Minor League Baseball Hits a Home Run

Background​

This is the second season running with a local minor league baseball team and they continue to see success.  Last season was the first time they utilized digital marketing, and we focused mainly on utilizing display ads, targeting people interested in baseball, moms, families, and people who like to attend events in town.  Secondarily we targeted people on their mobile devices, utilizing mobile conquesting.  Combined with an on-air radio campaign and endorsement, the goal was to easily change up campaigns with promotions throughout the 6 month season, without additional fees, and bring home strong attendance with good campaign management both online and offline.  ​

Strategy​

We used a combination of display ads with keyword targeting, retargetingServing an ad to a consumer that already demonstrated an interest by interacting with the ad previously, but did not convert at the time., and behavioral targetingAudience targeting based on actions or interests they have taken both online and offline. going after people interested in live events. The targeting method puts the baseball team in front of those most likely to attend, and the overall campaign, using retargetingServing an ad to a consumer that already demonstrated an interest by interacting with the ad previously, but did not convert at the time. to create high frequencyThe number of times a single person has seen your ad. Frequency can be important than reach when it comes to marketing campaigns since the more times a person sees the ad, the more likely it is they will take action., pulls fans to their website to check out the latest promotion. The campaign was designed to serve over 1.8 millions impressions over the 6 months.  ​

Results​

After experiencing incredible results during their first season they returned for a second season with an increased impressionEvery time an ad is served the viewport of a user's device, or in layman's terms, every time someone sees your ad. A single user could generate multiple impressions if they haven't clicked on it yet, and this is a good thing because the more often your ad is viewed by the same person, the more likely they are to take action. buy.  During the first season they were really happy with the traffic, having sent over 12,000 fans (between clicks and view through traffic) to their site to check out new promotions.  The art, which we changed out for promotions, performed 3.2 times the national average due to careful and consistent campaign optimizationMaking adjustments to an ad campaign or website, such as layout, ad placement, messaging, audience targeting, creative, geotargeting, or any other change with the intention of improving conversion rates and/or performance..  Radio and digital combined was the perfect medium to increase attendance to games and branding of promotions, with the flexibility a baseball team needs. ​