October 23, 2015 Rodney Cowled

Superfans: They’ll Do The Marketing For You.

If I say the phrase “do you want to build a snowman?” what do you do? Anyone who has been within spitting distance of a 6-to-8 year old recently is probably cringing and covering their ears. 

As Christmas came last year, so too did the newest Disney franchise Frozen, capturing the hearts, minds and voice-boxes of young girls and boys everywhere. As a small army of Ana and Elsa’s march around declaring domination on unsuspecting snowmen, it became really clear. Disney know how to build fans. Not just fans, but superfans.

Superfans are actually critical for businesses. These guys go beyond customers to become your greatest assets – they’re your advocate, your mouth piece and also your loyalist.

How To Cultivate Superfans?

Make it personal:

People don’t connect with businesses or products. They connect with stories. Anyone worth their hipster haircut owns a pair of canvas shoes. They’re not the most fashionable of footwear, but the Toms story and model around making it real for kids in Africa that really hits home.

Tell your story.

Mum who created her own children’s wear brand because she couldn’t find basics to suit her kids? Story. Baker who started making gluten-free cookies because her husband can’t have gluten. Story.

There was a reason you started your business and it’s that story that will endear fans to you

Have a Dialogue with your Customers

Imagine if I got a megaphone and yelled my opinions at you. Want to be my friend? Guess not. The gentle art of conversation is not a dying one. Have a discussion with your customers, where through social media or in a store environment. Ask them what they want more of, less of, none of. Feedback, especially if you show you’ve acted on it, is the best sign to your customers that you truly care about them.

Mix Things Up

The same way some people are words people and others are picture people, not everyone responds to the same messages. Vary your mix. Some of your customers might LOVE the idea of a coupon code to drive loyalty and superfan-dom. Others might respond better to giveaways or free gifts. Some might just want to be the first to know about a new product, service or deal. If you want to keep your fans happy, realise that not everyone is wired the same way and cultivate your fans.

So in the words of my snowman friends, “let it go” and give a few of these tips a try. You’ll build your superfans and start to see that translate to sales growth.