The Future Series is on a roll! After its premier in New York, we hit Chicago in early June for a fantastic presentation by Susan Packard, co-founder and former COO of HGTV.
We’ve now wrapped up our Boston event where we got a completely different perspective on business and marketing innovation – straight from the Boston Red Sox marketing bullpen.
Keynote speaker Adam Grossman, Senior Vice President for Marketing and Brand Development at the Boston Red Sox and Fenway Sports Management, gave us an infielder’s look at how to successfully market something that’s not one “thing.” After all, the Red Sox are a team, a venue, a legacy and an iconic summertime experience for millions of Bostonians.
Branding a baseball team has its unique challenges, but Grossman focused on three fundamentals that are crucial for creating successful customer relationship of any kind:
- Be authentic. Win or lose, the Red Sox voice must communicate authentically and directly to its fans. Fan passions and emotions are closely tied to the standings, which means marketing initiatives must be, too. When the team isn’t doing well, you don’t pretend market like you lead the league – you feel their pain and address today’s relationship to the team. “Our offseason coming out of 2012 was very different, and we needed to tailor our marketing efforts to ensure our fans knew just how committed we were to restoring the faith in our organization,” says Grossman.
- Understand your fans. Families with small children, rowdy 20-somethings, executives in the corporate suites – the baseball audience is a diverse as they come. Grossman emphasizes that marketing must address the unique experience of each fan persona. One size does not fit all at Fenway.
- Engage your audience. Fans of any product like to engage the brand, communicate with other fans and feel they have a voice. Facebook, Instagram, Twitter and other social platforms provide powerful ways to engage fans in two-way dialog – before, during and in between home stands.
So where is the Future Series rolling onto next? London! And we’d love for you to join us there on September 12. Mark your calendar, book your flight, and get more information here!