Fan clubs are not new. But they are becoming more powerful. What a great way to communicate - through genuine enthusiasts. Country music stars generally have tremendous respect for fans. The Rolling Stones are jumping on the bandwagon of artists who offer premiums to fans by adding 400 near-stage seats for fans (willing to pay, of course).
Michael Joseph Gross has a great NYTimes article in today's paper. He describes how Lucasfilm has tapped into the force of their fans by employing Steve Sansweet, himself a diehard fan (and accomplished journalist).
Why don't more brands leverage fans? The answer probably lies in the line between brand preference (snore) and brand enthusiasm. I am an enthusiast for a number of brands: Tablet Hotels, Nikon Cameras, Jackie's Restaurant in Silver Spring. I am a fan of Glen Echo Park (a client). I talk them up when I can but maybe non-entertainment brands should think about leveraging the voice of their fans.
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