The Nationals’ Big Marketing Mistake

8 thoughts on “The Nationals’ Big Marketing Mistake”

  1. Thanks. Great perspective from your terrific blog. This topic isn’t usually my wheelhouse, but after making similar comments on so many other blogs, I figured I should make the point here as well. It’s just driving me crazy.

  2. THANK YOU!! I have been trying to figure out how to say this for the past week. The Nats SCARED people away with the relentless push of Metro.

  3. Gotta admit, you bring up a good point. But I think everybody was apprehensive about Metro and traffic down there anyway — not that they necessarily needed to be made more apprehensive, I grant you.

    The good news is that Metro and the RFK Nats Shuttle have turned out to be two reasonable, well-running transportation alternatives. We can use some good news right now, so I’m scoring that a win.

  4. Dave,

    As another person who thinks about marketing all day, I agree with you wholeheartedly. The Nationals’ media plan is just textbook wrong, and all those empty suites and presidential suites are a marketing asset completely wasted.

    I will stick to my contention that the fear campaign is marketing mistake #1, head and shoulders above all others. It has had a halo effect on the media, drowning out all positive stories on the new park, and snuffing out what should be the top message all spring (one which, BTW should require very little in the way of marketing dollars. All these stories should be about the park — not about the park-ing).

  5. I’ve seen a lot of empty parking lots so far, although the RFK option seems to be popular.

    I’ve also just started hearing ads on the radio telling people that they don’t need to be season-ticket-holders to get a parking pass.

  6. I’m glad they’re advertising that, though it’s more evidence that their marketing backfired. They have empty space in the garages because even season ticket holders were scared away from buying parking passes.

    I am one shining example. We declined to buy the parking not only because of the price, but because we listened to Stan and assumed driving would be a nightmare.

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