CHAPTER 2
CONSUMER AFFINITY: MAKING FANS OF YOUR CUSTOMERS
Having built my entire career in sports, I have come to appreciate that the consumers for the organizations I have worked for have been fans. The real power of having fans instead of merely customers didn’t truly dawn on me until I had been through a couple of seasons with the Patriots. It really began to sink in as we created new events: not only were fans enthralled with the thought of the team and everything associated with it, but their appetite to consume anything and everything Patriots was insatiable. That’s when it really hit me: fans are consumers. Sure, I always knew they spent money to see the team, but it’s deeper than that. Fans become consumed with the team. Once that clicked, ...
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