The real value exchange with fans
Commercial practice – and pressure – tend to frame fans as revenue opportunities. But even when commercialisation of a fanbase is written into the business plan, simply equating a fan to a customer will be counter-productive, because it simply doesn’t equip the rightsholder (or sponsor) to understand the true nature of the fan-rightsholder value exchange […]
Adding value to fans
Adding value to the fan is a mantra of sponsorship nowadays. A mantra that emerged in response to sponsors who viewed sponsorship only as an opportunity for brand exposure. But those times, the times of ‘badging’, have largely gone. So why revisit? Because mantras outlive their purpose. And because we collectively now have a deeper […]