What should the RCB do to cash in on fan Engagement?
This article is brought to you by Team RCB(Rum Champagne and Booze), which talks about how the RCB(Royal Challengers Bangalore) can increase their Fan Base.
The Royal Challenge brand by itself connects with a lot of alcohol drinking Indians, and from my sample size of my alumni, atleast 3 in 5 people order a RC in a pub. With such instant recall and a great Royal Challengers team, here are a few steps that the RCB can take to increase Fan Base
An RCB season membership can be created which is valid for the IPL and the Champions league for that year. Membership could include a Goody Bag, T-shirt, Cap, Wrist Band, Team Poster, Tattoos, Keychain plus a lot of deals in various stores(apparel,food,cinema etc) in the city(The objective being to have RCB assosiated with most of your consumerist activities in life). The membership should also open access to ticket sales before the general public, so that an aura of exclusivity is created for the RCB fan, and the RCB fan can be made even special with door delivery of tickets for the matches. Members could be made even more special with one free beer/drink given to every RCB Season pass holder and the subsequent drinks at a special discount in stadia.
For members not choosing to attend the stadium, discounts could be provided at pubs airing the IPL/Champions league matches. These discounts could apply only to the RCB Season pass holder.
Given that new media is a critical growth engine for fan base, RCB should open a webstore, where RCB Memorabilia can be bought. An example could be the bat with which Manish Pandey scored a century or the ball with which a landmark wicket was taken or basically any used player merchandise. RCB should also open up wallpapers,ringtones,team anthem and screensavers for downloads. RCB could tie up with a gaming zone like Indiagames/Hungama and come up with a RCB cricket captain game, playable at all Internet centres. This not only ensures huge fan connect, but also opens up a marginal alternate revenue stream for the RCB. Blogs by the players during a match should also be interesting or twitter accounts of RCB players during a match, as it provides an instant nirvana to the fan who is consuming the game on television or on the ground.
The RCB should also look at engaging consumers at times when IPL is not played, by offering discounts at restaurants/pubs/apparel showrooms for RCB Season pass holders.This would ensure that the connect between the fans and the RCB brand stays alive throughout the year!
and for the idea, shouldnt we start off with a free RC for TEAM RCB(Rum, Champagne and Booze) :-) ?
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