Emerging Fans Are The Future
From the onset, when clients work with me, they discover that our initial focus is to dial into who their number-one fans are. Those are the customers who love working with you and, likewise, you equally love helping them.
Upon digging deeper, clients and participants of my training programs and keynote presentations often discover they have more than one category of number-one fans. Hence, the term “groupies”; having more than one group of number-one fans.
Once all marketing efforts are in place to attract more number-one fans and keep them coming back for more, it’s time to focus on the emerging fans. An emerging fan is a customer group that has great potential of becoming number-one fans.
Let’s say you own a jewellery store. Your number-one fans are baby-boomer couples who live a middle- to upper-class lifestyle and love jewellery as an annual gift from their spouse. An emerging customer may be the couple’s adult children, who want to get married and need engagement rings. These emerging fans are not regulars to the store, yet they know their parents have been regulars and they in turn decide to purchase at the same place. Once they make that initial purchase, they may become loyal fans if you are able to maintain a long-term committed relationship with them over the years as they grow older and celebrate more special occasions.
If you feel you are totally on track marketing to retain your existing number-one fans, then it’s time to start exploring who and where your emerging fans may be. After all, your emerging fans are the future of your business.