It’s the Awards Season, so I thought it was relevant to write an article about building a loyal Fan Base.
With all the various marketing tactics being spoken about, including all the articles and videos I’ve posted, one question is always asked of me, who is going to see or listen to the campaigns we produce?
We are lucky enough to have access to a quality audience of over 170 Million Households with our various networks, shows, social platforms and over 200 Million email addresses.
But getting to that number did not happen overnight.
If you know me, you are aware of my work in the entertainment industry with Fancorps, including our programs we run for festivals and artists around the World. These programs have also translated well for our retail, restaurant and non- profit clients.
What makes these programs work so well?
The answer is the “Passionate Fan” or as some people call them, the “Super Fan”. You can also replace the word “Fan” with “Customer or Supporter”.
To understand the dynamics of why people connect with an event, artist, product or service, you first need to understand what a Super Fan is looking for – and human nature is the common denominator.
We all want to connect with things that make us feel comfortable and safe, giving us the sense of confidence that whatever we align our loyalty to is going to reward us.
We all like being rewarded.
Rewards can mean different things to different people. Some people want physical rewards, others want to get a sense of enjoyment, and accomplishment, and these are the most powerful we see in the entertainment sector.
Let’s put this in to a real scenario:
Fans listen to music because they connect with the artist, music and the culture that is built around the experience. This enjoyment drives the fan to buy the artists music, go to concerts, and buy merchandise, and of course they tell their friends.
There’s a question whether a fan drives success or does the experience attract fans, this actually kept me awake trying to figure it out and after years of working with fans, the answer is, it’s a combination of both, and the chemistry is complex.
Let’s break this path to becoming a Super Fan and loyalty down;
The Experience: This is where the Fan is going to experience the artist/ event/ product/ service/ mission’s
Connectivity : This brings comfort to the Fan, the experience is relevant to them and it delivers the things that are important to them. The experience becomes a regular part of the Super Fans schedule, and touch the experience on a consistent basis.
Satisfaction: The fan needs to get satisfaction from the experience which ensures that they repeat the experience.
Confidence : The fan needs to feel that they can trust the experience and with this comes recommendations and “bragging” rights, and they tell their trusted friends that they should try the Experience, and the customer base grows.
Consistency : The Destination/ experience has to deliver a constant result for the fan, and reward the individual with satisfaction
So when you run an “audience development” program you have to have the these elements as part of the mix, and have a plan to enable your business to connect and help deliver the components that develop the right environment to nurture the Super Fan for your organization, artist or company.