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creating a fan base
Your marketing plan probably sets objectives to attract clients and increase buyers of your products and services. What if you approached it from a slightly different angle? This typical model is tried and true, but a different tact could lead to a wealth of opportunity and insight.
Your goal should be to create FANS, instead of merely satisfied customers. Fans of your product cheer you on, believe in you, rave about you to their friends, follow everything you do with interest, go to great lengths to interact with you, are willing to adopt beta products and more. They commit and stay with you rather than hop around to other brands.
Although a "fan club" usually connotes glamorous fields like entertainment and sports, I would argue that a focused approach to fan-building encourages anyone to develop some distinctive qualities that in turn increases remembrance, repeat sales and referrals.
Your distinctive quality might be an unusual point of view, a unique personality, an impressive background, a personal touch, remarkable connections or something else your competitors lack. An ad stating you have better quality will not create a fan, a product launch incorporating standard tutorials and sell sheets will not do it either. Consumers will adopt products that convey a personality they can identify with. Whether the category calls for a conservative, scientific and legitimate approach or a cool, hip, energetic one, the marketing needs to be positioned correctly and consistently.
Volkswagen, Red Bull, Target, Snapple all have fans. Their marketing is focused beyond the product benefits to create a community of similar, like-minded people who have something in common. Your marketing materials, promotional offers and publicity events should play up the qualities that bring YOUR people together. It is not enough to attract more customers, you have to attract more fans-because fans spread the word and create more customers.
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