Tagged: Marketing Techniques

This Is Ben's Biz Blog

ump.jpgWe’re inching ever-closer toward Opening Day. Press releases touting Hot Stove Dinners have given way to those announcing National Anthem Auditions and Job Fairs. This is the way of things.

As this slow march toward real live baseball progresses, teams must kick their promotional campaigns into overdrive. In addition to TV, radio, billboards, newspaper ads, and other more traditional means of advertising, there is now another way in which to promote the upcoming season.

You may have heard of it. It’s called “the internet“.

Last week, Corpus Christi Hooks promotions coordinator Seamus “Don’t spell it Shamus”cch.jpg Gallivan sent me a link to some of the recent videos his club has produced. Modeled after ESPN’s “Sportcenter” commercials, the “This Is Hooks Baseball” campaign adopts a dry, absurdist tone.

Check them out here.

As we move closer to the season, I’ll make a point to highlight internet ad campaigns throughout the Minor Leagues. Send me an email if you’d like the team you work and/or root for to be featured.

Moving On…And while I’m in solicitation mode, let me mention two other things.

First Thing: Next week, I will be working on a story for MiLB.com about Valentine’s Day in the Minor Leagues. I have come across a half-dozen or so clubs who are doing promotions tied in with the holiday, but there are surely more. Let me know.

Second Thing: Our weekly “At Home With” team profile column will be going on hiatus once the season starts. I still have three or four open spots available. Don’t miss the chance to have your team featured. Send me an email if you’re interested.


Seek and Ye Shall Win Swag Bucks

PortAs a relentless chronicler of the myriad goings-on in the Minor League Baseball industry, I am always gladdened when I stumble upon something that has never been done before. After all, learning about new promotional techniques is one of the best ways for me to keep my mind stimulated as I wile away the offseason months in the darkest recesses of our labyrinthian MiLB.com headquarters.

So kudos to the California League’s Stockton Ports, who on December 3 became the first team in all of professional baseball to launch their own customized search engine — www.searchwith stocktonports.com

The Ports’ search engine was designed by Prodege, a company that specializes in this sort of thing.Search
It works like any other search engine, and is in fact powered by Google and Ask. What makes it unique is that every day, prizes are randomly awarded to the site’s users. According to the Ports’ press release, these prizes range from "merchandise to autographs, and even unique ‘fan experiences’ such as throwing out the first pitch." Furthermore, users are frequently awarded "Swag Bucks", which can be put toward a wide array of prizes (I, in fact, was quickly awarded a "swag buck" when I visited the site and predictably typed in "Ben’s Biz Blog").

Of course, it remains to be seen whether the Ports’ search engine will remain an anomaly in the world of the Minor Leagues, or whether other teams will give this idea a go. For now, I’m just happy to find something that frequently utilizes the term "swag buck", which to me sounds like the name of a brawling, tobacco-spewing baseball player from the 1890s.