Manny Suspended: Dodgers Forced To Revamp Marketing Strategy
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Ramirez' Suspension Causes Dodgers To
Alter Marketing Efforts Around Team |
The Dodgers Thursday began "swiftly revamping a marketing strategy that had revolved around" LF Manny Ramirez in light of his 50-day suspension for testing positive for a banned substance, according to Bill Shaikin of the L.A. TIMES. The club "pulled the plug on the 'Mannywood' seats in left field, yanked the trademark dreadlock wigs from the shelves of the team store and removed Ramirez T-shirts for sale at kiosks on the field level." Dodgers President & COO Dennis Mannion said that he was "not concerned about selling the Dodgers without Ramirez, pointing out that the team already was rolling out a new campaign, 'This Is Our Town,' featuring various celebrities and players." Mannion said that Ramirez T-shirts and replica jerseys "remain available in team stores," and "not at a discount from the price of $30 for the T-shirt and $280 for the [athentic] jersey." Shaikin notes Ramirez had been prominently featured on "billboards around town, and in ads on radio, television and the Internet" for the team's marketing campaign this spring with the words, "I'm back." Mannion: "For a short period of time, we were definitely hitching our wagon to Manny" (L.A. TIMES, 5/8). In L.A., Jill Painter notes the Ramirez billboards "around Southern California are coming down," as "moving forward without Ramirez means changing the entire advertising campaign." Meanwhile, with stores continuing to sell "No. 99 jersey, wigs and skullcaps," Painter writes Ramirez "took the Dodgers for a ride, so why not still try to make money off him?" (L.A. DAILY NEWS, 5/8).
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Dodgers Fans Who Purchased "Mannywood"
Seats Can Get Refunds Or Credits |
MANNYWOOD IS DEAD: CNBC.com's Darren Rovell reported the Dodgers sold nearly 5,000 seats in the "Mannywood" section, but the team "did the obvious Thursday evening and declared Mannywood dead." Fans who purchased "future Mannywood seats and no longer want to attend the game can get refunds or a credit." Fans also "will be able to exchange their Mannywood T-shirt vouchers for two shirts in the Dodgers team store valued at $28 each or less." The section, which "didn't have any permanent signage," will be renamed the 90090 section "after the zip code where the stadium is located." T-shirts branded with the zip code will now be available. A Dodgers official said that the team is "allowing people to exchange Ramirez items that they bought at the stadium, provided they have a receipt." The club also is "allowing fans to get full refunds or a credit for tickets bought for the July 22nd game -- Manny Bobblehead Night" (CNBC.com, 5/7). In L.A., Jerry Crowe writes, "Here's an idea for a new Zip Code at Dodger Stadium, replacing the recently announced 90090 and reflecting Ramirez' 50-game suspension: 86450" (L.A. TIMES, 5/8). Also in L.A., Clay Fowler writes, "Reactions ranged from a campaign for 'Loneywood' to open admissions of disappointment" (L.A. DAILY NEWS, 5/8).
LOSS AT THE GATE? ESPN's Shelley Smith noted 28 of the 50 games Ramirez will miss are at Dodger Stadium, and marketing experts said that it is "too early to tell ... what effect it will have on sales." It is estimated the team took in an extra $5.7M combined from ticket sales, merchandise sales and food and beverage last season after acquiring Ramirez at the trade deadline ("SportsCenter," ESPN, 5/7). ESPN's Mike Greenberg: "People are buying his jerseys. They’re selling out Manny wigs. People couldn’t buy them fast enough in L.A. over the course of the last 10 months" ("Mike & Mike in the Morning," ESPN2, 5/8). Smith College sports economist Andrew Zimbalist: "How much the Dodgers lose in stadium revenues vs. how much they save by not paying Manny could be a wash" (BOSTON HERALD, 5/8).
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