On Creating Business Communities
Biking back to Office Nomads (the amazing co-working space in which Re-Vision Labs is based) from a meeting at Theo Chocolate, I had been thinking about how the best companies endear themselves to their customers, and particularly, how they create communities around their brands. I’ll grant: I run in a circle not prone to singing the praises of, say, Coca-Cola, so this thinking may be a bit bubble-ish (as in, I live in a bubble).
However, Theonistas (herein defined as those who love Theo Chocolate; not sure whether I invented that, but I like it…) are incredibly passionate about how they identify with their brand. How does Theo do this? They regularly offer tastings at aligned events (full disclosure: Seattle Greendrinks, my other organization, regularly partners with Theo), building respect not just through creating amazing product (though they do that), but also through creating real, if brief, personal relationships with their core customers.
As I was ruminating on Theo, I chanced to pass another local success story, Jones Soda. And lo! They had a sign out advertising “free soda Fridays.” From 3-5pm on Fridays, they offer passers-by a chance to enjoy their beverages, crafted without high fructose corn syrup, for free – and while so doing, create (again, short-term) personal relationships. I stopped in, tried the new orange cola, and had a short, but enjoyable, conversation with the employee on hand, talking about the new flavor. Am I likely to go buy a six pack of Jones when I wasn’t otherwise planning to do so? Unlikely. But, the next time I’m looking for some pop, I will doubtless remember Free Soda Friday, and be that much more likely to purchase their product. Beautiful.
What’s one to take from all of this? As Jones, Office Nomads, and Theo understand, the company that will thrive in the world of tomorrow will build meaningful relationships with their customers – and while online solutions will be crucial, nothing will ever beat the in-person, conversation-based connection. I’m excited to see Re-Vision Labs addressing the crux of this challenge!
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- When We Let Convenience Outweigh Community
- The (Newly Visible) Power Of Ideas
- Community in Business #1: Starbucks Breaks the Chain and Links Up with Community
