Content Jam 2013: Cultivating a 'Fanbase': How to Turn Customers Into Brand Advocates by Jill Salzman

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  • Premium offerings garner avg of $22.
  • Great example of collector’s items – licensing with mcd’s, on all cups and plates and forks you buy in target
  • Content Jam 2013: Cultivating a 'Fanbase': How to Turn Customers Into Brand Advocates by Jill Salzman

    1. 1. Cultivating A Fanbase: How To Turn Customers Into Brand Advocates with Jill Salzman
    2. 2. FANSFANSFANSFA NS!!
    3. 3. Why Cultivate?
    4. 4. Why Bother?
    5. 5. Because that’s where the profit is.
    6. 6. WHY ME?
    7. 7. The Grateful Dead
    8. 8. Tapers
    9. 9. • • It costs you 60 – 80% more to chase and convert new clients than it costs you to service an existing client It’s really, really cheap to love the ones you have – Dating context – easier to buy your partner flowers than it is to find a new partner – Baby context – easier to feed and diaper your baby than it is to find a new baby
    10. 10. The Mighty Four 1. CORE SERVICE or PRODUCT 2. EXPERIENCIAL STUFF 3. COLLECTOR’S ITEMS 4. FOLLOW-UP
    11. 11. CORE SERVICE or PRODUCT
    12. 12. EXPERIENCE **photos **podcasts **videos **publicity **concerts **facebook **website **twitter
    13. 13. COLLECTOR’S ITEMS
    14. 14. FOLLOW-UP • • • • • Thank-you notes Street teams, Fan clubs, Reward Programs Newsletter Blog Posts Social Media
    15. 15. "I have just fallen in love with these anklets." -Jean, customer
    16. 16. Jill Salzman, Founding Mom Since ‘07 jill@foundingmoms.com Facebook.com/FoundingMoms @foundingmom Linkedin.com/in/FoundingMom YouTube.com/FoundingMoms FoundingMoms.com

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