How P&G Inspired Cleveland Indians to Offer Fewer Bobbleheads
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Cleveland Indians fans can expect an injection of new blood this season from former New York Yankee Nick Swisher, speedy outfielder Michael Bourn, and ex-Red Sox skipper Terry Francona. One thing they can’t expect: lots of bobblehead giveaways this season.
In fact, while the Tribe in the past has planned five to seven promotions featuring bobbleheads — wobbly figurines of beloved team players — the 2013 season will bring just two, according to Alex King, VP-marketing and brand management for the Cleveland Indians.
Marketing-mix modeling, a data-centric marketing approach that’s still novel in the sports world, drove that decision, he said. “What we found is, it’s most incremental for us to have more giveaway nights and fewer giveaways per night,” said Mr. King, a former P&G exec who grew up a Cincinnati Reds Fan. So, rather than give a promo to every attendee, only the first 10,000 or 15,000 might get them.
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