“Get to the heart of audiences,
put audiences at the heart of innovation,
to start, build and grow fans”
CUSTOMERS, OR FANS?
Organisations everywhere are struggling to understand who their customer is, and where they’ve gone?! Whilst the innovation challenge remains the same - how to win through the substance of ideas - the world outside has radically changed, and will keep changing. In fact, change is accelerating. The old models do not work, demographics are dead, and when an idea is potentially available to anyone, it doesn’t follow that your audience is everyone!
BIF has been solving these problems for industry leaders for the past 15+ years. Matt Hart, BIF Founder - is known for developing a new approach of Fan Innovation that has delivered hundreds of millions of new global fans for the likes of BBC, Cisco, Spotify, Sony Music, Unilever, Unicef amongst others.
We call it Fandom - understanding people’s behaviour, applying new kinds of insight to create and connect better ideas faster with the widest possible; to start, build and grow your fanbase.
Our innovation projects are built around Cone™. We utilise a mix of data science and creative art - from quantitative data and machine learning to empathetic insight and direct-with-fans cocreation. The work produces a paradigm shift for audience knowledge; new insight-applied ideas outputted as tested and developed new idea concepts and new creative intelligence for how to connect the rights ideas with the right audiences.
Sometimes this work also requires an internal repurposing of core mission, vision, values and culture. This can be about understanding the internal audience so that we innovate not just fans of the business, but fans within the business.
THE SHAPE OF FANS
The success of BIF Fandom derives from a new lens for understanding modern audiences. This unique lens maps the propensity of engagement with the volume of audience. This mapping exercise produces a Cone™ shape every time, no matter the domain of interest. Cone™ is the shape of fans.
Fanatics are core fans who inwardly identify with the ideas of interest - they’ll start your fanbase, but there’s not enough of them to grow your fanbase
Enthusiasts are the curious early adopters who love the new, and will share it if given authentic reasons to do so
Casuals are about others - they will connect but only because it’s social first and foremost, the actual idea is a distant second
Indifferents are the mass market who simply don’t care, but will go along if everyone else is.
For more on BIF Fandom, contact Matt (email link above) to see up a creative conversation - he’ll probably bring the coffee, he’s a bit fussy like that!