Think Like A Rock Star Book Review

Think Like a Rock Star; How To Create Social Media and Marketing Strategies That Turn Customers Into Fans by Mack Collier (he’s the guy that founded Blogchat – which has shifted to #Blogchat on Twitter). Collier’s book is 187 pages, not including a decent section of QR codes (and url’s) at the back, leading you to the examples discussed in the book online.

Check out my 12 minute video review here:

Collier’s book Think Like a Rock Star looks at what rock star’s are doing with their fans and what relevance could this have organizations and businesses. Quite a lot I think! Rock star’s work hard to deliver ‘after sales service’ that secures their brand’s value. It’s not just selling their product (music), it’s about the experience in real life (and I’m not just talking about at ticketed concerts). How the music and the artist/s works to continuously resonate with fans is key. Quality rather than quantity. For example, rock star’s don’t respond to every message sent, but enough so that all fan’s feel heard. Everyone feels connected, personally connected. Savvy artists celebrate this connection (and so should brands), after all this is where tomorrows sales flow from.

Rock star’s sometimes have ‘groupies’ (that what New Zealanders like myself call fans who avidly follow rock stars, attending multiple concerts and collecting associated memorabilia – sometimes at considerable expense). Collier gives an example of an organization, Fiskars who realized the potential of grouping these fans together, harnessing their passion. They realised their customers aren’t excited about the functionality or possibly even product benefits (although obviously necessary). What the customers rave about is the outcome. In Fiskars case this mean lovely scrapbook pages, cards and other crafts they can create using Fiskars exciting equipment. To harness this potential Fiskars headquarters created a group of people whom they named Fiskateers (p.39). Fiskateers a ‘key customers’ who voluntarily and repeatedly spend and use their products. Most importantly they are vocal about their experience and crafty creations. Being a Fiskateer means they have access to exclusive equipment and first options on new product releases.  This grouping of key customers together is fairly new. Previously corporates would have felt potential negatives (of grouping customers and allowing them to interact ‘too much’) outweighed any benefits. The continuous stream of feedback, sharing of excitement about the brand and the outcomes in my opinion should make this concept tempting for any organization in my opinion.

How can a business or organization implement this type of connection with their customers? As I read and took notes, they seemed to become almost a series of implementation tips:
1, Identify existing fans – proactive people who are already communicating their love of your brand, the outcomes of using your product
2, Create and encourage 2-way discussion – where are customers already hanging out
3, Empower anyone (who so desires) to ‘close the sale’ – if they are passionate, they will probably have more success than those who you are currently paying to do the same thing.
4, Record and reward feedback – from internal (employees) or external customers. If you know some effective ways to track brands online please let me know. Collier mentions Radian6 (since purchased by SalesForce) and Goodle Alerts (p.185).
5, Direct access for key customers – in their passion they are often the ones who stand up for you in your absence, give them a way to find out what they need to!
6, (the one is scary) Let customer brand advocates loose – they know their space and friends, let them engage in their own way (p.151).
7, (with #6) Communicate your brand values – so customers can be extend your brands voice, helping humanize it (p.139).
8, Utilise a Brand Advisory Panel (BAP) with a Customer Advisory Panel (CAP) (p.159) – collecting, collaborating and implementing feedback

I felt Think Like A Rock Star did communicate some concepts that brands do need to consider. Why is it we (brands) previously have been timid to personally connect with our customers? Whey are Rock Star’s not?

Rock star’s are not afraid to clearly communicate to their customers, telling them they appreciate and love them (p.185). What would happen if brand’s did the same..? From the discussion in Collier’s book, it seems to me that it would result in a very delighted group of customers who love sharing about your brand. The attractive bit, this is the sort of competitive advantage which competitors will have difficulty in replicating!

If you would like to read Think Like A Rock Star, see links below or borrow it from your local library.

Read it, what did you think? Leave your comments below.

Leave a Reply