Fan Loyalty vs. Fan Frequency

Atlanta, Georgia (my home town) has accomplished something no other US city has done – lost two NHL professional hockey teams to the Great White North!  Many US teams came from Canada to more money and fans down South. But we just sent the Thrashers to Winnepeg, after sending the Flames to Calgary in 1980.

Why? 

Because frequency beats out loyalty.

Atlanta has had a loyal fan base for hockey for years…they just don’t show up frequently to watch the team play.  The Thrashers close to  the bottom of NHL attendance for most of the 11 years they were a franchise in town.  Now they are gone…along with what little revenue they brought in.

Interesting note:  Fans in Winnepeg bought over 4,000 tickets for the un-named team within a few hours, once the franchise announced their move.  Frequency beats loyalty any day of the week.

Are your fans, customers, members, clients loyal, or frequent?   They can be the most loyal in the world, but frequency will determine whether you stay in business (and where).

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