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It finally hit home for me.

We often get into passionate dissertations about programs to delight a client’s zealots, enlist new ones, create more distinctive experiences. Very often we are cut off with the comment, “I just need more sales.” I often feel deflated and walk away wondering is creating zealotry actions really just a mirage and at the end of the day is it really more important to “get more sales?”

Well, Stan Stainaker of Hub Culture, writing in the Harvard Business Review bloglines has reaffirmed my commitment to Zealotry Marketing. Stan talks about the idea of regeneration instead of growth at all costs. He notes that processes, capabiliites and new offerings are another way of growth. And, like cells, some die away, while others grow or prosper.

In fact, isn’t that what zealots want to hear? They don’t care that you are growing at all costs. They care that you are nurturing, expanding and delivering on those points that are vital to why they are zealots in the first place. So, redefine growth. Think “regenerate”. Regenerate your business consistency around your most passionate customers – your zealots. They will get the word out.

Read Stan Stainaker’s article

recommend-thisBuilding zealots is a fundamental approach to marketing … packaged goods have long understood the competitive power of defining and segmenting marketing practice to heavy users.   Their approach focused purely on volume of usage and did not take into account satisfaction and impact their unsolicited referrals can have within their community.

Targeting zealots combines operational performance with the efficiency of potential word-of-mouth performance.  By building against zealots – we are aligning those customers that are best satisfied with the actual brand delivery and are most likely to practice the most effective and efficient marketing activities – word-of-mouth referral and repeat purchase.

From a pure advertising standpoint, targeting zealots and potential zealots aims messaging at a mindset versus demographic – often increasing the potential target audience.   Creative is allowed to be more intelligent – playing to a higher sensibility and category understanding.   That results in more distinctive work and a higher brand value perception.

Harvard Business Review has written that the number one measure of brand profitability is the correlation of customers that are “extremely likely” to recommend a brand product or service to their friends or family.

Does your business target mindset or demographics?  Those that relate best to your business are likely to do so for reasons other than their age, their household status or where they live.  Do you understand who your zealots are?

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