In a continuingly unique year like no other, this week we seem to be getting a forward-looking sense of maybe a bit more normalcy ahead. First MLB announced their rules for the season, adapting some of the changes made from last year’s Pandemic shortened season, and since we now know when Spring Training, and hopefully MLB Opening day will be, we had teams start to roll out their annual rite of winter, “Truck Day.”
It is a tradition that has been quietly happening for years, but thanks to some opportunistic marketing folks is steadily turning into a hot stove event that could actually transcend baseball and into other sports. “Truck Day,” is the day when MLB clubs in cold weather cities literally load up their 18 wheelers with team equipment for the long drive south or west for the start of spring training. Really energized by the folks in and around clubs like the Red Sox, Cleveland Baseball Club, Royals and the Phillies, the day has become another offseason call to action for baseball to remind fans of the good times ahead.
While this year’s sendoffs were decidedly muted over years past, “Truck Day” is still a tradition worth noting in a time when we have lost that sense of cadence of rituals tied to sport.
The continued volume of social media can give the fans the ability to track the truck, complete with photos and some surprise visits as it makes its way south or west. Video can capture the entire trip for a travel log, and maybe an enterprising intern with a mascot head goes along for the ride with some additional splash. While many moves are on weekdays right now, having select fans turn out via a contest on a Saturday or Sunday pre-trip to help load the truck, even ceremonially, could make for news and buzz again in years to come, and there are probably legions of truckers who would love some small involvement in the trip, given all they have done to keep the country moving during The Pandemic. How about guessing what’s in the truck for fans, or fans on the other end helping welcome and unload the truck with a message back home. You could even name the truck, and make the truck into a season-long promotional tool, or even another sponsorable giveaway. The list is endless, and is not really confined to just Major League Baseball.
Although few NFL teams travel for training camp these days, those who do can also make “Truck Day” a tradition, as can some NHL and NBA teams when we get back to normal. Regardless whether the load is a full series of semi’s or even a small van, the idea of loading and packing and unpacking is a necessity and something which any fan can relate to. It also has great wheels for sponsors like the Phillies did with Old Dominion Freight Lines this year, and can even be tied into charity programs. Social and digital media make it promotable and scalable and cost efficient, with maybe even a national sponsor sitting out there to grab hold as we started to see this year with . It appeals to kids, collectors and traditional fans, and with some bells and whistles can pull in a casual audience as well. Once again what is a necessity can now become a revenue and media opportunity.
Is it a mega-promotion that every team may want to or need to do? No. But for an economy of scale, it seems like “Truck Day” is still an easy one that can keep growing, another little slice of promotion that a smart marketer grabbed on to in Beantown and other places, and should continue to grow for years to come. Pitchers and catchers await, boy do we need them this year more than ever.
