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Why do rock stars have fans, while companies have customers. Because that`s who both groups market to. According to a study by Marketing Profs, the most important marketing objective for U.S. marketers is acquiring new customers, yet the cost to acquire one new customer is 6-7 times that of retaining one existing customer. So while companies are focused on targeting new customers, rock stars are focused on connecting with their fans. In business terms, these fans are brand advocates or brand evangelists.
A study by Satmetrix found that brand evangelists not only spend 13 percent more than the average customer, they also refer business equal to 45 percent of the money they spend. In short, most companies not only are marketing to the wrong group, they are paying 6-7 times as much to do so. Even more interesting, by focusing their efforts on connecting with their fans, rock stars not only are creating more fans, they are acquiring new customers, because their existing fans are evangelizing the rock star to their friends and contacts.
In a struggling economy, customer loyalty can make or break a company. Is there a way for businesses to turn customers into passionate fans? In Think Like a Rock Star, social media marketing guru Mack Collier gives effective marketing strategies to teach companieswhether small businesses or Fortune 500 corporationshow to do exactly that. By using case studies from both the music industry and the business world and by providing concrete, actionable guidelines, Collier will not only teach readers how to create emphatic fans, he will also show readers how to use these brand advocates to improve their business frameworks and to contribute to the success of their companies.
Although Think Like a Rock Star will have several social media marketing case studies, it will not focus exclusively on social media. In fact, one of the points Collier stresses in the book is the importance of offline marketing. It`s too easy for companies to think that all of their customers are online and that that`s the only place they should be connecting with them and getting their feedback when that`s simply not the case. This book will illustrate how vital both online and offline marketing efforts are to the success of a business.
Table of Contents:
Part 1: The Four Reasons Rock Stars Have Fans (and Your Company Has Customers)
Rock Stars Are Fans Themselves
Rock Stars Look for Ways to Shift Control to Their Fans
Rock Stars Find the Bigger Idea Behind the Music They Create
Rock Stars Embrace and Empower Their Fans
Part 2: Understanding and Connecting With Your Fans
Who Your Fans Are and How You Can Connect with Them
How to Handle Negative Comments and Convert Angry Customers Into Passionate Fans
Part 3: Building a Fan-Centric Company
How to Organize Your Employees So They Can Better Connect with Your Customers
How to Organize and Mobilize Your Customer and Brand Advocates
How to Empower Your Fans and Employees
How to Help Your Brand Ambassadors Connect with Your Customers
What Comes Next
Appendix
AcknowledgmentsISBN - 9789351344834
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