Community Futures Meridian

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You Have Super Fans Right?

  • September 4, 2018
  • Written by Meridian Admin

If you are doing things right, you will have a lot of customers who love doing business with you. These are the loyal, long-term customers or clients that come back time and time again. These are the people who recommend you to their friends, even talk about you online. They are often known as super fans or brand fanatics.

Here's a question: how do you interact with these super fans? A better question might be: do you ever interact with your super fans—your best customers? Or do you take them for granted?

The thing is, your best customers are a resource waiting to be mined. Before the rise of social media, it was tough to identify true super fans. Sure, they came into your store regularly, or you did projects or supplied services to them several times a year but that was normal business, you never really knew if they were saying nice things about you to everyone they knew. But things have changed; these days if you have a Facebook page you can see what people are saying about you in real time—what customers are saying. And, if you haven’t got a business Facebook page, you might want to consider setting one up.

In the U.K. a cosmetics company called Lush has such a super fan, a young woman called Nicole McRonney - Apaw (source: She’s been a fan of the company for several years and collects Lush’s products. She even flew to other countries to purchase exclusive Lush products unavailable at home. In Nicole’s case the company didn’t have to seek her out, she approached them offering social media advice. To cut a long, but interesting, story short, she got a job in one of their retail stores, later moved into a communications position and today is the face of one of their new product campaigns.

The lesson here is not to overlook grass roots fans. Why? Because they often know more about you and your business, and more importantly your market, than you do. They are one-hundred per cent on your side – they are loyal and invested in your success.

So, how can you work with them? Perhaps let them try new products or services out before you launch them and see what they think, and more importantly how they might improve them or market them better to your target customers. They may even suggest a different market altogether. Ask them, “What would make you more excited about buying this product?” And, “How would you suggest we market this through social media.”

Don’t be afraid to hire them in a consulting role if they demonstrate skills in social media, design, public relations, whatever. Be open minded.

Begin actively looking for super fans, there are more out there than you might think. Look for fans that have great personalities, or who have star quality. Cultivate them. Use them in your advertising and on social media. The great thing here, is that using people who love what you sell is keeping it real and customers can identify that immediately. Talk about win-win!

And, here’s a thought. Take a look inside your organization, do you have any super fans of your own that aren’t being used to their best advantage?

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