If you follow Guest Relations Marketing, you know we are usually discussing three things: how to build brands; finding and developing more Zealots for your brand; and how to build Zealotry actions through Social Media. While those three things may seem a little odd and not well connected, they all fit nicely (at least in our minds) under this umbrella concept called Zealotry Marketing.
Our term is Zealots. Others may refer to these select customers as advocates, referral agents or extremists. We prefer Zealots. The word Zealot has an edge. There is an energy – a passion – that we believe more accurately fits the notion.
Our definition of Zealots: those who are passionate about a brand’s products or services, enough to freely share their enthusiasm and experience without provocation or compensation. In marketing terms, Zealots are willing to participate, often at their own expense, to further the brand because of their belief in what it stands for.
Because Zealots are the most authentic form of referral, it is only logical to build marketing programs from their perspectives.
Doing so is simply more profitable.