What is the most effective way for a community to reach viewers of a baseball game? Here are two contrasting approaches on last night’s White Sox broadcast:
The Village of Bedford Park is not unknown to media consumers in the Chicago region; they advertise the advantages they provide for businesses, including plenty of water. The suburb has less than 1,000 residents but wants your business.
In this ad, there is little communicated about the Village outside of its name. Name recognition has some value; the Chicago area has hundreds of suburbs and knowing this small suburb could be consequential.
Contrast this approach with that of Sarasota. A bigger community of over 50,000 residents, the suburb emphasizes “beaches and beyond.” This could be aimed at tourists, visitors who bring in money to hotels, property owners, restaurants, stores, and more, or people who might want to relocate to a land of beaches.
This approach is more common when communities advertise. Including the name, a tagline or motto, and some sort of image – here Sarasota in a particular script and with a flowing tee – aims for name recognition and some knowledge about the community.
Are either of these approaches effective for baseball fans watching the game? Do they decide to take their business to Bedford Park or visit Sarasota? Many communities now advertise and engage in branding in similar ways but it would still be interesting to hear officials in both of these communities discuss the merits and return on investment of these marketing approaches.