Every season Major League baseball teams strive to have more fans attend each game. Research indicates that most MLB teams make most of the revenue from the gates tickets; thus, attendance is vital. A 2012 article on MLB teams showed that any kind of promotion increased fans' participation. Both give-away and non-give away promotions contributed to attendance increase in 2011 in all matches. It was true that all matches that had any promotional activity had an over average attendance ( Desarbo, Blank, & Mckeon, 2012) . Among the promotion practices that were included giveaway promotions which included T-shirts, caps, blankets, soft drinks, and so forth while non-giveaways developments included concerts, fireworks, and discounts.
A different article titled How best to use the bait? Discusses how the MLS team in 2011 continued to change their promotion schedules to boost attendance. The analysis by the Sports Business Journal indicated that teams had increased their promotion activities. In the weeknights, the teams increased the distribution of bobbleheads while on weekends teams used concerts and festivals. Thus, an example of a promotional mix is the use of gifts and discounts which would increase tickets sale. The strategy proved successful with teams noticing an increase of attendance, especially for weeknight’s games. The Rangers, for example, used the strategy on a Monday night game and experienced a 28.5% increase in the game attendance compared to the previous Monday ( Broughton, 2011) .
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The above promotion strategy was successful because fans are entertained and attracted to the gifts. Some of the promotion strategies are a way of appreciating the fans. Besides, engaging fans in the decision-making process also ensures the success of any promotion activity (Sutton, 2014). Just like in the sales of goods, discounts attract consumers which is a great promotion strategy for the MLB teams to reduce the prices of the tickets to attract fans. Giveaways attract fans, especially young fans. Entertainment strategies such as fireworks, concerts attract fans, especially when the concert involves a person or group that is loved by the majority.
References
Broughton, D. (2011, Oct 17). How best to use the bait? Sports Business Journal. Retrieved from https://www.sportsbusinessdaily.com/Journal/Issues/2011/10/17/In-Depth/Lead-story.aspx
Desarbo, S, W., Blank, A, S., & Mckeon, C, S. (2012, May 14). A proper mix of promotional offerings can produce for teams. Sports Business Journal. Retrieved from https://www.sportsbusinessdaily.com/Journal/Issues/2012/05/14/Opinion/From-the-Field-of-Research.aspx
Sutton, B. (2014, August 4). How teams can satisfy the fans’ craving for greater involvement. Retrieved from https://www.sportsbusinessdaily.com/Journal/Issues/2014/08/04/Opinion/Sutton-Impact.aspx
