{"id":1015,"date":"2017-10-03T00:00:00","date_gmt":"2017-10-03T00:00:00","guid":{"rendered":"https:\/\/leadersinsport.com\/sport-business\/reports\/5-things-we-learned-from-the-ultimate-fan-experience\/"},"modified":"2021-08-10T10:00:21","modified_gmt":"2021-08-10T10:00:21","slug":"5-things-learned-ultimate-fan-experience","status":"publish","type":"article","link":"https:\/\/leadersinsport.com\/sport-business\/articles\/5-things-learned-ultimate-fan-experience\/","title":{"rendered":"5 Things We Learned from The Ultimate Fan Experience"},"content":{"rendered":"\n\n
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\n Oct 03, 2017 <\/p>\n \t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/span>Articles<\/a>\n\n\t\t\t\t\t\t

5 Things We Learned from The Ultimate Fan Experience<\/h1>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\n \n\t\t\t<\/div>\n\t\t<\/div>\n\n\t<\/div>\n<\/div>\n
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Category<\/div>\n Brands & Sponsorship<\/a>, Digital & Media<\/a> <\/div>\n
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Endowed progress, Bucks bathroom testers, regrets and counter-factuals and more.<\/p>\n \n \n \n

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Day two of Leaders Week saw two more sector-specific forums run back-to-back. The first, The Ultimate Fan Experience, examined the latest techniques for building fan engagement and delivering feel-good moments \u2013 inside and outside the venue – across the world of sport. With the help of Leaders\u2019 man on the ground Andrew Serio, we bring you some of the standout insights.<\/h4>\n

1. Will you read this?<\/strong><\/h4>\n

Ever wondered why LinkedIn keeps telling you your profile is 35% complete and perhaps you\u2019d like to fill it in some more, when in fact you\u2019ve completed more like 1%? It\u2019s because LinkedIn understands behavioural economics, and you, like all of us, are a sucker. Kevin Brilliant<\/strong>, a behavioural scientist at the Chicago Bulls, knows this too. And he can join the dots with some fascinating explanations. LinkedIn\u2019s prompting fibs are an example of \u2018endowed progress\u2019. There is little more motivating than believing you\u2019re progressing. There\u2019s a link to sport here, bear with us. Partner offers to the Bulls fanbase perform far better when that fanbase is made to feel like they\u2019ve progressed to a point where they feel like they deserve the offer. The exact same partner offer \u2013 a discount from a hotel brand \u2013 when put to a golfing audience performed far better than when it was offered out to Bulls fans. The reason? The golfers had to make a putt to \u2018qualify\u2019 for the offer. Something isn\u2019t \u2018too good to be true\u2019 if you feel like you\u2019ve worked to be offered it.<\/p>\n

2. Tell me what you want, what you really, really want<\/strong><\/p>\n

Delivering on a fan experience requires, well, being able to capture, understand, and respond to what fans desire in those experiences. The Milwaukee Bucks, The Jockey Club, and Surrey County Cricket Club all take innovative approaches to engaging with their fans around their venue experience (anyone up for reviewing the Bucks\u2019 bathrooms? Someone\u2019s got to do it\u2026), leading to some interesting results: \u201cfunky food and pop concerts for the youngsters\u201d at Cheltenham, paperless tickets in Milwaukee, and an 8.2 customer experience rating at The Oval. Message it correctly, and even those \u201chigh-spending\u201d customers, as one polite audience member described the older generation among us, will get on board.<\/p>\n