The psychology of winning. A marketing analysis of the Bafana Bafana supporter turn around.
Background
As with some, I have not been invested in the Bafana Bafana games – I know… absolute blasphemy!!! But, hear me out, I am at this point because my interest has waned over the years – that “I’ve lost my passion, it’s not you but me situation”.
I will have you know that, I was a stonch football fan when younger- greater influence was because I grew up playing with boys who immersed me into a group that rode bikes, fast, played tons of soccer on the dusty grounds with metal or two brick goal post and would literally hunt for either birds or “dimbiba” to braai them with the help of my late uncle when our hunger pangs where unbearable. I also got a watch made from saliva and soil – still have the mark to show for it on the back of my hand ( had to share).
The Awareness
Over the past weeks, I’ve noted that, when the soccer tournament started there was little to no excitement about our team (general observation on all platforms) because we expected that they would lose – creatures of habits.
I sit here with interest as this narrative has now changed after the two wins – we even got a last minute request for the kids to be brought to school wearing a “Bafana Bafana” shirt.
The recommendation
So, I looked at this change of heart in two ways which are Marketing and personal perspective:
From a personal perspective, I continue to learn that people always want to be associated with winners. Should you not be of significance, you become a nonfactor and only your parents, siblings and a handful of friends and or coach will think otherwise. So “Charley”, in life you gotta be a winner so, people can wear T-shirts with your name on them and excitedly cheer for you until you lose.
From a Marketing perspective, this is also an insight for big and upcoming brands. Customer loyalty is fleeting unless you understand their psychology and what serves them. You lose = You lose and You win = You win.
Dropping the mic
A late congratulations to “Bafana, the boys” from me. Wishing you another win on Wednesday so, more people can buy your jersey, start meeting at pubs/swanky drink spots, singing together in your name.