The worst argument of all-time: “They’re doing anything for a buck.” I’ll defeat that argument right now: We all are. You’re no Sherlock Holmes if you determine that a for-profit business wants to make money. This discussion has come up a lot lately on Yawkey Way. The Red Sox in the home-opener against Baltimore Monday, April 11, began what will be seven months of David Ortiz celebrations. The Red Sox are honoring, pretty much serenading, the slugger who’s playing in the last of his 20 Major League Baseball seasons.
They’ll have themes for upcoming games, all kinds of apparel and are sure to do dozens of events and marketing campaigns around the slugger’s swan song season.
My take: So what?
You hear the cries from the fellowship of the misery in and around Yawkey Way: “This is too much.” “They’re all about the money.” “Even Yaz didn’t have this.” The naysayers think they’ve cracked the code on the Red Sox and ownership: They just care about making a buck and filling the seats.
Farewell Tour: Are the Ortiz Celebrations Too Much?
Guess what? You’re right. This is a business. They do marketing. They practice commerce transactions. The sell tickets. They want revenue. They care about other things outside the baseball diamond. If that means leveraging the face of their brand as often as possible this season, I say go for it. Call it overdone, over the top.
The fact is, most Red Sox fans will eat up each and every Ortiz celebration. They’ll buy the T-Shirts and bobbleheads. They’ll post pictures in hashtag campaigns.This is called customer engagement.The Red Sox are smart. They have a great marketing and events team (I recently interviewed one of their events executives).
I say let them do their jobs. And let the Ortiz good times roll, flyovers, bobbleheads and all.