Heather Maxwell, PhD’s Post

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Revenue Generator fueled by insights and strategy | Former: University of Notre Dame Athletic Dept, General Mills, Conagra Brands, and Sazerac

It was a first-year blunder. But I learned and accelerated. It was my first year at Notre Dame. My role was focused on growing women's basketball attendance. Keep scrolling, this is bigger than basketball. I was very fan (consumer)-focused. From the moment I stepped on campus, I wanted to learn about our current fans. →Who were they? →What was the fan journey to season tickets or single game purchase? →Why were they coming to the games? →What did they like about the experience? What could be better? There was little fan information at the time. It was mostly tribal knowledge from people who had worked at ND for years. Some was accurate, some were stereotypes. So, I started reading academic articles, stories about Bill Veeck, and most importantly, I started listening to the fans. I sat with them in the stands during the first games. I watched them. We chatted. I listened to what they said...and what they didn't say. I.learned.a.lot. Despite all this learning, I made a mistake. I thought I was being fan centric...and I was but my listening was just a little off. I had asked them about their favorite music, thinking if I played some of their favorite music it would enhance their game experience. So I played music these parents and empty nesters loved during warm-ups. Turned out they didn't want to hear their favorite music at the game. 😯 The players definitely didn't want to hear this fan-centric music either. 🙄 Where was the mis-fire? I listened to the fans but missed an important "jobs-to-be-done" moment. Many fans were partly coming to the games to escape, to feel young and a little rowdy again! They wanted to hear the music the PLAYERS wanted to hear. They wanted to live a bit vicariously and feel pumped up, ready for gametime. While their favorite music was still their favorite music, it made them feel a bit more reflective and nostalgic. This was a disconnect for one of the reasons they were "hiring" the game for their entertainment for this occasion. Don't worry, I listened, learned, and pivoted quickly. That's the power of having the pulse of your fans (consumers). When you're dialed in you can do this. If you're dialed in with the right frameworks from the start you can build amazing fan bases. This is just one of the many learnings enjoyed along my career. These learnings have happened in the sports world and with multi-million-dollar brands in Corporate America. Now my company, NEXT 5 TEAM, INC., leverages consumer need state frameworks, fan insights, and best practices from Fortune 500 companies and sports marketing, to help sports organizations create insight-driven growth strategies. We've sat in your seat, had the accountability for growth, and now we're rolling up our sleeves with you. Let's get this planning party started! 🎉 --- Would love your follow (Heather Maxwell, PhD) if you enjoy posts on #insights, #brandbuilding, and living a #wellplayedlife

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Heather Maxwell, PhD

Revenue Generator fueled by insights and strategy | Former: University of Notre Dame Athletic Dept, General Mills, Conagra Brands, and Sazerac

5mo

Fun Fact: To enhance the game experience, I hosted the first glowstick game at Notre Dame. They were the kind you cracked/bent to initiate the glow. The inspiration in 2001 was from people with lighters at music concerts. I wanted to bring that feeling in a more modern (and safe) way to basketball. This has since been an ongoing tradition with battery-powered glowsticks!

David Young, MBA

I help coaches & solopreneurs create powerful LinkedIn content that drives engagement, builds authority, and brings in clients | The Real You Podcast Host | Enneagram 5, wing 6 | OCD Advocate

5mo

So, no jump around, and more Usher at that time, Heather?

Tony Chapman

Independent sales representative - licensed products

5mo

Haha, Heather "rock'n to the oldies" in the Joyce! I would have loved to see the players faces during warm-ups!!! Haha!

Phil Burgess

Creating connected cultures I Co-Founder & Managing Partner, WITHIN | Chief People Officer | Learning Team of the Year I FLPI

5mo

Such a powerful insight you ultimately landed on!

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