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Agenda
• Background & Current Role
• Marlins Marketing
– Marketing strategy
– Ad agency & media planning
– Samples of marketing media from 2013
• Q&A
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Background & Current Role
Boris Menier
Developing A Marketing Strategy
• Goal & Unique Selling Proposition
• Target Market
• Benefits of product/service
• Product/service positioning
– Tagline: communicates a brand’s promise and/or call to action. Differentiate your business & make it distinctive.
– Creative look & design
• Marketing methods, budget & media planning
– TV, radio, print, OOH, digital
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MARLINS FAN-SUMERS
Scarborough Research
Study: Miami, FL 2012 Release 2 Current (Feb 2012 – Jul 2012)
Target: Marlins Fans (W/A/L)
GENDER
INCOME
MARITAL STATUSAGE
RACE
65+: 19.4% 18-24: 10.3%
25-34: 12.2%
35-44: 20.2%
45-54: 22%
55-64: 15.9%
Women: 38.6%
Men: 61.4%
Single: 28.9%Widowed: 5.8%
Legally
Separated: 2.8%
Divorced:
8.4%
Married: 54.1%
White – Hispanic:
53.5%
Black/African
American – Hispanic:
4.5%
White – Non-Hispanic:
26.9%
Black/African American
Non-Hispanic: 12.8%
Asian – Non-Hispanic:
1.2%
Other – Non-Hispanic:
1.1%$35k or less:
27.4%
$35k - $49,999:
18.3%
$50k - $74,999:
19.4%
$75k - $99,999:
14.7%
$100k - $249,999:
15.7%
$250,000+:
4.5%
Ad Agency
• Develop creative concepts for marketing strategy for general market & Hispanic market
• Aid in media planning (within budget)
• Spearhead the media buying process
• Copywriting & VO (TV & radio scripts)
• Develop creative for TV commercials, print, radio, OOH, digital
• Plan production and direction for commercial shoots
• Tag sponsors accordingly in media
• Traffic approved media to media partners
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2013 Marlins Marketing
• Tagline – Marlins Baseball. Dive In!
– Beisbol con tus Marlins. Lanzate!
• Promote young talent, ballpark experience and promotional offers– Jose Fernandez, Christian Yelich, Adeiny Hechvarria
– New ballpark with retractable roof
– Ticket specials, giveaways, theme nights, fireworks and concerts
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Promotions
• Theme Nights: Heritage Nights, Group Nights, Star Wars Night, Bark at the Park
• Weekly Promotions– Monday: South Florida Heroes & All You Can Eat– Tuesday: The Miami Herald Half Price Tuesday– Wednesday: Kids Eat Free– Thursday: Seniors Thursdays– Friday: Fireworks Friday, Sir Pizza 4-Pack– Saturday: Saturday Spectacular Concerts/Shows– Sunday: Family Sunday, 4 for $54, Diamond Dash,
Giveaway
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TV & Radio: Marlins Jingle
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TV & Radio: Fireworks Friday
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TV & Radio: Saturday Spectacular
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TV & Radio: Saturday Spectacular SPA
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TV & Radio: Family Sunday
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TV & Radio: Jose Fernandez
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TV & Radio: Christian Yelich
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TV & Radio: Adeiny Hechavarria
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Print Ads
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OOH
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Digital
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#JOSE4ROY
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#JOSEisROY
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Postseason Recap & Future Planning
• Review marketing campaigns & promotions
• Identify the campaigns and promotions that were successful and the ones that did not produce positive ROI
• Analyze budget utilization and forecast budget needs for following fiscal year
• Share best practices around league, across professional sports and other industries
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Q & A
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Boris Menier
Marketing & Promotions
305.480.1464
bmenier@marlins.com
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