Red SOX Marketing Essays Example
The goal for successfully promoting the Red Sox team as we enter another season is to integrate our marketing efforts, both online and in traditional advertising mediums, in order to better reach our target audience of fans. This target segment includes dads along with their families, businesses and season ticket holders. We need to raise awareness of our brand recognition, get people involved and increase interest through our strategies. We also need to track the success of our campaign as we move forward, in order to measure the success of our progress towards meeting our goals.
A good starting point is the renaming of our Twitter handle to @RedSoxPremium, changing from our existing @RedSoxPremClub. The new name will better convey the feeling of exclusivity, with inside access to team information. We can further enhance our image by uploading a higher resolution picture to our account.
Next, a “war room” should be set up in connection with the premium Twitter account. It is a new, innovative use of social media that has been successful for mega corporations such as Coca Cola and Oreo (Zmuda, 2015). A real-time online forum that is open to anyone who is interested in attending, from staff working with the Red Sox, to the players, to the fans in the stadium during the games or the adolescent boy watching on TV at home. Everyone can meet in the war room to comment on the game as it is happening. Retweets from our original content posts will further raise awareness.
The opportunities to reach our target audience during the actual games are numerous. The marketing team will monitor social networks and release videos, tweets and graphical ads that will be prepared in advance by utilizing all the same methods that have been traditionally successful platforms for advertising the team.
In addition to Twitter, I recommend that the Red Sox take advantage of the similar opportunities that can be had on other social media sites, most importantly on Facebook because of their site’s superior targeting of intended audience to receive our message. With 155 million daily users in the United States and Canada (Saba, 2015) Facebook is capable of customizing target audience segments using their updated real-time targeting features based on members’ likes, profiles and demographic information. We should also include a presence on You Tube, Instagram, Snapchat, Skype and Google Plus.
Being part of the discourse as it occurs will help increase our visibility in the global, online marketplace. We can immediately process, analyze and react to developments as they occur to maximize the impact of our messages. For example, when a home run is slammed out of the park, we will have a prepared banner ad to accompany that event. Fans will appreciate our immediate reaction, and the increased give and take of communication will help increase our brand recognition strategy.
The feeling of spontaneity created with these “unplanned” social media ads will hopefully be an effective way to reach our consumers with memorable real-time advertising. The positive impact from this strategy should yield immediate and considerable results without creating much additional expense for the team’s marketing budget. We can track the impact of our campaign through the use of analytical programs such as Hootsuite and Dashboard.
Ultimately, we hope to convey the value of being a premium club member, promote the benefits of such membership and increase the effectiveness of our advertising. By following the plans as they are suggested in this proposal, we can expect to have positive results.
Saba, Jennifer, “Facebook to sell real-time Super Bowl ads, taking on Twitter.” http://www.reuters.com/article/2015/01/28/us-nfl-superbowl-facebook-idUSKBN0L11AW20150128 Reuters. Jan. 28, 2015. Retrieved March 18, 2015.
Zmuda, Natalie, “Watching the Super Bowl from Coca Cola’s War Rooms.” http://adage.com/article/special-report-super-bowl/watching-super-bowl-coca-cola/239582/ Advertising Age. Feb. 4, 2013. Retrieved March 18, 2015