When customers become marketers

Michael Krauss writes in American Marketing Association journal:

Marketing is not a do-it-to-the-customer, one-way process. The highest aim of marketing is to create products and stories about them that empower customers to sell for you. Don’t simply create loyal customers. Create customers who are enraptured with your product and sell for you. Turn customers on so they will turn others into customers.

Six tips to creating customer evangelists:

  • Customer plus-delta: Continuously gather customer feedback.
  • Napsterize knowledge: Make it a point to share knowledge freely.
  • Build the buzz: Expertly build word-of-mouth networks.
  • Create community: Encourage communities of customers to meet and share.
  • Make bite-size chunks: Devise specialized, smaller offerings to get customers to bite.
  • Create a cause: Focus on making the world, or your industry, better.

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