougars, for example. The team boasts a hot tub and party deck in right field, a picnic area beyond the outfield, tents for corporate events and activities, and fireworks. And to top it all off, there’s the Dynamite Lady, who climbs into a box at home plate and blows it up before big games. Using tactics like these, the Cougars have become one of the most successful minor league teams in America (They sell beyond capacity for every game.) by going beyond added value and focusing on a more community- or family-oriented mentality.
After reading about the Cougars last year, we did a survey of what other teams are doing. The result is an inspiring look at what happens when creativity and opportunity collide head on. If you’re intrigued, take the opportunity to contact teams in your clients’ markets to join the fun. Here’s a promotional report from the field – the ball field, that is.
Indianapolis Indians’ Call an Indian Library Promo: Kids call a number and hear an Indians player read a story.
New Orleans Zephyrs’ Shirt Off The Back Night: In the ninth inning, winners are escorted onto the field, where coaches and players personally present them with autographed jerseys and pose with them for photographs.
Oklahoma City 89ers Junior Sportscaster: A young fan wins an opportunity to broadcast an inning of an 89ers baseball game.
Norfolk Tides’ Running The Tides Is Kids Play: Kids are selected to act as members of the ballpark staff. Winners become president, general manager, groundskeepers, ushers, or the public address announcer.
Lake Elsinore (CA) Storm’s Human Bowling: One fan is selected to be a human bowling ball and knock down pins near third base.
Ottawa Lynx’s Blindfolded Ball Search: Fans get a chance to win airfare for two anywhere in Canada by drawing a red ball out of a bag blindfolded.
Colorado Springs Sky Sox’s Bark in the Park: A six-ring circus of canine competition, dedicated to dogs and dog lovers.
Tucson Toros’ Diamond Dig: Women are brought onto the field following a game to dig for a 1-carat diamond.
Harrisburg Senators’ Ballyard Boxing: Two men bash each other for 30 seconds using really big, heavy gloves.
New Haven Ravens Sumo Wrestling: Two contestants put on full bodysuits that make them look like they weigh 500 pounds and wrestle sumo-style for about a minute.
Portland (ME) Sea Dogs’ Adopt a Sea Dog: Area schools adopt a Sea Dog player who visits schools to talk to kids about the importance of school, hard work, and goal-setting.
Reading (PA) Phillies’ Kiss a Pig For Charity: Well-known members of the community are selected by fans to kiss a pig at home plate.
El Paso Diablos’ Christmas in July: The stadium is turned into a winter wonderland with decorations, Santa Claus, and Christmas music.
Shreveport (LA) Captains’ Phenom Tequila Worms: As they enter the stadium, people receive fishing lures as chances in a pre-game contest to win a Quantum rod and reel set.
Birmingham Barons’ Sweetheart of the Evening: A woman is proclaimed “Sweetheart of the Evening” and awarded a dozen roses. Not as big a draw as Michael Jordan when he played here, but hey, at least the Barons are trying. What are the Bulls doing?
Greenville (SC) Braves’ Paper Airplane Toss: After the game, fans toss their paper airplanes towards home plate, and the closest one wins free airline tickets.
Jacksonville Suns’ Used Car Giveaway Night: Fans are entered into a contest to win a 1984 BMW.
Knoxville Smokies’ Postal Service Tax Night: Fans turn in their tax forms at the April 15th game in exchange for two free general admission tickets.
Orlando Rays’ Oreo Cookie Stacking Contest: Fans are selected to stack Oreo cookies. The winner gets a case of the Nabisco treats and tickets to a future Rays game.
Lake Elsinore Storm’s Wedding at the Diamond: A couple is chosen to exchange wedding vows at home plate. Donations from local merchants include tuxedos, flowers, photography, wedding rings, and limousine services.
Carolina Cannons’ Duck Lady Promotion: A fan is selected as “Duck Lady” for the evening; every time the Cannons score, she has to quack.
Columbus Redstixx’ Flying Elvises: Four Elvis impersonators parachute into the park. Elvis music fills the night air.
Hickory (NC) Crawdads’ Krispy Kreme Doughnuts Race: A contestant is given 45 seconds to pick up a dozen cream-covered doughnuts on a tray using only his or her mouth and carry them to another tray.
Hudson Valley (NY) Renegades’ Marriage of the Mascots: A wedding between the Renegades mascots, Rookie and Rene. (Is this legal?) The event was also a fund-raiser for the Food Bank of Hudson Valley. Fans brought non-perishable food as “wedding gifts.”
Lethbridge (Alberta) Black Diamonds’ Ugliest Tie Contest: Fans were asked to wear their ugliest ties to the game. There was also an ugly tie parade throughout the stadium.
In the spirit of contests and winners, we bestow “Notable and Noteworthy” status on the following:
Most Memorable: Salem (VA) Avalanches’ Hot Tubs and Hooter Girls. They’re serving hot wings and you’re cooking at 80 degrees.
Most Fun: Lansing Lugnuts’ Hot Dog and Fixins. Instead of shooting T-shirts into the stands with a special gun, steaming franks are launched. When the hot dog lands, you’re set to go.
Most Outrageous: St. Paul Saints’ Nuns Giving Massages. Just relax and enjoy the pre-game stretch. As Phil Rizzuto might say, “Holy Cow!”
Best Use of Sponsor Dollars: Wisconsin Timber Rattlers’ Kit Kat Jingle Challenge. One side of the stadium outperforms the other for free candy bars dropped from a helicopter.
Most Ridiculous: St. Paul Saints’ Pigs Delivering Extra Baseballs. Used to dealing with today’s players, the umpires hardly notice.
Whether you’re a fan or a sponsor at a minor league ballpark, expect the unexpected. It seems about right for a sport that, from its earliest days, has randomly distributed speeding game balls to fans as premiums.
