{"id":825,"date":"2014-02-03T14:00:01","date_gmt":"2014-02-03T22:00:01","guid":{"rendered":"http:\/\/www.janusdialogs.com\/?p=825"},"modified":"2014-08-25T09:56:34","modified_gmt":"2014-08-25T16:56:34","slug":"the-secret-sauce-fans","status":"publish","type":"post","link":"http:\/\/www.janusdialogs.com\/?p=825","title":{"rendered":"The Secret Sauce – Fans"},"content":{"rendered":"

\"fans_small\"<\/p>\n

Who will stand in line for hours to buy the latest device or see opening night; invest their time and money to be part of the experience; or support what they believe in to boundless levels?<\/p>\n

A fan will.<\/p>\n

Sport teams, entertainers, and even politicians have known the power of fans for years – they bring a level of engagement, loyalty, and advocacy that transcends that of a simple supporter, customer, or attendee. They bring a sense of community and excitement that can be contagious. Fans embody the best of the \u201cafter I buy\u201d side of consideration. This is why corporations sponsor stadiums, events, and products; why consumer marketers celebrate fans and the role of loyalty programs such as frequent flyers and fan clubs.<\/p>\n

\u201cExperience<\/i> Marketing<\/i><\/a>\u201d highlights the experience that a loyal customer or fan has. But there is room in the Event<\/i> and Sampling<\/i> areas of Experiential Marketing to incorporate fans as well.<\/p>\n

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BMW developed an \u201cOwners\u2019 Lounge\u201d on the second level of their booth at several Auto Shows. Presenting your BMW car key gave you access to the second story, and literally the opportunity to \u201clook down\u201d on all the other car brands at the show. Seemingly at odds with the traditional objective of a tradeshow booth (leads and awareness\/interest building) they segmented the owners from the prospects, allowing for separate but equally relevant experiences while also celebrating the owners in a way that inspired prospects to join their ranks. They also moved customers to fans by recognizing and celebrating them.<\/p>\n

Far too often the loyalty and advocacy side of the sales continuum is forsaken during prospecting and awareness activities. Making fans a central part of your audience, content, and experience planning can change your perspective for the better. Successful Fan Strategies<\/i> should include:<\/p>\n