Article: Baseball and Business: The Twins and Timing

[Twins Fan From Afar]

Last season, I'm sure you remember the Twins' ill-fated attempt to charge a select group of fans to watch the Twins take batting practice at home games. To be fair, fans currently don't get to watch the Twins take BP at Target Field, and several teams have a similar program in place, so this idea was not at all unfounded. But the reaction was crazy. People railed against the team such that, only a few hours after the team released the announcement, it was retracted. I didn't blog about this at the time, because it was covered everywhere. But to me, this was an example of really poor timing -- not a poor idea.The team was bad and fielding rather pathetic lineups. The idea that fans would pay extra to watch players like Wilkin Ramirez or Pedro Florimon take BP -- players that would be in AAA on a good team -- suggested to me that the organization was out of touch with a large portion of its fan base.

 

Yesterday, as I'm sure you've heard by now, the Twins released a "brand" survey to some fans, which included the question "[c]urrently, which one brand is the most similar to the Twins brand?" The answer choices were all automobiles: Taurus; Volvo; Mustang; Ford pick-up; Cadillac Escape; BMW; Mercedes; Mini Van; Dodge Viper; Prius Hybrid. Accompanying the car names were descriptors such as "fast and sporty," "quality and luxury," and "efficient and forward-thinking." Of course, none of these automobiles, and none of these descriptors, match the Twins. Maybe mini van comes the closest, but perhaps a more accurate descriptor for the current Twins brand -- "cruising" toward its 4th consecutive 90-loss season -- would be "my '97 Honda Civic after the CD player was stolen and there was a big hole so you could see almost into the engine."

 

Not surprisingly, this question became a laughingstock. How bad did it get? Keith Olbermann named the Twins' marketing department as his nightly "World's Worst." On national television.

 

Fast-forward nearly 24 hours, and the Twins have yet to say anything publicly about this. Nothing on Twitter from the team, President Dave St. Peter or Mike Kennedy (Twins PR). Do they need to apologize? Of course not. It was a stupid little marketing brand question that went viral, and that seems to happen frequently these days as businesses realize the importance of social/digital marketing and venture into previously uncharted territory. But it did suggest that, perhaps, the organization hasn't learned much in the past year. If the front office really thinks that the Twins are anything like a BMW, or are "urban and street-wise" (how can that even translate into athletics???), or any of those other vehicles or descriptors, the front office is still very much out of touch with what is apparent to everyone else.

 

Social media and digital marketing failures happen all the time. And people get past them. But this is still an embarrassment for the Twins who, in my opinion, are usually pretty good with their ads and marketing stuff. To do nothing for 24 hours, especially after you've been taken down on national television, is just stupid. So what do I suggest? Think like a minor league team would. Do something outside the box. Just. Do. Something. I'm not just going to sit here and make fun of the team without suggesting alternatives. So here are two awful ideas.

 

1) Really own this failure and give away a mini van at the last home game of the season. Or donate one to one of the many deserving MN nonprofits. It can be from Mauer Chevrolet. 2) Have a Keith Olbermann day at the ballpark. Invite him to throw out the first pitch. Or ban him from the ballpark for life. Whatever. Free or discounted tickets to people with the legal name "Keith" or "Olbermann." If your birth name is "Keith Olbermann," you get Champions Club seats.

 

Now, I'm an attorney, and I rarely get involved on the creative side at my job. You can see why. But at least these ideas are something. It's better than silence. At the very least, Dave St. Peter should get on Twitter (where he is very accessible and patient with fans), and say something funny to Olbermann. Maybe take him down a peg?? Again -- something. Like the batting practice thing, this will go away in a few days. But the team: a) demonstrated once again that it's out of touch with reality, and missed an opportunity to turn an embarrassing negative into something positive, or at least a little funny.

 

Click here to view the article

[JB_Iowa]

Instead of funny, he did this (as you know):  http://blogs.twincities.com/twins/2014/09/04/twins-president-responds-keith-olbermann-bit-tone-deaf-get/

 

 

For someone whose background is in marketing, he seems to have lost it.

[Hosken Bombo Disco]

Yep. The Twins need to just own it. Maybe you've found your professional calling after all.

 

Also, the problem is not the marketing, as much as it is the Win-Loss record and management's complacency about doing anything about it.

[Otto von Ballpark]

But this is still an embarrassment for the Twins who, in my opinion, are usually pretty good with their ads and marketing stuff.

Is this still true?  I feel like they might be coasting in this regard too.  The "Get to Know 'Em" campaign was fun back in the day, but it doesn't feel like they've had a particularly notable ad campaign or promotion since then.  Might be part of the tone-deafness -- like they still expect the team to sell itself like it was the 2002-2010 team (as hinted at in Dave St. Peter's response to Olbermann), and the stadium to sell itself like 2010 every year.

 

Great article, by the way!

[jokin]

2) Have a Keith Olbermann day at the ballpark. Invite him to throw out the first pitch. Or ban him from the ballpark for life.

