by Ernesto Comodo
Most of us can think of superfans, in companies—such as Apple, In-N-Out Burger, and Harley-Davidson. These are brands with a huge loyal following. These are the “superfans” and some could say they are the company’s greatest asset.
Superfans have what is called in psychology “Emotional attachment” which is a powerful factor that can influence customer behavior and loyalty. It refers to the emotional bond that customers feel with a brand, product, or service, beyond rational satisfaction. Emotional attachment can create a sense of belonging, trust, and loyalty among customers, leading to increased retention, referrals, and revenue for businesses.
Within the LA South Chamber of Commerce marketing team and our president, we have heard numerous times “we buy from who we know, trust and like”. Having a customer truly liking your brand is the hardest but the most rewarding for the growth of your brand.
When your customer is both satisfied and emotionally attached, they are significantly more likely to stay with your services and/or products in the future, almost twice as likely to recommend you (than if they were just satisfied), and much more likely to consider your brand for other products and services. That is the beginning of a Super Fan.
What is a SuperFan?
A Superfan is someone so passionately devoted to a brand that they have made it part of their identity and daily life. Superfans travel miles for live events, buy closets full of merchandise, follow every new online update, and participate in a community of like-minded enthusiasts.
It has been proven that a small business only needs 1,000 superfans to be successful as coined in the Article “True Fan” in Wired Magazine by its editor Kevin Kelly in 2008. But I would argue, if you are a micro business (under 5 employees) to focus on getting your first 100 SuperFans “True Fans”. Just by reaching 100, you will have thousands of orders per year and a healthy customer growth. Remember your SuperFans will be your brand’s biggest ambassadors giving you advertisement and publicity and bring additional customers on a regular basis.
So how can a small business get a Superfan (emotional attached customer)?
Here are 5 tips to get you started:
- Understand your customers’ emotions. As a business owner, identify what emotions drive your customers’ decisions and what are their preferences. For example, some customers may value security, convenience, or excitement. By conducting surveys, interviews, or focus groups, you can gain insights into your customers’ emotional needs and motivations.
- Deliver on your promises. You need to ensure that your products and services meet or exceed your customers’ expectations. By delivering consistent quality, reliability, and value, businesses can create a positive emotional experience for their customers.
- Humanize your brand. Businesses need to show their personality and values through their communication and interactions with customers. By using storytelling, humor, empathy, or social causes, businesses can create a strong emotional connection between their customers and the brand.
- Personalize your offerings. Your business should tailor your products and services to suit your customers’ individual needs and preferences. By using data analytics, segmentation, or customization, businesses can offer personalized solutions that make their customers feel special and valued.
- Reward your loyal customers. Businesses need to recognize and appreciate their loyal customers by offering them incentives, discounts, or exclusive benefits. By rewarding their loyal customers, businesses can strengthen their emotional attachment and encourage repeat purchases.
Emotional attachment is not only beneficial for customers but also for businesses. According to Harvard Business Review, increasing customers’ emotional connection drives significant improvements in revenue growth, customer lifetime value (CLV) , retention rate, etc.
Ernesto Comodo
Marketing Director
Los Angeles South Chamber of Commerce (LASCC)
907K Marketing
Transforming small businesses into small giants through marketing strategy, branding and advertisement.
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