Customer Equity: Why BSC Young Boys fans might have one of the highest customer values in Swiss football


BSC Young Boys choreography, 25 June 2014 | Photo: Sebastiano Mereu BSC Young Boys choreography, 25 June 2014 | Photo: Sebastiano Mereu

There is an obvious relationship between the investment a company makes in a customer relationship and the return that investment generates (Grant, 2008:324). Kotler (2003:76) claims that the aim of customer relationship management is to produce high customer equity, which Rust, Lemon and Zeithaml (2004:110) define as the total of the discounted lifetime values summed over all of the firm’s current and potential customers. According to Blattberg and Deighton (1996:138), appraising customer equity is conceptually similar to appraising the value of a portfolio of income-producing real estate, and they add that the goal of maximising customer equity by balancing acquisition and retention efforts properly should serve as the star by which a company steers its entire marketing program.

In this article we will discuss the three drivers of customer equity…

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My Experience with Periscope at a Live Sports Event

MLS Marketing, New York Stuff, Periscope Marketing, Soccer Marketing, Sports Marketing, Stadium Marketing, Uncategorized

When NYCFC played Sporting Kansas City in Yankee stadium, I saw it as a perfect time to try out Periscope, the new live-broadcasting app from the creators of Twitter.

I downloaded the app, charged my phone to the max and set out for the Bronx.

The app itself was easy to use and incredibly fast to initiate broadcasting – so much so that I was worried that I would accidentally broadcast something when I was not ready.

At the 10th minute of the game I began to broadcast under “NYCFC v Sporting KC” and immediately people visited the live stream.

After 20 seconds there were close to 100 viewers and people were making comments such as “GO NYCFC” or “This is so cool”. I didn’t interact with commenters at this point, but I instantly saw the power of Periscope. 

20 more seconds in and viewers started to drop dramatically.

Seeing the drop I tried to vary up the viewpoints of the game, but the decline continued.

Soon enough there were little to no viewers and it seemed a poor use of time to continue. I turned off Periscope and went back to enjoying the game in ‘real-time’.

Seeing that huge rush of interest when initiating broadcasting I thought I would give it another go closer to half time, but certainly was not going to look through a screen for the majority of the match. Plus, my phone was dying fast.

At my second attempt, there was another flood of viewers and as I had seen before there was a massive drop off after a short period of time.

At random intervals I continued to broadcast but chose to enjoy the atmosphere with the Third Rail crew rather than focus major efforts on this.

While it was exhilarating to broadcast live from our supporters section and give people a view into the stadium I soon realized that the content I was creating was not being saved. I had captured great moments and then they were gone. Fortunately, I found that there was an option to save your video, albeit in a low-quality format.

As I move forward with documenting the Third Rail and NYCFC, it will definitely be a weigh up as to whether I want to get quality video capturing the moment or choose to broadcast live and have lower-quality material to upload on different platforms.

After the day of 4 or 5 periscopes these were the basic results.

Next time, when we make the trip to Philadelphia I will remember to save videos, bring a better battery (I am getting an external drive) and also be more saavy about the times to record live.

What have your experiences been with Periscope at sporting occasions or other events?