When does a loyal consumer become a dedicated fan? Zoe Fraade-Blanar and Aaron M Glazer, authors and founders of US toy firm Squishable, have the answers. Here's some snippets of advice from their book Superfandom.
If you like something, you're probably a loyal consumer - but fans are willing to give more than just their love.
Whether fans are paying for the product or not, they're extremely valuable. "They probably know your product better than you do and understand the ins and outs of how it works," Glazer says.
Fans are inherently conservative and can be loud when they're unhappy, Glazer says: "That can bias a company's viewpoint into thinking an entire audience doesn't like something, when it's only a small group."
This article was originally published by WIRED UK
