Blue Jays and Advertising
by yescobar on Jan 22, 2012 12:39 PM EST
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PrintIt's time to stray from the constant rumours being spread over the last few months and talk about something different. One thing that has always interested me is advertising, and its effects on the consumer. The difference between an effective ad campaign and an ineffective one could mean the world to a large-market team like the Blue Jays. I think that despite the attendance numbers over the last few years, the Jays marketing team has done an exceptional job advertising the Jays as "Canada's Team". But there is always room for improvement. This brings us to our question.
If you were the head of the Jays' advertising department, what would you change about how Canada's Team is being advertised? Would you stick with the current campaign and make some minor changes, or completely revamp the way people think of the Jays? Who is your target market and why? How do you attract fans to a team that isn't winning?
Oh, and a poll:
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Kind of hard to say
The main goal of advertising in the end is almost always to generate sales/revenue, so by that regard they haven’t done too well. But its debatable how much that has to do with the team’s performance and the attitude of a majority of the fanbase.
I think they need to get a little more creative. Fans in this city right now want to see shiny names and flashy plays. At this point Toronto isn’t a city where the “heart and hustle” campaign appeals to the masses, because most of the market doesn’t have an intimate enough connection to the team to really give a shit about effort level.
Just my two cents.
Two points
FIrst, the goal of advertising is not to add sales/revenue, it’s to create value. Ading unprofitable sales (for example) does nothing.
Second, you can’t conclude, as you do, that they haven’t done too well, because you don;t know what their numbers would look like wihtout advertising. For all we know, it could have been quite successful, it could have been an abject failure. We don’t know (as outsiders)
In my opinion, at the end of the day it always comes down to the product – your marketing folks can onl put so much lipstick on a pig, and people aren’t stupid. Marketing can help with awareness, but a superior product sells itself
I should be clear
WHen you have a crappy product, it’s much harder for marketing to add value. Whereas when you have a good product, it doesn’t literally sell itself, but adding value is much easier from a marketig perspective.
The Jays product is pretty good I'd say.
The team definitely deserves more than 15,000ish people at the Dome every night.
"And I'm like forget Yuuuuuu"
Sure, I agree
But the casual fans who are the type who mov average attendance from 20,000 to 40,000 want to see a consistent winner first. That’s all I meant. Until you have that, they’re not really going to come out much other than the odd time like Halladay returning, etc
The major question is
If they will indeed come out once the Jays have a winning team on the field. Just because we sold out every game in the early 90s doesn’t mean it will happen again. It just shows the potential is there. We can’t know for a fact that a winning team will boost attendance. Could it be possible that fans wouldn’t show up even if the Jays did win?
opening day
halladay return, alomar HoF
All sellouts, there are tons of fans that will come to the games
I would personally triple the amount of games i go to if they cut the prices by $20
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by Bowling_Guy25 on Jan 22, 2012 6:03 PM EST up reply actions
Well 500-level seats are $14 :-)
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by Minor Leaguer on Jan 22, 2012 6:45 PM EST up reply actions
funny guy!!!!
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by Bowling_Guy25 on Jan 22, 2012 7:06 PM EST up reply actions
With service fees though?
If I recall all the stupid service fees make them >$20
"And I'm like forget Yuuuuuu"
Nah I think they are ~$3 per order or so....
(If you are a season ticket or season pass holder you don’t get charged the service fees)
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by Minor Leaguer on Jan 22, 2012 9:48 PM EST up reply actions
Yeah
But the average person wouldn’t. I’m sure they’ve studied the supply/demand dynamic of ttcket prices to maximize profits to death.
The problem is, if you cut tickets low while demand is lower, if the team gets a lot better and demand picks up, it’ll be very difficult to raise prices back up. Studies have shown this effect, where if you cut a price and then try to raise it back to where it was, customers are very resistent and will tend to cut back.
im fine with them never raising prices back up :P
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by Bowling_Guy25 on Jan 22, 2012 7:06 PM EST up reply actions
Sure, it could happen
But the evidence shows that when teams win, attendance rises. I’m not too worred about this.
and if your going to say its hard to judge the impact of the marketing campaign
Because you don’t know what the figures would be like without a marketing team, you wouldn’t be able to to judge the effectiveness of 95% of campaigns on the basis of sales
Attendance
Even if we have attedance numbers, it doesn’t tell us much if anything about marketing effectiveness. The single biggest factor in determining attendance is the population of the market and the winningness of the team.
