newjerseynewsroom.com

BY JOE FAVORITO

NEWJERSEYNEWSROOM.COM

ON N.J. SPORTS MARKETING

Maybe it's the ties to their storied parent clubs, the New York Yankees and the Philadelphia Phillies. Maybe it's more location, being just off the 1-95 corridor and a stone's throw from Princeton as well as being in the heart of the Jersey Shore. Maybe it's the lure of being that much closer to future MLB players than to some who have played in the past. Maybe it's because they have been at it longer, have stronger ownership bases, and are more staples of the community year round. For whatever the reason, as the Sussex Skyhawks of the Can-Am League folded and the Newark Bears moved from the Atlantic League to the other independent league, their struggling Can-Am, the Trenton Thunder and Lakewood Blue Claws continued to thrive.

As New Jersey struggles through the snowiest January on record, the Thunder and the Blue Claws have warmed up the hot stove for baseball fans, extending their brand marketing arm through the winter with new promotions, new business partners and even more events away from baseball, ranging from concerts to sponsored 5k runs and charity events. The two teams are annually not just at or near the top in minor league attendance, they are frequently cited by Minor League Baseball for innovative promotions and an atmosphere that rivals their Major League brethren, at a fraction of the cost.

Now while it is true that developmental costs and other fees for affiliated teams are absorbed by the parent club, the local marketing and sales are just that...local and tailored to the needs of the community. The facilities of the independent teams in the area, as well as the promotions and atmosphere, are not all that different in many respects. The independent New Jersey Jackals even have the benefit of a college campus at Montclair State and the Yogi Berra Museum and Learning Center adjacent to their field. Yet the allure of the future stars, tied with the in-game experience, the affordability of prices and concessions, and the consistent year-round presence at community events seem to give the affiliated clubs a leg up in quality, presentation and the ability to draw much needed partnerships, and with that, butts in seats.

Case in point is the Blue Claws ability to provide kids eat free nights on multiple days each week during the recession two years ago. That added value plan was seen as a boon to many families in the area struggling to make ends meet, and although it may have cost the team some initial dollars at the gate, the long term effect in support and brand loyalty to the team was felt for several years afterward. While the independent teams offer flashes of more mature players and some MLB names of the past, the consistent draw and anticipation of who might be taking the field in Trenton or Lakewood, players who in many cases are being groomed for the next step in the Majors even at a AA level, also adds to the interest in turning out in Trenton or Lakewood. There is more consistency in brand, more consistency in play, more consistency in presentation.

Make no mistake, all the state's minor league teams are worthy of fan support and an affordable night out. The loss of teams in Sussex and Atlantic City mean less job opportunities for people, even on a part time basis, fewer opportunities for young people to learn the ropes of sales and marketing, and less choices for families looking for some fun. However in these days when discretionary income is still at a premium, it appears the all-around atmosphere of the affiliated clubs seems to be setting itself apart in many cases from the non-affiliated teams in the state. Does that mean that interest in minor league baseball has reached a plateau in the area? No. What it does mean is that there is now a higher level of expectation and deliverables for any dollar allocated by the consumer, and if that high level is not delivered consistently, even minor league teams can have major problems.

Putting it simply, the Blue Claws and Thunder do it best year round not just as baseball teams, but also as effective brand platforms in their community.

Joe Favorito has over 24 years of strategic communications/marketing, business development and public relations expertise in sports, entertainment, brand building, media training, television, athletic administration and business. Visit him at JoeFavorito.com.

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