You probably already know that a fan is more willing to try a new brand related to their passion than a regular consumer; that they value a brand more when it is associated with one of their hobbies; that it gives a company even more credibility by referencing one of their hobbies; or who visit a website related to their passion up to three times more often; who search for information up to 184% more often than a non-hobby user, or who spend an average of at least six minutes a day on each of their favorite hobby websites…

When you think about a business idea and get to work with your business plan, you realize that apart from the financial difficulties, it is really difficult to attract your customers and make them aware of your product. When you’re targeting passionate consumers, it’s difficult not to attract them or even get them to try your product… The internet has already taken care of solving this problem with this target audience (which doesn’t mean you don’t have to do). have a reasonable online marketing budget) line and positioning).

The hard part is actually keeping them. And you have to take into account that…

1. You have above-average expectations. Remember that if the “normal” customer is already demanding, the “passionate” customer will be even more so. According to various studies, 69% of online consumers research information about products on the Internet and 62% consult the opinions of other consumers. If we add to that that 39% compare the quality and prices of products on the websites of different chains… Both online and offline consumers demand more information. According to a recent Forrester study, product sheets with additional information and videos increase purchase conversion rates by up to 35%. “To that must be added an average of 2.5 additional minutes of information time spent,” the same study continues. And we’re talking about consumers who aren’t fans!

2. They most likely know more than you do. Many users are real experts and know a lot more about their hobbies than we do and are up to date with news and future products. In truth, it is not a disadvantage but a challenge for you as an entrepreneur because it forces you to be fully informed, to improve the descriptions of the products, not to neglect the photos you show and, as you can imagine, the to find most desirable products.

3. They have less price sensitivity. The loyal customer buys for a higher amount than the punctual customer. In fact, although the volume of punctual customers is greater than that of loyal customers, the number of repeaters is greater than that of punctual customers.

4. The recommendations carry even greater weight. Passionate consumers are not only looking for relevant and up-to-date information about their hobby, they are also more willing to share this relevant and up-to-date information about their hobby. But the recommendation effect goes further, they not only recommend a company or a service to other fans, but also give companies suggestions for improvement. Precisely because a bond with the brand is created, they feel comfortable enough to communicate with it.

5. You cannot delegate communication with your customers to third parties. You cannot address them in any way. Not everyone can talk to them. They comment, suggest, vote and must be considered on a daily basis.

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