When tradition marketing tactics are unavailable, an organization must find a new way to communicate their product to the consumer. A prime example of this is the brand new Women’s Professional Soccer (WPS) league. The league debuted a week ago and already the deck is stacked against this league from succeeding. Some of the challenges t this new league faces include an already crowded American sports market; a long lead time to develop a following; no regional television contracts; a downward world economy; and a real struggle to sustain pro women sports like the WNBA. Yeah, this seems like a tall order to overcome just to survive. However, the WPS has a few tricks up their sleeves.
The WPS has specified a target market of tween and pre-tween girls and has selecting smaller, more “cozier” arenas to give their fans a more intimate feeling. In addition to a specified target market and arena selection, the WPS is experimenting with media technology called Twitter. Twitter has become the third largest social media network. It allows a user to post a mini blog of about 140 characters to subscribers. This has been a great way to stay connected, but it has an even cooler function: up to the minute interactions on events that are occurring on the pitch. Yes, that’s right; the ladies of the WPS are being encouraged to twitter while on the bench, before the game, during half time, after the game, and after being subbed out. Not only is this a revolutionary way of using this technology, but it also provides a subscriber and fan a new dimension of interaction.
Aided by Twitter, the WPS is expanding in the digital world through their interactive website. The website has had some considerable foot traffic in the last few days and weeks leading up the debut game. On the website, the WPS has other social connection points via Facebook, Youtube, and Fan Corner, the WPS fan community.
New media networks are being developed all around us. If a game isn’t being televised, it can be found on the radio or can be streamed to your computer through the internet. Up to the minute stats and results can even be texted to your cell phone!
If this new media device is successful, imagine how it could transform other sports: Kevin Garnett could be twittering about his game while on the bench, Jeff Gordon could talk about his race strategy at a pit stop, Tiger could post after each hole while on the course, and yes, A-Rod can twitter about what roids to use to enhance our performance. What, too soon?
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