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OPINION
Building a fandom in AEC
Focusing on creating fans of your brand, rather than just clients, can drive deeper engagement, brand loyalty, and word-of-mouth marketing.
A rchitectural Digest focused on “world-building.” Those in Seattle focused on the seismograph. World leaders focused on the measurable economic boost.
Of course, the focus of all of this was the Eras Tour. And when asked how it was all possible, time and again, Taylor Swift’s focus is consistent: It’s because of the fans. Taylor Swift does not have customers. She doesn’t have clients. She has fans. And what does Taylor Swift and her fandom have to do with AEC marketing? Depending on your firm vision, the answer could be nothing or everything. However, the real question is, are you content with having clients – or do you want fans? WHAT’S THE DIFFERENCE? Clients stick with you through the duration of the project. Fans look for a reason to keep working with you. Clients know your firm’s strengths. Fans broadcast your strengths to their peers and tell them exactly what you’ve done for them, when, and why. Comparing clients and fans: It isn’t love, it isn’t hate,
it’s just indifference. In Seth Godin terms, clients may think, “Why are you bothering me?” while fans demand, “Why didn’t you tell me?” BRING ON ALL THE PRETENDERS, WE WILL BE REMEMBERED. Fandom is the key. But don’t take my word for it, or Taylor Swift’s either. Have you heard of Field Notes or Zentangle? Field Notes has fans. A three-pack of original Field Notes notebooks costs $12.95. Most of their notebooks measure 3.5 inches by 5.5 inches. The company was founded in 2007 and maintains manufacturing in the United States. Their beginnings were humble. Their website reports, “Field Notes owe their existence to a tradition of promotional memo books distributed to American farmers over the last hundred years by seed, tractor,
Jane Lawler Smith
See JANE LAWLER SMITH, page 4
THE ZWEIG LETTER MAY 6, 2024, ISSUE 1536
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