Top 5 Ways Of Building A Passionate Consumer Base

By Michael Jacobsen ( Digital Marketing Expert From Toronto)

concert-768722_1280 (Image from Pixabay)

Sports teams seem to have some of the most passionate fans when it comes to consumers loving them and their businesses. Fans feel like the teams represent them. As a result, they buy into the teams’ products and follow their games religiously. I have had the great pleasure of working in the sports’ industry for about 3 years and I can definitely say that the relationship between the consumer/fan and the sport organization is an unique and interesting one.  I have found that fans are passionate consumers when it comes to their teams. The spending patterns/passion of these fans are generally not  seen outside of these sports’ areas with a few exceptions.  These exceptions include companies such as Apple, which has passionate fans around the world  lining up for many hours at an Apple store to be the first to buy a newly released product, and the highly successful Disney.Therefore, the big question is WHAT ARE THESE COMPANIES DOING TO GET SUCH A PASSIONATE COMSUMER BASE? Based on my observations here are the top 5 ways your company can build a passionate consumer base that will keep coming back to you and supporting you.


  1. Build A Reason

The first thing you need to do is to know WHY YOUR BUSINESS EXISTS AND WHO IS IT FOR? You have to answer specifically the following questions: Who is my target audience? What do I want my brand to be and why? With this reason of why your business exists, you will have a better idea of who to promote to and how to sell reasons to the consumer to purchase your product. A few years ago, I worked for a sports team. During our first season, we determined that our major goal was to build a family friendly environment.  We offered cheap entertainment and an overall fun afternoon for the whole family. We were successful. Families became passionate fans. Therefore, if you are able to deliver on your reasons, then people will come and keep coming back.


  1. Establish 2-Way Communication

Another way to become popular with your consumers is to offer multiple ways that they can communicate with you and you can communicate with them. Social media accounts are very popular for businesses nowadays. Your company definitely needs it and you need to provide one, which has  great and interesting content. You have to keep the consumers in mind at all times and you should provide them with fantastic secondary experiences for them to look at after they have left your store.


  1. Build Into The Customer’s Life

One of the things that Disney has done extremely well is that they have become part of almost everyone’s life. Over many years, they have presented numerous stories and characters to children. As a result, when the children grow up, they have already been exposed to the Disney brand for almost their entire life. Almost every child on earth knows about Disney. They have created their way into our lives and culture.  Therefore, you should take lessons from Disney and you should build your brand into your audience’s life. Think long term. When I worked for a sport team, we made sure that we built our brand around family afternoon entertainment. We promised fun family activities throughout the afternoon at affordable prices.  It worked and we were successful.  We built our company around summer afternoon schedules of the families. Overall, you have to build a path for your audience to follow and make sure that they put you Into their schedules.


  1. Treat Your Customers The Way You Want To Be Treated

To be successful, you have to make sure that the customers, that buy your products, are treated like gold. You want to maintain them at all costs. Each of these customers are your potential ambassadors for your company. In my experiences, I have seen many companies deliver terrible customer service. It should be extremely embarrassing to them but it is not.  You should be thinking that the way you treat your customers is the way that your customers will be treating you. I have seen unsuccessful businesses that only cared about short-term gain and did not think about longevity. All they cared about was the money and did not care about the treatment of their customers. These businesses were losing sales fast and management did not put in even simple efforts in working out their customer services. Therefore, it is extremely important to know that if your customers hate your business but your products are fine, then your main problem is probably the way that you deal with your customers.


  1. Build An Experience

Based on my experiences I can tell you that people will not remember what you did for them, but they will remember how you made them feel. Disney is an amazing company when it comes to this. It offers millions of people the warm, fuzzy feeling of happiness and it makes many of us feel like a kid again.  Disney is a master at this product experience. Therefore your product needs to make people feel in a way good and secure. This experience will help keep customers loving your product and coming back for more. I worked for a company that we made sure that we built on the experience of having fun and enjoying a night out with the family. We made sure that staff were properly aware of providing this experience and that everyone played a role in creating it. We made sure that staff were always smiling and greeting customers . This made people enjoy themselves more and the friendliness of the staff helped build long-term bonds with the customers and the business. People came back because they liked the way they felt with our business. We built a successful experience for them and you have to do it too for your business.


Overall all of these are five of the top ways to build a loyal, engaging consumer base for your business.

  • Michael Jacobsen is a Digital Marketing Expert from Toronto. For more information or questions that you may have about this blog or Digital Marketing, please contact Michael at or on Twitter @marketing_mbj

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