# Fifth Inning – Focus on the Customer

By Original Series · Published 2024-07-11 · Updated 2026-03-12 · Professional AV on MarketScale
Canonical: https://www.marketscale.com/industries/pro-av/focus-on-the-customer

> A baseball team's radical choice to abandon ads reveals what actually keeps customers coming back

## Key points

- A baseball team's radical choice to abandon ads reveals what actually keeps customers coming back

Block Field

In a compelling narrative by **Jesse Cole**, the **Savannah Bananas**, a baseball team known for its unconventional approach, has declared advertising dead. Cole emphatically asserts that while advertising may attract customers, it is the fan experience that fosters lasting loyalty. In a bold move, the **Savannah Bananas** have eliminated all forms of advertising at their stadium, choosing to focus exclusively on the fan experience.

> While advertising may attract customers, it is the fan experience that fosters lasting loyalty.

Cole draws on insights from "Customers for Life" by **Carl Sewell** and "Raving Fans" by **Ken Blanchard** to illustrate the significant, often underestimated value of a loyal customer. He explains how Sewell's methods, such as enhancing the approach to his dealership, have influenced the **Savannah Bananas**' emphasis on seemingly minor details that significantly enhance the fan experience. This meticulous attention to the fan experience includes ensuring every touchpoint—from the initial interaction to the ambiance at the stadium—is impeccable.

The organization's decision to eliminate stadium advertising was met with skepticism and criticism, yet it underscores a philosophy that prioritizes long-term fan engagement over short-term profits. By refraining from treating fans as mere conduits for advertising, the **Savannah Bananas** aim to create a more authentic and enjoyable environment, hoping that a superior fan experience will organically promote their brand.

Moreover, Cole challenges conventional business practices by suggesting that businesses should not sell products they don't believe in, highlighting that genuine belief in a product enhances its marketability. This approach is rooted in the philosophy that if a business truly prioritizes its customers—or fans, in this case—it will naturally prosper.

> If a business truly prioritizes its customers—or fans, in this case—it will naturally prosper.

The **Savannah Bananas**' strategy reflects a larger critique of traditional marketing strategies and a pivot towards a more fan-centric business model. Cole's leadership exemplifies how daring to be different, while initially controversial, can redefine an industry's standards and lead to unprecedented success. By prioritizing fan enjoyment and engagement, the **Savannah Bananas** are not just playing baseball; they are revolutionizing how sports teams interact with their supporters.

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