Part 6 of my new whitepaper: Community Driven Marketing: The Power of the Raving Fan.
Here is Part 1. You can download the full PDF version here.
Activate: Help the Raving Fans Spread the Word
There will be two types of offers that come from your Raving Fans:
- “How can I help?”
- “I was thinking that it would be cool if…”
In type 1, you say to them:
“Well, I’m glad you asked. Here’s what I was thinking you might be able to do for us. Tell me if you think this makes sense.”
They don’t work for you, they will only implement and execute your plans if they want to, not because they have to. The plans better be simple and easy because, after all, Raving Fans do have ‘real jobs.’
If you have simple plans and you think the Raving Fans can help (and they want to), turn ‘em loose.
In the type 2 scenario, you are in conscious experimentation role. Sure, it may be the middle of the year. Yes, you may have ‘other plans,’ but if a Raving Fan comes to you with an idea (and it’s not completely ‘out there,’ [yes, that’s subjective]), then see what you can do to go for it.
Even though it may be a “one-off”, three are a few reasons why this is worth your time.
- It continues the process of cultivating your Raving Fans
- Either way, you will learn something
- It may be a REALLY good idea
- The Raving Fan wants you to succeed
- It sends a message to other Raving Fans that ‘good ideas are welcome here.”
You can, and should, provide your strategic marketing lens to the idea.
You may want to help the Raving Fans keep the idea as close to “on brand’ as possible (though you need to be comfortable with the idea that it might not be 100%).
You can help give ideas on how to make it ‘remarkable.” You can think about process elements that will make it easier to scale.
You can help them leverage other assets so it doesn’t become a huge time sink for you (after all, we still care about ROI).
Please note: You cannot attempt to manipulate the story here. Influence, yes. Manipulate, no. If you do that, your story will become less genuine and your Raving Fans will lose their enthusiasm.
If a Raving Fan wants to do something, figure out a way to make it happen. This is a moment where you just don’t look a gift horse in the mouth. Work collaboratively to figure out an activity that is cost-effective and realistic.
Just please… Don’t Say No.