Although the concept of super fans might bring to mind people who camp out overnight dressed as their favorite comic book characters, other types of brands are creating events for fans, too. For example, Pepsi rewarded selected Beyoncé fans who created videos based on the singer’s latest commercial with the chance to appear in a video made with her choreographer, as well as a trip to her concert in Brooklyn. Here is why:
1. They’re already customers
80 percent of a company’s sales comes from 20 percent of its customers. Charlie Horsey, C.E.O. of New York-based marketing agency MKTG, which specializes in microtargeting, says new research suggests that many brands actually rely on even smaller percentages of their customers for the vast majority of their sales. So why not focus your marketing efforts on retaining your best customers, and getting more out of them?
2. They’ll tell their friends
“Social has a lot to do with that—the fact that everyone has an opinion and can let that opinion be known at any time,” says Jeff Kaplan, vice president of global events and brand activation for Discovery Communications.
AMC has created digital tools like a “Mad Men Yourself” game where Don Draper fans could generate ’60s-style character illustrations to use on social media platforms. The promotion was so popular—you’ve probably seen friends with AMC-made avatars on Facebook—that the network made a “Dead Yourself” game for The Walking Dead. “We’re turning fans into evangelists,” Schupack says.
3. They can be easy to find
If people are really passionate about something, they’re probably already gathering online with fellow fans.
4. They’re easy to impress
If people are already fans of your brand or product, you don’t have to dream up ways to entice them to be interested in what you’re selling. You just have to find opportunities to give them deeper experiences. Often that means taking advantage of existing properties or content, or piggybacking on events that you’re already doing.
5. They generate content
At a time when many marketers are looking for content to use on brand Web sites and social media platforms, fans often get excited about creating videos, graphics, and testimonials about their relationships with their favorite brands—all of which can feel more compelling and authentic than content created by marketers.
6. They give feedback“As marketers we now have a chance to be great listeners,” says Colleen Mohan, senior vice president of brand marketing at USA Network, who produces live and on-air events based around fans of shows like a fan appreciation day for the show Psych. “We don’t have to rely on assumptions.”
Love this article. 🙂
Kelly N Phillips 