Culture Matters: Finding and Creating an Audience of Superfans
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Patrick King, founder of Imagine, a marketing firm, emphasizes the importance of building a strong brand tribe of superfans who are highly supportive and promote the company's values. To find superfans, businesses should engage current customers to understand their motivations, align company culture with their messaging, and effectively communicate these points through targeted marketing. A strong sense of belonging contributes to customer loyalty and business growth.
Culture Matters: Finding and Creating an Audience of Superfans
- 2. About Me A lifelong designer-turned-serial entrepreneur, Patrick King is the founder of Imagine, an integrated marketing firm based in Manassas, Virginia. Having worked on successful campaigns with Rolls Royce, Nestle, Rubbermaid and Jim Beam, Imagine now focuses on building award-winning, effective brands for professional services. Patrick’s insight and advice on marketing, design and business have been published in a number of books, magazines and industry websites, including Inc. Magazine, SmartCEO, Forbes and others. He is an active member of numerous industry and community committees, but makes sure to set time aside for his family and other interests (like beer brewing, music production and finally learning how to cook). Patrick King Founder + CEO, Imagine patrick@imaginedc.net (703) 873-7740 www.imaginedc.net
- 3. Question: What does smoking have to do with growing your business?
- 5. ad·dic·tion əˈdikSH(ə)n/ Noun The fact or condition of being addicted to a particular substance, thing, or activity. The perceived need to habituate or abandon (oneself) to something compulsively or obsessively.
- 6. Maslow’s Hierarchy of Human Needs
- 7. Maslow’s Hierarchy of Human Needs
- 12. Each business is a tribe. And like many other types of tribes, there are people out there that are drawn to a company’s processes, beliefs and culture.
- 13. Each business is a tribe. And like many other types of tribes, there are people out there that are drawn to a company’s processes, beliefs and culture. Those attracted in this way are known as superfans. • Not transactional. • Highly supportive. • Help promote your company. They’re evangelists.
- 14. How to find superfans… Step 1: Ask your current customers. • What drew them to you in the first place? • If they came back again, why? • If they’ve referred you, why? • What could you do better?
- 15. How to find superfans… Step 2: Take a look at your culture. • Do the activities of your firm align with those points of difference? • Are you providing seminars or events that would attract more of those types of people? • Ask your team why they work in your firm. Compare your responses to those of your customers.
- 16. How to find superfans… Step 3: Take a look at your marketing. • Does it emphasize what you just heard? • Do you have customer profiles aligned with those answers? • Are you using the right platforms to get those points of difference heard?
- 17. How to find superfans… Step 4: Get the message out. • Make sure that the things that make you a rockstar are clear in all of your marketing. • Feature them in newsletters, case studies or social media. Go beyond testimonials. • Pay attention to the words your clients are comfortable using. Speak the way they do.
- 18. Examples of addictive A/E/C brands…
- 19. Examples of addictive A/E/C brands…
- 20. Examples of addictive A/E/C brands…
- 26. To recap,… • People want need to belong. • High-growth firms are a tribe for their customers, employees, partners, etc. where they feel a sense of belonging. • Those that feel they belong to a firm become superfans.
- 27. To recap,… • Superfans are found by: • Surveying current fans • Aligning culture with messaging • Getting the message out in a language and medium that sticks to their market.
- 28. Questions?