Shared Fantasies Framework
Customer intimacy
The Shared Fantasies Framework is about creating a shared understanding between the company and its customers about the values and social class they ascribe to. This framework is particularly relevant in the Main Street phase, where customers are more focused on the social and emotional benefits of a product rather than its technical features. By using indirect means to communicate shared fantasies, companies can create a deeper connection with their customers and achieve customer intimacy.
- Customer intimacy is key to success on Main Street
- Shared fantasies can be used to create a deeper connection with customers
- Indirect means of communication are more effective in creating shared fantasies
- Identify Target CustomerIdentify the target customer and their values, social class, and aspirations. This will help in creating a shared understanding of the product's benefits and features.Pro tipUse customer surveys, focus groups, and social media to gather information about the target customerWarningAvoid making assumptions about the target customer without proper research
- Create Shared FantasiesCreate a shared understanding of the product's benefits and features that resonates with the target customer. This can be done through indirect means such as advertising, social media, and content marketing.Pro tipUse storytelling and emotional appeals to create a deeper connection with the customerWarningAvoid being too pushy or sales-y in the communication
- Communicate Shared FantasiesCommunicate the shared fantasies to the target customer through various channels such as advertising, social media, and content marketing. The goal is to create a sense of belonging and identity with the product.Pro tipUse consistent messaging and branding across all channelsWarningAvoid inconsistent or conflicting messaging that can confuse the customer
Apple's branding is a great example of creating shared fantasies. The company's focus on design, innovation, and customer experience has created a sense of belonging and identity with its products.
The concept of shared fantasies has been well-known in consumer marketing for a long time. However, its application in high-tech industries is relatively new. As high-tech companies move from the bowling alley to Main Street, they need to adapt their marketing strategies to focus more on customer intimacy and less on technical features.