Alright, so they didn’t win the World Series this year, but that doesn’t mean you don’t want your customers to be Chicago Cubs’ fans. This past summer, I made my way to Wrigley field for the first time. A born and bred Yankees fan, I may have been more excited to attend Wrigley than going to a Yankee game and do you know why? The culture that surrounds Wrigley field and the Cubs is exhilarating and thrilling. I felt like I was a 5- year-old going to my first game ever.
The excitement of the first pitch had my heart all a flutter. Now, if I could feel like this as an outsider, imagine how those die-hard fans could feel? And that is exactly why you want your customers to be a Cubs’ fan. Despite the fact that they didn’t win the World Series, the support, the love and the dedication to the Cubs is everlasting. They are some of the most loyal fans and when it comes to your business, having a loyal fan base is crucial.
The Cubs may not have won a World Series since 1908 or a National League Pennant since 1945, but does that really matter to a Cubs’ fan? Okay, sure it does. But, at the end of the season – that Cubs’ fan is still going to promise that next year is their year. If you talk to a Cubs’ fan young or old, they will stand by their team, no matter what.
As a business, you should strive to have a fan base that will be supportive day in and day out. While your World Series eligibility may not concern your customers, you still want their constant support. By having a loyal customer base, that means that you have successfully created a lasting relationship with your customers. Loyal customers turn into brand ambassadors and can help spread your messaging and your business to new customers.
See what I did right there? Cubs’ culture is almost like a cult. Wrigleyville is more than just an area of Chicago, it’s more than just the area surrounding Wrigley field, it’s an entire atmosphere dedicated to the Cubs. Hop on the L (their subway) and take the red line to Addison where you are welcomed by signs, posters, and everything Cubs related. You step out on the street and if it’s a game day, then brace yourself. I went to a Friday afternoon game in August, and it was packed! Cubs’ fans are everywhere. Every block has a different souvenir shop, vendors selling peanuts to take into the game, and the surrounding bars are packed pre-first pitch with Cubs’ fans prepping for the game.
It’s as if the entire rest of the world does not exist and all that matters is that the Cubs are about to play. Fans clear out of the streets to settle in their seats for the first pitch and the excitement is palpable in the stadium.
Alright, so what’s the deal? Why do you want a cult following for your business? I’ll give you another example, Apple. Have you ever met a Mac person? They’re all about their Mac, their Apple Watch, their iPhone, their iPad and everything new and great that Apple introduces. People who love your products or your services are going to be your biggest marketing tactic. They are the ones who rant and rave about your products, who continuously buy your latest gadgets or services. They are all about everything that your business is about. They will want to be surrounded by everything that is your business, just like a Cubs’ fan spending the day in Wrigleyville. Who needs a candy store as a kid, when you can be a grown up in Wrigleyville? These customers or fans are the ones who share your story, promote your business and do it with an ingenuity that can’t be matched.
You don’t want to be that guy (or gal) at the game, who doesn’t know when to be quiet and let the team play. You’re the person that everyone hates at a game. But, that’s not what I mean here. When you talk to a passionate Cubs’ fan, they can go on and on about their team, about their pros and their cons. But, they are still as dedicated and loyal to their team despite the bad. They’ll tell you what they really think of management, of the starting pitcher and whether or not they should have beat the Mets to make it to the World Series this year. You want customers like that. Honest and vocal, but loyal nonetheless.
Customers who like to provide feedback and reviews can help your business more than you know. Especially if these customers are leaving reviews online. They can share their first-hand experiences with your products and services for other potential customers to read before buying. They are the ones who will provide honest feedback on how to improve your products or business. These customers are the ones who will take the bad in stride and still expect greatness from your brand. And shout that greatness from the rooftop of the bars across the street from Wrigley Field.
Wrigleyville, home of Wrigley Field and the Cubs is designed to cultivate a love for the Cubs. The entire experience for a fan or even a non-fan will have you rooting and cheering for the Cubs to win. From walking up to the field, to finally taking your seats (on the third base line), you want the Cubs to win and you want to feel the energy after the win. It’s the ultimate user-experience. If you can replicate that feeling online with your customers, you may just find yourself one heck of a customer base. #letsgo.