The Power of Community – Marketing That Brings Consumers Together
The Digital Shift
Over the past few years, it’s possible you’ve noticed a marketing shift in your favorite brands. The digital age has created marketing tools that Corporate America can’t ignore. Companies large or small can now use these tools to share content with consumers globally.
Corporate Giants, Community Members
A few years ago, Starbucks launched a campaign called ‘Meet Me at Starbucks.’ Now, whether you frequent the coffee chain or not, you probably know a lot of people who do, and you know a lot about the drinks they offer.
The goal of the campaign was to suggest that at any Starbucks around the world, you’ll find the same experience. Characteristics such as: love, respect, and laughter can all be found at any Starbucks. Starbucks is using their product as a chain to help us connect. This took the corporation image of Starbucks and made it personal.
An additional example of this type of community marketing comes from Google. That’s right – one of the biggest corporations in the world has made a conscious effort, again and again, to feel ‘smaller,’ so we can feel more connected.
In recent years, Google has capitalized on this through their commercials. The ‘Dear Sophie’ commercial for example. The piece reflects how a father uses technology through the years, including Google products, to connect with his daughter of the course of her life. The basis of the commercial is a family relationship – which a lot of consumers can relate to. Google is suggesting that everyone can come together and use these resources and tools with their own families, and no matter where you are in the world, we all have things that connect us.
The true power of community can’t be beat. Companies are starting to take notice of that. When we can all share a common reality, the brand itself becomes stronger, and more relatable – and, part of that very community. Instead of looking at these companies as corporate giants, they have made efforts to be treated like small individuals, just wanting to be a part of our little communities, all over the world. There is something to be said for that, since it brings people and businesses together in a way that has never really been possible before. The digital age has brought a lot of connection with it, but it has also brought a deeper desire for that connection than ever before.