Creating customer buy-in for your business is the most effective way to earn your patrons’ loyalty and referrals. The trick is, of course, actually creating the buy-in. Here’s 4 lessons learned from the World Cup that you can apply to your business:
- Create a sense of team: In the months that preceded the World Cup, the South Africans gathered every Friday to watch and celebrate soccer. What are you doing with your customers and employees to bring about a sense of team, belonging, and purpose? Your employees and customers both need to know they’re a part of something unique and special by being a part of your organization.
- Share an identity: The South African flag is a patriotic symbol for the country. So the marketing council decided to fly the flag everywhere to boast the country’s shared identity and common bond. How could your customers share an identity and feel a strong affiliation with your business? In essence, how can your customers feel like they’re part of a club, maybe even an exclusive club because they are your customer?
- Deepen your relationships: The South African marketing council created a series of YouTube videos that showed and promoted a unique dance that they asked all South Africans to learn and do throughout the World Cup. Through the marketing campaign they gave the South Africans a way to bond through a unique cultural dance that furthered a sense of patriotism and cultural identity. Is there anything you do for your customers that is only for them? Offering something unique and exclusive that has inherent value for your customers will result in repeat business, referrals, and buy-in to your organization.
- Encourage people to declare their loyalty: The national anthem for most countries is a symbol of loyalty. Learning and singing it creates a cultural identity within that country. It’s likely that you don’t have an anthem for your employees and customers, but you can create unique cultural elements. Business specific jargon, like Starbucks has created, makes customers feel like insiders every time they order a “grande” latte instead of a “medium.” Through our discussion forum based sponsorships you have the opportunity to speak directly and build relationships with both current and potential customers. A consumer is far more likely to patronize a business with whom they feel they have a personal connection, like having conversations with the you (via our forums), the business owner, on an ongoing basis.
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