Build a Loyal Fan Base
Back in the early 1990s, I was the marketing director for Sarah McLachlan’s record label. One thing we focused on was slowly and steadily building up Sarah’s fan base through newsletters, mail order sales and an exclusive fan club.
Building your fan base starts with asking “What can I do to tell the customers I love how much I appreciate and value their business? And how can I do this in such a way that it give me an advantage in the market place?”
Those of you who work or live in Vancouver, BC are fully aware of how the construction happening along Cambie Street is greatly impacting the businesses in this area. Those businesses that have a loyal base of customers—a fan base—will survive. Their customers will come and buy from them despite having to take five detours and drive down a few back alleyways. I do. However, those businesses that did not invest their marketing dollars and time wisely, at least two to three years prior to the construction, will struggle and may have to face moving their business, closing it or even bankrupcy.
Be smart now. Build a loyal base of customers while your business is growing and strong. Unexpected events can take place overnight so you need the security of knowing your core customers will stick with you even through difficult times.