Do you have fans or customers?One of the phrases that's often bandied about in the auto industry is that the business of cars and trucks is different. No other consumer product compares because "people are passionate about their vehicles." I wonder how much of that is legitimate and how much of that is whistling past the graveyard. For example, how many cars or trucks have the same loyal--or in some cases, fanatical--fan base that Harley-Davidson does? Now, while the immediate answer to that might be to roll out with the niche products that have a following--Corvettes, Mustangs, Vipers, etc.--realize that what we're talking about here is "Harley-Davidson," not a particular bike within the brand. Consequently, I'd suggest that the answer to that question is approximately none.* What got me thinking about this is a recently published book, Brands That Rock: What the Music Industry Can Teach Marketers About Customer Loyalty by Roger Blackwell and Tina Stephan (John Wiley John Wiley may refer to:
snatch, snap clutch, prehend, seize - take hold of; grab; "The sales clerk quickly seized the money on the counter"; "She clutched her purse"; "The . A fan walks into the store with the intent of buying the latest Alanis Morissette CD...." Fans are focused. The person who wants the Morissette disc is not going to be persuaded to substitute another artist's disc, even if there's a rebate rebate, partial refund of the total price paid for goods or services. In the United States, rebates were historically given by railroads to favored shippers as a return on transportation charges. . The authors note that customers are typically: price-driven, opportunistic opportunistic /op·por·tu·nis·tic/ (op?er-tldbomacn-is´tik) 1. denoting a microorganism which does not ordinarily cause disease but becomes pathogenic under certain circumstances. 2. shoppers who are fundamentally indifferent to your company. They want a deal. And if you don't offer them one, then so far as they're concerned, it's no deal. They'll go look for an alternative with a better price. Its may not be precisely what they're interested in, but good enough is often good enough. Fans aren't as interested in a deal. It's not what's important to them. In fact, they'll pay more in some cases--or at least more than someone who isn't a fan would find to be reasonable. While they are not complete zombies Zombies Companies that continue to operate even though they are insolvent. Also known as living dead. Notes: It's advisable to avoid investing in zombies at all costs their life expectancies are highly unpredictable. in terms of acceptance of what's being offered, they are more willing to give the benefit of the doubt until next time. Customers are less forgiving. How many automotive companies proudly proclaim pro·claim tr.v. pro·claimed, pro·claim·ing, pro·claims 1. To announce officially and publicly; declare. See Synonyms at announce. 2. that they are "customer-driven"? Plenty. How many companies insist that they are "fan-obsessed"? Near as I can tell, that number is pretty small. Perhaps the only one that I can think of right now would be Toyota's Scion sci·on n. 1. A descendant or heir. 2. also ci·on A detached shoot or twig containing buds from a woody plant, used in grafting. brand, which is emphasizing the potential buyer's (fan's) interests at the expense of promoting the sheet metal. Realize that creating product fans has little if anything to do with using hit songs in commercials, as many car companies are wont to do. Rather, it is all about connecting with people in a more meaningful way by offering them something special--even if that "something" is perceived to be special by plenty of people: we're not talking about markets of one here, but rather markets of millions. Fans are passionate. Customers just buy stuff. * The closest to the Harley experience was probably what Saturn once had. Back in the days of the SL, you were a "Saturn owner" or you weren't. It wasn't necessarily a differentiation between the models. If you bought a Saturn, you were de facto [Latin, In fact.] In fact, in deed, actually. This phrase is used to characterize an officer, a government, a past action, or a state of affairs that must be accepted for all practical purposes, but is illegal or illegitimate. part of the club. To be sure, not every Saturn owner made the pilgrimage pilgrimage Journey to a shrine or other sacred place undertaken to gain divine aid, as an act of thanksgiving or penance, or to demonstrate devotion. Medieval Christian pilgrims stayed at hospices set up specifically for pilgrims, and on their return trip they wore on their to Spring Hill for the "Homecoming Homecoming Odyssey concerning Odysseus’s difficulties in getting home after war. [Gk. Myth.: Odyssey] You Can’t Go Home Again revisiting his home town, a writer is disillusioned by what he sees. [Am. Lit. ." But there was something about owning a Saturn--then--which is no longer the case. By Gary S. Vasilash, Editor-In-Chief, gsv@autofieldguide.com |
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