In finishing up the book Groundswell, Bernoff suggests some interesting ways to “energize” and implement Groundswell in your business activities. He claims that it is important to “create a community to energize your customers”. This technique really only works if your customers are passionate about your product. This online community can help create a marketing tool for your product. In marketing often the best approach is to have others sell your products. Another suggestion Bernoff makes is to “participate in and energize online communities of your brand enthusiasts”. By actively participating in your products and the discussion of them, it allows the customer to feel more connected and engaged in the process. This connection often turns into brand loyalty which ultimately turns into revenue.
In a sheer moment of weakness and insomnia, I recently purchased the box set of Tae Bo. With this box set, I received access to an online community of other Tae Bo users along with online personal training tips from Billy Blanks himself!! Being a little curious about this “online Tae Bo community”, I logged on to see what all of the hype was about. I realized that it was an incredible marketing tool! All of the (overly energetic) users were discussing their progress and how all sorts of Billy Blanks products had changed their lives. I found myself on the website looking at the different products (this time with more restraint). Although I have only used my DVD set once, I must say Tae Bo has quite an internet following. The online community Billy Blanks has created is passionate and truly energetic about his products.
Also, Billy Blanks is an active participant in your daily work outs. He sends emails to the group, posts on the community board, and often engages in online chats. His motivational interactions have helped to further create brand loyalty while strengthening people’s commitment to live healthier lives. This business has effectively used Groundswell in a way that has boosted sells while also increasing customer commitment and satisfaction.
Although I have not actively engaged in this online community (or in the DVDs yet), it is a good reminder that this method of marketing is effective.
As for now, it is only makes me feel guilty…
