Well, last Sunday night I had the privilege of going to the Packer/Dallas game at this mecca of pro football.
It included tailgating with some serious Packer fans for six hours (wow, those brats were delicious)…getting an on-field pre-game pass to watch the players warm up, close up (yes, they are strong)…visiting the Packer Hall of Fame and getting my photo with the Lombardi Trophy for Super Bowl winners)…and watching an exciting game without freezing.
Long day—left Sunday mroning at 9:00 am…back to hotel at 2:00 am Monday morning! But well worth it.
What I learned: The Green Packers have a hugely successful franchise—and from my short visit, I picked up some important marketing lessons.
One, whatever it is you’re selling, make sure it’s a superior product.
Not mediocre. Not average. But something better. For Green Bay, it’s about putting a winning team on the field each year. In pro football, win, and the fans will come, support and spend money on your team like nothing else. You must have a great product or service to succeed.
Two, make your customers feel part of your “team”.
As you may know, the Green Bay Packers are the only franchise owned by the public.
In 1950, 1,900 local residents each put up $25 a share to buy the team. Green Bay Packers, Inc., has been a publicly owned, non-profit corporation since Aug. 18, 1923, when original articles of incorporation were filed with Wisconsin's secretary of state. A total of 4,750,937 shares is owned by 112,120 stockholders -- none of whom receives any dividend on the initial investment. All money earned goes back to the club.
The Packer fans, many of whom are stockholders, have a vested interest in the team. They wear green, bleed green and have a passion for their team like no other pro football franchise—because they are the owners!
My friend Paul, a diehard Packer fan, owns one share which he bought a few years ago for $300. As a shareholder, he’s invited to special events at Lambeau field.
What are you doing to help your customers feel special, to feel more than just a buyer—but a valued customer? What special deals and/or privileges are you giving your best customers?
Three, give customers every opportunity to buy related products or services.
The Packers have this down pat. They have a HUGE store inside the stadium loaded with Packer gear ranging from jerseys to cheeseheads, from books to hats, from t-shirts to underwear. And an hour before kickoff, the line going into the store was backed up like crazy.
Walk around Lambeau for a Packer game, and it’s a sea of green.
I always tell my clients that their customers may buy from them, but are likely buying similar products from other companies. The goal? To get customers to buy one product from you, then multiple products as well.
What else can you upsell or cross-sell to your customers? How can you make them customers for life.
Four, use the “limited supply” secret to its fullest Season tickets for Packer game are like gold—actually better than gold. They are in such demand, there is a 30-year waiting list! These tickets are so valuable, they are part of divorce settlements and wills. That’s because there is a limited amount of seats (72,500) and no more.
Do you have special products or services for your best customers? How can you put a limit on the number you’ll see to heighten its value? How do you create an “inner circle” limit—an opportunity for only your premiere customers?
The Packers have it right. Sell out after sellout, passionate fans and millions of dollars in sales and profits. It’s a business model with great lessons.
Here I am as a Cheesehead!
