Hyper-Targeted Messaging for Multi-Gen Audiences

In this episode of The Future of Marketing, host Andres Figueira interviews Elly Simpson, Director of Marketing at the Iowa Cubs, the Triple-A affiliate of the Chicago Cubs. As the organization's first-ever Director of Marketing, Simpson is rebuilding the team's marketing infrastructure from the ground up, shifting from traditional advertising approaches to sophisticated digital segmentation while maintaining the multi-generational appeal that makes Minor League Baseball unique. Operating in a medium-sized market with deep baseball roots, Simpson demonstrates how hyperlocal sports properties can leverage customer journey mapping, intelligent segmentation, and behind-the-scenes storytelling to drive ticket sales and build lasting fan relationships. Topics Discussed Transitioning from traditional media-heavy budgets to digital-first marketing in sports Building sophisticated customer segmentation for multi-generational audiences Implementing the "Netflix approach" to ticket recommendations and upselling Leveraging SMS for hyper-targeted promotional campaigns Testing new digital channels (LinkedIn, X) for B2B catering business Creating content strategies that balance die-hard fans with Gen Z newcomers Structuring lean marketing teams for live event production Using fan experience as the primary success metric beyond win-loss records Navigating MLB/MiLB technology constraints and brand autonomy The reliability challenges of AI in real-time sports information