"When I started working here I was the only person in the box office who spoke Spanish, and there was a need for me." Juan Martinez, Director of Multicultural Marketing at the Miami Marlins, reflected, when describing to me the growth of Miami's pro sports into Hispanic marketing from humble beginnings. From the implementation of its first Hispanic marketing department in 1997 (with Martinez at the helm of the team store) to a department that is now deeply immersed in one of the most culturally diverse baseball communities across the U.S., the Miami Marlins have come to understand not only the potential in embracing cultural heritage within their fanbase, but also in marketing across the generational divide.
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"It's about speaking the language of the customer," Martinez explained when discussing why his role has become so critical and why as many as sixteen other Major League Baseball teams have created similar positions, twelve alone since he began. As a Miami native growing up in Little Havana, with over fifteen years with the team, Martinez has come to embrace what many would consider an incredibly challenging sports market: tourists, retirees, and a wealth of first, second and third generation Hispanic immigrants planting roots in the gateway to the Americas.
"Where other markets west of the Mississippi are pretty homogenous, where 90% plus of the Hispanic community there are Mexican or of Mexican descent, here it's a whole other ball game," Martinez describes. "Here, it's the Caribbean Hispanic, a very small percentage are Mexican. It's dominated by Cubans, Puerto Ricans, Dominicans, and Venezuelans, with some Columbians, and it's a very unique challenge." Yet despite the obstacles, Martinez and his colleagues are finding their strengths in creative marketing, here's what sets them apart in a town known more for its nightlife than its baseball.
Cultural Recognition
With so many ethic communities populating the Miami metro area it might seem advantageous to trim resources and focus on one all-encompassing Hispanic marketing strategy. However the Marlins understand that at the heart of every consumer is the desire to feel special and acknowledged. So while many MLB teams have implemented one Hispanic heritage day in September to recognize the community at large, the Marlins have added to that day with other monthly Hispanic heritage nights as well, throughout the season. Every large Hispanic community that flows through the doors of Marlins Park gets a night, meaning Cubans, Puerto Ricans, Venezuelans, and Colombians are all recognized with a night filled with rich foods, country specific entertainment, and even a special edition Marlins hat with their home country's flag emblazoned on the side. The Marlins understand both individual recognition and cultural inclusiveness are critical to their growth in an melting pot of consumers. Also in the works, a Central American heritage night in conjunction with a new sponsor, and an Asian American night in partnership with the Japanese, Chinese, and Korean Chamber of Commerce that has just opened its doors in Miami. The Marlins are ready and willing to roll out the welcome mat so every group feels at home in the ballpark.
Effective Communication Channels
The Miami Marlins pride themselves on their ability to operate a bilingual organization in a multicultural market where so many dialects and cultures make traditional communication strategies unrealistic. The ballpark signage reads in Spanish and English, guest services employees are overwhelmingly bilingual, and Martinez himself makes it a point to stay vocal and active in the Spanish community including four hours of Spanish radio appearances a week. Not only that, but the organization is rich in speaking the language of its community across all digital tools. The Marlins have a Spanish website and Spanish versions of their Facebook and Twitter pages that attract a strong following. With smartphone use at an all time use among Hispanic audiences, the Marlins understand that Hispanic families are putting more phones in the hands of their bilingual children as a lifeline of communication so that the children are reachable at all times. This means having a presence that speaks to the community there as well, with content that is mobile friendly including the implementation of the MLB At the Ballpark App to assist with needs around the stadium.
Bridging the Generational Gap
To say that marketing to senior citizens is not sexy, might be putting it mildly, and maybe that's why so few in Major League Baseball seek out the market except for the Marlins. Miami is a city filled with the hottest beaches, nightclubs, and one of the most successful NBA teams in the league, and the Marlins know their biggest consumers aren't likely to be the easily distracted 20-somethings. Instead they've branded themselves as the affordable family fun alternative, safer than an NFL game, less expensive than an NBA game, and with more opportunity for the entire extended family to come and enjoy a game, which just the kind of thing the Hispanic community covets. With value options including a kids eat free package on Wednesday nights, and a Thursday night where fans 55 and older get in free, Hispanics can feel comfortable bringing their close, and often large, multi-generational family to an affordable outing. The Marlins specifically seek out the older Hispanic fans, as they are the most likely to share their passion for the sport with their families, carried from their foreign upbringings, as well as the most likely to be loyalists to the game. In a culture that values family, where grandparents often assist their children with raising their grandchildren, grandparents can be seen across the stadium with their grandchildren enjoying the kid friendly environment.
For a team that is more likely to be known for trading away it's players than retaining any recognizable faces, Juan Martinez has been a warm, welcoming, staple of the city he grew up in, at the Marlins for almost two decades. Whether it's a town hall meeting discussing future changes to the ballpark, a community event for senior citizens, or a few hours discussing the latest and greatest in the business of baseball on Spanish radio, it's clear the Miami Marlins have a strong leader paving the way in a challenging marketing environment. With the right tools, research, and dedication to their audience, others can steal a few successful plays from the Martinez sports marketing playbook.
