Download - Final Biloxi Shuckers Marketing Plan PPT
Marketing Plan
Presented by:James Demoruelle, JC Pierce,and Kourtlin Jackson
Product
The primary product that the Biloxi Shuckers produce is the team on the field, but this can be considered to be just apart of the overall product.
The entire experience of a baseball game American Star Field at MGM Park
Atmosphere of the game Smell of food Mascots Merchandise Crawfish Boil Run
Offers an enjoyable and memorable experience
Mission Statement
The Biloxi Shuckers continues to devote itself to promoting America’s national pastime in a safe, fun, welcoming and exciting atmosphere that allows fans and players alike to enjoy the game. Because we strive to employ the best staff in minor league baseball, this has allowed us to take care of the people who let us work in and for the game we love: our fans, our sponsors, and our players.
We are dedicated to providing all of our fans with reasonably priced, family-friendly baseball. The Shuckers want American Star Field at MGM Park the place where fans of all ages can come to entertain themselves and conceivably their kids. We will continue to help local businesses reach the market in which they operate by providing a unique environment of marketability. We go all-out in order to give our players the best opportunities to achieve their goals by offering exceptional facilities, skilled personnel and a professional atmosphere found nowhere else. Shuckers baseball is committed to this mission and will settle for nothing less than making the Biloxi community a better place through baseball.
Objectives
Widen our presence on social media networks
Improve spectator safety Boost spectator attendance
What Are We Trying to Achieve?
Increase market share by 10% Increase profits Satisfy our consumers better
SWOT Analysis
Strengths:Team and Field LocationMarketing of MerchandisePersonnel
Weaknesses:Lack of Market ResearchName Power/Recognition of RosterFood and Drink Prices
SWOT Analysis
Opportunities:Development of new businessesGrassroots efforts
Threats:Slowing EconomySteroid UsageNatural Disasters
Target Market/Segmentation
Target Market:Families with young children
andBusiness Professional Women
Segmentation:Lives within a 30 mile radiusMakes $40,00 to $75,000 a yearSports fans
Product Features
Shuckers Shop Located In the MGM Park – open during all home games
Berm Seating Grassy area located behind right field wall
Kid zone Party decks
Product Positioning
“Positioning is not what you do to a product. Positioning is what you do to the mind of the consumer. That is, you position the product in the mind of the consumer.” (Mullin et al., 2014, pg. 44)
We want to position the Shuckers as an irreplaceable experience that can not be found anywhere else.
Not only do the Shuckers want to position themselves within the coastal counties, but also the Hattiesburg area.
Sponsor - Cable One
Promotional Strategies
“Promotional activities are a valuable strategy to attract new consumers and increase the frequency (participating, purchasing, attending) of current consumers (Mullin et al., 2014, pg. 307).”
Current Promotions Double Play Thursday Negro League Tribute Night
New Promotions Little League Night Pregame Celebrity Softball game
Protection of best consumer (season ticket holder)
Distribution Channels
In our proposal to the Biloxi Shuckers, we would like to establish new partnerships that will be responsible for ticket distribution. 1. Partnership with Ticketmaster Mullin et al. (pg. 385) explain that having such a centralized online portal will make life easier
on fans and bring value to the organization. 2. Partnership with Walmart Neighborhood Markets Ticket distribution typically corresponds with new sponsors and new promotions (Mullin et al.,
pg.386).
Distribution Channels
Distribution will be delivered by: 1. Social Media (Facebook, Twitter, Instagram, Snapchat) 2. Billboards 3. Radio
Social media has been shown to facilitate building an audience, engage fans, and drive behavior (Mullin et al., pgs. 348-353).
Public Relations Plan
Public Relations has been defined by Mullin et al. (2014, pg. 314) as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
Having a strong positive image within the Biloxi community is essential in promoting the ideals of the organization.
We have created three community relational ideas to assist the Shuckers in their public relations efforts. 1. Partnership with “Make-A-Wish Foundation” 2. Partnership with the American Red Cross 3. Partnership with the Salvation Army
Conclusion
Offer a place where fans of every demographic or background can come to enjoy the outdoors and the game of baseball.
The Shuckers strive to meet every consumer’s needs and wants by offering a multitude of options.
References
Brown, L. (2015). MGM Park at Beau Rivage, home of the Biloxi Shuckers. Retrieved April 15, 2016, from http://www.stadiumjourney.com/stadiums/mgm-park-at-beau-rivage-s1928
Mullin, B. J., Hardy, S., & Sutton, W. A. (2014). Sport marketing (4th ed.). Champaign, IL: Human Kinetics.
"The Official Site of The Biloxi Shuckers | Biloxishuckers.com Homepage." Biloxi Shuckers. Web. 23 Apr. 2016.