Question
Promotional Strategies by Major League Baseball
Please read the attached article from SportsBusiness Journal titled How best to use the bait? This article focuses on promotional strategies in Major League Baseball. After reading the article, please answer the questions below (remember, only answer the 5 questions below) in complete sentences with enough depth and detail that demonstrates your level of understanding. Submit your answers to these questions in a Word document and be sure to copy the questions down before responding. Please remember to include a reference page and text citations in APA format. In 2010, what was the rationale behind offering premium giveaways on a weekend versus a weeknight? Did that ideology change in 2011? According to the L.A. Dodgers' Joe Jareck, how does he determine which games should offer promotions? What have been the most effective promotions for teams looking to provide value to their sponsors? What merchandising trend have some teams seen when deliberately distributing a limited number of premium giveaways? What has been the most significant change in game day events/non-giveaway promotions? How have most clubs utilized sponsors in these promotions? By what percentage did Coca-Cola increase their total number of activation dates from 2010 to 2011? Note: Only answer the five questions above. Please do not answer the "Online Research Questions" at the end of the SBJ article. Part II: Use the Internet to research and select a past College Bowl Game. Prepare a PowerPoint Presentation for the Bowl Game you selected. The PowerPoint should be at least 10 slides in length (excluding your title slide and References slide). Visuals should be included in the presentation, but students will be evaluated on the accuracy and quality of the content in the presentation in addition to the design and visual appeal. Please remember to cite your references in the text in APA format. Provide the following information in your presentation. Information about the Bowl Game—where does it take place, date, time, price per ticket, seating capacity of stadium, etc. (2-4 slides). Slides for each team participating in the Bowl Game—the University/City, where it is located, enrollment, football team record, coaches for each team, etc. How much each team gets paid to participate (2-4 slides). Information about travel and tourism for the city hosting the Bowl Game (4-6 slides). This should include things like climate, special attractions, hotels, # of hotel rooms, shopping, restaurants, other amusements, etc. Prepare a budget for two people to attend this bowl game. To do this, use the location of one of the colleges participating in the bowl game as the area in which these two people attending the game are traveling from In addition to game tickets, mode of travel, hotels, etc., remember to also include other items such as meals, entertainment, parking.
Expert Solution
Major League Baseball (MLB)
used various promotional techniques to increase the attendance for their
events, the exposure of the sponsors, and improve the fan experience, making it
better. In 2010, MLB did this by moving their discounts and giveaways of
bobbleheads to nights during the week and increasing the concerts and giveaways
during the weekends ("How best
to use the bait?", 2011). This was geared towards increasing the
attendance of customers during the weekdays ("How best to use the bait?", 2011). In
2011, the SportsBusiness Journal analysts concluded that the bobbleheads, headwear,
and t-shirts given by MLB to fans were meant to be a promotional technique ("How best to use the bait?",
2011). L.A. Dodger’s Joe Jareck determined which games to offer
promotional perks by looking at the games calendar pre-season ("How best to use the bait?",
2011). Using this technique, Dodger's four bobble nights' attendance
increased by a double-digit compared to attendance during regular weeknights ("How best to use the bait?",
2011).
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