4 Steps That Will Make Your Company's Customers Into Superfans

And how Chewy gained a loyal brand advocate

Give our readers an inside look at your brand's marketing approach by joining the Adweek Columnist Network. If you're a VP or above, submit your pitch.

Every business has the potential to create high-value superfan customers, but few take the time to employ the smart tactics necessary to do so. A superfan is a consumer who over-indexes in his or her affinity for a brand, team, entertainer or property, thereby increasing the chance he or she will advocate on its behalf. Casual fans often stop short of advocacy, spending less money on their customer lifestyle and inspiring fewer prospects to interact with your brand.