Episode 43 of the DSMSports Podcast w/ Jason Brower of the West Michigan Whitecaps

Snippets from Episode 43 of the Digital Snippets from Episode 43 of the Digital and Social Media Sports Podcastand Social Media Sports Podcast

Episode 43 featured West Michigan Whitecaps Fan Engagement and Social Media Coordinator, Jason Brower.

Brower discussed the marketing and promotions practices of a successful MiLB club, including their various viral hits with food and themed nights.

What follows is a collection of snippets from the podcast. For the full episode, visit www.DSMSports.net or download it through the iOS Podcasts app or Stitcher

@njh287 DSMSports.net

http://www.DSMSports.net/

Jason's career path:

Attended Grand Valley State University where he got a degree in general business → Had to do an internship and did one with the (AHL/hockey) Grand Rapids Griffins doing ticket sales

→ Then did an internship with the West Michigan Whitecaps doing game operations and ticket operations

“Especially in the minor leagues, most front offices are quite small, so any internship you can get in minor league sports (will) get you all aspects of the business.”



After his Whitecaps internship, he became a full-time assistant in advertising and sponsorships → After two years, took on a brand new role, taking over social media, and it eventually became a main role (outside of also still doing sales)

→ This offseason is his first season, officially, as Fan Engagement and Social Media Coordinator

“Working in sales and advertising...has helped me see how my job in social media can help them.”

“(Social media) is more of a marketing piece in minor league baseball. It's interacting with your fans, but it's about getting the word out...social media is becoming a quick and easy way to get that word out.”



On the importance of social media for minor league baseball

“I work very closely with our marketing director...planning out how we';re going to reach out fans through social media, through (email)...using those different (channels) to try and reach our fans is a key piece for us. We still do the radio and the billboards...but social and digital is becoming more of a factor for us.”

“Just making this (fan engagement and social media coordinator) position has shown that (social media) is more of a factor for us...any marketing plans and advertising, I get all that info to push out to our fans through social media.”



On social media as a revenue driver

“Our main objective is always to get people in seats...but every post is interactive. It has to be share-able. How do we make it fun and interactive and get people to share it?

Fans do want to share with their friends and show how much fun they're having at the ballpark.”



On MiLB prioritizing the ballpark experience

“It's huge for us...One of our GM's has a line – 'Every day is Opening Day...' We want to make (every game) memorable for them. To make it exciting so they come back and also share it with their friends and family and hope they (all) come out (to a game).”



On coming up with promotions and gimmicks

“Our ideas come from (all over). We see what other teams are doing. We have an (annual) Minor League Promotions Seminar...We (also) have our own brainstorming sessions in the offseason to (discuss) what's news and what's coming up...is there an (event) coming or new movie coming out?”

“When we do a promotional night, we want to do it all out. So it does take a little more planning. [Jason cites example of Princess Day – related giveaway, in-game promo, ballpark amenities, etc.]

“Each promotion is kind of geared toward different people...But we also want it to be fun for everybody...We do different promos for different groups...We try to reach as many people as possible.”

“Making it entertaining (makes every promo night fun for everyone)...The overall experience through the game and the year is what we hope people come back for.”



On value of virality of gimmicks and food

“It's always cool to see a tweet get a bunch of retweets, but it's also important for us to make sure we're reaching the right people...We want to reach fans here and try to get them to the ballpark. It's always cool to get the extra attention, but we definitely want to get the attention of people here in West Michigan.”



“We're all excited when we get a Darren Rovell retweet. It shows that we're doing what we want. If it's a food item, it shows that food item works and is getting people's attention But if it's not reaching the right fans and getting more (fans) out to the ballpark, it's less exciting.”

“I look at where our followers are (from)...Impressions overall, likes and shares on Facebook are huge for us. Those are the kinds of things we know that, when our fans are sharing it, they must be enjoying it and sharing it with their friends. So hopefully (their friends) become Whitecaps fans and come out to the games.”



On balancing social media attention and real-life results when planning promotions

“Every time we look at a new food item, first it's are people going to purchase it?...Second, is it exciting (and) is it going to get people to come out to the ballpark?”

(Jason also cites example of a food item [the “Baco”] that went viral on social media, but did not sell very well in real life.)



(Jason also describes one of their most well-known food items, the Fifth Third Burger. Listen for the delicious details on this monstrosity!)

→ “We've had a few different (food) items that started out as a sponsored (food item)...Fifth Third Bank is the title sponsor for our ballpark and they were a major factor in introducing that (burger) and were in on the whole idea and process (of creating it).”



Helpful tool: iOS top app searches page and charts



On marketing in MiLB with an ever-changing roster

“One of our mantras here is 'We don't do baseball, we do entertainment...' When we do get a top prospect, it definitely helps us out, but we're more focused on the fan experience at the ballpark...

Definitely in the minor leagues, where most of our players are right out of high school or college, they're not too known. So it's more about the entertainment. Most fans leave the game maybe not knowing the score. It's more about the fun, the promotions, the fireworks, and the entertainment on the field than the play overall.”



“It's definitely a factor...We do promote players a little bit...(especially local guys or a top prospect) But overall it's more about the entertainment and experience at the ballpark for a Whitecaps game...It's less of a factor (fans knowing players) than people knowing about our promotions and when games are coming up.”



On the fans being the center of the Whitecaps promotional tactics

“The fans are definitely our first priority...We want to entertain them, for them to have a good time...When they come to a Whitecaps game, we want them to enjoy it and keep coming back...”

