Fire The Cannons: Bucs Going All In With Marketing Plan Showcasing City, Fans
The Buccaneers this season are "using just about every strategy in the NFL marketing playbook to get fans to Raymond James Stadium," according to Ashley Gurbal Kritzer of the TAMPA BAY BUSINESS JOURNAL. The team is "pouring millions of dollars into getting fans off their couch," spending $7M this year "upgrading the concessions area." Players will be "decked out in new uniforms, and the marketing and guest relations departments work year-round with season ticket holders to ensure renewals." Bucs CMO Ailey Penningroth and her team "created an advertising campaign showcasing some of the most diehard fans in Raymond James Stadium, as well as the city." She said, “I don’t want our campaign to be something you could transplant to New York or San Francisco or Arizona. I really want to celebrate Tampa and everything there is wonderful to do in the area.” The Bucs' marketing efforts also "include personalizing their roster -- adding a human element to the players on the field." At a photo shoot over the summer, Penningroth "requested some shots with the players’ helmets off." The result is advertising that she "hopes will make fans see players as 'not just a guy who throws touchdowns,' but as a person." Meanwhile, the Bucs' upgrades include an "overhaul of the 14 main concourse concession locations and the addition of four new 'larger and better-equipped' beverage stands at the stadium." Also, new express lanes to "get into the building will expedite entry for fans without bags that security needs to investigate" (TAMPA BAY BUSINESS JOURNAL, 8/15 issue).