Community marketing done right

 

Marketers need to figure out how to involve their communities in marketing. Most of the efforts so far kinda suck. I think it's because most companies don't really have communities, just people they sell stuff to. The really interesting brands tapping into community like Zappos, Etsy and Threadless have it baked into their DNA. It's pretty inseparable from what they do, rather than another tactic.

Chad pointed to something interesting along these lines. When you visit Amazon to check out the new Kindle 2, there's the usual videos, product details and even consumer reviews. That's nice but not really enough. The Kindle is a product that it really helps to hold -- and it has a pretty passionate user base. Amazon, without retail stores, came up with a solution: let its users meet potential customers to show them their Kindles. It sounds kinda ridiculous -- I joked to Chad that I was waiting for the story of the serial killer who used Kindle meetups to find prey -- but it's also ingenious. Not only will people get to see the product, but they'll meet with the ultimate sales people: Kindle owners who love the thing. From what I can tell, there are plenty of willing evangelists out there. This is one in New York City.

That's real one-to-one marketing. For all the talk of buzz marketing and the other creepy stuff, these kind of community initiatives could work for brands that actually have people passionate about their products.

Comments

[Eric Porres]

Brian, I am not a serial killer and would be happy to show you my Kindle (first gen but I still love it!).

[Joseph Kingsbury, Text 100]

So of course Amazon tells us Kindle is a great product, but why take their word when we can hear it (and now see and touch it apparently) with the help of an unbiased third party? Smart move on Amazon's part and proof that community and authentic opinion matter a heck of a lot more than one dimensional advertising/marketing, especially when you're deciding whether to plunk down $400.

Joseph Kingsbury, Text 100
www.twitter.com/jkingsbury

[Ben Kunz]

This feels authentic. Nice.

[michael maurillo]

this is interesting on so many levels. it's taking something like www.expotv.com (videos of consumer product reviews) to the next level. creepy, yes, but i hear this thing called 'online dating' is pretty big these days.
you obviously need a passionate customer base and a product worth being passionate about, but their definitely segments that work. the auto industry feels like the nice fit. don't think people would be willing to let a complete stranger test drive their new VW CC, but you want to see one in person? maybe sit in it? sure, "meet me at Barnes N Noble...."

[Alan Wolk]

Building on what Mike Maurillo said about needing a product that inspires such loyalty from its customer base, the next step on something like this would be to advertise the fact that you've got people who love your product so much, they're willing to show it off to complete strangers for free. That's a powerful testimonial. (Not suggesting a 30 second TV testimonial spot, but the fact that people are doing this is fascinating in and off itself.)