Why do the Pittsburgh Steelers, the Los Angeles Lakers and the New York Yankees have exponentially more fans than most other sports franchises? Because they’re winners. It’s not just about wins and losses (all three of the teams mentioned above have suffered recent disappointments), it’s also about aura, attitude and history. When Yankees fans wear hats emblazoned with the team’s famous logo, they feel like they are part of a winning team.
The thing is, everyone wants to be part of a winning team, and your customers and prospects are no different. Think of the brands you admire and patronize with your business. I’ll bet they feel like a winning team to you, and you may even think of yourself as a “fan.”
Just as it’s not solely about wins and losses for sports teams, it’s not solely about market share for companies. The legendary “We try harder” Avis rental car marketing campaign freely acknowledged that the company was not the market leader, but it did a fantastic job of positioning Avis as a winning team.
Your customers (fans) need to feel like your products, your people and your ideas are winners, and that buying from you makes them part of a winning team. Obviously this requires an outstanding overall customer experience, but marketing can help in several key ways:
- Defining the company brand and maintaining brand discipline
- Highlighting third-party validation: customers, press, analysts and other influencers
- Maintaining a consistent drumbeat of high value content and communications
Every announcement, every email newsletter, every ad, every video, every marketing activity you undertake should somehow bolster the perception that your company is a winner. With consistency, you will help to grow the number of loyal fans for your company.