In the ever-changing digital landscape, consumers have access to a continuous range of content, products, and services. They have more power to inform themselves and choose what they like, whenever they want it. Because the consumer has more control, they have higher expectations for brands to deliver.
Since so many options are only a click away, attaining and maintaining brand loyalty is more challenging. But, how can you make an impact, meet consumer needs and expectations, and stand out from the competition?
For some brands, their success lies in learning howfandomswork.
What is a fandom?
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A fandom is a group of people who are fans of the same thing, whether it’s a book, a movie, a genre of music, or a sport. They usually go by a name-thinkPotterheadsfor Harry Potter fans or The Raider Nation for fans of the Oakland Raiders.
Being a fan doesn’t necessarily meanyou’repart of a fandom. Being part of a fandom means being passionate over the brand to the point it becomes part of one’s identity. Fandom members are involved in the community and contribute to promoting the fandom, whether it’s running the fan club or creating fan-made art. Fandom members also go by exclusive rules and share inside jokes.
What dofandomshave to do with improving your brand?
Businesses-whether they’re a marketing agency, franchise, or a small store-can learn a lot about incorporating fandom principles into a company strategy:
- An easy look into a target audience
Fandomsgive you a glimpse into the heart and mind of your ideal consumer. You’ll see their likes and dislikes, and what will make them excited about your brand.
- Improved brand loyalty
Since fans are passionate, they’re willing to line up for hours to get their hands on a new book of a series or to meet their favorite celebrities. When they feel that a brand cares about them, they’ll repay withpositive reactions, such as loyalty to and support for the brand.
What strategies do I use?
Here’s how you can incorporate fandom for an authentic marketing strategy:
- Know your customer
Find out where your customers are, both online and offline. Analyze these spaces and see what the fans are saying and how they’re saying it. You don’t need to understand everything, but simply making the effort to get to know the community will earn your brand a degree of respect.
- Take care of your customers, and they’ll take care of you
Successful celebrities take the time to interact with fans through social media and special appearances. In return, fans repay them with love and loyalty.
The same goes for your brand. The more you communicate with and value your customers, the more they’ll reciprocate positively. Responding quickly to their queries, as well as creating exciting experiences, will go a long way to earning their trust.
- Be authentic
The key to effectively engaging with fan communities is authenticity. Since fans are immersed with their fandom, they know the ins and outs of their inner circle. One inaccurate term, and they’ll think you’re a phony, causing them to lose interest in your brand.
Before releasing marketing campaigns, invite a couple of customers to know what they think. This will give you time to revise and adjust your promotional efforts before releasing them to your customers.
By understanding who your fans (or customers) are and what drives them, you can capitalize on their influence for your brand’s success. By harnessing the power of your customers, you can improve your brand’s efforts for sustainable and valuable growth.