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Profile: Marketing director for Detroit Tigers

This is an excerpt from Careers in Sport, Fitness, and Exercise-2nd Edition by American Kinesiology Association,Thomas Templin,Kim C Graber,Penny McCullagh.

By Ketra L. Armstrong

Profile: Taylor Olson
Marketing Director for Detroit Tigers and Ilitch Sports + Entertainment

“Taylor
Courtesy of Taylor Olson

Taylor’s responsibilities as a sport marketing professional include developing and executing strategic marketing and advertising efforts to drive revenue and brand awareness for the team while also leveraging and maintaining their website to connect with new and existing Tigers fans. In addition to the need to be diligent, ­organized, and hardworking, Taylor offered some additional skills and traits for sport marketing success:

  • Be adaptable: Not ­every marketing campaign or event is ­going to go the way you planned it 100 ­percent of the time. It is impor­tant to be agile and be ready to pivot at a moment’s notice to the best of your ability for the best outcome.
  • Grind: The baseball season is long and sometimes grueling if the team on the field is not performing well. Working ­every game and ­every event can be tolling, but it is what you sign up for, and you go through it as a team. It makes the wins sweet and the losses a ­little easier to bear when every­one is working together ­toward the same goals, but you have to want it.
  • Get creative with messaging: As marketers, we are always looking for ways to engage or reengage with new audiences and therefore have to be creative with how we communicate and effectively reach our fan base. Dif­fer­ent marketing channels might work best for one audience, but not another. Dif­fer­ent creatives might work for one demographic, but not another. ­Don’t be afraid to test it out!
  • Have fun: This is the sports industry—it is supposed to be fun! The moment you lose touch and “love of the game” is the moment that you lose your fans with you. You cannot forget to have fun and view your work through your fans’ eyes.
More Excerpts From Careers in Sport, Fitness, and Exercise-2nd Edition

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