John Bohan discusses the importance of building ambassador clubs with existing and loyal customers who are already visiting your website, Instagram or Facebook, and who have already shown an interest in interacting with your brand. These actively engaged customers have their own social followers and want to feel like VIPs in exchange for their loyalty. As marketers, we often get stuck in a “grass is always greener” scenario. But creating that solid base of customers that really stick with you, the folks that you can connect with in a relationship that grows over time, is what powers a brand’s success and longevity. So much of advertising used to be about impressions and then it became about the so-called attention economy. Marketers need to take the next step. We’re now in the connection economy. Customers want to know that brands “get them,” and making them feel connected is what separates great marketers from good marketers.