46 September 2017 © Skin Inc. www.SkinInc.com
their expectations are is to get to
This can easily be achieved
through a variety of methods such as
one-to-one conversations or online
surveys of existing and prospective
customers and employees. Ask
customers some of the following
• What prompted you to search for
a solution (i.e., your spa or skin
• What other brands or spas did
you consider before arriving
• What concerns did you have
prior to deciding on our product
• What do you feel is a successful
outcome (of the service or
investment in skin care)?
• Would you refer us to a friend?
Why or why not?
These are just a few ideas. The
Don’t Overlook Employees
good news is these can be molded
to help you unearth the insights
that will most help you move
in the right direction—towards
differentiating your brand based on
what your stakeholders value most.
In building a brand evangelist
program, it’s easy to turn the focus
outward, overlooking the people
who just may be key to igniting
your evangelists: your internal
team. This is one of the biggest
mistakes companies make when
starting an evangelist program.
These are the people who are
often on the frontlines engaging
with your customers. If they have
a genuine and vibrant passion for
your brand, it shines through every
interaction and is infectious.
Put an emphasis on creating a
transparent, vibrant and caring
culture. Your team has to be able to
get behind your vision, the deeper
purpose you serve and your core
values. When your team truly believes
in what you do, they will become
your biggest advocates and they’ll get
others excited about joining them.
Start evangelism within, then spread
Build Deep Relationships
Focus first on creating high-value
experience, then work on deepening
the relationship with your most loyal
customers. This might start simply
with a purchase and move to getting
them back in the door with a special,
exclusive offer before getting them
enrolled in a loyalty program that
grants them access to exclusive deals
The goal is to get your clients more
deeply engrained with your brand by
providing immense value. The more
embedded they are the harder it is for
them to leave.
Don’t be afraid to ask customers
to upgrade or add on a product or
service—when they love your brand,
they love doing so.
Develop a Community
Most of us want to be a part
of something bigger. We seek out
groups and clubs with like-minded
individuals to join, wear certain
types of clothing and put stickers
on our cars, windows and laptops
to symbolize our affiliation to
something. It creates a special
feeling of inclusion and unity in a
Though brand evangelists don’t
necessarily need the designation of
a special group, most are happy to
sing your praises regardless, many
brands have created these as a way to
legitimize their evangelist programs.
Lululemon, as an example, built an
ambassador program of various
local-area influencers, athletes,
and standout yoga instructors who
create community, provide product
feedback and partner with the
company on social impact programs.
The company hand selected each of
its ambassadors based on those who Customers fall in love with brands that exceed their expectations in some way.