On Making Deep Fans
When people hear the word “fangirl” their minds may immediately go to an arena of 10 year old girls screaming at the top of their lungs as they watch Justin Beiber descend from the ceiling with angel’s things (it was a real thing. Look it up). While these “fangirls” would technically be labeled “Beliebers” we are all #fangirls of something.
Dressing up like cows for free food. (Chick-fil-a)
Camping out for weeks to get to be the first to see the new Star Wars film.
Setting your alarm clock to wake up in the middle of the night to hear Taylor Swift’s new song when it’s released right at midnight because you couldn’t live with yourself if you woke up at 8am and people had been listening to it for 8 full hours before it hit your ears.
It leads to word of mouth marketing. It leads to your “customers" becoming your biggest marketing tool and advocate.
Who has made a deep fan of you? What singer would you pay $500 (and your first born child) to be front row center with backstage passes?
Who would render you speechless if they showed up on your doorstep and invited you to dinner?
Do you think your customers could ever think that about your brand? Your company? Because if you don’t, someone else is out there making a bigger fan of them. Thinking of how to tug that intangible heart string or tell them just the right kind of story that at the end of the day, they’ve earned permission—to be in their inbox, in their newsfeed, in their wallet, appearing monthly on their bank statement.
There are intangible things that go into sales. There’s a depth, a feeling, something we can’t quite put our finger on.
We secretly want the lines blurred for us.
We won’t ever sit down and watch 1 hour’s worth of commercials—not even on Super Bowl Sunday.
But we’ll waste hours every day checking in on our “friends.” Even if 90% of the feed is actually...wait for it...brands.
Brands that have blurred the line between friend and customer.