Title: president, Responsive Marketing, Schaumburg, Ill.
Tip: Fan clubs reward your best customers, who in turn reward you. Convert loyalists into enthusiasts.
Insight: Think of fan clubs like product special-interest groups with two-way sales and marketing power.
Myth: Fan clubs are easy to put together, and they promote themselves. Growth is automatic.
Fact: Everybody wants something unique that other people can't get, which fan clubs provide.