Be Like The Beatles and Have a Booming Business
The Beatles had a fan clubs all around the world. Therefore, if you don't already, you should have a fan page on Facebook, and a Twitter account. This allows for two-way communication that is essential to building brand image. Betina Rose ran the fan club and created a fictional character named Anne Collingham as "official secretary." Your Anne Collingham will be your Facebook fan page, and will handle two-way conversations about your brand.
Did you know that Paul McCartney died in 1966 and was replaced with an "imposter Paul?" The "Paul is dead" rumors provided interesting and engaging content that kept fans interested. Even though the rumors were not propagated by the Beatles themselves, if it were a marketing strategy, it would have been a good one. Announcements that McCartney may have "died" sent past album sales skyrocketing to Beatlemania heights, as fans searched for the famous "death clues" that were scattered throughout The Beatles' catalog.
If you run email campaigns, provide compelling, interesting, and relevant content that will keep your customers coming back for the latest hot scoops. I wouldn't go to the extreme of a fake death, however, but find something interesting and engaging that will get your customers involved with your brand.
The Beatles are a business example to follow. They offer a great product, great customer experience, and managed to have fun while doing it (at least in the early years). By following some of the examples above, you too, can be as big as The Beatles.