Why it is very important to embrace and facilitate your ambassadors and super promoters of your company became clear in the previous 3 blogs in this series.
Super promoters make money
A super promoter recommends your company and your products or services to others out of enthusiasm and is therefore intrinsically driven. Because he as a person has a lot of influence on others, his behavior is also copied by others. But what exactly is the value of a super promoter?
Research shows that super promoters generate up to four times more sales on average than customers who are not as satisfied. Rijn Vogelaar gives several simple example calculations in his book ‘The super promoter – About the power of enthusiasm’. For example, he calculates that one super promoter generates almost 1 million new customers in 10 steps. And in another example calculation, he shows how you can get more sense of ROI calculations from super promoters.
Vogelaar: ‘If we know how many products super promoters purchase in a period of time and how many friends/relations they convince to also purchase these products, we can determine the economic value.’
To determine how many customers came in on the recommendation of your super promoters, you can use metrics such as Social Sharing Metric (SSM) or Influence Metric (IFM) which we covered in the Delivering the Best Service #1: Recognize Your Super Promoters blog! spoke.
But super promoters deliver much more
- You have less marketing costs and less effort to bring in new customers. In B-to-B, about 80% of new customers come in through recommendations from enthusiastic existing customers and employees. Word of mouth is the most powerful marketing tool of all time. Despite this, many companies still devote most of their marketing budget to traditional marketing, which is increasingly seen as ‘intrusive marketing’ with unpleasant side effects such as the ‘cost of irritation’.
- The threshold for a super promoter to switch is higher than that of other customers, after all he has convinced others to do business with your company or brand, so he will be less inclined to switch as a customer himself.
- The chance that new customers introduced by super promoters become super promoters themselves is many times greater than when they become customers through traditional marketing.
- More super promoters also mean more enthusiastic employees, as discussed in detail in the previous blog, which results in more productivity, lower absenteeism, and a positive atmosphere in your company.
- Super promoters are critical and clearly indicate where the strengths and weaknesses of your company are. You can learn a lot from this, and you can adapt your products and processes accordingly.
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Finally, two great examples of companies that have embraced their super promoters:
- LEGO is a very good example of a company that bets on super promoters. LEGO fans share dozens of times more content than the Danish toy manufacturer itself.
- Another example is Ria Struijk from Rijssen, who manages her own Facebook fan page as an Action fan and has since collected more than 200,000 likes there.