Experiential marketing: Build brand communities

While online communities have flourished, surprisingly few brands have recognised their potential to create a community as an ongoing brand experience.

Experiential marketing: Build brand communities

David Squires RPM

Getting consumers to experience your brand can be achieved through activities that build online clubs of like-minded people, who then become brand advocates.

Human beings are communal by nature. If you ask a group of people about their interests and how they spend their free time, most will say hanging out with friends and family. So it's not surprising that we have seen digital communities prosper in the past decade. What is perhaps more surprising is the low number of brands that have really recognised this trend and effectively created a...

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