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How to Turn Customers Into Brand Ambassadors

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This story appears in the April 2013 issue of Entrepreneur. Subscribe »

Last year Ryan Klarner, a member of his Illinois high school swim team, posted a plea on Taco Bell's page. Employing a loose interpretation of English grammar, the 15-year-old asked: "Is there any way you guys could make me a customized speedo that says think outside the buns on the back of it?" Thirteen days later, Taco Bell posted a reply: "What size do you wear? And what's your address?"

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More than 2,600 people liked Ryan's post, and more than 1,000 liked the reply. Ryan was already a regular customer--his post noted that he eats at Taco Bell "at least" five to seven times a week--but he is now a fan for life, or what's known in the world as a ambassador.

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