If commerce totally overshadowed content, then you’d probably start seeing promotions like this one:
Except this isn’t a hypothetical example – it actually happened. Now I don’t want to stereotype Major League Baseball fans, but if you looked at their list of the Top 100 artists they’d pay to see in concert, Sade wouldn’t make the Top 1,000.
Yet, Ticketmaster obviously holds sway over MLB – thus this email blast that had to leave a bunch of hardy baseball fans scratching their heads.
You have to protect your database – that “Core 20” that provides the energy, loyalty, and passion.
A couple more like this and you have to wonder when real fans are going to start heading for the “unsubscribe” option.
President & Founder at Jacobs Media
Fred Jacobs founded Jacobs Media in 1983, and quickly became known for the creation of the Classic Rock radio format.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Talk about being completely tone deaf (which MLB has been for about 2 decades). It would be like having my Hot AC station booking and promoting a Judas Priest show. Bud Selig and co. get the “DUH-Of-The-Day” award.
Thanks, J.J. Clearly not a “Web Gem,” is it? Paul and I are both members and receive MLB emails. We were shocked to get this one because it is another indication that they either don’t know us, they don’t care, and or commerce trumps service and sense. Take your pick. Appreciate you taking the time.
As bang-on as your take on this topic is, consider perhaps that the average baseball fan (after scratching their head) saw a chance to win a free trip for 2 to Las Vegas – period! Unless the contest details (which I didn’t read) stipulate being hogtied & dragged to the show 🙁
Chris, I considered that – take the Vegas trip and sell the tickets on StubHub. That’s probably what most MLB fans would do if they won. It still doesn’t excuse the horrible targeting. Thanks for chiming in.
A local sports talker in denver was doing on air giveaways for this show, which clearly didn’t match their demo (as demonstrated by the caller who tried to correct the host’s pronunciation, saying “there’s no H in Sade…). The hosts got creative and made it work by positioning it as something nice to give to the wife or girlfriend for a girls night out, since you were going to turn her into football widow for the next 6 months…a good way to free up the night for your fantasy football draft, etc.
Robert, thanks for the Denver story. While talent can save sales promotions gone bad, the lack of lifestyle targeting here speaks for itself. When a program director in Watertown or Boise gets upset when sales hijacks the station for a promotion that is totally off-target, perhaps there’s some solace to be had by the notion that it happens to the big boys here. Loyal fans shouldn’t have to say “HUH?” when they receive an email from MLB. Appreciate you taking the time to contribute to the dialogue.
I think that most baseball fans know that Sade is really hot and a good singer, even if they wouldn’t necessarily attend one of her concerts. I can’t imagine that they would take offense at this email.
And didn’t John Legend sing the National Anthem before Game 2 of the World Series in 2009 and Game 1 last year?
Brian, no argument here about Sade’s talent. But it is a matter of knowing your fans and their tastes. I feel the same way when I receive a Groupon offer for a mani-and-pedi even though I have filled out a profile. MLB should know their fans better than this email would indiciate. I am interested in reading more comments from others on this. Thanks for your opinion and for reading our blog.
My classic rock station’s audience might know Celine Dion and how talented she is but I sure wouldn’t connect one note of her music with any part of my radio station. It’s a sure disconnect and screams, “we aren’t like you” and “we don’t get you”. I don’t want to send that message to any listener (or advertiser, for that matter).
Wow! The whole point of today’s platforms is the opportunity to build real content-value connects, relationships, and perceptions. As you say, where radio (media) is concerned, if programming/sales/marketing aren’t on the same “message” page, it’s just damage and spam.
Exactly, Lee. The technology allows media to get to know its customers above and beyond the music they like. Or in this case, favorite teams and players. This one smells like commerce overuling strategy. Thanks for taking the time.