A valuable lesson from Taylor Swift, Donald Trump and the Savannah Bananas
Early in her career Taylor Swift would read fan comments online and invite them to her home for lunch. Slightly unhinged. You bet. But seeds for the billion-dollar juggernaut called The Eras Tour began then, one fan at a time. Today, those same fans, and millions more, follow her anywhere and buy everything she makes.
Donald Trump ranted at rallies from Des Moines to Dallas. Feeding the fears of people who felt forgotten in politics as usual, he created a base that donated millions of dollars and elevated him to the presidency twice. Despite his felonies, his almost impeachments and obvious unfitness. His MAGA cult stays true.
And rounding out the triple play. No one went to see a minor league baseball team called the Savannah Bananas. Then the manager hired a dance coach for the players, making it fun a bringing fans into the game. Now their exuberant style of ‘Banana Ball’ sells out major league stadiums. And Forbes values the team, that had 268 dollars in the bank 10 years ago, at over 500 million. When asked about his strategy, colourful bowler-hat-wearing owner Jesse Cole said,
“The north star is always: ‘How can we create more fans?’ If you create more fans, the money takes care of itself.”
Put fans first. And the money takes care of itself.
Sound too simple? Perhaps. But name me a successful business that doesn’t have at least a few fans. That is, alongside long-term discipline, solid cash flow, pursuing a purpose, and a brand overflowing with value you can use to do more work. Even organisations people love to hate have them. Because if no one cares the long tail of eroding value will eventually kill the enterprise.
And fans are a step above customers because they choose to stick. Not because it’s convenient or because they have to. Because they want to.
Coincidentally (or not) some sources attribute the word ‘fan’ to the owner of the Saint Louis Brown Stockings baseball team in 1882 when he called the enthusiasts who filled his stands “fans”.
So, who are yours? It’s easy to find examples in entertainment, politics and sports. And how those organisations turn customers into fans has lessons for any enterprise. Even if no one is literally screaming your name, there’s plenty you can still do.
To start. Show you appreciate someone who supports you. I’m not talking about carefully crafted discount funnels designed to upsell products or marketing campaigns dressed up as loyalty.
Beyond form emails and scripted service, when was the last time you made a special effort to say thanks to someone who keeps coming back?
I’m assuming you know who they are. With the data captured today, even an abandoned online shopping cart gets a follow-up email. So, surely you can figure it out.
Maybe it’s a gift–not the buy something to get one kind. A genuine gift. A cafe comping a regular’s coffee now and then. Maybe it’s a message—not the shame-washing, we miss you kind. A simple heartfelt, ‘thanks for choosing us’ from the dry cleaners who always alter your pants (I know weirdly specific, but it’s a thing when you’re short and pants are long). Maybe it’s mending worn out board shorts, torn puffer jackets and fraying fleece vests for free. High five to Patagonia.
The point is not what you do, but that you do it. Not all the time, but enough so people notice.
A comment on Instagram from Savannah Bananas true fan michellinemmm sums up the lesson. “I have zero interest in pro sports EXCEPT FOR THIS TEAM!!!! We even watch this team at my nail spa. I love you guys!!!! Y’all are awesome!!”
How many people would use all caps and four exclamation points to celebrate your organisation? I’m betting there are at least a few. And it doesn’t take much to help them feel they matter.
A lunch invite. Show up to their town. Include them in the fun. Find whatever weird and specific thing your customers fans will appreciate and do it.
Use the lesson from Taylor, Trump and the Savannah Bananas. Put fans first and the money (and brand) will take care of itself.
Thanks for reading.