Understanding Fandom the First Step in Cultivating Fans

To reach your goals, you need to have fans. But to get fans, you need to understand the nature and causes of fandom.

The NHL season kicked off Wednesday the way it should -- with the Habs beating the Leafs. Yesterday Jays have ended a two-decade post-season drought. In the past, we've used sports analogies to talk about the value of developing the right team, but today let's talk about the lessons we can take from the concept of sports in general and the value of fans.

As a business and/or as a brand, we need to understand the value of fans. They are our raison d'être. They are why we exist. And, through our web presence, social networking, and bricks-and-mortar locations, they are our primary focus of our efforts.

There are those who say that sports are stupid. Or they don't understand why people get invested in such a 'frivolous' pursuit. But there are solid business lessons that can be gleaned from understanding the nature of fandom. And there is tremendous value in cultivating a 'fan base' for your business.

Connection to Each Other

One of the greatest things about being a fan is that you have an instant point of connection with people with whom you may have no other initial shared reference. I, as a Montreal Canadiens fan, have started many conversations with people throughout North America based solely on our team affiliation. Broader, a common enjoyment of various sports, arts, or even politics is a starting point for a conversation.

As humans, we're all looking to connect. Being a part of a larger social sphere is a positive experience for most. And shared connection through third-parties tends to help bridge those gaps. In business, cultivating that 'fan base' allows people that one common point of contact and the context needed to create interactions or be part of something 'larger.'

Why do people wear branded merchandise? To show a preference and to broadcast it to others in the community.

Connection to the Past

Brand fidelity is particularly prominent in large-scale decisions -- such as buying a car. There are many who will buy a Ford or a Honda, just because their family has always done so and they have positive memories affiliated with those vehicles that go beyond the vehicle specs.

In sports, we often follow in the footsteps of our parents. I became a Canadiens' fan for a number of reasons: being born in Montreal helped, but having parents and grandparents who were life-long fans added to it. A living history of fandom was passed down through me, including stories and experiences. It's a way to connect across generations when lived experiences may differ dramatically.

For newer businesses, it's hard to build that connection to the past, but it can be done. Early adopters, in particular, are usually proud of their allegiances and cultivating that fidelity can be the foundation of a longer-term involvement.

Celebrating Wins, Understanding Losses

As sports fans across the world know, you can't always win each and every game. There will be lean years, there may be lost decades. But that makes those wins even more enjoyable.

From a business perspective, cultivating fans and developing brand fidelity affords you the opportunity to grow. No fan expects each and every decision, product, or action to 'win.' They're along for the ride and those misses will be more accepted thanks to the wins that your fan base has felt a part of.

Apple is a great example of this. Their brand advocates are passionate. And even if something doesn't go exactly right, their lived experience states that the next iteration will be better, or that their concerns will be fixed.

Celebrating your wins with your client base (which can be done in many ways, including loyalty recognition, 'insider' news and items for social contacts or members, etc.) helps make your customers feel a part of your team. And standing up and explaining your 'losses' can only help to endear you to your customer base.

There are those who will argue that you can score goals and even win without a fan in the seats. And while that's true in concept, in reality, it is the fan that's completely supporting your endeavour. They purchase the product -- tickets, concessions, merchandising, TV packages that support rights' agreements. Without those fans, there's no market and no revenue available to build arenas, pay for players, and produce your product. No fans = no opportunity.

Understanding fandom is the first step in cultivating fans of your business. And when everyone's working together as a team, then success becomes a byproduct of those efforts.