Marketing Execs Share Insights On Reaching Hispanics, Youth, Females
Industry execs wrapped up Day One of the '13 CSE Sports Marketing Symposium with a discussion about finding new ways to reach the youth, Hispanic and female demographics. CSE VP/Multicultural Adrian Williams added, “We’re really starting to think about that multicultural teen and how they are evolving into the trendsetters, being early adopters, and how does that apply to the general market across the board.” ESPN VP/Consumer Insights Barry Blyn said the problem is, “To what degree do you want to shine a light on women’s sports and to what degree do you want to shine the light on female sports fans for the major sports? You have to manage it very closely to get the coverage to the right tone.”
Nickelodeon VP/Sports Marketing Anthony DiCosmo said leagues tend to come in on the perimeter and try to create positive experiences around sports. He cited a promotion Nickelodeon did with select MLB teams to reintroduce the Teenage Mutant Ninja Turtles brand at ballparks, saying, “You want to have an experience that transcends just being here and introducing your son to baseball. How can you entertain them in a way that keeps their attention in between innings? Having us there adds value to the experience. ... We give access to our brand in a way that’s meaningful and also touches on sports and allows us to be organic to who we are without losing who our brand is.”
For more updates from the event, see our On The Ground blog.