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Generating passionate customers takes time, commitment, engagement and genuine desire to connect with the market. The process begins at the very core of any business, its values and the vision for its future. Simon Sinek explained when a business is open about their vision it allows potential consumers to connect with them on a human level. Once that connection is made, the door is opened for engagement between the customer and business. Richard Pasewark described generating passion for your brand as a “journey of engagements”. Relationships built with your customers take time, and it’s your job to make sure the “consumers’ thoughts and feelings about the brand are positively reinforced”.
Connecting and engaging with customers is only the first step in establishing a fan base for your business and brand. Customers will demand consistency, for example if the Hy-Vee in Marshall, MN or the Cottage Inn Pizza in Grand Blanc, MI were to stop supporting their local community so openly people would notice and lose interest in them. Supporting the community will also only get a business so far, they also need to be able to provide the goods or services that they claim to do. Gaining the attention of new customers is only the beginning, maintaining their trust and loyalty takes a lot of work. This is why anything less than genuine interest in ones market and consumers, will not be enough to generate and maintain loyal customers and raving fans.
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Author - Megan Carry
Marketing and Creative Manager at Cherish Local
Author - Cherish local