Our life is all about emotions. Good or bad? No matter. Emotions determine our lives, our choices, they really help us to live.
Somatic marker hypothesis enables us to understand the way emotions govern our lives. Through simplification, they can make life less logical. But they make it easier for our own brain.
Awareness of this fact helps interact with fans in a completely different way. New effective approaches make it possible to provide fans with a new quality level of experience.
We see that in MLS, the clubs that have the biggest problems in this area are the ones that were the first to appear in the league. They are providing fans with somewhat old-fashioned experience. The clubs don’t adopt new, more effective ways of interacting with fans.
I’ve had to deal with problems of this approach both in sports and in other areas. Drive vanishes. As a result, the organization comes to a point when nobody needs anything. It’s a vicious circle.
I’m not talking about all the clubs that have been in MLS since its very beginning. For example, I really like the stuff some teams on YouTube are doing. I just don’t understand why MLS clubs (and MLS with USNT as well) producing such a high-quality content for YouTube, don’t invest in its promotion. Is there any logical reason to waste resources on the production of high-quality content to be viewed by, at best, a few thousand individuals?
Why doesn’t old-fashioned experience from some MLS clubs work? Clubs don’t have to inquire of fans what they would like. Clubs should be well aware of what fans want. That’s what neuromarketing and small data are for.
One should actively exploit somatic (emotional) markers, formed in human’s brain throughout their lifetime. We have to adopt not other soccer clubs’ experience, but that of the movie industry, where priming is applied in the most effective and clear way.
The slightest detail matters. And there are very different approaches for us to interact with various segments of fans, using our understanding of the way human brain operates.
There are a number of very interesting researches regarding the trust, which help understand the importance of this approach in dealing with people. And fans, of course, are no exception. Trust contributes to the high level of social capital, which in turn is a sign of the most well developed, prosperous and fortunate countries.
I frequently mention oxytocin, for it’s this kind of hormone that helps us apply evolutionary psychology to communicate with fans. It is oxytocin which is connected with human morality. Oxytocin has also a positive effect on our willingness to part with our money. If we use the right context and consider the ethical side, it’s a win-win situation. Fans are happy and the soccer club is satisfied.
Humans are social animals. Of course you’ve heard it before. The brain gives a positive reaction when a human being is among other human beings whom he/she includes into his/her group. Having a person feel respected and trusted and providing him/her with the opportunity to improve his/her social status is the way to ensure that fans (customers) are with you always.
In order to realize the importance of society for a human, let’s consider an example from suicidology. One of the main factors contributing to committing suicide is a phenomenon of rejection by human society. When a person doesn’t understand the rules of society and can’t grasp the logic of the way it functions, then the likelihood of suicide increases significantly. So it is extremely important for our species to socialize, not to have the program implanted in us evolutionarily undermined.
That’s why I say that taking into account clear enough factors of interacting with fans, one can quite readily get a stadium full of people. If there is a problem of poor stadium attendance at a certain MLS match, there are only three conclusions one can come to.
1. The club’s marketers don’t face a goal to get people come to the stadium;
2. The club’s marketers don’t have enough authority/budget available to organize the whole process;
3. The club should be more concerned about their marketers training.
And the most important thing the modern science provides us with is the foundation to build this approach upon. There are no more reasons to try and find accidental approaches, hoping they would work. Neuromarketing can help us determine with nearly 100% accuracy what would work and what wouldn’t.
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