The Detroit Tigers aim to increase average ticket sales to 39,000 within two years through a digital marketing strategy targeting male sports fans ages 17-55. The plan includes rewarding fans for ticket and merchandise purchases with discounts and perks, creating behind-the-scenes blog content to build fan interest and connection to the team, using social media to engage fans in real time, and paid search advertising to drive traffic to games and purchases. The monthly budget of $48,000 would cost $576,000 annually, a reasonable amount for a $680 million organization.

1. By: Kassidy Olson
Detroit Tigers Digital Strategy

2. Goals
Increase Ticket sales: make
average sales 39,000 in two years

3. Target Audience Males: ages 17-55, all races, a family
man or single, and are sports and
baseball fans

4. Think Big
Rewarding the Fans
Receipts from ticket/merchandise sales unlock:
-Rewards
-Coupons
-Free hot dog
-Discounts towards future ticket purchased

5. Give the Fans the Inside Scoop
❖ Blogging:
❖ Create a blog focused on behind the scenes photos,
video footage, interviews and more
❖ Generate more interest in the team
❖ Helps create an emotional bond between fan and team

6. Getting Social
Facebook & Twitter
Send fans real time updates on:
games, team stats and interesting
information surrounding the team,
information about ticket discounts and
our rewards for ticket buyers

7. SEO and Google AdWords
❖ Pay per click advertising
❖ Easy to measure effectiveness
❖ Key words: Comerica Park, Tigers tickets, baseball
tickets, Detroit Tigers baseball and Detroit Tigers
Apparel

8. Budget
Talking Numbers
48,000/month
Costing $576,000 a year
which is very reasonable
for company valued at
$680 million

9. Recap
❖ Focus on the FANS
❖ Blog to generate interest online
❖ SEO to get the Tiger’s official
web page and social media
accounts more recognition
❖ Google AdWords
❖ Strengthen bond between team
and their fans

10. Thank you for listening…
Questions? Go Tigers!