Superfan Status Achieved

Last year, I came across a new marketing term that stuck in my head…superfan! A superfan is a customer or stakeholder who is so delighted by their experience with a brand, product, or service that they become an enthusiastic advocate.

Hearing it from keynote speaker Brittany Hodak at The ASCII Group’s Edge events in 2023, made me pause and think if I was committed to anything enough to be associated with this word. And then it dawned on me…yes, I was a superfan to my hairdresser!

A superfan has 3 parts to its definition.

1.????? Be a customer (a transaction must occur)

2.????? Be delighted by their experience

3.????? Be an advocate

I check the box on all three of these items!

As I was driving to my most recent appointment, it got me thinking of how I don’t mind the 25-minute drive to downtown or paying for parking and battling traffic. Domenico Tomei has created an experience for me that makes me want to make the trek…beyond an amazing final product of which is a great haircut. He has crafted an exceptional customer service experience for me that begins right from me thinking I need a refresh. With an easy online booking system that allows me to search dates, past appointment history and more to greeting me with a cappuccino when I sit down in the chair. He then takes the time for a detailed consultation (not only about my hair but my life) while also educating me on new techniques, products, trends and more.

Why is this whole experience so important? I have been a client for 25 years! I haven’t been a client or customer anywhere for 25 years (even with my dentist or doctor).

I started visiting the Fernando Cellini salon as I was finishing up university in the late 1990s. Its hip and cool downtown vibe was super appealing as was the energy of the staff. But beyond its trendy exterior was a super talented stylist and salon owner, Domenico Tomei . Little did I know that two decades later I would still be a happy and enthusiastic client!

Dom has been with me for every milestone of my life. My carefree days in my 20s when I had nothing to worry about other than my Chihuahua; my wedding day where we were featured in Wedding Bells magazine; my pregnant and post-partum hair; and now my mid-life hair (and possibly covering a few greys).

How have I become a superfan?

Dom has connected with me as a customer through his story. As a young business owner in the 1990s, he continually elevated his game. He continues to invest in his craft with ongoing education and is a North American Director for a top hair care brand. Hearing his stories as he travels the globe teaching students cutting edge techniques, is always inspiring. Not only is he a business owner, but he is also an education director for a top tier brand, teacher, award winning stylist and more. While he continues to invest in himself, he is in essence investing in me. The hours I sit in his chair are based on his hours of learning and experience and I take it all in at each appointment.

Never swaying from my vision, Dom ultimately guides me to the best decision for my lifestyle (and my hair). He has imparted his wisdom on to me where I feel confident to be a ‘brand ambassador’ for him, when walking the streets, as a proud client.

Exceed Expectations

But why have I stayed a client for so long? It’s all of the above. 25 years later and I am still in awe of his talented shears and creative eye. He never gets flustered, panicked, or stressed when I sit in his chair. The sense of calm makes me trust him to the point where I say ‘do what you think best’…because I truly believe that he will.

Wash, Rinse, Repeat

Over the years I have recommended Dom and his salon to co-workers, friends, and family. I am always confident they will be just as happy as I am….and they are.

As I left his salon last week, I told him about my 25-year customer journey with him and he smiled…. asking me if he thinks we will hit 25 more. He said he was up for the challenge! That would bring me into my mid 70s and a whole new type of hair.

If you would like to learn more about what it means to be a superfan, join the upcoming webinar with Brittany Hodak on April 3.

Register here: https://register.gotowebinar.com/register/2123864376087427424