It's Geo-Heating Up in Yankee Stadium

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By: Dwayne W. Waite Jr.

Bosch Thermotechnology has partnered up with the New York Yankees in order to expand its customer base and educate Yankee fans in the Northeast about geothermal heating and cooling their homes. The Titan Agency, Bosch's marketing agency, secured the partnership, citing that it is a great way for Bosch to get its name out there with "America's favorite baseball team."

The attention has been directed to the Northeast these past few months in regards to renewable energy, and with legal battles about fracking, noise over Marcellus Shale, and the ever-exciting battle cries to end dependency on oil, geothermal seems to be getting the short end of the attention stick. It is a good move for a company like Bosch to seek some attention.

Advertising has to have a number of things in position in order for it to be successful. First, it has to have a good reason for people to want it. Second, it needs to satisfy that want or need, at or above expectations. And third, it needs to get in front of that audience at the right time. The reason these points are being brought up is that September marks the end for most baseball teams, which most will be overshadowed with the beginning of NFL and college football. In the press release, it didn't specify when the campaign with the Yankees was set to begin, but starting this season, unless the Yankees go deep into October, Bosch will have a thinned-out audience to announce the glory of geothermal technology.

Either way, it is the right idea. It is yet to be seen if it's the right execution.

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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