Winning the Customer: Turn Consumers into Fans and Get Them to Spend More

CHAPTER 1

TRANSACTIONAL VERSUS RELATIONSHIP MARKETING MODEL

For most of the team’s early existence, the New England Patriots brand was widely considered all-around flimsy: a marginal team on the playing field and a mediocre, middle-of-the-pack business organization. Everything about the organization reeked of poor business planning and knee-jerk decision making. Games were rarely sold out, and I remember as a kid following the news to see if the coming Sunday’s home game was going to be blacked out on TV because of the lack of interest in attending games at Foxboro Stadium. The stadium was built on the cheap and was outdated as soon as it opened. When it rained, the concourses flooded. I’m not exaggerating when I tell you there was not one true ...