Pittsburgh Riverhounds SC Market Strategy
By Daymond Kovaly
The view from Highmark Stadium in Pittsburgh, Pa during a Riverhounds game
The Pittsburgh Riverhounds SC were founded in 1999. This year marks their 25th anniversary.
This crest was introduced in 2018 and has served as the primary logo since.
The Pittsburgh Riverhounds SC, a prominent professional soccer team based out of Highmark Stadium, is gearing up for a significant expansion. As part of the United Soccer League (USL) Championship, the team is not only witnessing its growth but also that of the league as a whole. With plans to triple the size of their stadium, increasing capacity from 5,000 to 15,000, the Riverhounds are poised for an exciting future. However, to fill those seats, the team needs to think outside the box and employ untraditional marketing strategies to attract fans from 50 miles or more away.
Understanding the Challenge
With the USL Championship rapidly expanding and the Pittsburgh Riverhounds SC growing alongside it, the challenge lies in reaching potential fans who reside farther from the stadium. To achieve this, the team needs to engage in innovative marketing strategies that resonate with soccer fans who have yet to experience the unique atmosphere of a Pittsburgh Riverhounds game at Highmark Stadium.
Leverage Untraditional Marketing Channels
Social Media Takeovers: Partner with local influencers and soccer enthusiasts to take over the team's social media accounts. By providing behind-the-scenes access and exclusive content, these takeovers can generate excitement and intrigue among potential fans.
Interactive Online Campaigns: Develop interactive online campaigns, such as virtual scavenger hunts or trivia contests, with prizes like free tickets or merchandise. This not only engages fans but also creates buzz and increases brand visibility.
Gamification: Create a mobile app or online platform that rewards fans for engaging with the team online. Points can be earned by attending games, sharing content on social media, or participating in online challenges. These points can then be redeemed for exclusive rewards and experiences.
According to a study by Social Media Today, 71% of consumers who have a positive experience with a brand on social media are likely to recommend that brand to friends and family. Leveraging social media in creative ways allows the Riverhounds to expand their reach and attract new fans who may not have previously considered attending a game.
Utilize AMO, the Riverhounds Mascot
The name AMO came from Pittsburgh’s three rivers, Allegheny, Monongahela, and Ohio.
AMO Meet-and-Greets: Organize meet-and-greet events with AMO at local malls, community centers, and youth soccer tournaments. This provides an opportunity for fans to interact with the mascot, take photos, and learn more about upcoming games.
AMO Merchandise Giveaways: Offer free AMO-themed merchandise, such as stickers, keychains, or mini plush toys, at community events and local businesses. This serves as a fun and memorable way to promote the team and its brand.
AMO Mascot Challenges: Launch online challenges and competitions featuring AMO. Fans can submit their own drawings, designs, or videos featuring the mascot, with the chance to win prizes and be featured on the team's social media channels.
According to a report by Marketing Week, mascots are an effective marketing tool, with 95% of sports fans being able to correctly identify their team's mascot. By leveraging the popularity of AMO, the Riverhounds can create memorable experiences that resonate with fans and help increase brand loyalty.
Personalized Marketing Campaigns
Targeted Email Campaigns: Segment the team's email list based on location and interests, then tailor email campaigns to specific audience segments. Highlight upcoming games, ticket deals, and special events that would appeal to each group.
Geo-Targeted Ads: Utilize geo-targeted advertising on social media platforms and search engines to reach potential fans within a 50-mile radius of Pittsburgh. These ads can promote upcoming games, ticket discounts, and other incentives to attend.
Local Partnerships and Sponsorships: Partner with local businesses, organizations, and sports clubs to cross-promote events and ticket deals. This can include everything from joint marketing campaigns to in-store promotions and discounts.
According to a study by Statista, personalized email campaigns have an average open rate of 17.8%, compared to just 15.1% for non-personalized campaigns. By tailoring their marketing efforts to specific audience segments, the Riverhounds can increase engagement and drive ticket sales among fans within driving distance of the stadium.
Engage the Community
Youth Soccer Clinics: Host free or low-cost soccer clinics for youth players in the community. These clinics not only provide valuable training and development opportunities but also serve as a way to introduce young players and their families to the excitement of Riverhounds games.
Community Events and Festivals: Participate in local community events, festivals, and parades to increase visibility and engage with potential fans. Set up booths with games, giveaways, and information about upcoming games and ticket deals.
Charity and Community Partnerships: Partner with local charities, schools, and community organizations to give back to the community and increase brand loyalty. This can include everything from hosting fundraising events to offering special ticket packages for charity fundraisers.
According to a study by Nielsen, 66% of consumers are willing to pay more for products and services from companies that are committed to making a positive social and environmental impact. By engaging with the community and supporting local organizations, the Riverhounds can strengthen their brand image and attract fans who value social responsibility.
Conclusion
As the Pittsburgh Riverhounds SC prepares for a period of significant growth and expansion, it's crucial to implement untraditional marketing strategies to attract fans from 50 miles or more away. By leveraging social media, engaging with the community, and utilizing the team's mascot, AMO, the Riverhounds can create excitement, increase brand visibility, and ultimately boost ticket sales for upcoming games. With the right marketing approach, the team can look forward to filling their expanded stadium with enthusiastic fans eager to cheer them on to victory.
References:
"How Social Media Marketing Helps Brands Reach Their Goals" - Social Media Today
"Why Mascots Matter: An Analysis of Mascot Usage in Sport Marketing" - Marketing Week
"Email Marketing Benchmarks" - Statista
"Global Trust in Advertising" - Nielsen
"The Power of Personalization in Email Marketing" - HubSpot