This post was written by Mack Collier. Mack was recently featured in our eBook: Love Over Buzz: How to Create a Customer Advocacy Program. Get your copy here.
Marketers are obsessed with size, especially size of market, and they often spend billions of dollars chasing the biggest market of all: new customers.
And yet, rock stars follow a completely different marketing path. Instead of marketing to new customers, they go out of their way to create experiences and engagement with their biggest fans. Lady Gaga created LittleMonsters.com to cater specifically to her most hardcore fans. Taylor Swift has T-Parties just for a handful of her biggest fans at each concert. Amanda Palmer does secret shows where she usually gives away tickets to her biggest fans, even to the point of excluding ‘new customers’ from the selection process. (more…)