Brand fans are the lifeblood of any business. They refer new customers, leave positive reviews online and even defend you from criticism. They also buy more frequently, stay longer and buy more expensive versions of your product.
The odd thing is, brand building is difficult, and we marketers often take them for granted, treating them the same as any other customer or prospect.
The best customer marketers know to treat this special group like a slice of fried gold. This isn’t done through one off or ad-hoc activities, but rather a planned strategy with timed and targeted activities.
Here are 40 ideas you can implement right now to reward your brand fans and make them love you even more.
As I mentioned above, if you approach these as one-offs they will be welcomed warmly, but real success will come from an on-going program that rewards and cultivates.
- Give them an exclusive price discount on new purchases
- … And/ or on their renewals
- Send a physical package of branded presents in the post e.g. a badge, stickers, USB memory stick…
- Ask them to beta test upcoming products and features
- Give them early access to a new product before anyone else
- Create a mini-conference just for them
- Run a series of invite only webinars
- Ask them for a quote for your website/ literature
- Turn them in to a case study
- Commission them to create something for you
- Set-up a club for them to join
- … or if you already have one, add a special invite only tier
- Ask them a questions directly via Twitter (they will love the personal touch)
- Gamify their experience and create a publically viewable leader board
- … and let them cash in those points for rewards
- Access to value-added content only they can get hold of
- Send a simple thank-you letter/ email
- An awesome competition with genuinely great prizes
- Share their work or ideas via social media
- Sponsor an event, club or charity they are involved with
- Give mod access on your forum
- Create a special badge for their account profile
- Send a Christmas card
- Interview them for your blog
- Invite them in and show them around your office
- Run a training day on how to use your products/ services
- Have a social event for a select group at a bar
- Run a round table discussion on what they’d like to see from you
- Use a tiered badge system for them to put on their website e.g. “Supplier”, “Partner” etc.
- Create a performance report and send it as a nice surprise
- Share some original research findings that gives them new insight
- Use them in an advert
- Set up a monthly/ annual award e.g. Website of the month
- Coupon codes to share with their friends and family
- Give them a service free others have pay for
- Prioritise their support tickets and phone calls
- Send a birthday card/ e-card
- Put a customer gallery on your website
- Include them in a press release along with a quote
- Create a series of discounts for 3rd party businesses the compliment your product/ services and/ or you know your brand fans will find useful
Not all of these are going to be suitable for every business, but if you pick out a handful and use them, your brand fans will love you for it, and you should see their numbers swell with new fans as well.