The Best and Worst of Braves Marketing
~JB- Atlanta, GA
Here’s a new feature on the blog. Since I’m a bit of a marketing guy myself I am keen to notice new attempts to attract fans during the season. Of course I make my astute judgments on the effectiveness of these measures both critically and quickly. It could be the addition of a new player brought in to draw a crowd, a fan favorite traded away, advertisements or stadium elements, and giveaways used to both fill the stands and enhance the environment at the Ted.
You’ve probably noticed some additions to Turner Field since it’s inaugural 1997 season to make for a more exciting fan experience. And since the marketing department with the Braves is constantly preparing for those who would rather do anything but watch baseball at the Ted, here are some of my favorite plans the Braves organization has come up with to get fans fired up about the Braves.
Today as my first go at it, I’ll start with what I call “Fan Flare” since last night’s home game featured the first item I’ll be taking a look at.
BEST AND WORST FAN FLARE
The Braves Bucket Cap Stadium Giveaway
Works if: You don’t mind looking like a complete tool in public.
Doesn’t work if: You have a moderate sense of style that’s enough to keep you from appearing on TLC’s “What Not to Wear”.
Effect: Gives fans one more short lived, quickly to deteriorate, piece of junk that arrives just past the height of any fad that may have surrounded it and does very little to enhance the Braves brand or the sponsors’ names stitched on the back.
Grade, D. Stupid looking and no staying power. A cheap attempt to get the Braves logo and sponsor logo on fans heads during the only night they’ll wear it; at the game which it was received.
The Tomahawk Team
Works if: You always thought baseball needed cheerleaders for some inexplicable reason yet you still wish they wore less clothing.
Doesn’t work if: You always thought the game on the field was entertaining enough to not have to dodge T-shirt projectiles fired at you in between innings.
Effect: Extremely offensive to baseball purists and perhaps mildly offensive to conservative minded families who feel this is only half a step away from being as exploitive as the NFL. It does allow the Braves a non threatening and “exciting” (if that’s what you’re in to) way for fans to clammer for free T Shirts or other cheap stadium promo handouts.
Grade, C-, Easily gets marketing materials into fans hands but lowers the game experience quite a bit.
The Tomahawk Choppin’ Cow
Works if: It not only reminds you of ads similar to those in Bull Durham but you think the over sized barnyard icons Atlanta seems to attract are suiting to our city’s identity. Also, you think that since Chick-Fil-A was founded in Atlanta why not have their spokesman chop for the home team?
Doesn’t work if: You were hoping that whole Tomahawk Chop fad would finally die out and cheesy advertising doesn’t belong in baseball.
Effect: (Probably the only recent addition I actually like.) It furthers the Chick-Fil-A brand more effectively than the Braves brand but it’s main function (the Chop) and it’s inclusion of a Braves cap makes it one the most relevant ads in the stadium.
Grade, B+, Kinda cheesy but fits right in.
The $10 Million HD Screen
Works if: The “HD” of live baseball isn’t good enough and you just love that NAPA Cap shuffle, Tool Race (see Bucket Cap), The Kiss Cam, or other shameless plugs in between innings to keep your entertainment deprived mind docile, happy, and ready to spend money.
Doesn’t Work if: You like baseball.
Effect: Another purist’s nightmare. Nothing more than a glaring, large billboard to many but it provides the Braves with some high priced advertising real estate that will probably more than pay for itself. A good revenue generator but its negative affect is exclusively pronounced to those who’s focus is more on the field than on the entertaining graphics.
Grade, C. Generates income but at I think too high of a cost to the game and dollars.
Bobbleheads or other player featured giveaways of players in their free agent year (ie. Gary Sheffield, Andruw Jones, Mark Teixeira)
Works if: You need something for your desk or your child’s playroom as well as a way to say “goodbye” to the featured player just before they’re shipped off or lost to free agency.
Doesn’t Work if: You actually collect quality bobble heads and you think only players who have been with the team for longer than one season should be enshrined in such a way.
Effect: Gives fans a chance to “take home” their favorite player and cashes in a little on the individual market value of players themselves by getting fans to show up to get one. Also, provides a good momento for the the sentimental of when favorite superstars once wore a Braves uniform which may generate short lived excitment over team members. Since this is a continued giveaway plan by the Braves (statues, bobble heads etc) the true collectors will turn out in droves to snag one so there is a market draw from “bobble head nights”.
Grade: C. Would be a better grade if the bobble heads were of the same quality they were in 2003 rather than the poor quality they are lately, which turns away true collectors. Also if the player selections were wiser, as they were in 2003 by including Bobby Cox, Dale Murphy, Warren Spahn, Eddie Matthews, and Phil Neikro. If you’re going to do a bobble head, do it right.
What’s your favorite piece of Fan Flare the Braves have taken on in recent years? Does it work or not work for you?
Keep Choppin’!
About the Author: JB is an Atlanta native, avid scorekeeper, and of course a baseball enthusiast. He doesn't mind if you don't love the Braves. As long as you love baseball, you're welcome at The Launching Pad.
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