Sports marketing has been with us for a long time. More than a century ago, marketers discovered its effectiveness in the form of billboards placed in stadiums and arenas; today, marketers are embracing it again as a cost-effective way to reach teeming post-COVID crowds spending highly-engaged moments watching their favorite teams compete.
I wanted to catch up with Michael Pfaff, President and Chief Business Officer of Long Island Ducks Baseball, to discuss the contemporary power of sports marketing. The Ducks, entering their 25th season, offer a captive audience of 6,000 in a fan-friendly environment. They have led the MLB partner leagues in attendance for four consecutive seasons.
Our conversation touches on the impact of social media, the importance of the Ducks’ audience demographics, how the Ducks reach out to local communities on Long Island to build passionate audiences, and how the innovative use of technology in marketing, including QR codes, builds value for sponsors and advertisers.
Discussion points include:
- The importance of delivering high value to both customers and sponsors through various mediums.
- The demographics of sports fans and how it influences marketing strategies.
- The unique market position of offering affordable entertainment compared to other options like movie theaters.
- How the Ducks engage with local schools and community groups to involve them in pre-event performances and promotions, driving traffic from various zip codes.
- Unexpectedly successful sponsorships and industry categories that have performed well.
- The Ducks’ early adoption of QR codes and their effectiveness in creating dynamic and engaging experiences for sponsors.
- The flexibility of the Ducks’ venue and the ability to achieve almost any vision within the bounds of good taste and family-friendly content.
