Building Loyal Fans...

Q - What do Mike Ditka, John Elway and Jon Bon Jovi have in common?

A - They all have ownership in Arena Football League teams.

I mention this because Saturday at 3 pm, CT (on ESPN) Ditka's Chicago Rush is in the final game of the playoffs for ArenaBowl XXI. (Elway & Bon Jovi's teams are out of the running.)

My family is big Chicago Rush fans. I'm talking t-shirts-wearing, sign-carrying, noise-maker-toting, season-ticket-holding fans.

We have Rush hats, baseball cards (are they called baseball cards for football?), replica Arena Bowl rings, bandanas, clappers, thunder sticks, autographed posters -- the whole nine yards. And every item we have was given to us at a game - most by Rush corporate sponsors.

Just three years ago I couldn't tell you what Arena Football was. One factor that drew my attention to the team was Ditka's promotional campaign that touted "This Is My Team!" The team played 5 miles from my home for years before that. But it never caught my full attention until "Da Coach" began to push the team.

Then my uncle invited me to a Rush open house two years ago. PJ, Beth and I went to see what all the hoopla was about. And we were hooked.

I used to think there were two ways to build a brand: build it from scratch or buy one. Both are very expensive.

Now I see one more way: have another brand help you build your brand.

Ditka, Elway and Bon Jovi are all celebs -- and each a brand in his own right. By riding on the notoriety of the owners, each team has built a strong following and done a good job of filling arenas for a relatively unknown football league.

And the cost is lower than you may think.

Ditka, coach of the 1985 Chicago Bear Superbowl team, only owns a small percentage of the Rush team. I don't know the numbers, but my guess is he gets shares in the team in exchange for his endorsement. But even a 1% ownership is ownership. And everyone wins in this scenario: Ditka, the Rush, and the fans.

In fact, the AFL recently used a variation of this ownership technique. They sold shares in the AFL to ESPN. Now it's in ESPN's best interest to promote Arena Football. Creating ownership is a strong marketing tool.

How can you use endorsements or celebrity to build your brand? How can you put ownership to work for you -- without selling any shares in the business? What logo'd items can you give your customers to turn them into "fans" and remind them of your brand?

Now if you'll excuse me I need to finish a sign before Saturday's game. So what if I'm only listening to the game at home. I'm a fan!

- Phil Sasso