Making it big in this market may seem daunting, but it can be done. You just need to have a fandom to do it.
But how should you go about this? And why is creating fans for your business so imperative? Let's take a look at some of the mega-corporations that have turned creating fandom into a work of art.
What’s the Difference Between Customers and Fans?
There are customers, and then there are fans. Your customers like your brand and will be happy to buy your products. They don't take a tremendous amount of interest in it, however, and may not think much about your company unless they see an ad online or happen to pass by your product in the store. Many may be pleased to win something with your logo but aren't going to go out of their way to buy it or spread the word to their following. In other words, it's sort of like those casual friends you know from Facebook but who would never hang out with in the real world.
Fans, on the other hand, eagerly await news of the latest products to release. They're the ones who know the second you're about to launch a new campaign or product. When your new cups come out, they're eager to buy one and show it off. They listen to your podcasts and steal hoodies bearing your brand from friends and family.
They can even act as a sort of ambassador for you by Tweeting, sharing your posts on social media, and gushing about your company to their own following. Furthermore, they often know more about your company than you yourself do. So how do you begin to turn customers into fans?
How Do You Get Fans?
To get fans, it starts out by building a relationship with them. You need to know who your customer is if you're going to make this dream a reality, however. This is unfortunately the area where many companies fail, according to Entrepreneur.
In order to have a successful business and develop a fandom, you need to understand who your customer is. What type of product are they looking for? Why do they want this? What makes them buy from major companies in the first place? And more importantly, how can you do the same?
One way you can do this is through research. Why guess what the customer wants when you can simply ask them, after all? This can be done through the use of questionnaires, polls, or by hiring a research company that does this for a living.
Another point you need to remember is that the market is constantly evolving. What works this year may continue to draw in clients next year, but this will quickly wane. To stay on top of the changes in society, you need to do research, ask around, and give the customers what they want.
Finally, build a relationship with your clients. They don't want to feel like you're some huge corporation that is more than pleased to pocket their money, but then turns up your nose if you were to meet them on the street.
Converse with them, even if it's just through social media. Strive to come across as cool, funny, or caring. To do this, develop a brand voice that they can get behind. Again, this all comes back to knowing who your client is by doing research.
Young clients don't want to hear about the good ol’ days. They'll also probably have no idea who Andy Griffith is, and when you try to reference Mr Ed, the talking horse, they'll probably assume it's some obscure My Little Pony they aren't familiar with.
On the other hand, older clients most likely won't know who Megan the Stallion is. Things can get really interesting if you have a mixed range of clients as you have to figure out the common thread that connects them all, but it can definitely be done.
If you can manage this, then you'll begin to turn clients into fans. But how is creating fandom done? Let's look at some of the greats.
Companies That Are Masters of Creating Fans
Nike is probably one of the biggest companies that know how it's done. The company has been around since 1964 when it was then known as Blue Ribbon Sports, Inc. In 1971, it became the Nike we all know and love.
This company is mainly geared towards athletes, but there are many people who have never swung a bat, dunked a basketball, or run in a race in their life. Nike caters to men, women, and children of all ages. And yet they love Nike products. It also produces products ranging from shoes to clothing to accessories. So how do they manage to appeal to so many?
According to TechnologyHQ, "Last year Nike spent a whopping $2.4 billion last year on marketing! They take big data, social media, and digital marketing very seriously, tracking and tracing ROI is becoming more prevalent within Nike and other big brands as the move these days is to track everything, focusing on what is working."
Nike not only tries to sell products, but it also acts as an advisor to athletes. For example, Nike's wearable devices are used to keep track of athletes' performance, and they offer advice on how to improve their time.
Nike is also very prevalent on social media. From Facebook to YouTube, to TikTok, Nike takes full advantage of the advertising features offered on these platforms. It also uses it as a direct way to communicate with clients that producing a great commercial can't do.
Another way that Nike is able to stay in touch with its growing fan base is through the use of marketing and research. These agencies are not only in touch with what's going on with the customer base, but they also keep an eye out for new trends in technology and competing brands. Nike knows how to take all this information and turn it into something its fans will love.
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