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Profitable Target Marketing:
6 Lessons from Major League Baseball
by Bobette Kyle
Does your business struggle with profitable online marketing?
If so, you are not
alone. Attracting the right customers to a site and keeping them coming back -
while also turning a profit - can be a challenge. Consequently, I'm always on
the lookout for ways to demonstrate profitable online strategies.
Last night, as I watched the Baseball All Star Home Run Derby and visited Major
League Baseball's Web site, it struck me. The league is doing many things to
effectively find and attract targeted Web customers, while simultaneously
generating revenue.
In fact, I noticed numerous lessons from Major League Baseball you can consider
to profitably target your own customers.
Here are five of them:
Think Through Your Business Models
Free information and activities are present, but well thought out, revenue
generating business models are also evident.
Lesson 1: Make your profit generators stand out.
MLB.com has a separate, prominent navigation menu for profit producing
activities - MLB Shop, Tickets, Auctions, Subscriptions - which appears in the
upper right on all pages, where potential paying customers cannot miss it.
Importantly, each corresponding area of the site is narrowly focused on the
visitors' interests. For example, the shop sells baseball - and only baseball -
items. This is readily apparent from the slogan "For all things baseball".
Lesson 2: Sell subscriptions.
The league generates revenue from a variety of event subscriptions - live video
broadcasts, live audio broadcasts, archived clips, and fantasy games. This also
help open the door for repeat purchases and add-ons.
Lesson 3: Include advertisements.
Pop-ups and other online advertising are a fact of life on free-to-user sites.
Major League Baseball (MLB) demonstrates taste and intelligent implementation with
their pop-under, limiting each visitor to a single impression. Banner
advertisements and sponsorships are also apparent.
Develop Profit Pulling Marketing Techniques
Lesson 4: Segment Your visitors.
The league uses a "hub and spoke" system, which allows visitors to choose their
own interests. There is one general site (MLB.com), with links to several
specialty sites (stlouis.cardinals.mlb.com, etc.).
This portal approach helps segment visitors into specific interest groups. It is
a win-win strategy. Visitors find what they are looking for and the league can
more easily target its marketing activities.
Lesson 5: Target locally.
Each "spoke" off the MLB hub contains local content, which segments visitors
regionally. The league targets products and services accordingly.
For example, the Cardinals team site includes detailed information for Cardinals
baseball events, ticket purchasing for Busch stadium games, and auctions for St.
Louis related baseball memorabilia.
Lesson 6: Offer tiered products.
MLB offers subscription services at many levels. By packaging fantasy games into
progressively larger bundles, they encourage trial as well as repeat visits. The
offering also target customers according to interest level and budget.
There you have it - five lessons in profitable target marketing from Major
League Baseball.
Related Resources:
- Methods to find, target, and attract the right Web Customers -
"How Much for Just
the Spider? Strategic Web Site Marketing for Small-Budget Businesses"
- Internet strategy laid out for the local business owner - How to Promote Your
Local Business on the Internet
About the Author
Bobette Kyle's writing reflects a unique blend of experience, education, and
research activities:
• 10+ years of Management, Marketing, and Executive experience.
• Marketing MBA plus E-Commerce coursework.
• 13 months independent research of online marketing.
Profits.CC welcomes your feedback. Click here and
voice your opinion about this article at our discussion forum.
Profits.CC © Copyright All rights reserved. Tel:+351-918-494-990
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