Some Guy On The Internet interviewed MLB's new chief marketing officer. I've been thinking a lot about how baseball is changing and why, so it was good timing. Important to note here that wrt MLB, marketing isn't focused specifically on "how things land" (that's really communications), or rules and onfield matters (that's like, Manfred and his advisors). So this interview is about how to grow what that game is, and less about "what the game is"
Article is probably paywalled or registration-walled but you can find the podcast ("Marketers Brief" anywhere you find podcasts). here are a few things I heard on this podcast --Baseball's existing audience, even if cranky, is reliable and durable, but too old and not diverse --That's because baseball has encountered more trouble than a lot of competing entertainment properties in attracting young and diverse fans --Young fans are important, because without them, baseball dies when its fans do, and they're already old --turning casual fans into more avid ones is also a very big opportunity --old fans are focused on what's happening on the field. future fans aren't, at least at the moment they get hooked. We all start somewhere --Young & casual fans are more likely to become avid fans because they have interest in the celebrity, interests or backstories of individual players; for a lot of us, it was because of our interest in a team, and so, its important for baseball to amplify those aspects in how it positions itself to attract fans --Young people are also like a million percent influenced by what they see online, and they like the things they like to intersect with those other bigger cultural interests they also absorb online (music, fashion, food etc) --they really don't absorb anything like we did (their fandom isn't about clubs but players; they don't even have cable so the whole RSN thing may as well be irrelevant to them now) Lots of downstream effects from just those two things, if you think about it, and there are many more --they like presentations of things that are different than how they were presented to us (Internet, streaming channels, new angles, stats presentation etc. My 26-year-old nephew somehow overnight became a next-level Gen Whatever baseball fan and just yesterday presented me with Edwin Diaz stats I could barely understand in a text and remarked that he was "vindicated as a Diaz truther." I was impressed. Put all that together into a marketing plan, and what you get is: -- messages aimed at casual and young fans that we as avid fans, will probably notice anyway because we already like baseball--if we're hanging out in the online places they are because they're not really directed at us; --games on streaming TV with purposefully different presentation; --activations with celebrities and influencers who can help present baseball as part of their influence in culture the kids already care about (fashion, music etc) --messages that try and hook folks based on a combination of their interest in who the players are, ideally combined with the gameplay action that old farts like us like and that show how they fit together (two examples in the story) --Mixing old and new worlds together so like this All-Star Break we'll get stuff that matters to us and them (the Draft, the Futures Game, the All Star Game) + stuff that matters more to them (celebrity softball, Home Run Derby--this year with DJ's in the dugouts, a pro-Am style livestreamed Gamers/Social Media Influencers MLB The Show video-game tourney in front of a live audience, pop concerts etc Interesting stuff