SBJ/October 8-14, 2012/Game Changers
Game Changers: Tyler Tumminia
Published October 8, 2012, Page 32
Tumminia is an avid horse rider in her spare time.
Senior Vice President
Tyler Tumminia knew that fans attend minor league baseball games for many reasons. She understood their motivations. But she never knew who was who. To sort that all out, Tumminia, senior vice president for minor league baseball operator The Goldklang Group, developed the Be Your Own Fan marketing program, introduced in 2010 by Goldklang’s four teams. Fans who sign up choose a group — networker, family, super fan, giveaway hound, or others — and get color-coded wristbands to mark them as members. Throughout the season, they receive targeted emails that include coupons and other incentives. The teams get contact info as well as insight into why each fan comes. “I kept hearing all the time that it’s not only the person who loves baseball who comes to the games,” Tumminia said. “It’s not just stat-heads and people who want to see the players. There were demos we might be missing out on.”
Tumminia’s own connection to baseball runs deep. She is the daughter of longtime Chicago White Sox scout John Tumminia, and earlier this year she married Boston Red Sox general manager Ben Cherington.
- Biggest professional disappointment: I haven’t been able to figure out how to keep rain away on game days.
- What is the best advice you’ve ever received?: My parents always reminded me of the FDR quote: “The only thing we have to fear is fear itself.”
- What advice would you give to yourself 10 years ago?: Stop whatever you are doing at the time and laugh.
- Person who had the biggest influence on your career in sports: My father. He has taught me invaluable lessons about the sport on and off the field.
- The biggest challenge I face working in the sports business is …: Finding new avenues to be creative.
- Outside of work and family, I’m spending a lot of my time on …: Training my new horse.
WHAT OTHERS ARE SAYING
“If you look at global brands today and their marketing strategies, a growing number have adopted similar campaigns [to Be Your Own Fan]. That’s a credit to Tyler’s vision.”
- Jeff Goldklang, managing director, The Goldklang Group