Marketers are obsessed with size. Especially size of market, and they often spend billions of dollars chasing the biggest market of all: New Customers.
And yet, rock stars follow a completely different marketing path. Instead of marketing to New Customers, they go out of their way to create experiences and engagement with their biggest fans. Lady Gaga created LittleMonsters.com to cater specifically to her most hardcore fans. Taylor Swift has T-Parties just for a handful of her biggest fans at each concert. Amanda Palmer does secret shows where she usually gives away tickets to her biggest fans, even to the point of excluding ‘New Customers’ from the selection process.
Notice the complete difference between how most brands and most rock stars market. Most brands market completely to New Customers, even to the point of all but ignoring their Brand Advocates or Fans. While on the flipside, rock stars go out of their way to connect with their biggest fans, even to the point of ignoring New Customers.
What do rock stars know that most brands do not? Rock stars understand that Fans Have Gravity.
Think about your favorite restaurant. The one you always take out-of-town guests to when you want them to experience the ‘best’ your city has to offer.
How many people have you encouraged to visit that restaurant in the last year? Your loyalty and excitement for that restaurant is attractive to other people. Your friends and the people you talk to about the restaurant are more likely to visit it because of interacting with you.
Why does this happen? Because…
Fans Have Gravity: Why Customer Acquisition Isn’t Your Best Marketing Bet
