As it is March and the year is in full swing it might be a good time to think of who are your best customers. The Super Bowl is over and the Kansas City Chiefs were victorious. Put those two pieces of information together (best customer + Super Bowl) and what you get are your Super Fans.
Think of what you can we do to reward people who believe in what you do to an extreme. How can you make them feel special?
A couple of examples might provide you with some ideas.
White Castle rewards its best customers with a place in its Cravers Hall of Fame. This includes an all expense paid trip to Columbus, Ohio, a plaque, and a ceremony in front of White Castle staff. The competition is fierce. Only 12 out of 500 of their best customer were accepted this past year.
Hidden Valley Ranch doesn’t sound very special on the surface. It sounds more like a typical salad dressing. Yet, did you know, its best customers are members of Ranchology Rewards? Hidden Valley goes even further by creating a VIP section for these super customers. These people provide valuable feedback on new products and recipe ideas and as a reward they receive products and a magnum-sized bottle of ranch dressing.
Smaller companies are not the only ones who reward their customers. Coca Cola created an Insiders Club. For a $10 monthly fee you receive the latest new beverages sent to you before they are introduced to the market. The initial allotment of 1,000 memberships sold out in three hours, and a spokeswoman says there are more than 50,000 people on a waiting list. The goal of this exclusive Club is to build buzz about new products as they go into the marketplace.
The result of these marketing ideas is thatyour best customers feel a deeper connection toward you and your business. That connection increases the likelihood that these people will stay with you. A side benefit is existing regular purchasers of what you sell will see the lengths you go to make your best customers feel special, and they will be proud to do business with you. This could increase the possibility of retaining them as customers over the long term. Not to mention they might try to became Super Fans too.
I suggest you treat them as winners of your Super Bowl not just in March but every day in the coming decade.
