HOW TO INCORPORATE VIDEO STRATEGIES INTO BUSINESS WORKFLOWS
AYLA ACOSTA of THE ARIZONA DIAMONDBACKS
In this week’s episode of the Press Play Podcast, Derek Gerber sits down with Ayla Acosta, an Account Service Executive in the Arizona Diamondbacks’ corporate partnerships department. The pair discusses the importance of synergy and alignment with corporate partners, resuming in-person programs and activations, and why video should be an essential part of marketing programs.
“You’re trying to use video to portray events and emotions, and you want to do that in a way that words can’t. So if a picture is worth a thousand words, then a video is worth a million.”
EPISODE 24 HIGHLIGHTS
For the Diamondbacks, synergy is the most critical part of a partnership. When the organization considers taking on a new advertising partner, Ayla and the rest of the team are looking for organizational alignment between the two brands.
“When we’re looking for new partners or we’re looking to continue working with our current partners, we just have to make sure that alignment is there between our organizations.” (2:38)
Ultimately, if the brands are aligned and have good synergy, they will be better partners. The Diamondbacks organization prioritizes their partnerships, and they want them to be precisely that: a collaboration with heavy benefits for both parties.
“You need to make sure that you’re collaborating correctly with all of your partners. You know, we call it a corporate partnership because it is a partnership at the end of the day.” (2:10)
One of the Diamondbacks’ favorite and most effective mediums to showcase their partnerships has been through video. Because of the medium’s ability to communicate emotion through visual cues, it connects with an audience at a higher level than copy and photos.
“You’re trying to use video to portray events and emotions, and you want to do that in a way that words can’t. So if a picture is worth a thousand words, then a video is worth a million.” (7:31)
The organization has even taken its video-centric approach to the next level, utilizing the medium for press releases, promotional content, and much more. When fans see a video of the crowd going nuts after a big play, they can feel that emotion in ways that pictures can’t communicate. They’ll want to be at the next home game, and it’s credited in large part to the video showing them what they’re missing out on.
“We’re trying to utilize videos for a lot of our press releases and any big news that we have coming out because we want to showcase what the experiences are, not just tell you what it is. Because if we feel like we can show you, you’ll have a better idea of what to expect. You’ll get more excited about it and want to come and be a part of it.” (7:43)
While they haven’t been able to hold any in-person programs and promotions throughout the pandemic, the organization has begun to bring in-person events and activations back. Events like the D-backs Fantasy Camp, the D-backs Celebrity Golf Tournament, and STEM Sundays have returned, and the fans have welcomed them back with open arms.
“One thing that I’ve noticed about the Arizona Diamondbacks and something that really drew me here to begin with was just how much we play into our fans. It’s all about fan experience.” (10:16)
Are you interested in creating short-form, animated explainer videos for your brand? Schedule a call with us today!
(0:39) Introducing Ayla Acosta
(2:01) Synergy and collaboration
(3:15) Adapting strategies for an evolving world
(6:59) How video impacts corporate partnerships
(9:03) Reintegrating in-person programs
(12:57) What’s next for Ayla and the Diamondbacks?
(14:50) Sports betting
(16:43) Final thoughts
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