Be young and hip! SSG Landers fandom, the secret to reaching 1 million viewers
SSG Landers, which surpassed 1 million viewers for the first time since its founding, has seen significant changes over the past three years.
These are the changes that have come from Incheon SSG Landers Field, SSG's home stadium. In particular, the most noticeable change is that young fans in their 20s and 30s can now be easily found around.
In baseball stadiums where the so-called 'old man' sports image was strong in the past, the young fan base has increased significantly in recent years, and this change can be clearly seen through related data.
According to SSG Landers, the proportion of customers in their 20s and 30s who made reservations through the club application increased by 24.8% in the 22nd season compared to the 19th season.
In addition, it was found that this year's sales increased by 34.2% compared to last season, showing a steep upward trend. The fact that the number of people in their 20s and 30s is continuously and significantly increasing can be interpreted as the fandom becoming younger.
In line with this, SSG Landers is also continuing various marketing activities targeting young fans. First, we are introducing unique goods through various collaborations to stimulate the purchasing desire of young fans and to lead them to become loyal fans of the club.
For example, we designed and sold uniforms for Starbucks, Ssuk.com, Pinkfong, Military, E-Mart, and No Brand Burger to appeal to consumers with diverse tastes in design and color. These products were sold out early, garnering a lot of love from fans with high sales.
Collaboration with young brands is also attracting attention. Conduct customized marketing for people with different tastes through collaboration with brands such as New Era, Top Ten, and Kakao (Chunsik doll). Some collaboration products were sold offline to encourage offline visits.
In addition, SSG Landers, taking advantage of the fact that its parent company is E-Mart, is making full use of the know-how of a distribution company, such as providing a new cheering culture to fans by producing LED cheering sticks, a product that requires mass orders.
Baseball stadiums are also receiving great response by installing so-called SNS-friendly attractions aimed at young people. We operated a self-photo shop at third base, released special frames for each event to verify our visit to the baseball stadium, and sublimated the emotion of last year's championship into content, such as displaying the actual championship trophy and ring.
At the same time, entertainment was provided outside of the game through celebrities and influencers' first pitches, and the first pitch pitcher's fandom was brought into the baseball stadium by promoting it through the first pitcher's online channels (SNS and YouTube). This season, several celebrities and influencers, including Eunjin Ahn, Jeongha Lee of Moving, K, Minoy, Big Nati, Youngkwang Kim, and Supa Lip J, threw the first pitch.