In today’s crowded marketplace, even the most effective traditional marketing techniques are losing their impact, particularly among younger audiences. Consumers are overwhelmed by countless daily ads, making it increasingly difficult for broadcast messages to resonate.
As brands strive to create deeper connections with their audience, there’s a noticeable shift toward community-focused marketing, creating spaces for individuals with shared interests and values to come together and feel connected to the group. By involving customers as active participants rather than passive recipients, brands can foster loyal supporters who genuinely care about the brand’s direction and success. This involvement can take many forms, including online fan groups, advocacy programs, collective support for shared causes, and implementing supporter ideas. Tailored for specific communities, these initiatives transform the brand-customer relationship, turning customers into passionate advocates and providing them a voice in shaping the company’s future. Ultimately, this shift demonstrates a real commitment to dialogue and collaboration, enhancing engagement and loyalty.
Successfully implementing this approach poses challenges. Building an empowered community is a long-term effort with numerous hurdles. Communities are dynamic, which makes marketing around them more complex. Navigating the changing needs of real people in real time demands a thoughtful and flexible approach that transcends conventional strategies. Effective community-centric marketing must consider the community’s needs and prioritize trust above everything else.
For many brands, relinquishing control is the most challenging part of this process. Traditional campaigns give brands control over the concept, budget, timeline, and audience. Community-based marketing tactics can evolve unexpectedly based on the needs and desires of the community as well as how you respond to them. However, committing to this process can lead to significant transformations.
Consider LEGO’s shift to community-driven marketing in the early 2000s. Facing a decline in sales due to complex and expensive products that weren’t resonating with customers, LEGO experienced a 30% drop in 2003. Recognizing the creativity of their fan base, LEGO launched the LEGO Ideas platform in 2008, which enables users to design and vote on potential new sets. Once a design receives 10,000 votes, it enters an official review process, and creators can earn 1% of the royalties if it’s selected for production. This strategy helped build trust within the community, and by 2014, LEGO had become the world’s most valuable toy company, a position it still maintains today.
This marketing style has proven very successful for large corporations. And it appears even better suited for small and medium-sized businesses, since they tend to have a more personal connection with their customers. This provides smaller companies and organizations with an excellent foundation for building resilient brand communities. Furthermore, small businesses are flexible and responsive enough to cultivate the lasting relationships that communities are built on, even with limited resources.
At Tansley, we recognize the significance of developing a brand ecosystem that meets client needs. Community building is a vital aspect of this process. We applied this concept in our collaboration with 1515 Lincoln Gallery in Oklahoma City for the launch of their new creative identity. Housed in a historic 1920s building, the gallery connects artists and art lovers through a variety of exhibitions and community events, establishing itself as a lively hub for both contemporary and estate art. Previously known as Objets Trouvés, we oversaw the gallery’s rebranding in 2022, allowing it to host larger events and strengthen community ties. We developed a new name, logo, and brand identity representing the gallery’s deep connections to Oklahoma City’s cultural heritage.
Our approach focused on establishing genuine, lasting connections with local audiences and online followers. For example, our curated monthly newsletter featuring exclusive artist interviews, educational insights, and exhibition highlights helped strengthen the gallery’s relationship with its community members by providing free value and knowledge. Additionally, we expanded the gallery’s digital outreach by enhancing its social media presence and creating a dynamic website to promote events and exhibitions. By continuously analyzing user engagement, we optimized our strategies to address the community’s changing needs, keeping authentic storytelling at the heart of its communications.
Since partnering with Tansley, 1515 Lincoln Gallery has tripled its social media following, increased newsletter subscriptions tenfold, and doubled its annual website interactions. This community-focused approach has solidified the gallery’s leadership in the Midwest arts scene, emphasizing the significance of authentic connections for sustainable growth.
In today’s marketing landscape, community engagement is essential for long-term success. Emphasizing two-way interactions through social media, newsletters, and events allows brands to connect with customers, making them feel heard and transforming them into loyal brand advocates. This community-driven approach enhances brand identity, establishing the groundwork for organic growth and resilience in a competitive market.
