as regional advertising, the minor league
team (whose stadium is an accessible 20
miles from Baltimore) invited disappointed
fans whose Oriole games were canceled to
bring their Oriole tickets to a Baysox game.
Upon showing the ticket, the fans could buy
a ticket to that Baysox game, have their Ori-
ole ticket returned to them for use at the Ori-
oles’ makeup games, and also receive a
free ticket to a future Baysox game. What
150 Chapter 6 Marketing Corporate Meetings, Products, Services, and Events
Chapter Challenge
was accomplished with that marketing strat-
egy? The minor league team created a
unique form of cross-promotion, a sense of
community spirit, bigger crowds, and happy
fans. In addition, the Baysox generated a
new customer awareness of the team, its
convenient location, and the charm of
small-town minor league baseball in its mar-
ket area.1.You have been asked to propose a
promotional campaign for a corpo-
ration’s annual sales conference and
awards dinner. You have never worked
in this capacity for this company in the
past. What elements of the corporate
culture would be important for you to
know in analyzing the firm, its people,
and its mission prior to preparing your
proposal?
2.What steps would you take to establish
relationships among the media in a com-
munity hosting the sales conference and
awards dinner? How would you deter-
mine which components of the media
should be included?