Return on Commitment™ (R.O.C.)

The Ultimate Measurement Toolfor How to Attract and Keep Fans

Why R.O.C.?

•

Do you

really

know the answers to these questions…

–Why do your fans go to

your

sporting event instead of doing something else (havingdinner with friends or seeing a movie)?–How much are your fans “investing” in being a fan, and are they getting what theyexpect in “return” for being a fan?–Ultimately, do you know how to best serve your fans - and provide them with the bestoverall experience (and get a higher share of their entertainment dollars)?–And, are your marketing communications and promotion efforts measured againstthese metrics over time - and improving because of them?

•

We noticed that

NO ONE

had a true quantifiable measure that provided specificanswers to these questions.

•

Instead, teams relied on false assumptions for what mattered - like providing agreat “fan friendly” environment or winning (those rank 6th and 11th,respectively, in terms of what fans find important)

•

So we invented

Return on Commitment

- a single number to measure all yourefforts compared to other entertainment options

>Maddock Douglas’ R.O.C. (Return on Commitment)is a critical diagnostic tool that identifies what your fans care about most in return for their commitmentto a sports franchise.>MD has learned, from years of sports fan andfranchise research, that the R.O.C. is an essentialmeasurement of the overall health of a team andthe loyalty of its followers.>The R.O.C. is derived from understanding the relationship between three key elementsof fandom

investment

: Time, Money and Emotion

Time

spent following the team: attending, watching, reading about, talking with friends>

Money

spent on all aspects of fandom: games, merchandise, technology, fantasy sports,betting>The

emotions

fans feel over the highs and lows of a season

>The flip side of the R.O.C. is the

return

fans get from their time, monetary, andemotional investments in their team – leading to renewed

commitment