Find some fans

This is kind of an extension of earlier idea on having a cheering section and using testimonials.

I live in Connecticut where the sports allegiances are sharply divided. In baseball, Yankees and Red Sox fans are forced to co-exist (and where Mets fans are third class citizens). Patriots fans co-mingle with Giants fans. Bruins and Rangers fans tolerate each other.

I say all this because sports franchises have a rabid fan base. These fans spend far beyond just tickets to games. They buy all sorts of paraphernalia from shirts to cups to bumper stickers…anything that has the logo on it and is related to the team.

Don’t think this translates to business? Let me give you a couple of examples.

Apple: This company does so well keeping new product development a secret that the Internet is littered with websites just dedicated to speculation as to what they’re doing. Suppliers give these websites confidential scoops on part orders to further generate speculation. By the time an Apple product is announced, there’s been so much (free) buzz generated about it, it’s almost a lock to be a success. Beyond just the products, the company has generated such a following that pre-owned t-shirts they employees had sell on eBay. People that own old and obsolete Apple products are still unwilling to give them up.

Harley-Davidson: Ask a Harley owner if they’ve ever owned a different manufacturer’s product before. Odds are, they have. Ask them if they will ever own a motorcycle other than a Harley again. Odds are, they won’t. Ever. Aficionados everywhere emblaze their body with the company’s logo to the degree that there are entire web pages dedicated to what you need to know before getting not just a tattoo, but a Harley tattoo. Being a Harley fan is more than enjoyment of product and happiness with company. It’s an entire lifestyle.

I’m not suggesting that every company aspire to reach this level of following, but certainly there are components of these case studies that you can adopt to your business. Can you develop a following? Can you generate interest in your products to the point that people look forward to their release? Can you get customers to the point that they will only do business with you and tell others to do the same?