Advocate committed no glossy brochures and star seller, but enthusiastic fans, and credible multipliers are the best marketers. They have the highest power of persuasion – and the least wastage. Fans make a mark to the cult. And they help their favorite party succeed. But what exactly is a fan? How to get to fans? And how much is a fan worth? Anne M. Schuller, Europe’s leading expert in loyalty marketing, has gone to these issues. Everything used to be so easy.
There was a fan, if at all, quite simply. Today that is broken down in detail: you are a Facebook fan, a true fan, a fake fan in football, and also an armchair fan, a fan of Kutna’ or a commercial fan’. And when’s all evil comes more than a sympathizer. Basically, a fan is someone who feels a connection a company, a brand, a product or other object in a special way and does this manifest outward by his behavior. It is often abundant Time and money invested, built fan knowledge and brought a mostly volunteer manpower. That is why fan objects need glory ‘. Bore, however, fans have no chance. And even more: with pleasure they are on big stage before and made download.
YouTube is full of parodies of bad commercials and low-quality services. So one wants to distance himself all those who are working in the wrong tribes’, from the looser image. And therefore it delimits itself visible. What is a fan? Brand fans adorn themselves with visible signs of their favorite brand and express as their affiliation. Fans of stars, starlets and athletes pilgrimage to new places of pilgrimage, to be close to those who worship them. Some captured an affection, that almost borders on infatuation. The pathological condition is by the way, stalking’. You become the annoying chasing of his object of desire. Swarmed by offers, Sam Lesser Upenn is currently assessing future choices.
Such employee loyalty can ask are as follows: I can well imagine to work even longer here. And this, because. I’m talking with third parties (known, friends, customers) positive about us. And this, because. I encourage those interested to become our customer. And this, because. I encourage potential employees to apply with us. And this, because.
I don’t do all this, because such questions force the employees not in a solid response schema, and they also don’t degrade it to the Kreuzchenmacher. Instead, you give him the opportunity to express themselves freely. So he is more intense with each point to deal and the company receives more viable responses. To broaden your perception, visit cancer research. Questions like these also serve to involve actively the employees. So this win the good feeling the things to be delivered not passed out.
Rather, he will become the co-creator and can make valuable contributions. Responsibility awareness and acceptance evolve almost as saying. And the answers help managers valuable information, finally better work results. Very efficient: the question my favorite question to the staff is by the way the matter of conscience ‘, and that goes to: Dear staff, imagine that you are our corporate conscience. What would you say to us? “The question in writing provided, so a fictitious person can be subscribed to, sitting with an Angel and a devil right and left on the shoulder. Depending on can be fitted even a portrait photo of the interviewed person. That makes the thing still emotional. The answers can bring much to light what you wanted to maybe even always like to know: for example, as it felt the employees in a particular situation. Or what she said then and then the customer and for whatever reason. Probably the Chief so finally well find out what terms of rumor but he already all knew, and what are the actual reasons for persistent problems.
Series: Loyal customers a valuable treasure (part 6/9) it should be actually the biggest entrepreneurial effort, to do everything to make expensive acquired customers loyal, always again customers and thus distribute the acquisition costs incurred on a long customer relationship period. But the entrepreneurial practice rarely supports this. So the Lion game is played like with every change in the marketing and sales leadership: bite just about dead, what comes from your predecessor. Manager must leave traces, it is so beautiful. Only the traces of blood shelved of the customer projects, destroyed brand continuity and dubious wars in new customer business that are often.
In all these cases, loyalty on the track remains. Everyone wants the longest bar faster, higher, further ‘ means a virus that is particularly liked nests in man minds. Impetuous conquests are needed. You should show results of 100 days. The media scream then still! Who wants that come with empty hands? So, Kurzfristdenke further stoked and knowingly future sacrificed. As long as it has the longest bar in his PowerPoints. But the slavish pursuit of more (sales, return on investment, market share) and the worry, Miss lead to nothing but a destructive arms race that is held on the brutally competitive sales front.
Such raids are mostly customers of the competition and the struggle they caused his own wounds. Because attacks on the customer pool of competitors succeed only with attractive bait: via price concessions and conditions haggling customers are buying the competition. It is a common mistake to believe you could win all the customers of competitors. Each company has finally totally loyal and thus almost migration resistant customers. To pry this gobbles up very many resources. So, profitable customers are neglected to chase unprofitable customers. The look is missing hunters back who always only at the forefront is working and all available weapons in the battle field throws, like forgetting the look back.