Super fans are valuable to companies because they’re eager to spend on everything from merchandise and endorsed products to live events and cross-channel collaborations. They’re also more likely to talk about their treasured TV show or video game with friends and strangers alike.
Given the many benefits of these dedicated consumers, Deloitte’s report advises brands to set aside some resources and marketing budgets to focus on this burgeoning segment of the population. Appealing to mass audiences is still important, of course, but building a strategy to address these committed communities will become more crucial in the years ahead as the media landscape continues to fracture into a growing number of channels and platforms.
As Arbanas put it: “It’s a mistake for companies not to contemplate the super fan.”
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