I wrote about my experience at Monster Jam earlier this year and after watching today’s 2014 preview show earlier on television today thought I would bring up a few lessons learned from another sport entity.
In the post earlier this year on Monster Jam I focused on how well that experience appeals to the five senses – sight, smell, sound, touch, taste. Today after watching their preview show, I realized how much more robust their fan experience is that – Monster Jam is all about the fans. Most of their show today was about how they interact with their fans – the drivers, the trucks, the trophies and the other entertainment elements they exhibit both on and off the dirt track. Even their sponsorship activation elements center around the fan experience and give their fans hands-on touch, sight, smell and sound opportunities with those specific products. Experiential marketing to the max.
In addition to all of that though, one of the things that stood out the most to me was the fact that the entire league does a sweepstakes type promotion where they bring the winner’s favorite truck (if their favorite truck is Maximum Destruction) and drive to their home for a block party with up to 50 friends for an up close and personal photo opportunity and meet and greet with the driver and team. They bring the actual monster truck Maximum Destruction to the winner’s home, park the truck in the driveway, and host a party with the team and driver in full gear to take pictures and hang out with the family and friends. If this isn’t the ultimate testament to fan appreciation I don’t know what is – Monster Jam values their fans more than any other league I’ve known.
So how can we as sport executives learn from the Monster Jam to better our own organizations? Put your players and your customers first. Support your athletes and encourage them to do everything they can to create positive, lasting experiences with your fans. Talk to them, cheer with them, sign autographs, take pictures, serve in the community, visit kids in the hospital, do whatever you can to put your fans first. The more genuine you can make those connections, the better off your organization will be.
Do you have any experiences like this from your past? Share them in the comments below!