ROE in the time of ROI

I think we can all agree that 2020 has been a trying time for nearly everyone (Jeff Bezos excluded.) Jobs were lost, kids are being taught at home, “You’re on Mute” is a thing now, and folks are just all-around more on edge. A global pandemic, protests for racial equality, and a looming November election have emotions at an all-time high. And right there amidst it all was the cancelation of Minor League Baseball. Sure, all things considered MiLB is small potatoes, but in my world it is the filet. So how has the team and myself been coping with the loss of our season?

We are striving to create an ROE. You read that correct, NOT an ROI (which is also extremely important), an ROE. Return on Emotion. Positive emotions trump negative emotions and you want consumers to always be happy when they think about what you’re selling. We’re selling nights with your family that cannot be replaced by a game on television, a first signed baseball, a chocolate covered smile that’s the result of ice cream on a 90 degree July evening straight out of a helmet (no cones here.) Yes we’re selling tickets, merchandise, and concessions – but all of those things are so much more.

So how does one go about creating an ROE? Well first create, build and stoke the fire of the relationships you have. Create a since of community; in our case, we’re the hometown team. Every night is Opening Night! We may not have all the promotions but it’s always someone’s first game and we always want to make sure everyone knows they’re appreciated. Second, show people what’s happening. Just because some people are at the game (or as the case would be this season non-gameday event) doesn’t mean everyone was there. Show them what they missed. Post relatable, personable content on social media. Make them want to come to the next event. Lastly, make sure you’re actively engaging the consumer. We had to face the realization that the consumer’s ability to form a connection with our brand is no longer “isolated” by attending a physical event. We are left to activate events, form partnerships, and amplify both using our social media channels – all at once.

Yes 2020 has sucked but it’s made us stronger. We’ve had to learn and adapt. Thankfully we’ve been blessed with the opportunity to step outside of our comfort zone. Fortunately for us, our consumers have chosen to continue to support us whether it’s been at our non-traditional events at the ballpark or keeping up and engaging with us through social media.

Steven Elovich

Vice President of Corporate Partnerships

Salem Red Sox