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MARKETING ADVICE FOR BASEBALL'S RE-ENTRY
Published April 5, 1995
The WALL STREET JOURNAL surveyed several marketing execs for their advice on how baseball should position its re-entry strategy. Whit Friese and John Coveny of Leo Burnett: "We definitely don't think they should go after something with nostalgia ... It's too late for that." Rick Burton, Larry Durst, David Chass and Kyle Hartley of Clarion Performance Properties recommend a campaign featuring ESPN's Chris Berman: "Baseball is back, back, back, back, back." George Fertitta and Graham Turner of Margeotes Fertitta Donaher & Weiss recommend a print campaign -- "We're Sorry," signed by owners and players. Gary Stibel of New England Consulting Group said baseball should adopt a "kid's cause," such as HeadStart. Giants Senior VP Pat Gallagher: "Reconnecting with kids has got to be a priority" (Fara Warner, WALL STREET JOURNAL, 4/5). MLB spokesperson Rich Levin said a slogan including the words "Play Ball!" is a possibility, but the fact that there is no settlement make baseball's situation "a little different" than the NHL, which found success with its "Game On!" strategy (Dave Caldwell, PHILADELPHIA INQUIRER, 4/5). RAYS AND 'BACKS GET COOL WELCOME: Stores in Phoenix and Tampa report sales of Devil Rays and Diamondbacks merchandise "slacked off considerably after the first week of euphoria," with the strike to blame. Logo Athletic, which sold 1.2 million T- shirts for the Panthers and Jaguars in the first month after the franchises were awarded, has sold fewer than 300,000 shirts for the Rays and Diamondbacks (Bruce Horowitz, USA TODAY, 4/5).