How WWE Keeps Traditions Alive

by Salim BuenoApr 02, 2010

Most brands are focused on constantly creating new customers instead of retaining the ones they already have. These brands change their message, products and events often and they worry little about those customers who already chose them. These brands attract transactional customers and rarely form a loyal following.

Cult brands understand that retaining a customer is more profitable than constantly making new ones. But loyal customers don’t appear over night, a brand has to be consistent over years to attract these customers. Customers who engage in a relationship with a brand have done it because they know what they can expect from the brand. To create a loyal following a brand must have traditions that brand lovers can rely on. Traditions give customers a sense of being part of something bigger than themselves, a feeling of being part of a family.

World Wrestling Entertainment are masters of creating and keeping traditions alive. For the past 25 years WWE has given their fans Wrestle Mania. This super bowl of wrestling is the climax of an entire year of brawls. The event was first produced in 1985 and 25 editions have been produced as of 2009. All of the events produced have been sold out within a short period of time, with recent editions being sold out within minutes of tickets going on sale.

To keep traditions alive a brand must spend time with their brand lovers. The WWE Fan Axxess Tour is three-months of parties, rallies, and autograph signings for fans across 14 cities in North America. The event energized more than 237,000 fans in the lead up to Wrestle Mania 23.

Keeping the tradition alive paid off for WWE. in 2007 Wrestle Mania 23 achieved 1.2 million pay-per-view buys, achieving global revenues in excess of $24.3 million. “Once again, the WWE fans have responded and made Wrestle Mania 23 a record-setting success,” said Geof Rochester, Senior Vice President, Marketing.

When you rally around your customers you keep traditions alive. Those traditions become memories in your customers minds and your brand becomes part of their life.

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