What do Starbucks, Lego and Nike have in common?
The Secret to Success: How Brands Build Thriving Communities
In today's digital world, simply having a quality product is not enough. To stand out, businesses must foster passionate communities of engaged customers and fans. When done right, community marketing creates unbreakable bonds between brands and their most loyal followers.
Let's explore some stellar examples of community marketing and see what they have in common:
Starbucks - Rewarding Coffee Lovers
With over 29 million members, Starbucks has built an enormously successful community around its Starbucks Rewards program. Members earn stars with every purchase and redeem them for free drinks, treats, and other perks.
On their birthday, members even get a special gift from Starbucks. This feeling of being appreciated keeps customers engaged. The Starbucks app also enables easy ordering and payment for an effortless user experience.
By incentivizing visits and purchases, Starbucks has crafted the perfect cyclical community. Loyal customers get more value, while Starbucks gains data on purchasing habits.
Nike - Fueling Fitness Journeys
Nike communities like Nike Run Club tap into people's aspirations for fitness and greatness. Users join running groups, get training plans, and cheer each other on.
By supporting members' athletic journeys, Nike gains brand advocates. User generated content showing Nike apparel and shoes in action provides authentic social proof. Nike also rolls out exclusive community gear and events to deepen ties.
Under Armour takes a similar approach with Challenges to keep members active. Ditto for Gymshark. Community marketing works for athletic brands because they're selling a lifestyle, not just products.
Lego - Fans As Co-Creators
Lego Ideas allows fans to submit product ideas and vote on their favorites. Winning concepts get turned into actual Lego sets with the fan earning a percentage of sales.
This makes customers feel truly invested in the brand's future. Instead of passively consuming Lego products, fans become active co-creators and tastemakers.
Lego also fosters user generated content by showcasing creative builds. The brand understands its community is passionate about crafting, not just buying.
Patagonia - Aligning Values
Outdoor brand Patagonia has built a devoted following around its mission for environmental activism. Their Action Works platform connects local customers for grassroots initiatives like park cleanups.
Patagonia also shares stories from brand ambassadors who live the outdoor lifestyle. This aligns Patagonia's products with real people doing inspiring work worldwide.
Fostering shared values creates a purpose-driven community. Patagonia customers unite to work towards social change, not just enjoy recreational activities.
Peloton - Engagement Online And IRL
Peloton blends digital tools with in-person experiences beautifully. Their app builds community with leaderboards, groups, and social features to cheer on fellow riders.
Local Peloton meetups and showrooms further connect users. Ambassadors share tips and lead classes, guiding the community.
Layering digital community engagement with real-world social events helps members bond. The community marketing remains authentic to Peloton's service blending high-tech bikes with human interaction.
GoPro - Fueling Adventure
GoPro's thriving community lives for the thrill of adventure. The brand features user videos of skydiving, surfing, parkour, and other daredevil activities shot on GoPro cameras.
This constant stream of content shows GoPro cameras in action. The community unites around shared passions for adrenaline and photography.
GoPro facilitates user generated content that inherently markets its products. The community's adventures inspire purchases from like-minded people.
So in summary, the best community marketing:
Rewards loyal customers with perks and experiences
Aligns the brand with a lifestyle or purpose
Showcases user generated content
Makes fans co-creators and brand ambassadors
Brings people together through online and offline events
Provides a gathering place for a niche tribe
Savvy brands know community building goes far beyond sales. By fostering human connections and belonging, community marketing creates powerful emotional bonds between businesses and their biggest fans.