CNBC's Darren Rovell reports on the success the Giants had with their recent Filipino Heritage night:
The Giants are attributing about 10,000 additional fans to the promotional cultural night tonight as they honor Filipino boxer Manny "Pacman" Pacquiao, who will be throwing out the first pitch before the game.
Fans who buy special tickets will get a ticket to the game and a Pacquiao bobblehead. Pulling in that many fans for a promotional night can be qualified as an incredible success, especially in these economic times.
A success indeed, but the real story about ethnic marketing is less about individual promotional nights and more about the long term cultivation of a given ethnic fan base. A great example of that is what the Diamondbacks have been doing for several years. In addition to promotions like the Pacman bobblehead thing, the Dbacks have added Spanish translations to the English messages on the signs in the ballpark, entered into promotional partnerships with media outlets such as Univision and La Voz, installed ticket kiosks in major Hispanic shopping areas around Phoenix, and created an "Ambassadors Club" of Hispanic community leaders to spread the word of how fun and accessible Dback games can be on a grassroots level. Perhaps most impressively, beginning in 2007, the team essentially subsidized the full Spanish-language broadcast of its games on a local TV station, with its own play-by-play, color commentary and on-field announcers, in what team officials called "a three-hour commercial" for the Diamondbacks.
For all of the stories we've seen recently about certain teams trying to make their product seem more exclusive -- and failing -- it's nice to know that clubs like the Giants and Diamondbacks are reaching out to bring as many fans into the fold as they can.