Fandom is dominating the news of late – from Swifties going crazy championing the latest Taylor Swift album(s) to the rollercoaster ride that Quins (Harlequins rugby) supporters are going through. So how best to harness fan power? We ask Gary Pope, ceo at Kids Industries, which recently launched several new fandom solutions.
We’ve followed KI’s work for many years, why launch new fandom solutions now?
First off – great to catch up Sam! You’re bang on – we’ve worked together for a long time now and Licensing Source has been kind in covering our fandom work over the years with the likes of Hello Kitty, Liverpool FC, Doctor Who and more.
Our latest launch is a timely one – given fans are in a transitory phase, moving from passive to active consumption – and see’s us introducing three new offerings – all designed to make our Fandom Model accessible to more brands.
What makes fans so crucial to brands today?
Fans are not just consumers; they’re the lifeblood of a brand. Their passion and loyalty drive brand spend, advocacy, and longevity. Fans are complex and immensely valuable, manifesting their enthusiasm through everything from brief interactions to deep, personal identification with brands. Recognising and nurturing this relationship is fundamental to a brand’s success.
How does the KI Fandom Model work?
Our Fandom Model is a sophisticated framework that helps brands connect authentically with their fans. It’s built on understanding what makes a ‘real fan’ and leveraging three key dimensions of fandom: Interaction Moments, Self-Definition, and Social Amplification. This model has been refined through extensive research involving over 30,000 individuals, helping brands foster genuine connections and loyalty.
What specific needs do your new solutions address for brands?
We tailor solutions to equip brand teams with the necessary skills and insights to harness the power of fandom. Our training workshop is aimed at enhancing professional development, providing a comprehensive understanding of fan psychology and engagement strategies. The immersive brand workshop, on the other hand, is designed for teams to deeply engage with the Fandom Model and apply it directly to their specific contexts. Lastly, our Root and Branch projects offer in-depth, bespoke solutions that help diagnose and enhance fan engagement strategies.
What kind of transformation can brands expect?
Brands can expect a transformational shift in how they engage with fans. Instead of just counting likes or shares, they’ll gain a profound understanding of fandom dynamics. This knowledge enables them to build lasting relationships, foster loyalty, and drive significant growth. By truly understanding and connecting with fans, brands can unlock new revenue streams and improve discoverability of their products and services.
Are the offerings sector-specific?
We’re committed to driving innovation across various sectors including FMCG, entertainment, gaming, preschool, lifestyle, and sports. By truly understanding and engaging with fans, brands across these sectors can expect to see a notable uplift on their overall success.
What’s next for KI in the world of fandom?
We’ll continue to innovate and refine our strategies to stay ahead of market trends. Understanding fandom is an evolving field, and as fan dynamics change, so too will our approaches. We’re also looking into expanding our research and solutions to incorporate new technologies and methodologies that enhance our insights and service offerings. Our goal is to remain at the forefront of the fandom industry, continuously providing our clients with cutting-edge, effective solutions.
A final piece of advice for brands?
You must move beyond counting likes and shares. Grasp the true essence of fandom by building lasting relationships, fostering loyalty, and importantly, driving growth.
