Essay Sample on Promotional Marketing Campaign for Savanah Bananas

The Savannah Bananas are a baseball team located in Savannah, Georgia, founded in 2016 by Jesse& Emily Cole (Fans First Entertainment) playing in the Coastal everyday league. They play their home game matches at Grayson Stadium, and the team has been featured on CNN, MSNBC, and sports exemplified for their distinctive promotions such as dancing players, playing games in kilts, and a break-dancing baseball coach. The team has won league champions once in 2016 and was also named the league's organization of the year in both 2016 and 2017. In every game of the 2017-2019 seasons, the teams sold out tickets and are currently on an 88-game sellout streak. It is based mostly on its marketing; however, maintaining brand equity is challenging hence the need to develop an appropriate promotional campaign for Savannah that will be effective and efficient that will assist in accomplishing its target marketing objectives.

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Grassroots Campaign

The purpose of this marketing strategy to target a given target population in the hope that the people will help market the brand; in this context, focusing the diehard fan base will help. AIDA model identifies the cognitive stages of a person through the process of purchasing, that is, Awareness, Interest, Desire, and Action. This strategy meets AIDA promotional strategy since it identifies a particular population whose affection for Savannah Bananas is undisputed; there is genuine interest for them. They begin by creating awareness, and as a result, the people will express their interest; thus, sales start. After which an emotional connection is established and then generates an interaction program with the population as Savannah Bananas aims at branding itself to them.

Measuring its effectiveness will be based on the number of new supporters coming to cheer Savannah Bananas when playing; this will mean there will be increased sales of tickets in every game. In my perspective, this strategy will work since it directly approaches a niche population affiliated to them; thus, the marketing strategy is relevant.

Social Media Promotion

Most convenient for Savannah Bananas to connect with their fans in a relaxed environment and provides a personal touch as well as connection with consumers at any given moment. In line with the AIDA model, social media adheres to its principles of creation of awareness, and by so doing, it creates interest to more consumers of their services. Desire is sparked from what consumers receive in terms of expression of affiliation with Savannah Baseball fans. In terms of measuring its effectiveness, noting keenly the constant increasing of social media followers reciprocated in events that Savannah Bananas are carrying out. This strategy is likely to work since almost everyone has access to a smartphone, and social media platforms have been the order of the day.

Contests as a Promotional Strategy

Savannah can create competition amongst fans, whereby the winners are to be awarded. In trying to keep their fans happy, they would attain the promotion of their brand to the Baseball followers. Sponsoring contests attract attention. AIDA is all about triggering individuals' cognitive behavior towards a brand. The contest promotional strategy works purposefully to create awareness, trigger interest, generate a connection, and increase the rate of activities. This strategy is deemed competent in context to Savannah Bananas in that, through seeking attention, some individuals will be enticed by their events.

Reference

Heater, K. (2019). Social Media is Bananas: The effect social media has on rebranding and customer attraction and retention.