Now that you’ve successfully launched a brand, how are you planning to promote it? Here’s one idea…build a community.

Not sure what I mean? Just consider the Harley-Davidson Owners Group (H.O.G.). This brand-centric community was developed by the Harley-Davidson Motor Company to bring together riders from around the world. It not only allows members to participate in local chapters and special events, but it also gives its members access to a special members-only website. Since its establishment in 1983, H.O.G. has attracted more than one million members.

One of the greatest benefits to developing this type of community is that it creates better brand awareness and loyalty. We all want our customers to be happy and come back again and again…and again. While advertising works most of the time, it’s only a piece of the puzzle. When you combine advertising with other forms of marketing communications, you will find that you have even more channels to get in front of your consumers.

The biggest challenge companies’ often face when building these types of communities is targeting the right audience. Before diving in to your development process, take some time to figure out your target demographic and what your company can offer that will attract this demographic to your community.

Concepts to Consider When Building Your Community:

Work the Web
The Internet is available to virtually everyone. When building your community, consider using Web 2.0 tools to launch your own version of a social network. If that’s too complicated, then start by setting up a simple message board or forum on your corporate site.

Go Local
If you own a retail store, focus on your local community. Your customers are probably also your neighbors, so host special events and other types of get-togethers that would interest them. Out here in Boulder, Neptune Mountaineering offers their store as a free venue for adventurers to give slide shows and lectures.

Find a Partner
You don’t have to build a community alone. It’s easy to find a partner to help. For instance, if you own a hardware store, partner with several of your key vendors to launch a community for consumers interested in home improvement.

Examples of Creative Brand-Centric Communities

Reel Moms
A community of mom’s with infants who get together at Loews for first-run movies, events and giveaways. The Company calls it “A Playdate for Moms!”
http://loews.bipnet.com/reelmoms/

Xango.tv
A video sharing site that allows customers and distributors to upload videos about Xango. The Company claims this is the first ever brand-centric video-sharing community in the industry. Currently, it has 10 different channels and is offering a $10,000 XangoTV award.
http://www.xango.tv/

Barack Obama For President
Here’s an example of a community within an established community. The brand in this example is presidential contender, Barack Obama. His Facebook group has attracted 11,225 members and his profile has 163,808 supporters.
http://www.facebook.com/group.php?gid=2364211938 (Must be a Facebook user to view)

Defy.tv
Developed by adventure sportswear company, The North Face, Defy.tv allows users to upload and share extreme-sports videos.
http://www.defy.tv/

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