A “True Fan” is a consumer that is deeply connected to a brand, so much that the brand represents a significant piece of the fan’s identity. For them it is more than just purchasing quality products/services. A true fan experiences positive internal and external feelings that create diehard brand loyalty. Motivations for true fans can vary, but may include wanting to belong, yearning for exclusivity, or conversely inclusivity, or image curation to name a few. True fans become the ultimate brand ambassadors, representatives, and in some cases influencers to other like minded consumers.
Example True Fan
The Seasoned Trailster – Speedgoat Runner Persona: The Seasoned Trailster is an experienced runner who has logged thousands of miles on their local trails and beyond. More often than not, they’ve found running later in life. They have the experience and know-how to compete in Ultras in their region. Typically at a stage in life and career to dedicate adequate time to training and racing. Trail running is a lifestyle choice to them. This runner has conquered the 50K, 50 mile and 100K distances and is ready to move up to the 100 miler. Sometimes up against cutoffs they are driven more by the challenge and experience than the podium.
The Seasoned Trailster trains 4-7 days per week, on the low end running around 30 miles and to the extreme, 100+ miles. They will have 4-6 Tops, 4-6 Bottoms, 10 pairs of socks, 2-3 hats, and 2-3 pairs of shoes to cycle through. They will purchase a smart watch to track their runs and subscribe to a fitness app. They’ll consume around 10 gels per week, use an anti-chafe product, sunscreen, and consume electrolyte mixes/ recovery beverages.
This “True Fan” would potentially purchase their “kit” from one place. At retail we’re looking at around $1500. Tops and bottoms have a 1-2 year lifespan (dependent on numerous variables). Shoes need to be replaced every 300-400 miles. The nutrition and comfort products are consumables to be repurchased frequently.
