Marketers job is to turn non-customers into customers, into happy ones if they are good marketers. However, it is not a common brand experience on how to move forward its relationship with existing customers and benefit from brand fans attracting noncustomers and turning them into brand loyal advocates more organically. What to do with people who like company’s product and the company itself, and how to connect them to each other and build a brand fan base to change the game of communication and the overall customer experience.
First, the company should start by building systems and platforms, second, enable resources to collect and analyze customer behavior. After observing insights (the third step), the company reaches customers using the insight from listening in their “places” and speak to their identities, allowing them to talk about the brand. Amplifying is the fourth step of connecting fans to each other, and to the rest of the world. Moreover, the last step is to learn, change and improve the business from the insights received by fan activity.
In the chapter, Josh and Ted provided three excellent examples of large enterprises integrating fan marketing into their primary marketing strategies. Josh and Ted described the new marketing process step by step allowing to understand its essential principles, motifs, and outcomes. The case studies of the Genzyme, the NHL, and Microsoft practices proved their idea of fan marketing to have a positive, valuable perspective on the long-term.
Since 2010 when the book went published many different companies implicated the word of mouth marketing into their businesses. They are not particularly huge corporations, but a start-up like Soulcycle cherished their fan base on Twitter, which allowed the company to grow its awareness worldwide. Singer M.I.A. made her merchandise designs available online for free to enable her fans to promote her new album. Many forums dedicated to her work were talking about it and sharing the links to download the designs. Again these cases show that the idea of word of mouth marketing by Josh Bernoff and Ted Schadler truly transform the business.