When MLS is talking about entering the top five leagues, it hardly intends to thereby gain popularity in Europe. Its ever more appealing goal must be the Asian market.
It is commonly known that Asian sports enthusiasts spend more time on watching news and live broadcasts than anyone else on your planet. It’s not just statistics, however. China is now going through the same staff as the United States did after the Great Depression. I mean the introducing of Keynesian ideas.
China had to shift to promoting domestic consumption. Virtually, with growth in wages, causing exports to reduce, the Chinese government had no choice but to follow the path of the US.
What do we see now? The average salary in China has already outstripped that of some European countries and even Russia.
The Chinese now decisively aim at consumption. However, as demonstrated in the 90’s in the former socialist countries, they prefer foreign products at this stage. Yeah, there is a little shift drifting a little toward domestic brands, but not among the middle class.
We see the Chinese Super League developing rapidly. And it resembles MLS in essence rather than European leagues.
The NBA experience in China is further evidence of MLS aiming at this market. Even more interesting is the Chinese population striving for entertainment. Ask any marketer dealing with shopping malls in China.
Another one of the Chinese population peculiarities is a considerably high percentage of income which is saved.
Consider the beginning of the article with reference to Keynesianism. The Chinese government will have the people spend their money, the way it was done in the United States and helped, among other factors, the United States to develop into a prosperous country (amid all the rest, at least) with a huge market.
MLS will surely make use of it. MLS though has got a really big rival. China’s Wanda Group amazes with its activities and the scope of them both in China and all over the world. The aim of Wanda Group, in so doing, is clear. Especially since it was voiced by the group’s chairman Wang Jianlin. Money. Be sure to keep in mind that this kind of aim makes it hard to create an emotional product, such as MLS.
This is actually the question about postponed gratification or immediate gratification. The United States tend to have short-term orientations, while China has long-term orientations. However, everything changes, and the state’s position can play a tremendous role.
We see China launch a considerable number of big campaigns with huge budgets to change the citizens’ behavior. It’s not just Keynesianism, but also an incredible meat consumption reduction by 50%. I’m not sure social marketing would be the correct name for that, as long as campaigns of the kind are not really social initiatives, but economic and political ones.
It is known that there is a shifting now from Marketing 2 Consumers to Marketing 4 Consumers. We can observe this very shift with MLS. When analyzing all MLS marketing operations, we can’t help but notice a stunning level of MLS sports marketing.
At that, MLS marketing stands out even from other American leagues for its Marketing 4 Consumers activities.
The league is doing an excellent job with target audiences, while the clubs are working perfectly well on positioning. It is a tremendous work on providing experience that is going on.
We live in a time when consumers have the power to choose whether they agree with the message of marketers or not.
Consumers have had no real voice before. Whereas now we see that even when it comes to fashion, with one company running the show and dictating all global trends, even so, consumers are able to go contrary to the trend which is followed by all the major clothing manufacturers of the world.
The main advantage of MLS is that the league is primary and can determine for clubs to do their best for a common cause, rather than compete with each other, which often results in an unattractive Catenaccio.
MLS can manually regulate the easing of the teams’ defensive line for more goals to be scored during the game. I’m talking about both literal transfer regulation, and possessing the factors that make it profitable for clubs to engage good players into the positions that will enable them to show their worth more fully – into that of the forward line.
MLS is committed to work with fans. It’s the only way, if you have prominent competitors both inside the country (NFL, MLB, NBA, etc.) and outside (EPL, which enjoys more interest in the United States than MLS does).
It makes sense that MLS has chosen a different approach. The league’s marketers employ predictive analytics for working with fans.
One gets the general impression that MLS is trying to extend its passion for data to ordinary supporters. Just watch analytical shows and compare them with those in Europe.
The problem of any excellent marketer is that he/she loses sight of an ordinary supporter behind continuous data analyzing. It’s quite a norm, since empathy toward members of other groups works as it should in no more than 25% of cases.
Even a geek who is crazy about fantasy sports can get fed up with data in its excessive demonstration. And there are also other groups of fans, who don’t care a hang about statistics.
Marketing doesn’t stop with accumulated data processing. Everybody is well aware of it, but nevertheless keeps sticking, in many cases, to standard solutions which help achieve a certain result. In doing so, however, we can’t measure their effectiveness.
At the same time, we see intriguing examples of marketing from international sponsors in MLS. Compare your feelings from Heineken commercial in the Champions League with that of MLS.
The issue of the US beer market is a very fascinating one and is probably known to almost all marketers, because it demonstrates quite vividly the basic principles of marketing.
Audi keeps on flirting with its target audience so skillfully that I am ready to admit that even if there is no strong marketing in Europe, it is because it came to be centred in Audi.
What about a classical music orchestra preceding an MLS game under the brand of Audi? What a marvelous experience from NBA and what a striking similarity to Audi.
These days, there emerges a vast amount of data. Its proper interpreting is the key to success.
We see that we can use Wi-Fi in the stadium to target our audience in order to approach it in the most effective way, but let’s not forget that every approach should involve much more, than just an urge to gain as much as possible.
Leon The Alien
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Images: Elti Meshau, Pexels