For over 40 years, Star Trek has ebbed and flowed with the times — from the glory days of Shatner and Nimoy to the Utopian Picard perfection and, most recently, through the dark wilderness of Scott Bakula. Though some incarnations have been more successful than others (the odd numbered movies), there has truly been a Trek for all seasons. With the latest J.J. Abrams-helmed reboot hitting theatres next Friday, it’s timely to examine a key business lesson to be learned from this interstellar brand.
Star Trek has had more lives than a cat … err, I mean — through the years the franchise’s success has multiplied like so many tribbles in spite of the fact that it has almost constantly operated under threat of cancellation or termination in some respect. This state is a good parallel to the crucible we often feel that business operates in. Through all these challenges, Star Trek’s secret weapon has been their fan base — Trekkies, or Trekkers for the politically correct.
From the early letter-writing campaigns that earned Star Trek: The Original Series (TOS) its second and third seasons to the fan conventions that cropped up in the ’70s and ultimately led to the launch of the motion pictures and an overall rebirth of the franchise, fans have played a critical role in the survival of this brand. Trekkers are so critical to the success of the Star Trek brand that they are almost shareholders. And those responsible for the business side of the universe know this. That’s why fan groups are carefully cultivated and even marketed to. This rabid group of followers is the brand’s core customer base.
And here’s where we arrive at your business. What lessons can be gleaned from Star Trek’s fan boy federation that can be used to whip your customers into hungry fans of your business? Could you have a Star Trek convention-like get together for your raving fans? I bet you could. In fact I know two clients of ours that are doing as much within the next two weeks. As an agency, we do this among our core clients. Granted there are fewer pointy ears but it’s a great way to foster communication with this group of dedicated fans.
Remember those letter-writing campaigns that helped save the series multiple times? First of all, remember letter-writing campaigns in general?! In the era of Facebook and YouTube, letter-writing campaigns seem antiquated but it’s a testament to the commitment of these fans. Now that technology has made organizing groups as easy as matter transport, there’s no reason not to give your fans the tools they need to organize around your brand and to help tell your story.
Whether you think of it as developing raving fans or cult marketing, building your base is a powerful branding lesson in everything from science fiction to politics and even your small business. It’s that simple. Embrace your fans and your brand will live long and prosper.
Photo credit startrekmovie.com (Again, because they make it easy for their fans to share their story)
