There’s a tendency for successful businesses to become complacent. The issue is, what worked before is not guaranteed to work forever. Clinging to what your initial customers wanted “back in their day” can alienate the younger audiences crucial for growth and maintaining success. You have to be willing to look yourself in the mirror, evaluate your strengths and weaknesses, and figure out what your new potential audience wants and needs.
Let's take a look at a particularly fun example: Major League Baseball (MLB).
Faced with declining attendance and viewership—MLB saw a 14% drop in attendance from 2007 to 2019—the league took bold steps to modernize by simply listening to its audience. Rule changes were implemented to ensure player safety and speed up the pace of play resulting in an 11% increase in viewership for fans aged 18-24 on MLB.TV in 2023 and surpassing 70 million in attendance, the largest increase since 1998.
Beyond these changes, organizations took three key steps to appeal to their fan bases: enhancing the fan experience, promoting inclusivity, and improving access.
Elevating the In-Game Experience: From Viral Foods to Memorable Events
In today's experience-driven society, brands and organizations have significantly leveled up in-game experiences, with social media platforms playing a pivotal role. Fans crave memorable moments, and teams are delivering with unique and engaging offerings. Viral food and beverage options, like theCampfire Milkshake that took over X (formerly Twitter) at the beginning of the season, the Marlins' All-You-Can-Eat seats, and the Braves' colossal “4 Bagger Burger,” are just a taste of what’s drawing fans to the ballpark.
But the excitement extends beyond food. As families come to build core memories, the game can be seen as entertainment. This shifts the experience expectations from just catering to avid fans, to a broader appeal. Weekly events like Detroit's Friday Night Party in the Park and Baltimore's Bird Bath Splash Zone add vibrant atmospheres, proving it’s not just freebies pulling people in. Bark in the Park nights, where fans bring their dogs, generate wholesome content that floods social channels, enhancing the community feel.
A 162-game season offers endless opportunities for unique activations. From player bobbleheads and cooler backpacks to hot dog-scented candles and Pat Hughes sweaters, limited-edition giveaways remain a classic way to draw crowds and create buzz. By continually innovating and tapping into the power of social media, organizations are transforming every game into a must-attend event, ensuring fans have unforgettable experiences both in and out of the stadium.
Fostering Inclusivity: Creating Welcoming and Diverse Fan Experiences
Creating an environment where your community feels welcomed and valued is crucial for any brand or organization expecting to grow. Recognizing the diverse needs of their audiences, many organizations have implemented features like sensory rooms in stadiums to support individuals with sensitivities. But inclusivity goes beyond just in-game experiences. Social media teams are now using alt text on images, closed-captioning, and video descriptions to assist followers who may use e-readers or are hearing impaired.
Inclusivity practices also reflect a brand's commitment to diversity and appreciation of the varied backgrounds and contributions of their fan base. Cultural and heritage recognition plays a significant role in fostering a sense of community and belonging. Hosting themed events, such as a Dominican Republic Heritage Celebration or Educators Appreciation Night, underscores a brand’s dedication to creating an inclusive atmosphere that respects and honors all fans. By embracing these practices, organizations not only enhance the fan experience but also build a stronger, more connected community.
Expanding Access: Embracing Digital Innovation and Global Engagement
Meeting your audience where they are, especially in the digital space, is crucial for any brand or organization looking to engage fans effectively. As sports teams' fan bases span the globe, leagues are now empowering creators to share their unique perspectives on platforms where fans are most active. For instance, MLB's Creator Class, launched in 2021, provides content creators with opportunities to showcase their passion for baseball while connecting with broader audiences. This initiative reflects a shift towards personalized storytelling that resonates with younger audiences, something MLB wholly neglected in previous years.
Then, of course, there is the literal execution of meeting your fans where they are, with MLB hosting series in alternate locations like London, Seoul, Mexico City, Rickwood Field, and Williamsport, PA. This strategy not only brings the game closer to diverse communities but enhances global visibility and fan engagement. Similarly, other brands have leveraged pop-up activations at music festivals and community events, further embedding themselves in fans' lifestyles.
Streaming has also played a pivotal role in accessibility, with MLB reporting a significant increase in digital viewership. In 2022 alone, MLB streamed over 3.8 billion minutes of live game content, underscoring the growing demand for flexible and immersive viewing experiences. By embracing digital innovation and expanding physical outreach, brands can effectively connect with fans worldwide, enriching their experience and strengthening their connection to the sport.
Conclusion: Listening to Your Audience Drives Innovation and Brand Growth
In today's fast-changing world, it's vital for brands and organizations to really listen to their audiences when they're updating their marketing strategies. MLB made bold moves and the organizations within did the same by listening closely to fans to enhance the overall experience, boost inclusivity, and improve access. By doing so, MLB not only created more engaging moments with cool events and inclusive initiatives but also expanded their digital reach and global presence.
If you're looking to innovate and connect more deeply with your audience like MLB did, reach out to Hart. Let's discuss how we can help you navigate and implement strategies that resonate and drive growth in today's dynamic market.