Got fans? 12 Ways to Build a 12th Man Fan Base for Your Business

This post-season analysis of the Seattle Seahawks fan base – also known as the 12th Man – shows why Seattle fans played a part in their team’s success and explains why coaches and players alike dedicated their Super Bowl win back to them.

12 Steps to Developing a 12th Man Culture for Your Business

Super Bowl winners Seattle Seahawks did not fail to praise their much-vaunted “12 Man” fan base. Find out how the 12th Man changed the game of football in Seattle and how to develop the same type of loyal following for your business. 
Since we have a front row view of the Super Bowl champion Seattle Seahawks fan culture, also known as the 12th Man, we thought that it might be interesting to give you a play-by-play now that the post-season has arrived. Unlike those who will be analyzing the Super Bowl or Seattle’s winning season, we came up with twelve ways that you can develop a “12th Man” fan base for your business.

12 Keys to Building a 12th Man Fan Base for Your Business

1. Build the Right Venue

The Seattle Seahawks enjoy a true home field advantage when playing at Century Link Field in Seattle for one simple reason: It was designed to be that way. While it is an open air field, it’s design helps to trap and amplify sound.

As opposing teams have learned, the stadium’s design, coupled with the relentless voices of Seahawks fans can directly impact their ability to audible or even vocalize a snap count. The result? A tangible, measurable competitive advantage for the Seattle Seahawks. More false starts per game (2.36) occur at Century Link field than any other NFL stadium, and Seattle leads the NFL in opponent false start penalties.

2. Create 12th Man Moments

Many teams give their fans a shout-out of appreciation; however, in Seattle, a “12th Man” representative actually raises the flag to help kick off each and every game. From former team members to civic leaders to charitable groups to the “every man,” Seahawk fans are formally represented and acknowledged before the game even begins.

3. Honor and Connect the Past with the Present

Among those who have raised the 12th man flag during the past few years in Seattle are politicians, beloved Seattle athletes (not just football players, baseball, basketball, Olympians and both men and women athletes), members of the media, the Blue Thunder drumline, actors who reside in the area, JP Patches and many more. The tradition of the 12th man brings together people from all walks of life, histories, professions, genders and other classifications and unites them under one flag. It pays tribute to the community and the past.

4. Get Your Fans Off the Sidelines (and Into the Game)

Seattle fans know they actually impact the game and view themselves as integral to the team’s success. They aren’t just people who pony up for tickets and contribute financially, they see themselves as the 12th man on the field; an extension of the team.

 

5. Develop a Dedicated Fan Identity, Complete with Uniforms and Brand Ware

Members of Seattle’s 12th Man fan base (also known as “The Twelves”) have their own brand wares sporting the number “12” including flags, jerseys and other branded items. Any sports team can have fans, but how many have a clearly defined identity of their own?

6. Give them Someone to Root For

Being in the Super Bowl spotlight has brought even more attention to Seahawk fan favorites including Russell Wilson, Richard Sherman, Marshawn Lynch, Derrick Coleman and others – all of which share (to one degree or another) an important characteristic. For one reason or another – from physical disabilities to height to economics or some other reason – none of them should have attained the success they have achieved.

These types of stories provide two important points of connections for fans. One, it points to the American success story and the idea that anyone in this country can achieve great success because of the opportunities that exist here. Two, and maybe even more importantly, it gives the fans someone to root for.

7. Lead with Candor, Approach-ability and a Sense of Humor

Seahawks head coach Pete Carroll took a gamble when he came to Seattle. In a profession and sport which requires a high level of discipline, he decided to lead in a laid-back style, let players have fun (and have fun himself) and offer players second chances. This strategy has apparently paid off, big time.

On Sunday, he successfully led the Seahawks to a decisive, dominating victory over the Denver Broncos. But even before that, he was the clear winner of ESPN’s NFL Nation Confidential survey which asked players (anonymously) which coach they would most like to play for. Carroll garnered 72 of the 320 votes available in the poll, soundly beating the next highest player choice of Mike Tomlin, who finished with just 44 votes.

8. Protect Teammates On – and Off – the Field

Seahawk fans see themselves as an extension of the team. Whether it was standing up for Sherman after his infamous post-game rant or speaking on behalf of media-shy Lynch, not only does the Seattle Seahawks organization have the backs of its players, the fans do, too. So much so that Seattle fans even launched a fund-raising effort when the NFL determined to fine Lynch $50k for his refusal to speak to the media (a fine subsequently dropped). Are your customers so connected to your business that they would rally to your defense or raise funds to help your organization?

9. Involve Other Organizations

Like other teams in the NFL, Seattle’s players, coaches and ownership are involved in give-back programs and fundraising throughout the community. They show up at schools and speak to students. They visit sick kids and recovering wounded soldiers.

This creates new potential points of emotional connection for fans whose lives are or have been impacted by these organizations or causes. It also demonstrates the commitment of the organization to the betterment of the community and its members.

10. Earn Your Fans’ Enthusiasm

It’s not just about winning; earning the enthusiasm of your customers (or turning customers into fans) requires that you earn their respect through your performance, consistency, authenticity and values. Your organizational values must be authentically aligned with those of your customers to create this kind of fan base.

11. Invite Everyone to Get on the Bandwagon

During the past two weeks leading up to the Super Bowl, the enjoyment and enthusiasm of Seahawks 12th Man fans has been almost irresistibly contagious. What’s more, new fans who want to jump aboard the bandwagon have been continually encouraged to do so. There is room for everyone.

While you do want to honor longtime supporters of your business, you don’t want to create a culture where newcomers don’t feel welcome or feel excluded compared to others; the same holds true for employees as well as customers, vendors and other stakeholders.

12. Take Your Fans Along to the Big Games

Though thousands of miles separated members of the 12th Man in the Seattle area from their team in New Jersey, the 12th man was well-represented at the game. What’s more, thanks to the constant acknowledgement of coaches, players and local media who traveled to the Super Bowl, Seattle fans felt like they were all along for the ride.

When your business experiences success, be sure that you bring your fans along for the experience, whether that includes bringing representatives along with you to tell the story, featuring your fans in the coverage or including them using digital tools.

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