Xfinity Live! Philadelphia with Kaja Rasmussen (09/22/2017)
By: Valeria Lopez
On September 22nd, AMA was joined by Kaja Rasmussen, Digital Marketing Manager of Xfinity Live! Philadelphia, and alumn of Temple University’s marketing program. Rasmussen first discussed her background experience as an intern with Temple Athletics when she was just a sophomore in college. After graduating, she left her California home and took a job offer to work at the Liacouras Center’s marketing department. It was with those two jobs that she truly found her passion in event/arena marketing, a specific sector of marketing that involves the use of social media mixed with grassroots marketing. She also acquired a lot of experience in Public Relations working with companies like Cirque Du Soleil and Sesame Street Live!. All of the aforementioned experience allowed her to gain a position in Xfinity Live! Philadelphia.
Xfinity Live! Philadelphia is a district of five restaurants and bars in the Wells Fargo Complex. But as described by Rasmussen, it is more than just a sports bar, it’s an entire experience, and she is in charge of getting the word out about all their services and events. Xfinity Live! Philadelphia hosts concerts, allows their visitors to watch every type of sporting match on their screens, and even puts on concerts and beer festivals.
For every event, Kaja Rasmussen and her team work on sharing the company’s brand. Most of their marketing tactics have to be digital in order to reach the younger generations. From hashtags, to posts, to geofilters, Rasmussen and her team must research the best way to reach the most amount of people. For example, from research, she has discovered that posts featuring larger crowds usually get the most attention. In addition to the analytics of posting, she works with HootSuite, to create a content calendar, which allows her and her team to focus more on live footage during the day of the event.
Digital marketing is something a lot of companies are just now joining, but for Rasmussen it is a very affordable way to reach the largest amount of people. She says billboards cost a lot of money and there is no way of tracking who sees it; however, with something like Facebook ads, one can keep track of views, shares, likes and reactions. The best part of digital marketing is the low cost.
Rasmussen finished her conversation by advising the association, made up of mostly marketing majors, to be open to digital change coming in the future. Whether your friends or family are using it not, we do not know what the next Facebook will look like!