Profitable Target Marketing: 6 Lessons from Major League Baseball
Does your business struggle with profitable online marketing? If so, you are not alone. Attracting the right customers to a site and keeping them coming back -- while also turning a profit -- can be a challenge. Consequently, I'm always on the lookout for ways to demonstrate profitable online strategies.
Last night, as I watched the 2003 Baseball All Star Home Run Derby and visited Major League Baseball's Web site, it struck me. The league is doing many things to effectively find and attract targeted Web customers, while simultaneously generating revenue.
In fact, I noticed several lessons from Major League Baseball you can use to profitably target your own customers. Here are six of them:
Think Through Your Business Models
Free information and activities are present, but well thought out, revenue generating business models are also evident.
Lesson 1: Make your profit generators stand out.
MLB.com has a separate, prominent navigation menu for profit producing activities -- MLB Shop, Tickets, Auctions, Subscriptions -- which appears in the upper right on all pages, where potential paying customers cannot miss it.
Importantly, each corresponding area of the site is narrowly focused on the visitors' interests. For example, the shop sells baseball -- and only baseball -- items. This is readily apparent from the slogan "For all things baseball".
Lesson 2: Sell subscriptions.
The league generates revenue from a variety of event subscriptions -- live video broadcasts, live audio broadcasts, archived clips, and fantasy games. This also help open the door for repeat purchases and add-ons.
Lesson 3: Include advertisements.
Pop-ups and other online advertising are a fact of life on free-to-user sites. Major League Baseball demonstrates taste and intelligent implementation with their pop-under, limiting each visitor to a single impression. Banner advertisements and sponsorships are also apparent.
Develop Profit Pulling Marketing Techniques
Lesson 4: Segment your visitors.
The league uses a "hub and spoke" system, which allows visitors to choose their own interests. There is one general site (MLB.com), with links to several specialty sites. (stlouis.cardinals.mlb.com, etc.)
This portal approach helps segment visitors into specific interest groups. It is a win-win strategy. Visitors find what they are looking for and the league can more easily target its marketing activities.
Lesson 5: Target locally.
Each "spoke" off the MLB hub contains local content, which segments visitors regionally. The league targets products and services accordingly.
For example, the Cardinals team site includes detailed information for Cardinals baseball events, ticket purchasing for Busch stadium games, and auctions for St. Louis related baseball memorabilia.
Lesson 6: Offer tiered products.
MLB offers subscription services at many levels. By packaging fantasy games into progressively larger bundles, they encourage trial as well as repeat visits. The offerings also target customers according to interest level and budget.
There you have it -- six lessons in profitable target marketing from Major League Baseball.
About the Author
Bobette Kyle draws upon 12+ years of Marketing/Executive experience, Marketing MBA, and online marketing research in her writing. Bobette is proprietor of the Web Site Marketing Plan Network, http://www.WebSiteMarketingPlan.com, and author of the marketing plan and Web promotion book "How Much For Just the Spider? Strategic Website Marketing For Small Budget Business." ( HowMuchForSpider.com/TOC.htm )
Copyright 2003,2004 Bobette Kyle. All rights reserved.
How To Quickly Make Money With Your Website?
Quickly making money with a website is the dream of all new online marketers but can it be done and if so how is it done. This article tells what I did in order to start making money in less than 3 weeks with a brand new website in the competitive insurance industry.
10 Highly Effective Ways to Increase Website Traffic and Promote Your Website for Free
There are many ways to promote your website for free online. Here are 10 highly effective strategies you can use right now.
5 Effective Ways to Promote Your Website For Free Online
1. Generate Targeted Traffic from Online Discussion Forums.
Three Cost Effective Ways to Get Bumper-to-Bumper Traffic Using Your Vehicle
The following traffic generating ideas do not require costly set-up fees or minimum orders. Two of them can be printed in full color with no extra charge.
How To Gain Web Traffic Through 9 Simple Tips
Driving traffic to your website can be a time consuming task. However, these easy tips may help you increase traffic and convert those visitors into actual customers.
Free Traffic From Articles - Plus A Big Hidden Bonus
Writing articles for submission and distribution on the internet is one of the most effective ways of driving free traffic to your site, raising your profile and credibility with your potential customers and giving your website a boost in the search engine rankings. There really is no down side to this activity, some of the more obvious benefits are:
3 Steps To Increasing Your Web Traffic For Free
You own a website and you want more traffic. More traffic will lead to more sales and more ad revenue.
Advertising Approach For The First-time Webmaster
For the first time internet entrepreneur [newbie] the best ways to promote your website at first instance are :1. Express inclusion of your website for the usual 12 months offered by most of the major search engines.
Website Promotion: 10 Volcanic Tactics To Ignite Your Profits
If your website sales are down and you desire to
ignite it and instantly begin to generate more profits,
you may use these website promotion secrets:1. Create a memorable logo and slogan to brand
your business on the internet.
Promoting Your Business Website - Where to Begin?
Website promotion is certainly a main focus of all business owners and their respective Web sites; however it is not something that happens overnight. This is because once you have a new Web site it takes a bit of time before search engines upload your URL and it becomes part of search results.
10 Magic Ways To Multiply Your Orders
1. Use reward programs to keep people revisiting your web site and buying your products.
Eight Simple Ways To Use Promotional Products Online
With the increase competition on the Internet, it can be hard to find ways to make your company seem different from everyone else. One thing I believe Internet marketers are failing to utilize correctly is promotional products.
Internet Web Site Marketing: The Secrets Of Endorsement Marketing
What is endorsement marketing?Endorsement marketing is having famous or reputable people
recommend your product or service to others.It is an important internet web site marketing that can
give your business credibility and propel it to the top.
How To Acquire One Way Inbound Links
How can one get a good ranking in the major search engines ? This is a question, I'm sure, agitates the minds of every newbie as well as professional webmaster. Even those that are doing well are fighting to keep their place.
How to use Free Website Submission Services
After you have built your website the next natural step is to start promoting it. You can start with submitting your site to the various search engines and directories.
Internet Directories to Improve Link Popularity
Description: one way of jumpstarting you link campaign is to get directory links. Building links, by listing your website in the search engines and directories, is one way of increasing your link popularity, especially if yours is a new site or one with no inbound links.
Five Fun Ideas That Increase Online Traffic
1. Using Hidden Links to increase subscribers or for a
Increasing Link Popularity WITHOUT Exchanging Links
Yes, it can be done. Here are 7 ways that a site can acheiveincreased link popularity without having to exchange links:Directory Submissions - Submit to the Open Directory and othersites like JoeAnt and Gimpsy.
3 Fast Ways To Get Free Content For Your Home Based Business Website
Is your website looking alittle bare? It's okay, you're about to learn 3 of the fastest ways I know to get free content for your home business website.1.
Online Promotion: Five Extraordinary Online Promotion Secrets To Sky-rocket Your Sales
Do you want to achieve extra-ordinary success in
your online promotion campaign?If yes, here are some online promotion secrets
to help you:1. Holding a contest or sweepstakes is an proven way
to promote your web site.