Master Index of Archived Threads


Home on the Range

G-Fafif Sep 28 2021 09:36 AM

When you don't gain in the standings, gain a new marketing partner — and watch the buzzwords fly! Range's role will be to “merge the realms of sport and entertainment in new and original ways,” the announcement said, by integrating the iconic Mets brand into film, television, fashion, social media and music. The internal Range team also includes sports marketers with experience from Momentum Worldwide brand partnerships with leagues from the NBA to NHL; social media specialists Andrew Weiss and Kai Gayoso (with experience from Facebook to Some Good News and When We All Vote); and music specialists Matt Graham, Jack Minihan and Evan Winiker. Range's production and development teams will also work to build content extensions from Mets IP, the firm said. “Range was built to empower exceptional storytellers, and the aspirations of this team go far beyond the field – to the intersection of sports, entertainment and culture. We are thrilled to partner with Steve, Alex, Sandy and the entire Mets organization and support their commitment to be the most innovative owners in professional sport – many of us at Range are lifelong Mets fans ourselves, and we know how important the responsibility of remaining true to the Mets narrative is,” Range CEO Pete Micelli said. “In addition to celebrating the authenticity, warmth and determination that define the New York Mets (and the city itself), we're excited to be developing forward-thinking partnerships that will bring fans even closer to their favorite players.” https://deadline.com/2021/09/new-york-mets-range-media-partners-evolve-brand-1234845835/

Benjamin Grimm Sep 28 2021 09:43 AM Re: Home on the Range

Isn't this something like what Alex Rodriguez and Jennifer Lopez wanted to do?

G-Fafif Sep 28 2021 09:45 AM Re: Home on the Range

WSJ piece: He and his wife Alexandra Cohen have prescribed a marketing overhaul that will include an update to the team's brand design, including customized fonts in marketing materials like photography, signage and ads, as well as new experiences and features at its stadium meant to give the Mets more cultural credibility. But the new owners face difficulties beyond player strikeouts, as baseball and other sports struggle to attract young people, a group increasingly apathetic to live games. “All sports are being challenged with how you attract young fans,” said Jeff Deline, the team's new chief revenue officer. “How do we get them engaged again? Their consumer habits are completely different.” Marketing and talent management firm Range Media Partners LLC is leading the effort. The initiative remains in development, but ideas include offering live comedy throughout games, updating existing spaces in the stadium where people can gather, adding more screens throughout the baseball park and making other technology upgrades, said Natalie Bruss, managing partner at Range, which is minority-owned by Mr. Cohen's venture capital fund, Point72 Ventures. The goal is to raise the Mets' brand on social media, in film and in music, as well as to more closely associate the team with its hometown, a city globally known as a cultural capital, Ms. Bruss said. The team is also enlisting sponsors to help create new experiences for fans. It worked with sponsor Airbnb Inc., for example, to turn an unused office space at Citi Field into a one-night stay in July hosted by former Mets player Bobby Bonilla. Other plans include a podcast targeting Hispanic audiences and collaborations in the fashion industry, said Ms. Bruss, as the team looks for ways to appeal to new and diverse audiences. Major League Baseball's audience skews older than other professional sports, said David Campanelli, executive vice president and chief investment officer at ad-buying agency Horizon Media Inc. The National Basketball Association's audience is the youngest, followed by the National Football League, college football and basketball, and the National Hockey League, he said. Baseball executives are aware of that. “We're an older, whiter demographic,” said Mr. Deline. “I don't think you'll see many kids sit down and watch a baseball game from start to finish. They will watch the highlights on TikTok.” Link may be paywalled (don't kvetch at me if it is). https://www.wsj.com/articles/new-york-mets-embark-on-branding-effort-to-build-cred-and-win-young-fans-11632775291

Edgy MD Sep 28 2021 09:59 AM Re: Home on the Range

This is my failure as a writer. When a new bigwig would get up in a meeting and says, “Range was built to empower exceptional storytellers, and the aspirations of this team go far beyond the field – to the intersection of sports, entertainment and culture," I would say, "I can totally be a part of this, a BIG part," but then the buzzwords would hit overload in my brain, and I'd need a mental health day.

MFS62 Sep 28 2021 10:00 AM Re: Home on the Range

Nice to appeal to new and broader audiences. But if they put an exciting, contending, team on the field, where will those new fans sit when over 3 million old fans return to the ballpark? Yeah, I know. But nothing they are doing adds one victory to the win column. All it will do is make more people aware, through more channels, how mediocre they are. Later

Ceetar Sep 28 2021 10:33 AM Re: Home on the Range

I've long been a proponent of ditching the promenade club and turning it into an open-air bar with standing room views of the field. Other good locations for that is to flatten the LF prom OF seats that are garbage, or something above the Mets offices behind the bridge, next to the porch. That'd be expensive though, because you might ahve to muck with the scoreboards. Honestly I think they should try to connect the RF and LF upper decks in a way that allows visibility to the field. That aside, I read this WSJ as mostly a way to push Cohen's investment in Range, and expand the Mets media stuff. Expect their artists/musicians to start appearing at Citi Field more, or co-branded advertising anyway. Expect more "Official steak of the NYM" in the store or something?

Frayed Knot Sep 28 2021 10:49 AM Re: Home on the Range

Benjamin Grimm wrote: Isn't this something like what Alex Rodriguez and Jennifer Lopez wanted to do? I suspect that J-Rod's marketing schemes would have been with an eye towards selling themselves better.

kcmets Sep 28 2021 11:15 AM Re: Home on the Range

I read the whole WSJ piece, but have to admit I almost stopped at 'cultural credibility.' My feeling is this is a whole lotta mumbo jumbo, but if Range needs a handsome 'older and whiter demographic' guy to experiment on I'm more than available.

MFS62 Sep 28 2021 12:12 PM Re: Home on the Range

=kcmets post_id=78771 time=1632849347 user_id=53] handsome older and whiter.

You're two for three. :)



Later

bmfc1 Sep 28 2021 02:15 PM Re: Home on the Range

What this sounds like is more noise during the game and between innings. Forget about talking.

Johnny Lunchbucket Sep 28 2021 02:49 PM Re: Home on the Range

Gotta say, the Mets have been trying to connect with younger fans... mostly high-spending. High-lifetime-value young families ... but childish between innings stunts aren't getting it done. I've arrived at the park, by the way

Ceetar Sep 28 2021 04:21 PM Re: Home on the Range

Johnny Lunchbucket wrote: Gotta say, the Mets have been trying to connect with younger fans... mostly high-spending. High-lifetime-value young families ... but childish between innings stunts aren't getting it done. I've arrived at the park, by the way yes, we all saw you miss that home run.