What is a fan for life? -Theory Explained
It is a defining moment when a young child of primary school age meaningfully engages with a sporting brand, becoming a fan for life.
Nick refers to this as the defining moment.
Personal Connection: Consider why you support your teams. Often, a significant event in childhood sways your allegiance. For example, if your family supports the Dockers but your grandfather gifts you a West Coast Eagles scarf, you might be a lifelong fan.
Strategic Targeting at the Wildcats: Primary schools are a crucial focus, intending to turn 30 kids per school into lifelong fans.
Compounding Effect: This strategy drives long-term support. Consider 300 schools annually over 15 years. As these children grow into 25-year-olds with jobs and disposable income, they transition from buying $20 seats to purchasing $200 seats. -
Importance of Brand Colour: The initial colour choice was black, but this was changed to red to differentiate, as no other team in WA shared this colour. This led to the creation of what Nick dubbed the "Red Army."
Failure rate: The image has only a 0.8 failure rate. But to put it into perspective, while the vast majority of the audience, let’s say over 34,000 people, might have had a positive experience, a subset—the 280 angry individuals—did not.
