People naturally cheer on the local team.   It’s hard to get excited and support the global headquarters in Duluth, Minnesota, if you are living in Texas.   Which is why many manufacturers are trying to go “local.”   For instance, Frito Lay is now promoting that it sources its potatoes and processes them into chips in Florida.  “This is celebrating the notion of community,” says Dave Sekena, Frito Lay’s VP of Marketing.

Give your zealots something to connect to .., either in their local community or through a personal contact point.   And, if you can’t come to them, then send the tour to them.  Zealots love behind-the-scenes events.   And, the value to a company is these experiences provide fodder for new conversations from Zealots to their community.

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