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You want the best seat in the house? Buy the naming rights to a baseball stadium. That is what Clipper Magazine has done. Pure and simple marketing with a capital M. Ian Ruzow, Co-Founder of Clipper Magazine sees the "Clipper Magazine Stadium" (which will be located on North Prince Street in downtown Lancaster) fulfilling a dual purpose. "This year Clipper Magazine is celebrating its 20th Anniversary and we were looking to do something unique that would further enhance our brand in our hometown. What better way to give back to the community that has made us so successful, while at the same time getting our name out in the public in such a positive manner." Ruzow believes that this marketing plan is prime for the company, but also very positive toward revitalizing downtown Lancaster. "The stadium will be a place for families to come and spend some quality time together," added Ruzow. Clipper Magazine was able to purchase the name rights to the stadium by pledging $2.5 million over ten years. This pledge goes to the overall price tag of $20 million to build this 5,700-seat ballpark.
So, what exactly is the return on investment for such an ambitious endeavor? According to Ruzow, "it is a very powerful way of getting our name to the market on a consistent basis." Also, Clipper will not have any competitors since it is unlikely that another stadium will be nearby. "We will have many opportunities to work with the players on joint marketing efforts… we will obviously have the opportunity to invite prospective customers and current customers to games," added Ruzow. Beyond all the marketing angles, Ruzow contends that the "win-win" here is truly established for Clipper Magazine, for their clients and for the community. "There will be so much going on at the Stadium, that it will be a great venue to come out for the day," Ruzow said.
Article by Paula R. Hoover - Lancaster Business 2 Business |
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