A Wall Street Journal bestseller
From the author of New Rules of Marketing & PR, a bold guide to
converting customer passion into marketing power.
How do some brands attract word-of-mouth buzz and radical devotion
around products as everyday as car insurance, b2b software, and
underwear? They embody the most powerful marketing force in the world:
die-hard fans.
In this essential book, leading business growth strategist David Meerman
Scott and fandom expert Reiko Scott explore the neuroscience of fandom
and interview young entrepreneurs, veteran business owners, startup
founders, nonprofits, and companies big and small to pinpoint which
practices separate organizations that flourish from those stuck in
stagnation. They lay out a road map for converting customers' ardor into
buying power, pulling one-of-a-kind examples from a wide range of
organizations, including:
- MeUndies, the subscription company that's revolutionizing
underwear
- HeadCount, the nonprofit that registers voters at music concerts
- Grain Surfboards, the board-building studio that willingly reveals
its trade secrets with customers
- Hagerty, the classic-car insurance provider with over 600,000
premier club members
- HubSpot, the software company that draws 25,000 attendees to its
annual conference
For anyone who seeks to harness the force of fandom to revolutionize his
or her business, Fanocracy shows the way.
