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

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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?

Why you should get rid of TV

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When you make large changes in your life, like when you move to a new country or change jobs, you have the opportunity to start from scratch in some areas.

When I moved from Shanghai to New York, I knew that this was an opportunity to kill some of the bad habits I had.

One of the main habits I wanted to kill was my dependence on TV.

If you put me in front of a TV, I’m gone. I zone out. It doesn’t really matter what is on the TV – I am just engrossed.

I know this is a weakness (and one of the reasons I hate bars with TVs) and something I actively try to stop doing when out.

I also know that productivity is reduced when you have the option of TV. Give me 2 options: 1)Watching a crappy TV show and 2) Reading a book – and I will, unfortunately, choose the former. 

I can resist everything but temptation – Oscar Wilde

So, when I moved to my apartment in the East Village in New York, I decided that I wouldn’t install a TV.

The hypothesis was that if I didn’t install a TV, I would do more. I would read more and I be more productive with my time.

For 3 months now I have had no television and here are the results:

I GO TO BED EARLIER
Without TV, hours don’t pass by very quickly.

Instead you notice that it’s 9.34pm… and you actually wish it was later. When television is available, time often flies by and you want to stay up later to finish that episode or see the end of that film.

Going to bed is great for health and stress reasons, and I have had better sleeps without the temptation of TV shows that drag on into the early hours of the night. 

I READ MORE
I have always wanted to read more, but I have never done so because TV has always been too accessible.

Passive entertainment often wins the race when compared to reading that requires a certain amount of effort and concentration (especially after a long day of work).

Of course I know the benefits of reading and what happens when you get into a good book – but still…..TV..HBO, movies..it’s not a fair fight in my mind.

So, now that I’ve taken TV out of the equation, I do enjoy spending more time reading. I give myself more time to get into a book. It is my new form of entertainment, and I do enjoy it.

This is a big win for someone who reads a lot of articles, but not enough books.

I AM MORE ACTIVE
I am less desperate to go home, because I know there is no entertainment device, and thus I try to find things to do.

I look for events. I go for runs. I even go for walks in sub-zero temperatures. 

Although, I do have to say that on nights when I’m drunk or simply tired, I definitely would love to come home to TV. I think overall though the positives outweigh the negatives.


While there are a lot of positives with taking television out of the equation there are some small side-effects.

I PROCRASTINATE ON THE INTERNET
When I am done with reading, and want to procrastinate a little, my phone tends to pop out.

I wouldn’t say I browse the internet a lot more than usual – but it does come out a good bit at home. It’s definitely a lot less than the amount of procrastination that comes with TV, so overall it’s still a win.

WHEN I DO SEE A TV, I AM MORE GLUED THAN EVER
The desire for television has not left me, and when a TV box does catch my eye I’m actually worse than ever.

Luckily I am not around TVs too much, but when I do see a HBO show or something of that quality, I’m completely focused on it. I don’t mind being glued to a TV when I get the rare chance – as I deserve a little bit of entertainment.

Remember: The goal is to improve my overall quality of life by taking TV out of my day-to-day, and a bit of TV now and again is not a problem, in my eyes. 

I MISS OUT ON TV TALK
I have no idea what’s going on in Game of Thrones, Silicon Valley or any of those popular shows.

I do feel a little left out during those discussions but even though it is fun to talk passionately about these shows, it is a small sacrifice I am willing to make.

I can live without these series because I don’t have access to them. Only when you cut off some form of entertainment or a ‘nice to have’ like TV or Facebook, do you realize how easy it is to live without it.

THERE’S LESS ENTERTAINMENT FOR GUESTS
I have not had many guests to my new, and old-school, apartment, but I do know that not having a telly could be a bit of a pain. For example, when visiting friends want to chill after a day out checking the city’s sights, they’d probably love to sit down and relax in front of the box.

Having access to the internet may stave off some of that boredom, but I may also need to purchase more books, magazines and even a board-game or two. Or just send them to the movies 🙂


Summary of the Results

The experiment continues as, to this date, I have yet to purchase a TV, and nor do I intend to.

Overall, I don’t miss television. I find I have a lot more time, and I save a little bit of money, too :).

SO SHOULD YOU GET RID OF YOUR TV?

Honestly, if you have one now, it is very hard to get rid of it.

If you are making some changes, like moving apartment, then THAT is a great time to experiment. If, after a month, you really miss it – then go back to it. But try to live without it for a little while.

What have you got to lose? There’s definitely plenty to gain.


Image Source: http://1000funnypictures.com/funny-dogs-ii/lazy-dog-watching-television-funny-dogs/