From August 24th through the 27th , Major League Baseball will be introducing the 2nd Annual Players Weekend to baseball fans nationwide. If you are already a fan of the game then I do not have to tell you how successful this event was last year. Regardless if you love the game or not, it was a great example of how a little unconventional thinking and risk-taking together can create something wonderful in the process.
A Quick Description
Players Weekend is when fans are given a closer look at the personality of each and every baseball player on every team. Each player is allowed to wear a nickname on the back of their jersey for 3 consecutive games. Also, each player can wear a “tribute patch” on their sleeve that acknowledges someone or a group of people who they have great appreciation for helping them reach the Major Leagues. These two factors alone could be characterized as the genius of Players Weekend. Because of this, fans are able to get a personal complexion of almost every player on the field. This is coupled with colorful uniforms that are exclusively designed for the weekend. Moreover, players are allowed to wear colorful socks and kleets and unique bats — of their choosing — that would not normally be allowed in any other game.
Why I knew it Would be a “Hit”
I knew that Players Weekend was on to something special by watching how my wife reacted to the game. On most weekends we would have my hometown team, the Minnesota Twins, come into our living room. On most days depending on the score she will tune in and out over the course of 9 innings but during Players Weekend, my wife’s attention was acutely focused on the players. She was intrigued by the colors of the uniforms and the imaginative nicknames. Because of that, we had unchartered conversations about the players and their personalities the very first time. For example, Ervin Santana‘s — a Minnesota Twins pitcher — nickname was “Magic.” As we listened to the broadcasters we learned at the same time that Ervin (correct spelling) was a prolific baseball and basketball player in his home country, The Dominican Republic. And, it so happened to be that his boy idol was Earvin “Magic” Johnson. We also learned that Ervin’s real name was actually Johan but he changed it to Ervin to avoid confusion with another famous Twins pitcher who had the same first and last name. Without question, this conversation and mutual intrigue of the players that my wife and I had was singlehandedly catalyzed by this inaugural Players Weekend.
The Power of Being Personal
What Major League Baseball and the Major League Players’ Association did was a teachable reminder that organizations — no matter their industry, size, or location — should never stop to reimagine how to connect with customers in meaningful and untraditional ways. In this example, MLB focused on the product (i.e., the players) and made the overall platform (i.e., the game) experience much more personal in the process. By doing so, they were able to uncover new customers and deepen the loyalty of existing ones. It is because of this that I commend the MLB for their willingness to take a chance on this a year ago. I look forward to seeing this continue and only get better for years to come.
Michael Campbell is the Founder and CEO of FullEffect International, Inc. and Managing Director of FullEffecting Marketing, a boutique consulting firm that provides small and medium size businesses advising services focused on product marketing, and global business development.