26th Oct 2015
As an example, Bergen Philharmonic in Norway has 500 subscribers that attend around 25 performances (that is: buy 12,500 tickets!) each year. When you have built the segment, Super-Loyals are a fantastic asset to the organization!
But what do we know about these Super-Loyals? Who are they really? What are their drivers? Their motivations? How can we find more of them, involve more of them, make them an even more integrated part of the organization, serve them better and let them serve us better?
As always, the more we know about the world of the segment the better we can serve and communicate with them. So what do we know about the world of these Super-Loyals?
Do you who know German? (Or do you bother to Google translate)?
The journalist Johannes Laubmeier took a lot of time to write this article published in Tagesspiegel: http://www.tagesspiegel.de/berlin/stammgaeste-im-zoologischen-garten-warum-manche-menschen-jeden-tag-in-den-zoo-gehen/12368962.html. This time, it’s about understanding the world of people who spend enormous amount of their time in the Berlin Zoo. But it’s quite easy to transfer some learning to other organizations. Or at a minimum, raise the curiosity to learn more about your own Super-Loyals!
Let me know what you learn!