Winning builds bridges. The rest is razzle-dazzle.
For the first time in years, a member of the Phillies is the most popular athlete in the city. Ryan Howard and Chase Utley are actually 1 and 1A. Donovan McNabb has too many detractors to topple icons this spotless. Sure. The excitement of spring training helps. A pair of comatose winter franchises helps. An annoying, self-righteous football team helps. But there’s more, and it can be illustrated this way: The Phillies have erased 85 wins, 77 losses, the Brett Myers' scandal, only two good months of baseball, another late-season choke and yet another playoff miss.
Bottom line: The marketing department is getting the job done.
Since Howard's arrival and Jim Thome's departure, the Phillies have shifted away from grassroots nostalgia, and have instead made a push for the college-age fan using modern players. And it's working. Anticipation is high, and player personality has been allowed to shine. Nights with a youth-oriented promotion, like dollar dog night, pushed attendance higher than expected, while prime-time players like Howard, Utley and Jimmy Rollins are generating gobs of exposure and becoming new fixtures in the Philadelphia scene.
On Friday, the Phillies announced their list of 2007 college promotions, separate from the "regular" promotions, including online discounts, dollar dog schedule, a T-shirt giveaway and the return of "Rooftop Thursdays."
As a fan only a few years removed from college, I never liked being lumped into "Gen X," and I’m sure today’s 20-somethings feel the same, but the Phils have managed to avoid the hard sell, despite the volume of college-age promotions.
Take a look at the new series of commercials on the Phillies Web site. Shot in a Cinema Verite style, they resemble scenes from NBC’s "The Office" or "30 Rock," and the humor is of the same vein. Subtle spots like these go a long way to create that approachable, affable reputation the team seems to be gaining. Even Charlie Manuel comes out on top.
We’ve heard it a thousand times: "The Phillies don’t connect with fans." But right now, the Phillies are having more success connecting than any team in town, and they haven't won a thing.
And you didn't even mention the smartest thing they've done in years: kick Scott Graham out on his sorry ass. I already feel better connected!
Posted by: RickSchuBlues | Monday, February 19, 2007 at 04:09 PM
I like the fact the phillies are finally putting the spotlight on the younger guys. We have some of the best young talent in the game and i think that should be our philosophy. Let's keep it going. To hell with guys like Garcia and that trash. I'd rather take the risk on the young guys. At least with younger players, you can hope their athleticism will make up for whatever posistional immaturity they may have. Let's make this team younger even! Let's have a team that we can put out there for the next 5-7 years.
Posted by: mm | Monday, February 19, 2007 at 04:27 PM
In response to the earlier discussion, Jorge Julio isn't all that good, but he's a cut above Alfonseca, kinda reminds me of a slightly less effective Armando Benitez.
Posted by: Tray | Monday, February 19, 2007 at 06:16 PM
In response to the earlier discussion, Jorge Julio isn't all that good, but he's a cut above Alfonseca, kinda reminds me of a slightly less effective Armando Benitez.
Posted by: Tray | Monday, February 19, 2007 at 06:17 PM
Now is the time for the Phils to get to work on another long-overdue task: marketing the team to the african american community in the Delaware valley.
On the day last September when Ryan Howard hit 3 bombs, I saw an african american kid in our section with his dad, wearing his number 6 jersey and having the time of his life. This sight should no longer be a rarity, given the star power of Rollins and Howard.
Posted by: fightins4ever | Monday, February 19, 2007 at 06:21 PM
Anything is better than "Red Means Go."
*Anything*.
Posted by: JZ | Tuesday, February 20, 2007 at 11:33 AM
great post and perspective on the new marketing, J. i dunno if it's the PR (i haven't seen those commercials, or noticed them if i have) or simply the team the organization has put on the field, but i don't remember the last time my friends and i were this excited about getting down to the ballpark.
we're going to try to hit at least 20 home games this year: 20in07...
i'll miss Graham on TV though, RSB; i don't understand that move at all, or any animosity against him.
Posted by: Matt P | Wednesday, February 21, 2007 at 02:08 PM