Chanticleer and Erin Bode
This week I had the pleasure of attending a couple different concerts, Chanticleer (presented by the Hesston-Bethel Performing Arts Series and hosted during a blizzard at Bethel College‘s Memorial Hall) and the Erin Bode Group (at Hesston College‘s Dyck Arboretum).
While each of the concerts had a few small things I disliked, overall I was entertained and fascinated by one fact: they were both groups of artists performing their art passionately for others. They had long gotten over any fears they might have once had about being judged or criticized or made fun of for pursuing their passions, and are now making a living doing what they love.
Congratulations on having the courage to follow your passion. I wish you both continued success in your endeavors!
Things We Like
“Things We Like” will be a semi-regular topic which features ideas, insights, products, or services that we have found helpful when doing business.
Seth Godin’s Blog
Seth Godin is an author, marketer, and public speaker. His blog (here) features thoughts about marketing, spreading ideas, and how we interact with each other. There are lots of blogs that feature interesting marketing ideas, thoughts, and suggestions, but Seth’s blog stands alone in the fact that nearly all of his posts are applicable to people who aren’t specifically interested in marketing. Instead of publishing regular marketing tips, Seth asks questions about why we work, how we’re motivated, and what drives us to produce excellent work. And while few of these posts are marketing-specific, nearly all of them can be applied to how we conduct business on a daily basis, whether that’s marketing, interacting with clients, or examining the products/services we offer.
Brand Loyalty and Your Fanbase
Many companies claim that they have a very loyal customer base. That’s great, because repeat customers keep most companies in business. However, the customer loyalty of nearly every business pales in comparison to sports teams and their customer (fan) base.
Two of us at Flint Hills Design are serious Kansas University basketball fans. Neither of us went to KU, and our only real association with KU basketball is the fact that we live in Kansas. Living in Kansas doesn’t make us fans of KU though; we could have chosen to be Kansas State, Wichita State, Emporia State, or Fort Hays State basketball fans if that was the case. We’re KU fans because of the experience, the personality and success of the team/coaches, and our belief that KU basketball represents something about us as individuals. Everyone who is a fan of a specific sports team shares similar reasons for associating themselves with the team, whether their team is the New York Yankees, the Manchester United football team, or the Garmin-Transitions cycling team.
This is also the basis for customer loyalty within most companies. However, very few companies reach this level of loyalty. I’ve been happy with the tires on my car and would be glad to buy them again, but because I don’t feel a close association to my tires I may try a different brand or model based on customer reviews, price, or the salesperson. However, I can guarantee I won’t switch my basketball team loyalty if K-State ticket prices are lower, other friends try to persuade me that Duke is a better team, or KU starts performing poorly.
This is the type of loyalty that every business should strive for, but it’s true that hardly any business achieves this level of loyalty. Apple has come close due to their buying experience, customer service, and the fact that Apple customers can associate themselves with a “different” computer company. Even so, Apple still doesn’t match the loyalty that most sports teams generate.
Businesses can begin generating a more loyal customer base by creating a unique buying experience, offering exceptional customer service, or pricing their products/services lower than the competition. However, businesses ultimately won’t reach this level of loyalty unless their customers feel a close attachment to, and want to associate themselves with, the company’s products, services, or experience. While it’s a lofty goal, and one that most businesses will never quite reach, aiming for this level of brand loyalty will help make your business stand head and shoulders above the competition.
