As we head into another exciting Super Bowl between two well-matched teams coached by two brilliant brothers, there is a team to feel sorry for – the New England Patriots.
And not because they keep getting close to winning it all, but come up short. Or because their receivers have a way of dropping Tom Brady’s key passes at all the wrong times. Or because they may lose Wes Welker to free agency. Or because of all those key injuries.
One of the biggest problems plaguing the Patriots (and every other NFL team) is that a growing number of hard core fans would rather watch the games on TV than sit in cold, crowded stadiums every Sunday afternoon (or Monday and Thursday nights).
The league has done such a great job with its network television coverage that only 29% of NFL fanatics would rather watch a game in a stadium – down from 41% in a similar poll fielded just 15 years ago. More and more fans prefer to sit in the comfort of their media rooms in front of massive HD television screens, enjoying the game with friends and family, along with more economically priced food and drink. In an era when time and money matter, the day-long, expensive sojourn to see a game in person is becoming progressively less appealing even to major NFL fans. So what can the league or any of its teams do to counter this trend?
Interestingly, the Pa
triots are among the most proactive teams in attempting to reverse the tide. And they serve as a lesson to market leaders everywhere. While attendance at Gillette Stadium has remained steady and healthy (there are still 60,000 fans on a paid waiting list), the team is getting out in front of what promises to become a future problem.
In essence, the Patriots are doing what all leading brand managers should do – and that’s improving the experience for fans. And interestingly, most of the enrichment is connected to technology. Football may be an analog game, but what the Kraft family is hoping for is that digital enhancements will make going to Gillette a more meaningful experience.
Consider these proposed improvements:
- Streaming audio of the offensive coordinator relaying plays to QB Brady
- Locker room video at halftime that season ticket holders can view on smartphones or tablets
- Enhanced WiFi so fans can “socialize” while watching the games
And here’s the money quote from Patriots president Jonathan Kraft:
“If we want people to still come to our stadium and find it worth the money, we have to figure out how we give an experience that’s different than the experience at home and give you all the comforts of home…(because without better in-stadium technology), live venue viewing at this scale is really going to be put at risk.”
Proactivity, vision, a strong grasp of the fan mindset, embracing change, and an in-depth understanding of technology are all key ingredients in transforming a traditional fan experience into something meaningful and future-focused. Some of these enrichment moves might not pay off. The NFL may not allow others to be implemented. But the mindset of a category leader is what the Patriots are all about.
Every traditional business and entertainment outlet should be watching this experiment with more than passing interest. It’s notable that while the Patriots benefit greatly from TV revenue dollars, their commitment to improving the original fan experience – going to the game – is essential. In the same way that Apple realized that iPod sales would be hurt by iPhone, and iPhone sales would be hurt by iPad, and sales of laptops and desktops would be impacted by all these mobile devices, acknowledging the rapid movement of technology, the changing culture of fans, and the importance of embracing what’s new are at the heart of not only surviving – but thriving.
Radio has the ability to change its own fan experience, taking listeners “backstage” and behind the scenes, while providing different ways to enjoy its content and its products. But it will require open minds, great customer research, a commitment to serving advertisers, and fertile imaginations.
It is fascinating that one of the most successful NFL franchises is leading the way toward improvement and change. Given radio’s very close proximity to pro sports, play-by-play, and the ratings it produces, let’s hope everyone’s taking copious notes.
Enjoy the Super Bowl on Sunday, and look for ways the NFL is enhancing the fan experience – inside and outside the Superdome.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Fred:
The metaphor is excellent, yet lacks one element: All tactics implemented by the team (or radio) must be measured and analyzed for effectiveness. Analytics & Metrics – as used in the technology sector – is an area where the radio industry is not even remotely present (and it’s not mentioned above). The New England Patriots are consider a leader in A&M.
To quote Thomas Davenport and Jeanne Harris from their book “Competing on Analytics,” “At the National Football League’s New England Patriots, the involvement in the team by Jonathan Kraft, a former management consultant and the son of owner Bob Kraft, helped move the team in a more analytical direction in terms of both on-field issues like play selection and team composition and off-field issues affecting the fan experience.”
I highly recommend radio managers read this book for its accounting of how today’s successful companies are using analytics – https://www.amazon.com/Competing-Analytics-The-Science-Winning/dp/1422103323/
The Patriots, Netflix, Amazon, Enterprise Car Rental, Harrah’s, Capital One, Google, Progressive, and Walmart are just a few companies that measure and quantify each movement they make. Knowledge gained is applied to how they each respond to employees, customers and vendors.
Radio needs to start getting into this game or risk losing more to media that are there, like cable and online.
Ken, many thanks for bringing an analytic perspective to the conversation. I am all too aware that it’s more than just fixing the roof while the sun is still shining. Appreciate you contributing and reading our blog.
Good idea … I hope my seahawks are smart enough to buy a season package there when we play them in Gillette next year I think Pete carroll can use that info!
Great thought though 🙂
Thanks for the comment, Frank.