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FINDING FANS FROM FACEBOOK
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Blue Jays find a niche through social networking
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CONTACT
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Advertisement
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Jay Stenhouse
VP, Communications
[email protected]
Paul Rabeau
Account Executive, Group Development
[email protected]
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ORGANIZATION
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Toronto Blue Jays
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PROGRAM TITLE
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Facebook Ticket Promotion
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OBJECTIVES
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Of the few things that remain constant in this industry, one is change. With a slow economy, organizations are constantly looking for new, innovative ways to capture a competitive advantage. Using a niche strategy to appeal to specific market segments can bring tremendous benefits. Realizing this, the Toronto Blue Jays organization added a unique medium by using the social networking site, Facebook, to promote their marketing efforts. Used as a messaging tool in their promotions, Facebook, a site that has over one million members in the greater Toronto area, is a perfect way to spread the word.
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Blue Jays officials informed fans about "All You Can Eat Weekend"
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PROGRAM DESCRIPTION
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Facebook is a free-access website. It is privately owned and operated by Facebook, Inc. Users can join networks organized by city, workplace, school, region, and now sports teams are connecting and interacting within their community. People can also add friends and send them messages, and update their personal profile to notify friends about themselves. The Toronto Blue Jays have used the site as a tool and messaging avenue to reach fans. The Jays have developed a series of event pages on Facebook, where users have the ability to view the Blue Jays ticketing promotions, as well as view photos and even interact with other fans. These event pages include links to the team’s official website, and a “wall” where fans can give their feedback and comment on just about anything pertaining to the Blue Jays. From a marketing standpoint, specific users are targeted through Facebook ads based on the information they themselves provide on the site. An example of this is targeting parents who would like to come to games with their infants but face challenges in doing so. To appeal to them, unique offerings can be instituted, such as needed amenities like stroller parking and changing tables to make an afternoon at the stadium more appealing to parents. It is a great way for the organization to let fans and smaller demographics learn about upcoming promotions.
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Parents and fans were notified about "Babies at the Ballpark" through Facebook
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MEDIA
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As is the case for most advertising through the Facebook website, when done well, it can develop a life of its own. Members create momentum and spread the word by developing new contacts throughout the site.
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PARTNERS
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No major partners are involved with the Blue Jays’ implementation of Facebook as a marketing strategy. It is free to any sports team or organization who wants to create a profile and use it as a medium.
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RESULTS
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The use of Facebook has been extremely successful. This season, the Blue Jays have seen the attendance in some special events grow by 400% compared to the same time frame last season. While this growth is not all attributed to utilization of Facebook, the use of the medium continues to help the organization target specific market segments and spread the word about the fun and affordability of events.
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LOOKING AHEAD
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Based upon the success from this season, the Blue Jays will continue to use the social networking site Facebook. Moving forward, it is important to be mindful of how the general public communicates, whether that is through television, radio or Facebook. Reaching out to the right fans at the right time and letting them know what a great time it is to visit Rogers Centre for Blue Jays baseball is a priority.
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ABOUT THE NATIONAL SPORTS FORUM
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THE NSF SALUTES OUR
Sponsor
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For over 13 years, The National Sports Forum has been the largest annual cross-gathering of the top team sports marketing, sales, promotions, and event entertainment executives from throughout the broad spectrum of teams and leagues in North America. The 2009 NSF Conference and Trade Show will be held January 26-28, 2009 at the Renaissance Glendale Hotel and Spa in Greater Phoenix. Additionally, hundreds of NSF attendees and vendors rely on the NSF "Inner Circle" Membership Program as their key resource for up-to-date and accurate information about what's going on in the sports industry. Visit www.sports-forum.com or contact The National Sports Forum at (619) 469-4101.
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To learn more about Picture U
click on the logo above.
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THE NATIONAL SPORTS FORUM
7290 NAVAJO ROAD, SUITE 204 | SAN DIEGO, CA 92119
P: (619)469-4101 F: (619)469-4007
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