The Big Blue Marketing Crew
1 Jan, 2005 By: Thomas Haire ResponseAfter winning their first National League Western Division crown in nine seasons and first playoff game since 1988, the Los Angeles Dodgers know they have a good on-field product to build on. Even better for the United States' second-largest media marketoldest and most history-steeped major league sports franchise, the Dodgers welcomed more than 3.48 million fans to Dodger Stadium in 2004 — the team's third highest attendance mark since opening the stadium in 1962.
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While much of the credit for that number goes to the successful team put on the field, a new sales and marketing team that was put in place by first-year owner Frank H. McCourt, Jr. also deserves credit for boosting those numbers with inventive marketing and advertising programs, as well as livening the ballpark atmosphere.
"It all starts on the field, and Paul DePodesta (the team's general manager) and Jim Tracy (the Dodgers' field manager) put a great team on the field," says Lon Rosen, the Dodgers executive vice president/chief marketing officer, who joined the club in May 2004. "But what we've been tasked with since the McCourts finalized buying the team last February — and I joined in May — is to, once again, make Dodger Stadium the place to be for both sports fans and L.A.'s families."
By utilizing a mix of marketing, brand awareness and direct response advertising — on television, radio, the Internet, outdoor and in newspapers and magazines — the 2004 Dodgers added to their distinction as the No. 1 live draw in the history of professional sports. Since 1901, the Dodger franchise (which moved from Brooklyn, N.Y. to Los Angeles in 1958) has been seen live at its home ballparks by more than 166 million people — more than any other sports franchise in the world. And the Dodger brass credits direct response marketing for helping drive that goal.
 Marty Greenspun, Dodgers COO, We've been diligent in promoting the new (866) DODGERS number at every opportunity, especially utilizing our direct response materials. |
"Sports are a natural for direct response, because sports fans are always looking for easy access, always looking for information," says Marty Greenspun, chief operating officer (COO) for the franchise. For a number of years now, the Dodgers have used DRTV ads to drive ticket and merchandise sales, utilizing a series of phone numbers for season and single-game ticket sales, as well as driving fans to the Dodgers.com Web site.
"The Internet is really the future — and in many ways, the present — for ticket and merchandise sales," says Greg McElroy, the Dodgers' chief sales officer.
Now, with the 2005 season right around the corner, the Dodger marketing team has joined with Los Angeles ad agency Dailey & Associates for a comprehensive advertising campaign that will highlight the Dodger brand and Web site. Part of that campaign will also drive fans to the franchise's new (866) DODGERS telephone line for ticket sales and information.
 Greg McElroy, Dodgers Chief Sales Officer We're in an Internet world these days — it's made ease of ordering that much simpler. The people have embraced that concept and we're accommodating their needs and wishes. |
For this trio, all of whom have long-standing ties to Southern California, working for the Dodgers is a dream. But, promoting a brand as strong as the Dodgers — a baseball team that has captured the hearts of many L.A. natives over the years — can be a tricky task.
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