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Last month, the Chicago Tribune ran a feature article on how microbreweries were enjoying brisk sales while bigger labels such as Bud and Miller saw sluggish sales during the current recession. The author pointed out that microbrews had "fans" while the other brands had "customers." As a result, fans were less price sensitive and more loyal even during tough times.
Are your members customers or fans? This article will highlight some of the best practices by associations who were able to build a fan base amongst their members. It will also provide tips on how to create your own fan base within your industry.
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