Not the biggest fan of the new Hustle and Heart business
What happened to the old commercials that were funny?
I totally forgot about those!
Loved the one with AJ Burnett.
http://totallyfunfreestuff.com/Destination/Catalog/Play/Play.aspx?pid=1348024
by yescobar on Jan 22, 2012 1:18 PM EST up reply actions 1 recs
the one where AJ plunks the garbageman?
I love that one. I also loved the one with Halladay and the hostage negotiation.
Hic sunt fortuna dracones
There is only 1 "n" in Hutchison
Not sure if you're talking about this one
http://www.youtube.com/watch?v=5nPNLk6DOmI
Just found a bunch of these old ones on YT
pfft
it was big frank from day one
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by Bowling_Guy25 on Jan 22, 2012 4:42 PM EST up reply actions
I remember the Alex Rios one from (I think) that campaign.
The one with the little girl, and Rios is throwing rocks at her window on like the 20th floor of a high rise apartment building.
I had a dream involving that commercial. It was on a yacht with a bunch of people, and that little girl yelled, “Hola Alex” like she did in the commercial, and Jerry Seinfeld replied HELLOOOOOOOOOOO in his stomach voice. In the dream I thought it was hilarious, and I actually woke myself up from laughing.
"Captain Picard Day is for the children." : Captain Picard
"Wu-Tang is for the children." : ODB
found it here
http://www.dailymotion.com/video/xlz8a1_top-10-baseball-ads-world-series-tribute_fun
It’s part of a compilation though. Rios part starts at 3:02 or so. There’s one about Hill too, at about 4:18.
Both of those are way better than Hustle & Heart
His 2011 wRC+ is 26
Nice, thanks.
The D-Day one is bizarre.
"Captain Picard Day is for the children." : Captain Picard
"Wu-Tang is for the children." : ODB
I don't see how H&H 2.0 is marketing as Canada's team
thisrighthere!
by TonyFernandezSavedMyLife on Jan 22, 2012 3:52 PM EST up reply actions
just pointing out that it's a terrible slogan
though I understand that the fanpost was about advertising “Canada’s team”
His 2011 wRC+ is 26
I was agreeing and furthing your point...
by TonyFernandezSavedMyLife on Jan 22, 2012 4:29 PM EST up reply actions
go out to dinner!
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by Bowling_Guy25 on Jan 22, 2012 4:42 PM EST up reply actions
Guess who's picking up that cheque?
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by TonyFernandezSavedMyLife on Jan 22, 2012 6:37 PM EST up reply actions
Canada's team
was just one aspect that came to mind when I wrote the post. Really, I want this to be about their advertising in general.
My mother works in ethnic marketing
She always complains that Toronto’s sports teams (save for the Raptors) do a pretty poor job at targeting Chinese, south Asian, and other ethnic media.
Follow me @Minor_Leaguer
Yea, but I don't think the Jays have to have an Asian to attract Asians out to the park either.
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by Minor Leaguer on Jan 22, 2012 3:41 PM EST up reply actions
Having an Asian player doesn't hurt though
Ask the Mariners or the Houston Rockets when they had Yao.
"And I'm like forget Yuuuuuu"
Yep
Houston was China’s team haha.
by McCutchenIsTheTruth on Jan 23, 2012 1:23 AM EST up reply actions
I would agree
but I think the same could be said about the majority of north american sports teams
His 2011 wRC+ is 26
so what you are saying is.
we need a japanese style blue jays trivia show?!?!?!?
I’m in.
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by Bowling_Guy25 on Jan 22, 2012 4:43 PM EST up reply actions
I imagine something like this.
http://vodpod.com/watch/866615-chris-farley-japanese-game-show
"And I'm like forget Yuuuuuu"
The marketing company that did the rebrand is IAS
it said in the Star they are affiliated with the Canadian firm TAG. Not sure but I think this is them http://www.tag-advertising.com/#/about/about-hero
They’re probably doing the campaign for 2012. I’ll try and confirm.
thisrighthere!
by TonyFernandezSavedMyLife on Jan 22, 2012 3:54 PM EST reply actions
Hey, Anthony Partipilo Head of Jays Marketing finally got back to me:
He says:
Campaigns developed by Project 10 productions and in house creative.Tag Idea worked on our brand strategy. #idearevolution.ca
I hope someone reads this…
thisrighthere!
by TonyFernandezSavedMyLife on Jan 30, 2012 2:57 PM EST up reply actions
Jays hats
I live in louisiana and i can say some advertising ploy is working. For some reason people in the south love blue jays hats. I would say they are the most common hat you see next to astros, even more than yankees. Its remarkable, i’m from toronto so always yell ‘blue Jays’ to fellas in these hats and always get the same response. ‘huh? What? Oh my hat, ya i dont like the team but the symbol is tight!" i doubt i has much to do with advertising, but just a funny tidbit for y’all.
