The launch of the “extra strong” Marmite XO shows an excellent dialog between product and its most loyal and passionate consumers. Here’s the overview slideshow. Here is how to create a set of passionate evangelists for your product:
Secret #1 Extend an invitation. Give your loyalists the opportunity to reveal themselves. If you’re not sure who your most passionate consumers are, invite them to tell you, via social media. Surveys are all well and good, but a chance to upload a quirky video or photo of your pet with the product in question is priceless.
Secret #2 Consistency, consistency, consistency. The whole campaign is richly Victorian, from creative to the “Marmarati” event, even while it’s very 21st century. They surely could have thrown a simpler and less expensive event for the “first circle,” but they knew the more special these folks felt at the start, the more loyal they would be.
Secret #3 Exclusivity. The reward for being a product evangelist should be truly special. They should be given privileged access, such as the private Facebook group. More privilege makes them even greater experts in comparison to the general public and therefore better advocates for your product. If you let them have a hand in determining it (like letting the Marmarati discuss different formulations of the product or the design of the container) you can forge a stronger-than-steel bond.
Secret #4 Make it easy. Have your content easily postable on whatever social media your audience uses—and encourage them to do so.
Secret #5 Engage. Talk, respond, ask questions, offer kudos. Reward and acknowledge what your evangelists are doing for you. For every tweet you respond to, countless customers are watching. And isn’t that what social media is all about?
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