Think Like a Rock Star

Marketers Versus Rock Stars

In a 2011 IBM survey, 81% of chief marketing officers said their top priority was shifting to social media and “enhancing customer loyalty and brand advocacy.” But most marketers don’t know if the steps they’re taking really work, especially on social media. Successful rock stars have a knack for direct contact and interaction with their fans because, before social media, they connected with fans at live events.

Most marketers seek new customers, but new customers are seldom loyal. Rock stars focus on a smaller group – their existing fans. Marketers for “rock star brands,” like Harley-Davidson, understand this perspective. Asked whether Harley does a lot of market research about its customers, an executive noted that its employees ride with their customers all the time, and so they have direct customer contact.

Do a Google search on your brand and your competitors’ brand to hear the public conversation about your sector and product. Get to know your buyers. Stroller manufacturer Graco wanted to start a blog to interact with its customers. After its marketers spent months monitoring its online mentions, they targeted a blog about child...