Jesse Cole on the Five E’ s to Create Raving Fans Who’ ll Give You Raving Referrals and Long-Term Loyalty
CHAMPION MINDSET
Savannah Bananas’
Jesse Cole on the Five E’ s to Create Raving Fans Who’ ll Give You Raving Referrals and Long-Term Loyalty
Wearing his trademark yellow tuxedo, the owner of the Savannah Bananas shared his secrets for growing a struggling business into a national sensation at this year’ s IT Sales and Marketing Boot Camp.
BY CINDY PANETTI CYR
MSPs that are busy chasing customers will strike out— every time. MSPs that focus on creating fans will hit home runs— and create lasting loyalty and business success.
That’ s the compelling message MSP attendees at TMT’ s sold-out IT Sales and Marketing Boot Camp in April heard from Jesse Cole, the energetic founder of Fans First Entertainment and owner of the exhibition baseball team, Savannah Bananas.
Cole shared his story of how he evolved from a shy, five-year-old honorary Boston Red Sox batboy to the creator of Banana Ball. His story and the transformation of the Savannah Bananas from a struggling minor league baseball team to a national sensation selling out Major League ballparks and NFL stadiums are a testament to the power of experience-driven innovation.
Normal Gets Normal Results
To bring more spectators to the ballpark and create a fun experience, Cole began examining everything they did.“ We had to do something to create attention, something to be different. We started saying,‘ What if we could look at everything we do and ask, does it create fans?’”
He came to this conclusion:“ The reality is, normal gets normal results.”
The Five E’ s: A Blueprint for Fandom
Cole’ s blueprint for building fandom centers on what he calls the Five E’ s, principles that any business can apply to turn customers into lifelong fans.
1. Eliminate Friction
Business owners must identify and remove obstacles in the customer journey ruthlessly.“ The greatest businesses look inward, putting themselves in their customers’ shoes and eliminating the friction points,” he explained. The Bananas tackled common complaints about baseball— games that were too long, slow, or boring— by introducing a two-hour limit, trick plays, and nonstop audience participation.
They eliminated hidden fees by building their own ticket platform: Every ticket is $ 35, all-inclusive, covering food, drinks, service fees, and even taxes. They rewrote their invoice messages and changed their phone hold music to make paying and holding fun.“ Every time you can make the experience enjoyable, you’ re building that fandom,” Cole said.
2. Entertain Always
Cole challenged the MSP attendees to reconsider what business they’ re truly in.“ I would argue that all of us are in the entertainment business, because everyone is trying to provide enjoyment in any service that you provide,” he said.
The Bananas map every stage of the fan journey, from the moment a ticket is purchased to the final goodbye. Fans get videos with staff wearing banana suits and the“ Banana Nanas” senior dance team of grandmothers. For years, the team called every ticket buyer personally to say thanks. On game day,“ Parking Penguins” hand out freezy pops, and a professional“ high-fiver” greets every guest. Even rain delays become legendary with a three-hour script designed to ensure fans leave saying it was the most fun they’ ve ever had— without a single pitch being thrown.
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