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bandwagonFan base, that is! (Ha – see what I did there?)

And because I am all about that base, I am all about the bandwagon.

In my marketing circles, “bandwagon” is a communications and advertising tactic that feeds one’s desire to “be part of the in crowd” and/or one’s fear of being “left out.” An example I personally like is the “One Million Strong…and Growing” Flintstones Vitamins commercial. Bandwagon marketing also often uses “winners” for added appeal. A great example is the almost 30-year-old “I’m going to Disneyland!” campaign during the Superbowl.

But funny enough, outside of the above, in my sports circle the term “bandwagon” might as well be a four letter word.

To them, the bandwagon is the thing everyone jumps on whenever the Suns or Cardinals string together a few wins. Generally, the more long-suffering fans of the team reject and renounce these fans – especially on social media.

But here is the thing…

Bandwagon = Relevance

And relevance leads to revelation and adoption, and eventual true-blue fans, no matter if in sports, business or life.

I am a living, breathing example.

If you know me, you know I am a die-hard Phoenix Suns fan – in good times (like the Steve Nash era) and bad (like the Stephon Marbury era).

But, it wasn’t always that way.

My family is from the Midwest, and so “my team” was supposed to be the Chicago Bulls. And with Air Jordan, it was pretty easy to be their fan.

But, I happened to be 12 years old and living in Arizona when Mr. Charles Barkley joined the Phoenix Suns. My Midwestern parents jumped on the Suns bandwagon so hard, we had 1992-1993 season tickets to see Sir Charles, Thunder Dan and KJ make it to the NBA Finals.

That season – and my bandwagon parents – changed my life. From that day forward, I was a Phoenix Suns fan. And I always will be.

Sure, there are those who jump on and off the bandwagon for certain brands and teams. But, those annoying few are worth if for the brand advocates – like me – they also create.

Here is hoping the great seasons of the Sun Devils, Wildcats and Cardinals keep getting us bandwagon fans – and more importantly, relevance – for a long, long time.

Alison Bailin
Alison Bailin
Senior Account Executive Alison has a lot to say…about pretty much everything...all the time. From the current state of public relations to the social media impact on Shark Week to crisis communications in the sports world, Alison’s blogs are focused on “amusing through her PR musings,” and then some. Check out Alison's full bio

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