CXOTalk podcast

Brand Loyalty: Lessons from the San Francisco 49ers

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#BrandLoyalty #CustomerExperience

For a great example of brand loyalty, look no further than the NFL's San Francisco 49ers. The 49ers are famous for their passionate fan base, which is one of the most loyal in professional sports.

How does one of the most successful sports franchises in America cultivate a fan base that is so intensely loyal? The answer lies in business models that are heavily focused on fan engagement, treating customers as a relationship rather than a transaction.

In this episode, we talk with Alex Chang, the Chief Marketing Officer of the San Francisco 49ers, for practical lessons on brand loyalty that we can apply to our organizations.

The conversation includes these topics:
-- On working in sports branding for the 49ers
-- Why is fan experience important?
-- How do the 49ers create fan loyalty?
-- Create customer loyalty by building customer relationships
-- How to use data and analytics to cultivate loyal customers?
-- Building a mission and purpose to drive customer satisfaction and create happy customers
-- How the 49ers segments customers in their football marketing
-- Issues and challenges when using data and analytics to drive fan engagement
-- What is the relationship between brand promise and customer experience?
-- How can people outside the sports business take lessons from the 49ers’ loyalty programs?
-- How can marketers build an emotional connection with existing customers?

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Read the complete transcript:

Alex Chang is in his third season with the 49ers and serves as chief marketing officer. In his role with the team, Chang leads all areas of marketing including brand strategy, creative, media, social, digital, content production, game presentation, events and corporate communications.

Prior to joining the 49ers, he served as the head of partnership marketing for Samsung. Prior to that, Chang worked at elite marketing agencies. He was vice president at Wasserman where he advised global brands on their sports and entertainment partnerships. He also served as vice president at IMG College. Chang became an industry expert while at American Express, where he spent 13 years in various marketing roles including vice president of sports and entertainment marketing and vice president of U.S. advertising.

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