 

At the very least, Dave St. Peter should get on Twitter (where he is very accessible and patient with fans), and say something funny to Olbermann. Maybe take him down a peg?? Again -- something. Like the batting practice thing, this will go away in a few days. But the team: a) demonstrated once again that it's out of touch with reality, and missed an opportunity to turn an embarrassing negative into something positive, or at least a little funny.

 

Dave St Peter....  Patient with fans?.... do you mean like the time he called out the fans on Twitter, something to the effect, "I can't believe all of this fan angst about the 25th man (Bartlett)."

 

Yes...... A pre-game DSP vs. KO Funny Insult Slam-Off.... with Seinfeld as the umpire, Comic. Gold:

 

http://www.olbermannwatch.com/images/baseballdiploma.jpg

[Paul Pleiss]

You have some great ideas. I love the discounted seats for Keiths. I was once in a band called "Running From Keith." Can I get discounted tickets too>

[diehardtwinsfan]

excellent article.

 

In my college marketing class in the late 90s (in Cleveland, OH, btw), I had to watch a case study video on the Minnesota Twins and their marketing. In this particular case, it emphasized how they were successful in bringing fans to the Metrodome to watch some really bad baseball. As well, I got my first taste on some of the economics of baseball.

 

I know we love TF, but I wonder if things like that tend to make people soft, or just lazy. They now have a beautiful park that can attract fans, and so it makes their jobs a bit easier... and when the job gets easier, people sometimes get sloppy. Bottom line, the marketing group is pretty clearly out of touch.

 

Oh, and I don't think your Civic is a good comparrison. I have a 98 Civic that I still drive. It will it 300k miles later this year and I got 45 mpg on my last fill up. I suppose if you are talking race cars that it might be a good comparrison if it's opponents are a BMW, Porsche, Charger, and a 1970s mustang, but that car is reliable and does what it needs to do. Not sure I'd disrespect my Civic and compare it to what has been on the field the last 4 years.

[Badsmerf]

I would have said Ford pickup. Always broken down and the wrist thing on the road.

 

Bazinga.

[iTwins]

I actually get where Dave St. Peter is coming from and fully understand and agree with their need to track how their perception has changed amongst fans over the last four years (all from the link JB posted).

 

However, to sit there and say "It's not tone deaf" is...well...tone deaf.

 

While I'm sure this is one variant of a question that could be asked in many different ways, you HAVE to understand that a question phrased that way at this time is completely dense.

 

Marketing research works in multiple ways, and while a truly negative response (let's use Olbermann's "yugo" example) isn't going to get you accurate data, a survey full of good options won't help much either.

 

In the end it just feels like the team doesn't really understand what their fans are feeling, despite the fact the FO is assuring us otherwise.

 

Do I think the Twins need to respond to Olbermann? Nah, that's what he wants. What I want them to do is LEARN from this and not repeat their mistakes.

[Willihammer]

1) Really own this failure and give away a mini van at the last home game of the season. ... It can be from Mauer Chevrolet.

 

Click here to view the article

Oh  you mean the City Express?

 

http://images.dealerpro.net/images/uploads/organizations/534/markup/express1.jpg

 

Look at those rims! Bling baby!

[Steven Buhr]

Yeah, St. Peter chose to react indignantly, which doesn't surprise me. I get that he wanted to have his marketing staff's back, but showing some semblance of a sense of humor would have been good.

 

The survey thing is what it is. I doubt the survey was drafted by anyone with the Twins. Typically, these things are done by a consultant group. In most cases, I would bet they use the same survey questions every year and they use them for all of their client companies. Only by applying that level of consistency will they be able to both compare their own results from year to year AND compare themselves with other clients of that consultant group, both within their own sports/entertainment industry and outside their industry.

 

So the media essentially picked one question out of perhaps hundreds and used it to poke some fun at the Twins by removing all context. Wow, how unusual, right?

 

Frankly, I don't think the survey question was nearly as reflective of organizational tone deafness as St. Peter's reaction was. The Twins president can repeat, "We get it," over and over if it makes him feel better, but there are just so many examples out there that they really don't "get it." And his reaction is just another example demonstrating that.

Edited September 5, 2014 by Steven BUHR

[jay]

While the 'turn something embarassing into funny' approach is great, I'm not sure it's the right strategy for this situation. 

 

Is it appropriate for the Twins to make fun of their terrible performance?  I'd imagine they're already embarassed enough as it is.  Making fun of it could just as easily be perceived as not taking it seriously. 

 

I'm okay with them fighting back against being portrayed as a joke.

[TheLeviathan]

Or they could have avoided sending out a stupid survey question that could have just as easily asked "How badly do we deserve to be made fun of for this inane attempt at cleverness?"

 

Genuine survey questions to gauge the fan base is something all of us would understand.  What they're being mocked for is nothing of the sort.

[Linus]

First off, the Twins likely did not create or complete the survey.  As another poster noted, this is almost always done by a third party specialty organization.

 

Second - who cares?  Is this really a big deal?  Are we so hard up to rip the Twins that we are going to worry about this?  I personally am glad they are ignoring it - shows that they might have something bigger to worry about.

[TheLeviathan]

First off, the Twins likely did not create or complete the survey.  As another poster noted, this is almost always done by a third party specialty organization.

