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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.
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