As I was watching the Blue Jays play ball last week, I started thinking about "loyalty".
I don't know why I root for the Blue Jays. I used to be a diehard Expos fan. But I guess after they picked up and left town, I just couldn't bring myself to root for a team called the "Washington Nationals". It just didn't feel right.
So, I slowly switched my allegiance. It probably has something to do with the 24 hour sports networks showing all 162 games every year. In any case, I was really looking forward to this year. Last winter, it looked like they had finally assembled a good team.
While the disappointment on the field has now convinced me that they are going to be cellar dwellers this season, I still watch the games. I am still a loyal fan.
I feel the same way about the Canucks. I have been a loyal Canucks fan through thick and thin. I was a Canuck fan even before they were in the NHL. And I will likely always be a Canucks fan.
We develop this relationship with our favourite sports team. We live and die with each goal, each run, each hit, and every mistake. Full grown adults crying when their team is eliminated can't just be as a result of clever marketing, can it?
Most companies would and do pay a lot of money to try and develop the same level of loyalty that sports teams enjoy. I suppose that is why many companies try to get their brand associated with a sports team.
A marketing professor once told me that the name "Blue Jays" was chosen because Labatt's owned the team and wanted fans think of Labatt's Blue when they watched the games. They even asked the announcers to use the "Blues" as the short version of the name instead of the "Jays".
In any case, developing brand loyalty is critical to companies.
Automobile manufacturers, for example, understand this and they try to hook that first time buyer with affordable vehicles. Develop a good relationship and you have a customer for life. As people mature, they tend to buy the more expensive cars.
The same is true with computers. I know many people that would rather die than give up their Mac. Or pizzas. Or cameras. Brand loyalty is the holy grail of business.
This is why I find the BMO advertising that keeps interrupting the Blue Jay games this summer so curious. They have been running two themes.
The first tells us that if we open a new chequing and savings account at BMO, they will give us $200. Straight up cash for the mere act of opening two accounts.
The second tells us that if we get a BMO MasterCard, they will reward us with 500 AirMiles. Not as useful as cash but still a substantial bribe.
Of course, these commercials are intended to lure new customers. For us long time customers, the rewards don't apply. When I asked at the bank if I was eligible for the $200, I was told "no".
When I asked why not, I was told that it was just the way it is.
You would think that a bank would want to reward loyalty, especially when there are so many banking options on the market. Instead, they are treating their existing customers with something that borders on contempt.
Brand loyalty needs to be earned and the relationship needs to be nurtured if companies want long term consumers.
Of course, one would like to think that loyalty can't be bought or sold, especially if we are talking about personal loyalty. After all, being loyal to a beer is a world away from being loyal to a buddy.
We are loyal to our family and friends. Perhaps a little too loyal as we often turn a blind eye to their foibles, follies, and misdeeds.
When it comes to colleagues, things change and loyalty can sometimes be awkward. For politicians, it can be downright dangerous.
Consider Prime Minister Harper's present predicament. Despite running on a platform of reform for the Senate, he has appointed more Senators than any other Prime Minister.
Where did these Senators come from? To a person, they have been Conservative supporters. Loyal friends and associates. People with the right set of connections.
Further, he has remained loyal to his appointees. Despite overwhelming evidence to the contrary, he told the House of Commons: "In terms of Senator Wallin, I have looked at the numbers. Her travel costs are comparable to any parliamentarian travelling from that particular are of the country over that period of time."
The Senate oversight committee disagreed ordering her to repay $121,348 in travel expenses.
But then maybe that is just the cost of unconditional loyalty.
