detroit tigers: a winning strategy for a winning ball club

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Tigers A Digital Marketing Strategy: By Troy Villanueva New Media Driver’s License Michigan State University

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A digital marketing strategy for the Detroit Tigers, for my New Media Driver's License class at Michigan State University.

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Page 1: Detroit Tigers: A Winning Strategy for a Winning Ball Club

Detroit Tigers

A Digital Marketing Strategy:By Troy VillanuevaNew Media Driver’s LicenseMichigan State University

Page 2: Detroit Tigers: A Winning Strategy for a Winning Ball Club

Opening Day: Re-Cap of 2013

▪ World Series Runner Up

▪ Jim Leyland Steps Down

▪ Prince Fielder Trade (welcome to Ian Kinsler)

▪ Cabrera Signs long term close to $292 Million!

Did you say $292 million?

Page 3: Detroit Tigers: A Winning Strategy for a Winning Ball Club

Target Audience: Who’s a Fan? (of social media)

▪ Fans come in all ages

▪ But who uses Social Media?

▪ With the numbers shown we can target to anyone with our without Social Media.

Page 4: Detroit Tigers: A Winning Strategy for a Winning Ball Club

Hey what’s the Big Idea? But, really how are we going to fill these seats?

▪ Top team in MLB = easy fan base

▪ Tickets easy to find

▪ “Dynamic Ticket Pricing”

▪ Partnered with StubHub

Page 5: Detroit Tigers: A Winning Strategy for a Winning Ball Club

“Dynamic Pricing”: Tickets In Demand

▪ The average ticket price in 2013= $29.54 (13th highest in baseball)

▪ This year it’s around $31 (12-14th highest)

▪ Reasonable prices, especially with two new seating areas. (Jungle Bleachers & Pepsi Porch)

▪ BOTTOM LINE=Earlier you buy, the more you save

▪ http://www.stubhub.com/detroit-tigers-tickets/tigers-vs-orioles-4-6-2014-4381712/

Page 6: Detroit Tigers: A Winning Strategy for a Winning Ball Club

Facebook: https://www.facebook.com/Tigers

▪ Detroit Tigers Facebook has 1, 570,733 likes and counting

▪ Easy access to photos

▪ Tickets easily accessible

▪ Player fan pages

▪ Game time feedback

▪ Facebook is easy to use

▪ Can use the like and share features to promote

▪ Fans can easily like and comment for possible giveaways

▪ SmartPhone application

▪ Free

Page 7: Detroit Tigers: A Winning Strategy for a Winning Ball Club

Twitter: @tigers

▪ 405K Followers

▪ 15.7K Tweets

▪ Real time trending topics

▪ Straight to the point with 140 characters

▪ Game time updates with players Twitter handles

▪ Real time updating

▪ Personable feeback

▪ Promotions similar to Facebook. (re-tweets, favorites)

▪ SmartPhone application

▪ Free

Page 8: Detroit Tigers: A Winning Strategy for a Winning Ball Club

Instagram: A picture is worth a thousand words? (tigers)

▪ 125K Followers

▪ Easy picture uploading

▪ Easy video uploading

▪ Easy access to player profiles

▪ Personable

▪ Similar to Twitter with tags, and user handles

▪ Linkable to Facebook

▪ Visual pictures give a sense of being close to the team

▪ User friendly

▪ Re-Gramming for promotional giveaways

▪ Free

Page 9: Detroit Tigers: A Winning Strategy for a Winning Ball Club

How Much Can we Spend?

▪ According to Forbes.com the Detroit Tigers are worth $680 Million Dollars

▪ If we had 2 Full-Time Employees for each Social Media Sites (6 Total)

▪ With the average salary of $35-45K

▪ We would have a Digital Marketing budget of close to $500k

▪ Very doable

Got ya’ll!

Page 10: Detroit Tigers: A Winning Strategy for a Winning Ball Club

Fin

I know we covered a lot in a short amount of time…but I’m confident we have a winning and cost efficient strategy.

We can please our loyal fans with cost friendly ticket prices, while getting them involved with our proven social media techniques.

Page 11: Detroit Tigers: A Winning Strategy for a Winning Ball Club

Thank You for Your Time!www.facebook.com/troy.villanueva.399Twitter:@troyzilla555Instagram: troyzilla555LinkedIn: Troy Villanueva