Sixers Marketing Strategy In Marketing

In today’s society new forms of technology have enhanced and in some cases replaced traditional methods of promoting a product. The sports industry, in particular, can utilize these emerging technologies to reach their customers in new and improved ways. This new media merges traditional forms of media such as audio, video and written word with interactive digital technology (Parkhouse, 2012 p. 184). New media includes not only computers, laptops and smartphones, but also all software applications and platforms. Additionally, cross platform software such as Twitter, Facebook and Instagram are utilized at an increasing rate as due to the desires of today’s technological society. Many teams use blogging, which provides a venue to hear directly

The Sixers are one of the teams that have embraced the concept wholeheartedly. They reach out to their fans through Facebook, Twitter and Instagram. Today’s fans enjoy the posts, photos and videos. The philosophy of the team is to bring more people to their sites, therefore creating more opportunities to sell tickets. Tim McDermott, the Sixer’s Customer Relationship Manager (CMO), recognizes the company’s primary focus is ticket sales. In order for this to happen, the operation needed to match the demands of today’s digital landscape. A major part of the Sixers marketing strategy is to collect better data which in turn produces positive marketing decisions and better ticket sales. McDermott has initiated a “content factory”, where all posts, photos and videos are produced and eventually disseminated to various markets. The Sixers have also invested in the infrastructure and software needed to advance marketing across the board and become a more “data-centric

Although each platform is intended to simulate fan interest and ultimately sell tickets and merchandise, the Twitter account brought in more responses. The Twitter account unveiled promotions such as the Papa John’s, which would entitle fans to get fifty-percent off a Papa John’s Pizza if the Sixers scored ninety points. After any game, if a fan tweets at the team directly, the Sixers social media team will respond to the individual. Highlights and videos of the games are tweeted after halftime and at the conclusion of the game.

The Sixer’s Instagram account displayed more photos and player interviews but fewer highlights. There is definitely less activity on the Instagram account than on Twitter or Facebook. The Sixer’s Facebook account is similar to the other social media platforms in that it posts highlights of each game and additionally posts stories that give the reader an inside look at the team. Facebook also is utilized to promote special events or occasions such as the fiftieth anniversary of the 1967 championship