Brand evangelists are the most valuable customers that you have. These are your raving fans, the customers that would have no problem climbing to the rooftops and shouting your praises. They are a lot more willing to get involved than your average fan, and are trendsetters capable of creating a movement.
For those of you who need hard numbers to prove value, here’s an incredible statistic. Evangelists spend 13% more than the average customer and refer business equal to 45% of the money they spend (From Satmetrix).
So now that I have you all on board with this idea of brand evangelism, here are 6 sure-fire tips that can help you turn ordinary customers into raving fans.
1. Your brand has to provide meaningful value to your customers
This is probably the most important of all 6 tips. Failing to prove that your brand and products/services are valuable to consumers will make it hard to ever gain traction in your respective industry, let alone have individuals rave about you. If your customer does not view your offering as meaningful and important in their lives, they are unlikely to advocate it. The benefits that customers receive from using your brand should far outweigh the cost associated with purchasing them. If you can convince customers that you are satisfying a need as opposed to a want, chances are they will see your brand as meaningful.Additionally, the expectations of your brand should be properly managed. One way to convey value to your customers is giving them what they came for. The old business adage “Under promise, over deliver” definitely applies here.
2. Your employees should be your first brand evangelists
Customers will first come into contact with your brand through your employees.First impressions are everything, and this is no different for customers. If customers see that an “expert” on the subject is energetic, outgoing, and shows an allegiance to the brand, they are more likely to get behind the brand. On the other hand, if customers see that employees aren’t excited about your brand or their work, they aren’t likely to be excited either.
Starbucks, the high-end coffee retailer is a perfect example of a brand that has used their front-line employees to foster evangelism in their customers.Starbucks CEO Howard Schultz wrote in his book, Onward “[Employees] are the true ambassadors of our brand, the real merchants of romance and theater, and as such the primary catalysts for delighting customers,”. If you give employees reasons to believe in their work and that they are part of a larger mission, they will personally improve the experience for every customer.
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