ETHNIC HERITAGE AND SOCIAL MEDIA ARE

TOPICS AT TEXAS BASEBALL MEETINGS

By Raymond Rolak

Dallas, Texas (PMN)--The 110th annual Baseball Winter Meetings had more to offer than famous barbecue, cowboy boots and assorted ten-gallon hats. The well known Texas hospitality was evident throughout this baseball showcase. All kinds of new activities were highlighted including ethnic heritage celebrations as a growth area in promotional events.

This convention of baseball personnel was held at the Hilton Anotole Hotel. Over 3,000 baseball related personnel corralled themselves to learn and network the business side of baseball. Besides contingents of the 30 Major League Baseball organizations more than 160 Minor League Baseball teams had representatives. They are mingling with vendors and associated baseball companies. The increase in groups from international baseball-playing countries was very evident. The talk of getting baseball and softball back in the 2016 Olympics was a focus.

Other hot topics included the extra ordinary contract that Albert Pujols got from the Los Angeles Angels and the business prospects of social media. The term BIRCO, was explained and stressed. It is an acronym for the Baseball Internet Rights Company, a wholly owned subsidiary that manages digital media for MLB. Bob Bowman, one of the presenting speakers said, "There is no way of going back to the way things were." This was in reference regarding new ways of reaching prospective customers. He added, “My two children are teenagers now. They've never bought a newspaper and never will. There won't be a return to those days."

Donny Baarns, also a presenting speaker, stressed using a team's history to market the present day product. His title "How History Can Strengthen Your Club's Brand" became a blueprint to market the history of a franchise while emphasizing a team's long association with the community. He pointed out revisiting long ago program booklets, "Reengaging with sponsors of time passed is good neighborhood business."

Besides the gala reception at the Rangers Ballpark in Arlington, the Baseball Trade Show was a popular destination to mingle and learn what is new in terms of marketing ideas for the 2012 season.

The promoting of ethnic nights in conjunction with known vendor brands was highlighted as an emerging area for focus. Two examples of successful marketing partnerships with community groups was the highlight of the long-running Polish American Night at Comerica Park presented annually by the Detroit Tigers. Also, the Polish American Heritage Night at U.S. Cellular Field (Sox Park) in Chicago as part of a White Sox promotion was emphasized. Other MLB organizations that have had Polish American promotions have been the Chicago Cubs, the New York Mets, the Pittsburg Pirates and the Cleveland Indians. 

Many minor league baseball teams have Polish American promotions. Other pro sports and colleges are jumping on the bandwagon, as demonstrated by Polish American Heritage Day, planned for an Eastern Michigan University basketball and art extravaganza in Ypsilanti, Michigan, on February 11, 2012. A Polish American Night is planned by the NBA's Detroit Pistons in conjunction with the Polish American Cultural Center in Troy, Michigan, in March.