Great fan experiences tap into your audience’s emotions. When brands surprise and delight their customers—through things like secret menu items, limited-edition merch or exclusive pop-ups—they empower connection, belonging and, most importantly, loyalty. In fact, a recent Wunderman Thompson study found that twice as many people are likely to buy from brands that bring them a sense of joy, vs. just delivering what they promise.
Our new guide, “The Essentials of Fan Experience Management,” created with Fooji, introduces and explains fan experience management (FXM) as a practice to help brands and agencies create and feed customer loyalty, brand recognition, purchase intent and, ultimately, sales. Using FXM, marketers can design and execute experiences that work as hard for them as they do for fans.
- Understand your fans: Know the difference between customers, loyal customers and fans, and build personas based on their values and passions.
- Create fan frenzy: Find ways to deliver high-impact, real-world experiences that go beyond social, to amaze and delight.
- Manage and measure: Using an FXM platform will help give fans a brand experience free of bumps and full of reinforcing surprises.
It’s time to turn followers into fans and fans into super fans. Download the guide.
Get access to more reports and guides at the Adweek Resource Library.