There’s a reason people love the Red Sox so much. Sure, they’re a world-series winning team that plays in one of the oldest, most beloved ballparks in the country. But that sense of kinship we feel with the players and the extent to which they are a part of our everyday lives – whether on TV, in our social media feeds, or projected in Boston Common – that’s hugely enhanced by marketing. And recently, it’s been done under the leadership of Adam Grossman as Chief Marketing Officer. This week, Teak got to hear him speak at an Ad Club CMO Breakfast, and we’re here to let you in on a few of his secrets to successfully marketing your organization:

Keep it Organic

Marketing ideas don’t need to come out of left field. In fact, the best ones don’t. A good marketer will spot great things that already exist within an organization and amplify them. For example, when many of the players began to grow beards during the 2013 season, the marketing team encouraged them to continue the trend as long as they kept winning. They took something funny happening in the clubhouse and amplified it, building up the image of the team as close-knit and light-hearted.

Another way to do this is to stay in tune with day-to-day current events outside of the organization so your brand can be a part of bigger conversations. For example, in August of this year, the General Manager of the Yankees commented to the media that the Yankees “do some damage” to the Red Sox when they go head to head. When the Red Sox won against them just a few days later, Grossman’s team tweeted a clip from the game with the caption “Damage done.” “Do Damage” has since become a catchphrase for the team, even winding up on t-shirts and other merchandise.

Bring Fans Along for the Ride

Making your audience feel like they are a part of your team is an indispensable marketing tool. The Red Sox do this by providing behind-the-scenes social media access – to the clubhouse, to the players as they run errands, to post-game celebrations. It doesn’t need to be intrusive, but pulling back the curtain a little bit for your fans can make them feel more attached to your organization.

Social media is an important tool for this, as it enables you to give real-time updates. Instagram and Snapchat stories can show the moments before, during, and after an event that fans otherwise wouldn’t have access to.

Utilize Visuals

They say a picture is worth a thousand words, and in marketing it may be worth more. Images can capture emotion in ways words sometimes cannot. After every win, Red Sox photographer Billie Weiss makes a large print of one photo that shows the defining moment of the game. These images go on a wall in the manager’s office. Together, they evoke not just what the team looks like, but what it feels like to be on the team. Identify the “winning moments” in your organization’s work and use those as marketing tools to share your success with your fans.

Don’t be a victim of tradition

Tradition can be comforting, but it can also be intimidating. Especially when working at an organization with a long history. Many practices are in place simply because “that’s how it’s always been done.” Don’t let what has come before you make you hesitant to change. Long seen as a very traditional team, the Red Sox have recently lightened up and experimented with their marketing efforts, resulting in successful campaigns like “We Won’t Rest.”

Don’t sweat a losing streak

All organizations go through rough times, and this can make marketing them harder. The enthusiasm is down, and you have fewer successes to draw on for advertisement. In these moments, remember your strong points – the aspects of your organization that keep you positive. Even when the Red Sox are having a losing season, they are still playing in Fenway Park.

Whichever organization you’re promoting, keep these tips in mind for your campaigns in 2019 and you’re sure to hit it out of the park.