There is a generally accepted belief in sports that the home team does have an advantage. But did you know that this advantage not only exists, it has been scientifically measured in baseball? Baseball statisticians are able to identify where 75% of that advantage comes from: bias by home plate umpires. In their book, Scorecasting: The Hidden Influences Behind How Sports Are Played and Games Are Won, authors Tobias J. Moskowitz, and L. Jon Wertheim, reveal that over the course of a season the home team pitcher is awarded 516 more strikeouts and home team batters are awarded 195 more walks.
Where does that bias come from? I hypothesize that it emanates from the fans and affects the umpires. It’s the cumulative impact of the passion and emotional support for the team. You can’t help getting caught up, just a bit, in the fans’ excitement for the home team. Now substitute “brand” for “team”. Think of making your customers your fans. Build their excitement. That excitement will affect others—so those that need to make a call about your brand will make it in your favor.
Here are five ways to make sure your brand gets the home field advantage:
With so much parity in brands, it’s critical that you cultivate your fan base. Do it right and your fans will reward you—with a home field advantage in your marketplace. And if you find yourself down against another brand, you can turn what might have been an out into another chance at a home run.
April 5, 2016
Written by Tom Sullivan
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