Brewers Latino Strategy
Our role became clear. We needed to ignite our fanbase into a contagious fandom.
Although we can’t change these consumers’ hard circumstances, we can speak to them directly and in culturally relevant ways while disrupting their misconception about price and convenience. We can also show them that Miller Park is the ultimate destination for highly passionate people. Essentially, we can develop a genuine and enduring relationship by welcoming them to the “Brew Crew.”
In order to accomplish this role, we recommended taking a phased approach.
Ignite our fanbase… (by creating hype around the Brewers)
In this phase, tailored messaging and merchandise to Milwaukee Latinos would focus on high energy action, the grandiose atmosphere of attending games, and the holistic and varied experiences offered at Miller Park. To reach this consumer, the media buy also needed to be tailored with a higher digital focus as well as advertising in places that could compete with games (ex: movie theaters). Ultimately, utilizing the Latino players to reach out to the community and create cultural bonds with the fanbase would be the most essential part of this phase.
…into a contagious fandom (by extending the invite to Latinos who aren’t fans, yet!)
This phase is all about turning this fanbase into a cycle of influence. It’s crucial to extend the invite to new Latino fans by using a strategy innate to U.S. Hispanics, and especially Latinos in Milwaukee: word of mouth. After all, their social influence is a core part of who they are. In this phase, fans would be mobilized to invite new people through incentives such as group and ticket packs. The full experience would be promoted—it’s not just about the sport. Brewers games are a social outlet and Miller Park offers varied types of entertainment. Myths about price, convenience, and accessibility can also be dispelled in this phase. The most important part is that this phase should be about getting into Latino neighborhoods, getting involved in the community, and showing them that the Brewers are invested in doing good for Milwaukee Latinos.