superfans - how to inspire internal · superfans - how to inspire internal and external brand...

Superfans - How to Inspire Internal

and External Brand Ambassadors,

and Ignite Word-of-Mouth MarketingNovember 12, 2018

Sharon Parker, Six Flags Over Texas

Stacy Ososkie, Knoebels Amusement Resort

Knoebels Amusement Resort

• Opened July 4, 1926

• Family owned and operated

• 160 full time team members

• 2,100+ seasonal team members

• America’s largest free-admission amusement park

What is a Superfan?

• Fan vs. Superfan

• Identifying your superfans

• Strengthening relationships

• Tracking feedback

• Empowering superfans

Who Are Your Superfans?

• Active on social media

• Engages directly with the brand

• Shares feedback

• Comes to your rescue

Building Relationships

• Give them the spotlight

• Be transparent

• Be human in your responses to failure

• Have respect for all walks of life

Feedback

• Tracking feedback

• Identifying worthwhile feedback

• Communicating when you’ve incorporated feedback

• Responses: personalized vs. canned

Empowering Superfans

• Give them an identity

• Host special events

• Offer promotions

• Provide “inside info”

• Provide exclusive experiences

Transforming Fans into Superfans

• Who has the potential to become “super?”

• Provide a platform to tell their story

• Incentives

• Positive reinforcement for the positive

Internal Superfans

• Events

• Social media outlets

• Random recognition

• Team member feedback

• Team member ambassador program

Reciprocated Admiration

Reciprocated Admiration

“Part of the reason they love us,

is that they can tell we sincerely

love them, too…”

Superfans Can Ignite Your

BusinessSharon Parker, Six Flags Over Texas

Six Flags Over Texas

• Flagship park for the Six Flags Entertainment brand.

• Opened August 5, 1961.• We are known as the Thrill

Capital of Texas!• 13 roller coasters • More than 50 rides and

attractions

Notable achievements:World’s first pay-one-price admission theme park (1961)World’s first log flume (1963)World’s first runaway mine train (1966)World’s first “I-Box” track roller coaster, New Texas Giant (2011)World’s tallest swing carousel, Texas Sky Screamer (Guinness Certified) (2013)

Superfans

Superfans

Why?

Very influential groups that share trends and topics

with media / press. Can generate significant positive

buzz around new attraction openings, amenities,

and events.

Superfans

Why?

Joined Mar 9, 2010947,442,440 views

Superfans

Ways to Engage - Generate Buzz & Coverage:

• Media Events

• Grand Opening Events

• Sneak Previews

• Construction Tours

• Special Enthusiast Events

SuperfansGolden Rule – Make them feel special!

SuperfansGolden Rule – Make them feel special!

Superfans

Benefits FECs, too!

“It was amazing as a fan to be invited to events and activities as a thank you. Throughout my career at many parks, and now at Crayola Experience, my favorite days to go to work are when we host our superfans for early entry, media events, special meals, and other exclusive activities.” Chris Ozimek

General Manager, Crayola Experience Orlando

Superfans

“From our superfans who I know by name, to those who are visiting for the very first time, I have the pleasure of contributing to their day of fun.”

Chris OzimekGeneral Manager,

Crayola Experience Orlando

Why wouldn’t I want to wake up every morning and go to work at a park or attraction that I love?”

Superfans

Results – great media coverage, word of mouth,

rankings, and accolades help drive your business.