Lots of dudes in the south wear Jays hats. I yell "Go Jays". They respond. "Canada has baseball?"
by jay_fan_inda_swamp on Jan 22, 2012 6:07 PM EST via mobile reply actions
That's cool.
Are you’re talking about the original Jays logo?
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by TonyFernandezSavedMyLife on Jan 22, 2012 6:39 PM EST up reply actions
Nope.
Mostly its the previous one (not counting our brand new styles) especially on a grey background. Funny too, its mostly african american dudes.
Lots of dudes in the south wear Jays hats. I yell "Go Jays". They respond. "Canada has baseball?"
by jay_fan_inda_swamp on Jan 22, 2012 6:46 PM EST via mobile up reply actions
Also
I thought maybe its cause the jays scout intensly down here at my school UL -lafayette, but i doubt thats it. For example, I saw Danny farquahar pitch here before the jays drafted him and BJ Ryan went here too amongst other jays draft picks.
Lots of dudes in the south wear Jays hats. I yell "Go Jays". They respond. "Canada has baseball?"
by jay_fan_inda_swamp on Jan 22, 2012 6:49 PM EST via mobile up reply actions
How many Braves caps do you see?
They’re traditionally “the South’s team” aren’t they?
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by Minor Leaguer on Jan 22, 2012 6:51 PM EST up reply actions
Braves are definitely the south's team.
But i live in lafayette louisiana which is far from ATL and only 3 hours from houston, so some Braves fans but mostly Astros fans. In louisiana if you’re a baseball fan its usually LSU baseball. If you are not a baseball fan, u buy a blue jays hat cause you think it looks cool. Haha
Lots of dudes in the south wear Jays hats. I yell "Go Jays". They respond. "Canada has baseball?"
by jay_fan_inda_swamp on Jan 22, 2012 9:23 PM EST via mobile up reply actions
BJ
Im sure BJ Ryan was Drafted by cinci but he played college here at UL lafayette. Broke tons of records.
Lots of dudes in the south wear Jays hats. I yell "Go Jays". They respond. "Canada has baseball?"
by jay_fan_inda_swamp on Jan 22, 2012 9:19 PM EST via mobile up reply actions
He did, I never disputed that
However, he wasn’t a Blue Jays draft pick as was implied (“amongst other jays draft picks”)
I didnt mean to imply he was.
Just that he pitched here in lafayette. He’s a legend.
Lots of dudes in the south wear Jays hats. I yell "Go Jays". They respond. "Canada has baseball?"
by jay_fan_inda_swamp on Jan 22, 2012 9:35 PM EST via mobile up reply actions
That depends,
Their messaging and their team certainly has changed. Do you remember coming home? What a brilliant and relevant ad. Using the black keys as well.
They are doing an organic strategy that they should be able to pump more money into later. Look at how much buzz there was on the jays uniform launch? Look at the tweets, look at the facebook page and the twitter account. They are certainly the talk of the town with the most “potential” for play off contention.
not that I disliked the ad
but what made the “Coming Home” commercial any more “relevant” than other ads?
I think because it was the start of the season. Coming home..
Ya know
"And I'm like forget Yuuuuuu"
by jays182 on Jan 22, 2012 10:54 PM EST up reply actions 1 recs
I liked that ad a lot
Almost made me tear up thinking about the upcoming baseball season.
Follow me @Minor_Leaguer
by Minor Leaguer on Jan 22, 2012 11:04 PM EST up reply actions 1 recs
I thought it was a pretty brilliant ad
Well produced, topical. And I generally find commercials pretty poor overall
by MjwW on Jan 22, 2012 11:01 PM EST up reply actions 1 recs
because everyone else like'd it
/hipster’d
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by Bowling_Guy25 on Jan 23, 2012 8:23 AM EST up reply actions
because...meh
thisrighthere!
by TonyFernandezSavedMyLife on Jan 23, 2012 8:50 AM EST up reply actions 3 recs
I had about Opening Day last night and now I'm so pumped.
Maybe the Jays should just brainwash people?
"And I'm like forget Yuuuuuu"
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