With the NFL season approaching its end, Major League Baseball has begun to squeeze upcoming spring training messages in between the media onslaught of football advertising. Here are a few observations of MLB's strategy, and how you can learn from it for your brand's public relations campaign.
Timing is essential
The MLB knows that sports fans are really keyed up this time of year. College football is over, the NFL is entering the playoffs, and both the NBA and NHL are going strong. There's a lot of competition for attention out there. But, there is also an empty spot where college ball used to be. Look at the timing. March Madness in college basketball is still more than a month away, and college football is over until August. Sports fans are missing something from their lineup. This offers a distinct opportunity to start promoting spring training.
Be ready for the opportunity
Of course, MLB knew this was coming so they had their promotional materials and messages ready well ahead of time. What about you? Does your marketing year offer any understandable, and trackable routine? Can you find "dead spots" in your year that could be filled with compelling messaging? If you have those spots, be sure not to miss out on those opportunities. You can prepare in the same way the MLB does. Then, when the opportunity is right, send the message out.
Not all at once
Teasers are powerful PR. They create curiosity, and get people thinking about what might be coming next. So, don't just drop your entire message all at once, split your message up into several parts, each revealing more than the previous one. Keep these tips in mind when planning your long-term PR programs and campaigns. Remember to plan ahead, identify opportunities and be ready to take advantage of them before they happen.
Ronn Torossian is CEO of NY PR Firm 5WPR.
SOURCE http://www.huffingtonpost.com/ronn-torossian/mlb-prepares-for-spring-training_b_4598502.html
Timing is essential
The MLB knows that sports fans are really keyed up this time of year. College football is over, the NFL is entering the playoffs, and both the NBA and NHL are going strong. There's a lot of competition for attention out there. But, there is also an empty spot where college ball used to be. Look at the timing. March Madness in college basketball is still more than a month away, and college football is over until August. Sports fans are missing something from their lineup. This offers a distinct opportunity to start promoting spring training.
Be ready for the opportunity
Of course, MLB knew this was coming so they had their promotional materials and messages ready well ahead of time. What about you? Does your marketing year offer any understandable, and trackable routine? Can you find "dead spots" in your year that could be filled with compelling messaging? If you have those spots, be sure not to miss out on those opportunities. You can prepare in the same way the MLB does. Then, when the opportunity is right, send the message out.
Not all at once
Teasers are powerful PR. They create curiosity, and get people thinking about what might be coming next. So, don't just drop your entire message all at once, split your message up into several parts, each revealing more than the previous one. Keep these tips in mind when planning your long-term PR programs and campaigns. Remember to plan ahead, identify opportunities and be ready to take advantage of them before they happen.
Ronn Torossian is CEO of NY PR Firm 5WPR.
SOURCE http://www.huffingtonpost.com/ronn-torossian/mlb-prepares-for-spring-training_b_4598502.html
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