The Pittsburgh RiverHounds
by: JaMario Clements
Highmark Stadium “Home of the Riverhounds”
Since their founding in 1999, the Pittsburgh Riverhounds have been a cornerstone of professional soccer in the United States. This year, as they celebrate their 25th anniversary since first game, the team is not only looking back on their storied history but also ahead to a promising future.As a prominent member of the United Soccer League (USL) Championship, the team plays their home games at Highmark Stadium, a venue that has witnessed countless memorable moments in Pittsburgh soccer history.
Looking ahead, the Riverhounds are embarking on a significant expansion effort, with plans to triple the size of their stadium. This expansion, which will increase capacity from 5,000 to 15,000 seats, reflects the team's ambitions to grow alongside the league and further solidify their position as a soccer powerhouse.
To achieve this goal, the Riverhounds are exploring innovative marketing strategies to attract fans from beyond the city limits. By thinking outside the box and engaging with communities within a 50-mile radius of Pittsburgh, the team aims to fill their expanded stadium with enthusiastic supporters ready to cheer them on to victory.
Digital Strategy
for the river hounds success in increasing ticket sells and fan attraction they need to implement the—
ACES STRATEGY- Anaylze | Create | Engage | Strategize
A - Analyze the Audience:
Understanding the demographics and psychographics of the target audience is crucial. Conduct surveys, analyze social media insights, and gather feedback from current attendees to tailor offerings that resonate with fans.
C - Create Compelling Experiences:
Enhancing the matchday experience goes beyond the game itself. Introduce themed events, fan contests, and exclusive meet-and-greet sessions to create a vibrant atmosphere that keeps fans coming back for more.
E - Engage Fans Year-Round:
Maintain a strong presence in the offseason through community events, player appearances, and digital content that keeps fans engaged and excited for the upcoming season.
S - Strategize Ticket Offers:
Utilize dynamic pricing strategies based on demand, offer season ticket packages with exclusive perks, and partner with local businesses for promotional deals to drive ticket sales. Create a sense of “Fomo” (fear of missing out) when it comes to the offers.
Conclusion:
By implementing a comprehensive strategy that focuses on audience analysis, creating engaging experiences, year-round fan engagement, and strategic ticket offers, the Pittsburgh Riverhounds can elevate their ticket sales game and solidify their position as a cornerstone of Pittsburgh sports culture.
So How Should They Be Utilizing Social Media?
In today's digital age, social media has become a powerful tool for sports teams to connect with fans, increase brand visibility, and drive ticket sales. For the Pittsburgh Riverhounds, leveraging social media effectively can be a Make or Break Situation for growing their fan base and Increasing these ticket sales.
Here are some key strategies the Riverhounds should consider:
1. Targeted Advertising Campaigns: Utilize targeted advertising on social media platforms to reach specific demographics, such as local sports enthusiasts or fans of related teams. By tailoring ads to these audiences based on interests, location, and behavior, the Riverhounds can increase the effectiveness of their campaigns and drive ticket sales. Also the use of Retargeting Ads would be very beneficial to reach new ticket buyers.
2. Interactive Fan Engagement: Engage fans with interactive content such as polls, quizzes, and challenges. For example, the Riverhounds could run a "Fan of the Match" contest where fans submit photos or videos showing their support for a chance to win a prize. This not only fosters a sense of community among fans but also increases social media visibility as fans share their entries.
3. Partner Collaborations: Collaborate with sponsors, local businesses, and Social Media Influencers to reach new audiences and create mutually beneficial partnerships.
Duquesne’s Tre Clark (on the left). Daedae Grant (on the right)
For example, having Duquesne University's point guard Daedae Grant and shooting guard Trey Clark at the stadium right after march madness was the best practice seen recently.
This video opens up eyes to students of Duquesne who are familiar with these athletes and in the target audience of the Riverhounds due to the proximity of Duquesne University. Partnering with local influencers and athletes can significantly increase the team's visibility and attract new fans.
Others strategy include:
4. Behind-the-Scenes Access: Offer behind-the-scenes access to practices, locker room moments, and player interactions to give fans a unique glimpse into the team's world.
5. Real-Time Updates: Provide real-time updates during games, including score updates, key plays, and player performances. This keeps fans informed and engaged, even if they can't attend the game in person. Riverhounds could simply do this via. Instagram story post!
6. SMS Marketing: Use social media to drive leads into a sms marketing service this way the river hounds are able to collect valuable data that will allow greater chance of sales
Conclusion
As the Pittsburgh Riverhounds celebrate their 25th anniversary and look ahead to a promising future, their expansion plans and commitment to excellence on and off the field signal an exciting new chapter for the team. To ensure their continued success and growth, the Riverhounds are implementing innovative strategies like The ACES Strategy—Analyze, Create, Engage, Strategize to attract fans from beyond the city limits and fill their expanded stadium with enthusiastic supporters.
In addition, focusing on social media effectively can be a game-changer for the Riverhounds in growing their fan base and increasing ticket sales. using things like Targeted advertising campaigns, interactive fan engagement, and strategic partnerships can help the Riverhounds reach new audiences.
As the Riverhounds continue to make strides in the USL Championship League and captivate audiences with their thrilling matches, their commitment to excellence and innovative approach to fan engagement are sure to make them a team to watch in the years to come.
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References:
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Lambrecht, Anja, and Catherine Tucker. "When does retargeting work? Information specificity in online advertising." Journal of Marketing research 50.5 (2013): 561-576.
Bekman, Müge. "The Effect of FoMO (Fear of Missing Out) on Purchasing Behavior in Public Relations Practices." Selçuk İletişim 15.2 (2022): 528-557.
Knott, Olivia. "Best Practices of SMS Marketing." 27 Feb.
"Pittsburgh Riverhounds SC." Pittsburgh Riverhounds SC, www.riverhounds.com/.
"Soccer Stadium Digest." Soccer Stadium Digest, soccerstadiumdigest.com/.