Results tagged ‘ Marketing ’
(Cross posted with edits from L.A. Angels Insider. I don’t do a lot of cross posting, but this one fit the bill for both blogs.)
Angels fans woke up yesterday morning to the incredible news that the team will send, not one, not two, but four deserving players to Kansas City for the 2012 All Star Game: Mike Trout, Mark Trumbo, Jered Weaver and C.J. Wilson. Trumbo will also lend his increasingly legendary bat to the Home Run Derby and fans still have the chance to send a fifth Angel to Kansas City! Ernesto Frieri is one of five American League players on the ballot for the Final Vote which concludes this Thursday, July 5th. Take that East Coast bias!
Of course, despite Angels fans’ best efforts, none of the honored players were selected in the fan vote. We have the players vote and managerial selection to thank for these well deserved recognitions. Now, obviously fans don’t vote for pitchers and the two most deserving Angels position players this season were each a bit of an odd case. Trout wasn’t called up until April 28th and consequently wasn’t included on the ballot. Trumbo was included on the ballot but as a third baseman, a position at which he only received eight starts none of which, admittedly, were of All Star caliber, unlike his mighty bat and starts in the outfield. But let’s be honest here, even in a season with completely normal circumstances for the highest performing players, can Angels fans ever rely on the fan vote to give their favorite team a fair chance?
Let’s talk about the fan vote. I vividly remember voting for All Stars as a child at Dodgers stadium. (Yes, you read that correctly. I was raised as a Dodger fan. But with time, adulthood and intensive ballpark therapy, I got better. ) All Star ballots were placed on all of the seats and my sister and I would run around in between innings, picking up every unclaimed ballot in our section (after the 4th inning, of course – you know, Dodgers game) so we could vote for every Dodger candidate as many times as possible. I also did the same thing for the Angels players on the AL side of the ballot. My grandfather, whom I adored, was a diehard Angels fan going back to the minor league Angels in the PCL days, so the initial seeds for my eventual love of this team were planted early.
As much as this is kind of an adorable story when we’re talking about a couple of passionate, very young fans in pigtails, it’s also an illustration of exactly what is wrong with the fan vote. How many adult fans approach the All Star Vote with any greater thought or analysis than my sister and I did when we were six and nine? Not nearly enough. Much like my sister and I as children, all too many fans vote for the name on the front of the jersey instead of the name on the back. Casual fans vote in droves for uniforms from either the Yankees, who literally have the most recognized sports brand in the word, or from any team that has recently burst into the extremely short memory of the public consciousness, usually with a recent World Series appearance.
This is not to say that the fan vote never makes appropriate selections. Deserving All Stars start every year. But among the deserving there are just as many controversies. Is Mike Napoli, currently batting .238, really the best catcher in the American League right now? Hasn’t Derek Jeter gotten in a few years recently based far more on that fact that he is a walking, talking baseball legend and deservedly so, rather than his current year’s performance? And so on. Not to mention the fact that the fan vote invites ballot stuffing with even less subtlety than the infamous Tammeny Hall political machine of old. While the players vote and managers’ selections are not immune to snubs either, participants seem better able to put away pettier considerations and make more of the right choices.
Unfortunately, MLB can’t do away with the fan vote all together. It’s an important tool for building casual fan interest in the All Star Game and in the second half of the season. As with any sport, there are a lot more casual MLB fans than diehards out there and all of our teams benefit when they come out to the ballpark frequently, catch the game on television regularly and spend as much money as possible. However, that doesn’t mean that MLB can’t change the All Star Game voting format as long as it remains compelling for the fans. With all schedule and format changes already in the works for next season, 2013 is the perfect time to change the format of the All Star Vote and reduce the impact of the fan vote.
Judging from voter turnout, fans enjoy the newer final vote process. Why not make the initial fan vote more like the final fan vote? For example, instead of voting for one player for each position, fans could vote for four players total with no restrictions on their selections. Fans can vote again in a longer format final vote, selecting another four players from an All Star Game manager selected list. In between the two fan votes, the player vote and managers’ selection process will have two more picks than usual (allowing non-fan dictated wiggle room to avoid some of the ‘there was no room him’ controversy) and managers will be allowed to determine their own starting line ups. Part of the fan draw will be tuning in to the All Star Game to see who has the honor of starting, as opposed to already knowing ahead of time. Perhaps a few hints can be given as the game approaches with starting pitchers announced a day or two ahead of time as a teaser.
Of course there will still be controversies. Opinions will always differ and some managers will always be better than others at picking the best players rather than just their own players. However I can’t help but think that, with recent examples of the benefit of home field advantage during the World Series fresh in everyone’s mind, a format that puts more of the All Star Game decisions in the hands of players and managers will lead to better choices. I’d suggest no longer having the All Star Game determine home field advantage for the World Series but, sadly, the likelihood of that even being considered is so inconceivable that it almost makes my voting format change suggestions look possible.
Driving down the 605 freeway to work today, what wondrous sight should greet my none-too-thrilled-to-be-office-bound-on-such-a-gorgeous-day eyes but this stupendous new billboard! What a lovely Valentine for the fans! Okay, so I actually telecommute three days a week so this billboard could have been up since last Wednesday night and I would have been none the wiser. But I saw it for the first time today, so I’m going with ‘lovely Valentine.’ Besides, this billboard is so much less ephemeral than roses, doesn’t require one to make reservations or deal with crowds and won’t take up valuable bed real estate unlike a teddy bear or other stuffed animal. It’s perfect!
There are several of these billboards along my commute, a small series of them apparently, because another one a little further down the way had the same design but said “Now Playing” with the Angels logo for the A again. Passing the first one made me giddy with the reminder of the approaching baseball season. Passing the second one made me smile a little wider still. Passing the third one made me swell with pride over my team…and then frown a little as I started to question the whole ad campaign. Are we really only advertising Albert Pujols this season? Seriously?
Not that I’m complaining about featuring Pujols on billboards. I mean, he’s only the best or one of the best, depending on who you talk to, player in the game. And it’s not like he designed the ad campaign, or even requested such treatment. It’s just…well…we have other players too. Other wonderful players who are either already stars in their own right or on their way to becoming so. Guys who kept the team in contention last season right up until the end even though they ultimately fell short of the mark. You know, Jered Weaver. Dan Haren. Mr. Ervin “No hitter – I finally got that Cleveland beast off my back” Santana. Torii Hunter. And, heck, after last season Mark Trumbo. I’d like to see some of these guys on billboards too.
Of course, this is hardly unique to the Angels. Most teams who land a big free agency signing do the same thing. The whole Dodgers Mannywood campaign comes most immediately to my mind, perhaps because those billboards were in the same places on my commute as these new Angels billboards not so very long ago. And I am sure you all could provide me with quite an array of additional examples. But the fact that this is a common, traditional ad campaign style doesn’t make it a good one, in my opinion. To me the real story here isn’t just that Albert Pujols is an Angel now. For all that he is amazing, Pujols couldn’t be a baseball team of one if the rest of the team was ineffective. No, the real story is that Albert Pujols is donning an Angels uniform alongside our existing players, that he has the potential to take an already good team to the next level.
I would prefer to see several different individual player billboards – half of them Albert by all means, but the other half featuring a handful of others. Then, as you actually hit Anaheim, I would like to see a billboard or two with all of the featured players on it together. I think that billboard campaign would tell a more powerful story. …Then again, what do I know about copy, design and marketing? Oh, yeah. Never mind.