The NFL season kicks off in two days! 🏈 Football season is especially fun for me because it’s truly the season of superfandom. I love to take note of all of the new strategies and initiatives that teams are implementing to elevate the fan experience. After all, football fans are some of the most passionate — and loyal — superfans out there. So, what’s worth stealing from the NFL’s playbook?
In today’s newsletter, let’s look at five highlight-reel worthy examples of how NFL teams have improved their fan experience and the key takeaways you can use to score big with your own customers.
Identify a Pain Point and Build a Solution
There are few things more frustrating as a fan than missing the biggest play of the game because you were waiting in line to buy a soda.
According to mobile ordering software Tapin2, 66% of US fans are willing to spend more for faster service. Teams like the Cincinnati Bengals and San Francisco 49ers put this feedback into action by implementing digital ordering systems for the concessions at their games.
Instead of standing in a long line for a hotdog and missing part of the action, fans can get food and beverages delivered to their seats. They can also order items for “express pick-up” and quickly grab their snacks on the way back from a bathroom trip, or order merch for at-home delivery after the game.
Not only does this address one of the biggest inconveniences for fans, but it also provides more data to the stadium operations department and increases the number of app downloads for the team. I’m willing to bet it helps boost sales of merch (and soda!), too.
YOUR PLAY
Convenience is the real MVP of customer experience. Put yourself in your customers’ shoes and identify any touchpoints that could be 10% faster or easier. Can clients make appointments with you online, or do they need to call? Do you offer digital paperwork, or are you still making people print and (lol) fax? If customers have to exert more effort to do business with you, they will go elsewhere.
Check out this blog post for more ways you can eliminate inconveniences for your customers.
Personalize the Experience
The Los Angeles Rams recently introduced an innovative augmented reality (AR) experience at SoFi Stadium, allowing fans to interact with larger-than-life virtual versions of their favorite players during an NFL game.
Using the RamsHouseAR.com app, fans can create avatars, participate in interactive games like kicking virtual field goals, and watch these actions unfold on either the massive jumbotron or their phones. This experience isn’t limited to just those in the stadium; fans at home can use the app to engage with the AR content and transform their space into a “metaverse-like style of SoFi Stadium.” Such technology enables teams to meet their fans where they are and connect with them in an entirely different way.
Augmented reality reinforces a fan’s identity with their favorite team by offering customized and immersive experiences. Plus, gamification keeps fans engaged (and apathy at bay!) in an otherwise boring game… and offers the league more advertisement opportunities. I’d call that a win-win!
YOUR PLAY
Interactive and personalized experiences lead to greater customer involvement and will make them feel more connected to your brand. AR or not, you’ve got to adapt to changing preferences and meet your customers where they are to remain relevant. Whether your play is high-tech or high-touch, personalization is always a high-impact strategy.
Don’t Be Afraid to Take Risks to Improve Your Customer Experience
After hearing complaints about the sky-high food and beverage prices at sporting events and concerts, Atlanta’s AMB Group introduced “Fan-First Menu Pricing” at the opening of Mercedes-Benz Stadium in 2017. After cutting the cost of most items in half, the average spending per fan increased by 16 percent, and merchandise sales increased by 88 percent! It’s almost like customers don’t like getting ripped off… crazy!
The AMB Group also noticed that 6,000 more attendees arrived at the stadium two hours before kick-off compared to the previous season, which eased wait times for concessions during the game.
Steve Cannon, CEO of the AMB Group, believes that a happier and more accessible fan experience will boost ticket sales and thus sponsorship opportunities. Since launching this pricing model in 2017, Cannon has claimed he’s an “open playbook” and hopes other stadiums will follow suit. In the meantime, the Falcons finished in first place among all NFL teams in an internal league survey for food quality, price-to-value ratio, speed of service, and variety.
YOUR PLAY
Investing in customer-centric policies will always pay off. Every company gets to choose what it wants for its customers. AMB could’ve easily rolled out the same prices they saw at the Georgia Dome and at every other stadium and arena in the country. Instead, they made the choice to be SUPER, and it’s made all the difference.
Reward your Superfans
The Tennessee Titans are tapping into their biggest superfans to set the tone at their new stadium. The team recently announced the addition of the Mosh Pit, “an ultimate fan section for diehards who bleed two-tone blue.” The Mosh Pit will surround the new in-bowl stage at one endzone for the closest access to live performances and football action. The specially-priced seats also come with invitations to annual events and a complimentary merchandise item each season.
The best part? You have to apply for the opportunity to purchase the Mosh Pit package. The Titans have asked interested fans to send in a video demonstrating their enthusiasm for the team: “Whether it’s a heartfelt shoutout, a creative cheer, or a fun story about your fandom let your authenticity shine in your 30-second video.”
Many of the premium boxes and suites at NFL games are filled with team sponsors, clients, and, let’s be honest, people who can afford tickets but aren’t as passionate about the team. While the Titans could just accept upfront money from anyone to fill the seats (which would be really helpful when building a new stadium), they’re intentional about involving their most loyal and fervent supporters.
YOUR PLAY
Once someone becomes a superfan of your brand, it’s still critical to show them the love. In fact, superfan customers can be even more likely to feel slighted when things don’t go their way. Your superfans feel an emotional connection to your brand, and it’s your job to acknowledge them and love them back. Send handwritten (or handwrytten) thank you cards, or offer special perks, like exclusive merchandise, early access, or VIP pricing to your most devoted customers.
Create New Traditions
It’s never too late to implement new traditions with your customers. Last year, the New England Patriots unveiled renovations to Gillette Stadium, including a massive upgrade to the signature Lighthouse. With a 360-degree observation deck overlooking the stadium, the now 22-story structure is the setting of a new game-day tradition: Keeper of the Light.
Lighthouses typically have fog bells to warn against turbulent conditions, and this one is no different. So, at each Patriots home game, a special person is chosen to be the Keeper of the Light and ring the bell at kickoff. Tom Brady fittingly rang the bell at its inaugural ceremony, followed by appearances from Kenny Chesney (a Gillette icon) and Jon Bon Jovi (a big Patriots fan) later that season. However, the honor is not just reserved for all stars and celebrities; the Patriots have also recognized local heroes in the New England community as the Keeper of the Light.
YOUR PLAY
Traditions help drum up excitement, gather a community, and make your customers feel included in your success. It can be as simple as spotlighting a new customer each month or hosting an annual holiday party. Think of one tactic you can implement going forward, and remember, it’s never too late to start a tradition!
As you gather around to watch the first week of NFL action, keep an eye out for the various ways teams and players engage with their fans. What’s one thing your team does that you love? How can you create your own version of this strategy for your customers?
