Blog from Maribeth Kuzmeski of Red Zone Marketing
Sometimes we do things in certain circumstances that we normally wouldn’t do. I’m a Green Bay Packer fan, born and raised in Wisconsin. You may have noticed that many Packer fans proudly wear on their heads what is commonly referred to as a “cheesehead.” Now, really, what would possess someone of seemingly normal intelligence to wear a bright yellow wedge of cheese atop their head? Would these fans wear their cheeseheads to the bank or grocery store? I hope not! But, they would wear the yellow foam hat in public, at a game, and TRY to be seen on TV in front of millions of people! The reason behind this fanatic behavior is what I call the “Cheesehead Phenomenon.”
The Cheesehead Phenomenon occurs when the experience we are a part of causes us to do something we wouldn’t otherwise do.
The Packer experience comes from generations of adoring fans who have backed this team through many years of losing in the same way they have supported them through many years of winning. Loyal fans do just that. Packer fans have a great desire to be a part of the experience of going to a game at Lambeau Field. They outwardly share their pride for their team and the State of Wisconsin, starting with a non-negotiable necessity of organizing or attending a pre-game tailgate party filled with lots of brats, beer and, of course, cheese. Fans wear all sorts of cheesehead gear and other unique hunting clothing (some of the warmest clothing you can get for northern weather). People are there for the game, to see their beloved team win, and for the fun. Even when the team has a losing record, they show up merely for the connection with like-minded people, and the thrill of the thought of winning again. Attending a game a Lambeau Field is truly an experience. The cheesehead fan culture is an essential element of the overall experience. People willing to go that extra mile to show their pride in their team and their state, by placing that large yellow wedge atop their heads. Something they wouldn’t normally do.
It is like, for instance, when your clients go out of their way to help you, refer business to you, or drop you a note of thanks; something they otherwise ordinarily would not do. Most people are thinking about themselves and their own lives. The goal is to create a unique experience with our service or product delivery that touches them personally, gets them to do something they normally wouldn’t. Because if we can get them to think about us for a little bit longer, to enthusiastically participate in cheering on our company, everyone wins!
Are you creating a phenomenon that your clients can cheer about?
Maribeth Kuzmeski, is the author of the new book, The Connectors: How the World’s Most Successful Businesspeople Build Relationships and Win Clients for Life
Hi Maribeth, what a lovely description of when your passion for something leads to you tangibly demonstrating that association, even to the point of risking how people without that passion perceive you.
The ‘cheesehead phenomenon’, it could also be a subtle bit of associated promotion for the Packers!
All the best, and [even though I'm not an American Football devotee] all the best for the season – how’s it going?
David
David, It is a risk – especially for those Chicago Bear fans! Thanks for your comments – I really appreciate it!