How To Build A Buzz Machine For Filmmakers
By Kasem Kharsa | 18-Oct-2006
A Book Summary of "Creating Customer Evangelists" by Ben McConnell & Jackie Huba.
Independent filmmakers are entrepreneurs that most do everything they can do to get their work in front of a paying audience. Whether you like it or not, yyou are a brand and yyour film is a product. The more you can think like a business, while retaining your artistic vision, the closer you'll be to being a self-reliant filmmaker. My aim for writing this summary is to help you cross the chasm you may feel as an artist trying to read up on the latest marketing literature. These books weren't intended for your type of products or your industry. But many of their lessons still apply. You can either buy your marketing, your "buzz machine", through PR and fancy ads, or you can build it, one customer at a time. Its been proven in recent years that word-of-mouth is the great equalizer that can compensate for low-budget marketing and distribution. In my opinion one of the best books written on understanding, initiating, and nurturing word-of-mouth is called Creating Customer Evangelists by Ben McConnell and Jackie Huba. My aim is that by the end of this article you will learn the basics of how to generate and sustain word-of-mouth. I will also leave you with some ideas on how to build a "buzz machine" made up of your own paying audience who are eager to spread the word out about your work.
The pillars of McConnell and Huba's "business theology" is presented in a case-study approach that deciphers why and how eight companies, like the Dallas Mavericks and Krispy Kreme, are thriving so well. The authors found that the common denominator in these companies’ success stories is their customers. These customers are not only loyal, hey are fans, they are evangelists who:
- recommend the brand to their friends and even strangers
- believe in the brand
- are eager to give back constructive feedback
- have made a strong emotional connection to the company and its products
- 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.
|CUSTOMER PLUS-DELTA||Continuously gather customer feedback|
|NAPSTERIZE KNOWLEDGE||Make it a point to share knowledge freely|
|BUILD THE BUZZ||Expertly build word-ofmouth 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|
Creating Customer Evangelists
- Book, discussion guide, and audio book are available on Amazon.com
- Podcasts are available on iTunes under "Church of the Customer"
- Church of the Customer Blog: customerevangelists.typepad.com
- The Tipping Point: How Little Things Can Make a Big Difference by Malcolm Gladwell
- Purple Cow: Transform Your Business by Being Remarkable by Seth Godin