It’s fall, or as we refer to it in the south…football season. We
take football very seriously here! Come September, every Saturday is about
“the” game. I grew up in the Midwest and attended Michigan State
University. Big Ten football is also taken seriously; we have our rivalries,
our must see games and we can tailgate with the best of ‘em. But, as a southern
transplant headed into my 19th football season below the Mason Dixon line, I
can say with certainty, ain’t no fans like southern fans.
Why are southerners so passionate about football? It’s about
the experience, of course. You have an instant connection with a stranger wearing
your team colors or flying your team’s flag. That shared pastime gives a
feeling of camaraderie. As alumni or even just as fans of the same
school, you feel a sense of belonging. By finding others with the same
interests, you have created a sense of community.
How do you create this same team spirit for your brand? What makes
your customers devoted to you rather than your competitor? First of all,
you need to understand your fan base. If you shout “War Eagle” when you
should’ve cheered “Roll Tide,” you have just alienated a group
of fans.
It is not possible to market to all fans the same way; instead you
must know what motivates them and what turns their allegiance to you. For some,
loyalty is built after positive experiences with your brand; they’re alumni so
to speak. Others may get on the bandwagon at the recommendation of a friend,
which is an intangible connection you may not be able to predict.
Big data doesn’t tell you anything relevant about your customers
as individuals. To learn what turns a casual
shopper into a loyal fan you need to show you care and are relatable. If you
don’t…there are plenty of other teams who have a jersey with that consumer’s
name on it.
Believe it or not it’s fairly easy to get to know your customer.
It only takes a few well-designed questions to capture your customers’ preferences so you
can begin to engage with them appropriately. Think about the 3 essential pieces
of information you need from your customer in order to begin to know who they
are. Does it help you to know what industry your customer is in? If so,
ask. Or is it more important to know whether or not they have children?
It’s ok to ask that too. You cannot create a sense of belonging or team spirit
by treating all your fans the same. It’s an individual experience first.
Once you understand your customers you can market to them with
relevance. This makes their experience with you more enjoyable. Over time trust
will be built, and as a result so will your fan base. Satisfied customers will
send their friends your way and before long your stadium will be filled with
fans chanting your name.
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