Up The Escalator

In a study on sports fan loyalty, researchers found four stages of “fan-hood:” 1) non-fans; 2) light fans; 3) medium users; and 4) heavy users. Heavy users (the Alpha fans) contribute 80 percent of the revenue to a sports team through ticket sales and merchandise purchases but make up 20 percent or less of the total fan base.

The study proposed distinct marketing strategies aimed at all four user groups with the purpose of moving fans “up the escalator” from one segment to the next. The model emphasizes the importance of satisfying the different needs of each group while promoting movement to the next level.

– from “The Content Code” by Mark Schaefer