PRNews: The Smartest Decision in Sports: How the Buffalo Bills Kept Canada in the Fold
When the Buffalo Bills opened their new Highmark Stadium this month, they did something they’d never done before a game: play “O Canada.”
Precision Senior Vice President of Communications Rich Luchette breaks down in PRNEWS why this 90-second gesture might be the smartest customer retention move in sports.
With Highmark Stadium now having the smallest seating capacity in the NFL, among the most expensive games to attend in the league, and a Canadian fanbase with less appetite for border crossings right now, the Bills faced a customer relationship problem – not one a press release could fix. What mattered was action: making Canadian fans feel like they still belonged. And once the gesture was made, the team resisted the urge to defend it or take a victory lap, letting it speak for itself.
Luchette’s takeaway: know the size of your audience before you respond, look for precedent already in your organization, and remember that actions speak louder than words.