When a team wins a lot of games it draws a more positive image to the organization. From a public relations perspective, it is always easier to gain consumers/fans when the team you are working for is successful.
The Chicago Cubs are not known for having many winning seasons. They haven't won the World Series in 102 years; a longer championship drought than that of any other major North American professional sports team. Yet, despite their losing seasons, the Cubs have been very successful with fans. They are known as the "Lovable Losers" with the most loyal fans in the league. This is because of the connection they have drawn with their fans.
Last night, November 2, 2010, I received an email from MLB.com asking me to take a survey for the Chicago Cubs. Although I a a Yankee fan, I also listed myself as a Cubs fan online to get more information about them. The email redirected me to the Chicago Cubs website. The survey is an attempt from the Cubs organization to gain feedback from fans to determine ways to improve the fan experience at Wrigley Field. Instead of just building a new stadium like the Yankees and other teams have done, the Cubs are relying on its fans to tell them what improvements they should make on their stadium.
"...the Chicago Cubs would like to invite you to participate in an important research initiative to help the organization understand your customer experience and identify additional amenities that should be added to Wrigley Field."
They chose to survey their fans online. A survey on the Chicago Cub's website reaches more baseball fans. They can reach fans in other parts of the country not just limited to Chicago--they can collect a larger sample. They make the survey inviting and interactive, giving the fans a voice in the organization's decision-making. Not much initiative is needed for fans to take the survey since sports fans are known to be very devoted, and are happy to do things that involve their favorite sports team.
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