Red Sox Marketing, Essay Example

Abstract

This paper provides a promotional plan to communicate the key aspects of the $9 program of Red Sox. Also, this paper tackles the manner in which the key aspects are delivered to the target customers.

Key Aspects of the Offering

The key aspects of the offering of the Red Sox are:

• Product- Standing room tickets for students in every home game of the Red Sox for the season.
• Brand- Red Sox games
• Target Consumers- College and international students.
• Price- $9
• Incentives- Students will be able to afford attendance to the Red Sox games.
• Communication- Marketing and promotional plans to inform the target audience of the offering
• Distribution- Social media, newspaper, television, radio stations and other forms of media.

Promotional Plan

In order to promote the $9 standing room for students tickets for the Red Sox home game for the season, it is imperative that social media is utilized. A Facebook page will be created to start a “sharing” trend to let the offering go viral. In order to entice the students to share and like the promotional page, a contest/raffle draw will be held and 5 students will be chosen to receive a ticket to a Red Sox home game. This means that a student will earn one entry for every like and share. In this way, a wider network of students will be reached. Red Sox team members can also promote the $9 offering via their twitter account. In the same manner that Instagram will be utilized as well. This is one important aspect of the marketing plan because each player has their own fan base and each fan has a student network (Ulrich, 2005). This strategy must be utilized as it is free and proven effective. Also, blogs must be utilized as well to disseminate the information. Student forum websites are also useful tools to reach the audience.

Place

Both paid and unpaid advertising will be utilized to promote the $9 tickets. University radio stations are a good place to make announcements about the offering. Billboards can be utilized but in order to specifically target students, university newspaper ads will surely work. All that is needed to be done is to buy a full-page advertising space in the university newspaper and the students will definitely be made aware of the promotion. In addition, school bulletin boards are likewise effective. Distribution of flyers in school premises will also enable the promotion to reach its targeted audience. Another important marketing strategy that can be utilized is the setting up of Red Sox booths in university and schools premises. In this way, the students will be able to buy the tickets right away rather than just buying it online because not all students have credit cards to use to buy tickets online (Hussey, 1998). Email marketing and subscription will be used as well. Students who will subscribe to email marketing of Red Sox will get all the information needed to purchase the tickets. This manner of promotion will allow students to be updated on the various and latest offerings that they can take advantage from. Television advertisement will also be used. Every time a Red Sox player is being interviewed is an opportunity for promotions. It cannot be denied that the most powerful tool that can be used in the promotion of the offering is the players. However, it is imperative to note that the Red Sox is famous in its own accord and therefore, there will be no problems in terms of marketing. The focused should be to specifically target the client directly and make the purchase of the tickets as easy and convenient for the students, both in college and high school including the international students (Johnson, 2001).

References

Johnson, G. (2001). Exploring Corporate Strategy. London: Prentice-Hall.

Ulrich, D. (2005). The HR Value Proposition. Boston: Harvard Business School Press.

Hussey, D. (1998).  Strategic Management. Oxford: Butterworth-Heinemann.