Last month's travels saw me going to the Sports Business Journal's Sports Sponsorship Symposium and the Minor League Baseball Promotional Seminar. The cohesive thought from both of these shows that I want to share with you is the paradox that is happening in the industry right now. This shift is an evolution from emotional decision-making to more rational decisions that are leading to smiles on the CFO's faces.
To every person, the word “group” means something different. To an astrologist, a group is a small number of galaxies near each other. A mathematician says a group is a set of numbers grouped together with a binary operation satisfying certain algebraic conditions. To a sociologist, a group is a sub-set of a culture or of a society. To the Los Angeles Avengers, groups are everything.
Towards the end of every major league baseball season, there are teams who are preparing for their first round playoff opponent, there are teams fighting for the last wild-card spot, and then there are the other teams.
Samuel Goldwyn once said “I'll take fifty percent efficiency to get one-hundred percent loyalty.” While Goldwyn was widely known as a producer, his emphasis on loyalty was well ahead of his time. This Migala Report article examines the concept of loyalty and how it relates to involving the existing customer base and creating one-hundred percent loyalty.