 

Second - who cares?  Is this really a big deal?  Are we so hard up to rip the Twins that we are going to worry about this?  I personally am glad they are ignoring it - shows that they might have something bigger to worry about.

 

Except they didn't ignore it.  They responded like that straight man in a comedy sketch.

 

Either way, the Twins paid for that third party and put their name on their work.  I hardly see how that absolves of them of putting out a comically lame survey.

[Linus]

Except they didn't ignore it.  They responded like that straight man in a comedy sketch.

 

Either way, the Twins paid for that third party and put their name on their work.  I hardly see how that absolves of them of putting out a comically lame survey.

Absolves them of what?  Approving of a survey question that Keith Olberman found funny?  Complete non - issue.

[TheLeviathan]

Absolves them of what?  Approving of a survey question that Keith Olberman found funny?  Complete non - issue.

 

Absolves them of an absurd survey question ripe for mockery.  You know, the kind of stuff a segment of a show that mocks absurdity relishes having gifted to them.

 

St. Peter's mind-boggling response was icing on the cake.  

[Hosken Bombo Disco]

I would have said Ford pickup. Always broken down and the wrist thing on the road.

Bazinga.

Haha, well some fans are happy to push a Ford than drive a Chevy..

[Craig Arko]

The Twins should offer free beer to everyone who completes the survey.

 

Rankings will skyrocket.

[70charger]

The Twins should offer free beer to everyone who completes the survey.

 

Rankings will skyrocket.

 

Wait, I just had a brainstorm.

 

10 cent beer night! Think of all the fans that will show up! What could possibly go wrong?

[70charger]

I suppose if you are talking race cars that it might be a good comparrison if it's opponents are a BMW, Porsche, Charger, and a 1970s mustang, but ...

 

I have almost nothing of value to add to this conversation, but I appreciate that when you think of hot cars, you think of Chargers right up there with Porsches.

 

Warms my heart.

[Rosterman]

So, they want to go after the car advertising market above and beyond Mauer Chev.

 

Seems the team also has an answer to unsold tickets (which they can't give away when $5 is all it takes to but stubhub in September to get into the stadium)...we will give you free food if you buy from us at the $20-200 level.

 

Open the gates real early for batting practice NOW.

 

Gonna be a tough season ticket sale (no All-Star game). Betting the Twins don't hit 15,000.

 

More people went to the State Fair!

[Don't Feed the Greed Guy]

The Twins and Timing: 2015 arrives and Sano breaks camp for the big leagues. Fans pay to watch him and Vargas take BP, but leave before the game starts. Who can stand to watch Nolasco & Co. give up four runs in the top of the 1st?

[big dog]

Wait, I just had a brainstorm.

 

10 cent beer night! Think of all the fans that will show up! What could possibly go wrong?

Ooh, and we can have them throw disco records in a pile in the outfield, and we could blow them up with real dynamite!!!  Ah, those were the good old days.  Dime beers and dynamite- that could work.

[drjim]

I think the Twins have reached a point where it is impossible for them to do anything without being criticized. The only difference was this was a national guy instead of local.

 

The Twins have reached a point where people are just looking for a chance to pile on and are actually upset when something positive happens.

 

And I"ll repeat my defense of the marketing department - it might look bad, but there is really no way to put lipstick on this pig and make it presentable. That isn't the marketing department's problem.

[JB_Iowa]

The exchange was funny and the survey question was stupid (and living in Iowa, I have been exposed to lots of stupid survey questions by political groups this year when I bother to listen).

 

But St. Peter was right in his latest response:

 

Dave St. Peter ‏@TwinsPrez  · 3h 
@KeithOlbermann Honored. By the way, love the show.

 

 

Don't make a mountain out of a molehill -- a little humor or self-deprecation goes a long way.

[zchrz]

This fits right in with the rest of the way the twins are run.  Management pretty much throughout is stuck behind the curve.  Much like Ryan and Gardenhire are stuck in antiquated methods of evaluation and game theory the media team is stuck in the past with regards to the internet.  They make fantastic tv commercials and do all the stuff everyone already has been well but fail to embrace the digital age.  The youth movement is here with regards to the players but it needs to sweep over the entire organization. 

[oldguy10]

zchrz - terrific response, it will be nice when the entire organization moves into the 21st century, won't it?

[zchrz]

zchrz - terrific response, it will be nice when the entire organization moves into the 21st century, won't it?

 

Yes it will, the current leadership has done good things over their time here but are continually falling farther behind the way the game is going.  Its not quite the country club that Glen Taylor runs with the Wolves but its getting close, there needs to be some new energy and ideas injected from outside the organization.  I could probably be sold on Dougie Baseball as the next manager but that is about the only in house move appealing to me, and that is just because I have a massive soft spot of Mientkiewicz.. 

[Thrylos]

Wait, I just had a brainstorm.

 

10 cent beer night! Think of all the fans that will show up! What could possibly go wrong?

 

Nah.  Math is: $20 for a ticket plus $15 for parking, if someone is after cheap beer, better go buy a keg.  Less traffic.