Okay, let’s get this out there before we go any further. Major League Baseball (probably) has a much larger promotional budget than your business but it also serves a much larger audience in order to be profitable. Still, there’s a lot to be learned from the promotional marketing items they give away each year. Here’s how you can apply their tactics to your business:
Running to First Base: Use Pop Culture
Baseball franchises know that some of their most popular giveaways make reference to other popular entertainment icons. For instance, the Tampa Bay Rays are giving away a player bobble-head dressed not in a baseball uniform but a storm trooper one. While you may not want to pay Disney’s probable cut in a venture like that, there are other giveaways that are popular conversation pieces that tie in nicely to popular culture but without the expensive branding. Zombies, anyone?
Rounding Second: Give Away Handy Items
Baseball giveaways are not all bobble-heads and figurines. Many franchises also give out utilitarian items like coolers and backpacks. These things are used again and again by their fans, each time bringing them more notoriety and advertising.
Going for Third: Secure a Co-Sponsor
Baseball franchises don’t foot the bill for these nice items on their own. They often have a co-sponsor and share the branding opportunity with them. They do this for two reasons. It cuts the cost/increases the revenue and widens the audience. Their co-sponsor distributes them to their employees and customers as well, widening the reach.
They keep the branding relatively small — the approximate size of a postage stamp on a hat, for instance — but it’s still very visible and gets the branding out there without being distracting. Very few people want to be a walking billboard without getting paid to do so but a small, legible logo gets seen without causing a scene.
Home Run: Build the Excitement
Finally, they build excitement around their items. They advertise ahead of time. You can do this too if you’re going to a conference and select a cool promotional item. Tell people to stop by for your promo and tell them what it is. Don’t worry if you run out. Baseball teams do this all the time. People know they have to come early if they want what the team is giving away. Wouldn’t it be great to have a line at your next conference or trade show booth?
What else have you noticed about how baseball teams use promotional marketing? What’s been your favorite giveaway? Leave us a note below.
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