Philadelphia Phillies
The Philadelphia Phillies are an American professional baseball team based in Philadelphia, Pennsylvania. Dating back to 1883, the Phillies are the oldest continuous, one-name, one-city franchise in all of professional American sports. They are a member of the Eastern Division of Major League Baseball’s National League. They have won two World Series championships and seven National League pennants, the first of which came in the early 1900s. The team’s home has been Citizens Bank Park located in the South Philadelphia since 2004.
Background
Major League baseball a century ago was pretty simple. You built a stadium with the funds given. You hired a team full of players. You printed tickets-in hopes that the fans buying the tickets wouldn’t be disappointed with the turn out of the game. And your marketing consisted of printing the team’s home schedule for town’s local newspaper. Much like today, everything good or bad that happened with the team was spread by word of mouth. And if the team performed poorly, you could count very few people showing up to watch the games. With the improvement of technology and the use of marketing today, it is important for the team whether they are having a good or bad season, to want to keep the fans invested. Baseball like any other sport is a service whose primary benefit is entertainment. And having a “great ballpark experience” is what keeps the fans wanting to come back for more. Because the Phillies can’t
promise a winning baseball team every year, they can market the appeal of a fun ballpark experience to all segments of fans.
Action
With all the different ages and types of fans that attend baseball games today, it can be challenging to effectively market to each of the segments of fans. An obvious source of marketing today is the use of social