Episode 37: Turning Customers Into Fans, with Scott Howland of the Detroit Lions

With the return of football season nearly upon us, Tom and Curtis are thrilled to welcome Scott Howland, Senior Manager of CRM and Marketing Research at the Detroit Lions, to the show! They discuss how the Lions brand made a shift from customer acquisition to customer retention and loyalty, as well as the importance of understanding a fan base and tailoring the fan experience. Scott shares insights on data-gathering initiatives, including surveys and focus groups, to understand fan profiles and preferences. They also touch on the impact of rebranding and the excitement surrounding the upcoming football season. Takeaways: Shifting from customer acquisition to customer retention and loyalty is crucial for long-term success. Understanding the fan base and tailoring the fan experience is essential for building strong relationships. Data gathering initiatives, such as surveys and focus groups, provide valuable insights into fan profiles and preferences. Rebranding can generate excitement and attract new fans. Giving fans what they want is key to maintaining their loyalty and engagement. Connect with Scott on LinkedIn: ⁠https://www.linkedin.com/in/showland3 https://bullhornsbullseyes.com/episode-37/