“Content overall is just trying to get the word out about promotions and games coming up. But it's also about interacting with our fans. We have some fans...that have been here (forever)...It's great to interact with those fans to make sure they're as valued as a newcomer fan.”



On using minor leagues as a jumping point to higher up sports jobs

“It's different for different people. There are some whose goal is to work for a major sports teams, but there's others that (stay in the minors for the long-term)...It depends on your personality and what your goals are...

For me, personally, I see this position as a stepping stone within the organization...I love living (here) and I see it more of a stepping stone (internally) than moving to a Major League club.”



“One of the main advantages of (starting in MiLB) is you get to see all the aspects of the organization...it helps as you're moving up within (the industry). You see the business as a whole and get a better perspective on both where you want to be and where abilities and skills will help with those Major League clubs.”



Share-able Stat: 60,000 @JordanSpieth mentions on Masters Sunday, per Topsy



The best player Jason has seen play for and against the Whitecaps

Best he has seen play for the Whitecaps: Steven Moya, a top Tigers prospect OF → impressive home run hitter

Best that have played against Whitecaps: Byron Buxton, Twins star prospect and Clayton Kershaw, current Dodgers star pitcher



The best player Jason has seen play for and against the Whitecaps

Best he has seen play for the Whitecaps: Steven Moya, a top Tigers prospect OF → impressive home run hitter

Best that have played against Whitecaps: Byron Buxton, Twins star prospect and Clayton Kershaw, current Dodgers star pitcher



The most unusual mascot in MiLB and Jason's favorite mascot in MiLB

Most unusual mascot: The Biloxi Shuckers, their mascot is a clam shell

Jason's favorite mascot: The Akron Rubber Ducks – “It's a pretty awesome minor league team name.”



What is the relationship like between the Whitecaps and other Tigers affiliates?

“We have a great relationship with the Tigers...We get to know those guys over there...It's great to shoot back ideas on different stuff and (help) at Spring Training...Overall, within the Tigers system, we're all pretty close and if we have ideas, we'll shoot them back and forth.”



The promotion Jason is most proud of with the Whitecaps and why

Social Media Night – won promo of the month and nominated for best promotion of the year

Details on the Whitecaps Social Media Night: “We let our fans choose pretty much everything that happened that night. We had fans submit jersey designs and put them to vote on our Facebook page (for our fans to wear)...We had fans vote on the giveaway and a few other things...We had fans submit local band nominees (to perform at the ballpark)...Then, a bunch of contests throughout the game, too.”



The most effective fan touch point and/or social network for the Whitecaps and why

Facebook – “(It) has the most reach for our fans...Being a family-friendly (organization), Facebook is the place we reach and engage the most of our fans...Twitter, for us, is more of the general baseball fans. So we put more promotional content on Facebook and Twitter is more player moves and player info.”



The best non-Whitecaps promotional night in MiLB

The Brooklyn Cyclones “Seinfeld Night” – “They blew it out of the water. It won the Golden Bobblehead for the best promotion in MiLB last year...Pretty much every aspect of the game was Seinfeld-related.

They had an Elaine dancing contest, they gave away Keith Hernandez bobble heads. The Soup Nazi was out...(Also) other characters from the show came out because they want to be a part of the experience.”:



The best food offering the Whitecaps have and Jason has tried and the best MiLB non-Whitecaps food item

Favorite Whitecaps item – Hot to Tot: Tater tots, spun in Buffalo sauce with pulled chicken and Bleu cheese on top; also their new item – Joey Pancakes (an homage to current Whitecaps 2B Joey Pankake): 2 pancakes with pulled pork in the middle and syrup on top)

Favorite non-Whitecaps item – 15-scoop ice cream sundae, served in a full-size batter helmet (offered by the Toledo Mud Hens)



The best part about minor league baseball is ____________and why

The family entertainment – “Seeing other families enjoy the entertainment is the best part for me.”



The Whitecaps player to keep an eye on in the Tigers system

Wynton Bernard – One of the greatest guys you'll ever meet, one of the nicest guys...He won the batting title and Midwest League MVP last year and was put on the Tigers 40 man roster this offseason. I look forward to seeing him on the Tigers.”



If the Tigers make the World Series, who would their opponent from the NL be?

Jason's NL winner pick: Washington Nationals, even though former Tiger Max Scherzer is there now



Jason's social media all-star to follow

Jessica Smith, @WarJessEagle – A great follow for all things social and sport (I second that)

Benjamin Hill, @BensBiz – a great blog and source for all things Minor League Baseball and the fun and entertainment around it



http://www.twitter.com/WarJessEagle

http://www.twitter.com/BensBiz

Where to find Jason and the Whitecaps on social media

Jason is @JABrow on Twitter

Whitecaps are @WMWhitecaps on Twitter, @whitecaps on Instagram, @WMWhitecaps on Snapchat, and WMWCaps on Facebook



http://www.twitter.com/JABrow

http://www.twitter.com/WMWhitecaps

https://instagram.com/whitecaps

https://www.facebook.com/wmwcaps

Thanks so much to Jason Brower for sharing his time and knowledge on the Digital and Social Media Sports Podcast!

Listen to the podcast and get more info and content at www.DSMSports.net

(And subscribe in iTunes or Stitcher). You can also follow me on Twitter @njh287



http://www.DSMSports.net/

http://www.twitter.com/njh287