Episode Summary: Do This, NOT That - Marketing Tips with Lindsay Rutledge
Podcast Title: Do This, NOT That: Marketing Tips with Jay Schwedelson
Guest: Lindsay Rutledge, Director of Consumer Strategy and Communication, Nashville Predators
Release Date: December 20, 2024
Presented By: Marigold
1. Introduction: Episode Overview and Guest Background
In Episode 241 of "Do This, NOT That," hosted by Jay Schwedelson from GURU Media Hub, the spotlight is on Lindsay Rutledge, the Director of Consumer Strategy and Communication for the Nashville Predators. The episode delves into Lindsay’s extensive experience in sports marketing, particularly focusing on email marketing strategies and audience segmentation within a major sports franchise.
2. Lindsay’s Journey to the Nashville Predators
Lindsay shares her career trajectory, emphasizing her foundational experiences in college athletics and internships that paved her way into the professional sports marketing arena.
Lindsay Rutledge [02:32]: “It’s been a wild ride. It really started in college... and that kind of snowballed into what I do today, which is oversee our email marketing communications.”
From her time at Baylor and TCU to an internship with the Tennessee Titans and eventually joining the Nashville Predators in 2009, Lindsay highlights the pivotal moments that shaped her path in the NHL.
3. Comprehensive Marketing Responsibilities
Beyond promoting hockey game tickets, Lindsay oversees a diverse range of marketing activities, including non-hockey events, family shows, concerts, community ice rinks, and corporate partnerships.
Lindsay Rutledge [03:07]: “We wear a lot of hats here at Bridgestone Arena... we have an enterprise solution with Emma by Marigold.”
Managing a team of 12 to 15 individuals, Lindsay ensures the effective execution of email campaigns across various departments, maintaining a cohesive marketing strategy.
4. Email Marketing Strategy and Segmentation
A significant portion of the discussion centers on email marketing practices. Lindsay outlines how the Nashville Predators utilize segmentation to target specific audience groups based on their past interactions and behaviors.
Lindsay Rutledge [05:40]: “It’s largely past behaviors... we’re one of the few teams that implement that strategy and it works really well for us.”
By leveraging ticketing software and the Emma platform, the team pre-segments audiences, allowing for highly tailored marketing messages that resonate with recipients’ interests.
5. Behavioral Segmentation vs. Traditional Demographics
Lindsay distinguishes their segmentation approach from traditional demographic-based methods, emphasizing the importance of targeting based on previous activities and genuine interests.
Jay Schwedelson [05:40]: “It sounds like your segmentation is really based more on previous activity...”
This behavioral segmentation enables more effective and personalized communication, enhancing engagement and conversion rates.
6. Impact of Game Outcomes on Marketing Efforts
The conversation touches on whether the outcomes of individual games influence marketing strategies. Lindsay explains that while dramatic wins may shift attention, the primary impact is observed through increased traffic to digital platforms rather than immediate ticket sales.
Lindsay Rutledge [07:57]: “Winning absolutely has an impact on your ticket sales.”
However, the team does adapt by sending follow-up emails post-games to gather feedback and promote upcoming events.
7. Cross-Promotion and Audience Targeting
Lindsay illustrates how the Predators effectively cross-promote different events, such as integrating concerts with hockey games to engage diverse audiences.
Lindsay Rutledge [08:57]: “We’re really afforded a luxury being able to cross promote that way.”
An example provided is the Music City hockey bobblehead series featuring country music artists, which seamlessly blends music and sports marketing.
8. Creative Email Designs: Animated GIFs and Engagement
To stand out in crowded inboxes, the Nashville Predators employ creative elements like animated GIFs in their emails. Lindsay explains their strategic use of animations to capture attention and convey messages dynamically.
Lindsay Rutledge [09:43]: “We're using animated buttons that our graphic design team created for us...”
This innovative approach not only increases engagement but also enhances the overall aesthetic appeal of their email communications.
9. Email Sending Cadence and Timing
The team strategically plans their email dispatches to maximize open and click-through rates, primarily focusing on mid-week and mid-morning timings.
Lindsay Rutledge [12:17]: “We tend to see the most success with open rates and click through rates...”
Flexibility remains crucial, especially in the dynamic environment of sports marketing, allowing the team to respond swiftly to unexpected events or opportunities.
10. Collaborative Marketing Calendar and Departmental Integration
Collaboration across various departments is key to the Predators’ marketing success. Lindsay describes an integrated marketing calendar accessible to all teams, ensuring alignment and consistency in messaging.
Lindsay Rutledge [13:54]: “We work... very closely with our social and digital teams...”
This unified approach fosters seamless promotion across multiple channels, enhancing the overall effectiveness of their campaigns.
11. Fostering a Culture of Creativity and Testing
Lindsay credits the executive leadership for fostering an environment that encourages creativity and experimentation. This culture allows the marketing team to innovate without fear of failure, driving continuous improvement.
Lindsay Rutledge [14:56]: “Our executive leadership team... are so open to new ideas and trying new things.”
Such a supportive atmosphere is instrumental in implementing successful marketing strategies and adapting to changing audience preferences.
12. Fun Traditions: The Catfish on the Ice
Adding a lighthearted touch, Lindsay shares the tradition of catfishing during games, a nod to Southern culture and similar practices in other leagues.
Jay Schwedelson [15:43]: “When are people allowed to throw a catfish onto the ice?”
Lindsay Rutledge [15:50]: “It’s a fun tradition that we embrace.”
This playful element enhances fan engagement and contributes to the unique identity of the Nashville Predators.
13. Conclusion and How to Connect with Lindsay
As the episode wraps up, Lindsay invites listeners to connect via social media and attend games to experience the vibrant culture of the Nashville Predators firsthand.
Lindsay Rutledge [17:46]: “Our social media handles are typically at Preds NHL...”
Listeners are encouraged to follow the Predators across various platforms and engage with their content to stay updated on upcoming events and promotions.
Key Takeaways
- Advanced Segmentation: Moving beyond demographics to behavior-based segmentation enhances targeting accuracy and engagement.
- Creative Email Marketing: Utilizing animated GIFs and dynamic designs can significantly improve email performance.
- Collaborative Strategy: An integrated marketing calendar and cross-departmental collaboration ensure consistent and effective marketing efforts.
- Adaptive Timing: Strategic timing of email sends, coupled with flexibility, optimizes open and click-through rates.
- Encouraging Innovation: A supportive leadership team fosters a culture of creativity and experimentation, driving marketing success.
Notable Quotes
- Lindsay Rutledge [05:40]: “It’s largely past behaviors... we’re one of the few teams that implement that strategy and it works really well for us.”
- Jay Schwedelson [09:43]: “Use a lot of animated gifs and stuff. Is that intentional? Do you sit there and say we want our emails to be like really action oriented?”
- Lindsay Rutledge [14:56]: “Our executive leadership team... are so open to new ideas and trying new things.”
Connect with Lindsay Rutledge
- LinkedIn: Lindsay Rutledge
- Nashville Predators Social Media:
Stay updated with the latest marketing insights and Nashville Predators news by following Lindsay and the Preds across all major social platforms.
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