There’s a great article in the August 2008 issue of Promo Magazine that talks about the use of ballpark promotions — their purpose, their effectiveness, and their future. Richard Tedesco gives great insight into the use of promotional products in sports marketing, and shows how savvy marketers are focusing on creating a comprehensive entertainment experience for fans, instead of expecting people to fill the stadiums and sit there on their butts for the sake of it.
As basketball and football overtake baseball in popularity, sports marketers are faced with a new challenge: How can they create a value-added experience for fans that gives them a great reason to come to the ballpark, besides the game itself? Many baseball marketers admit that its easier for fans to watch the game from the comfort of their couch, so they’re looking for ways to draw fans out of their homes with exciting themes, celebrations, and free giveaways.
Promotional products aren’t viewed as a quick fix for low attendance. Instead, marketers view these giveaways as a way to make fans more comfortable with the idea of coming out to the ballpark, and hope that the entire experience gives them a reason to do it more often. Free giveaways benefit the team and the fans as much as they help the sponsors’ brands. It’s a win-win-win situation!