Four Ways Brands Create Faithful Followings

How is it that some brands create such faithful followings? How did La Croix fizzle its way to the top ranked sparkling water brand? And how is it that Trader Joe’s is a household name yet has no Facebook page, Twitter or Instagram account, not even a webpage? They all seem to have one thing in common; they are able to find new, inspiring and unique ways to stay in touch with their customer-base. Here are four specific marketing tactics used by brands with cult-like followings.

Advocacy is born from meaningful relationships.

1. Emotional Marketing

I remember the first time my friends dragged me to Soul Cycle. I couldn’t understand their obsession. We had been to tons of spinning classes before. And most of them came at a lower price tag. I had barely set one foot in the door before I saw the massive “Sprint” “Dance” “Rock” “Sweat” “Cry” “Laugh” “Change” “Soul” plastered on every wall. The music is so loud, the instructors are passionately giving motivational speeches about life throughout the class that by the time I’ve finished I’m just about convinced all of my dreams in life will come true as long as I continue going to Soul Cycle, despite the feeling of hearing loss similar to leaving an ACDC concert.

The key here that Soul Cycle has mastered is the ability to tap into the emotional side of their customer. The idea of benefit first, features second. Before knowing what your business, product or service does, touch on what’s most important to them; what it does for them. 60% of consumers who feel a “high brand connection” are more likely to make a purchase, only further proving that a strong emotional connection is key to creating and keeping more loyal customers.

2. User-Generated Content

The benefits of user-generated content marketing are huge. Why? On a basic level, people are influenced by what other people think. For a first-time buyer who hasn’t made up their mind about your brand but is looking for information, they are highly-likely to be influenced by others opinions. A user-generated content campaign can be successful by taking advantage of the power of numbers with an entire group of people talking about your product and what it does for them.

Coca-Cola launched their “Share a Coke” campaign by creating bottles personalized with first names, encouraging consumers to share a coke with someone and use the hashtag #shareacoke. Everyone has beard of Coca-Cola brand but this campaign was meant to revive engagement. The lesson here is that simple campaigns with a positive message can be extremely successful. When the campaign launched last June, Coca-Cola’s #shareacoke was the #1 global trending topic on social media and resulted in a 2% increase in sales. And while I’m sure a global brand such as Coca-Cola has no such worries, for a brand just starting out, a campaign involving multiple people that are spreading the word organically is a great way for publicity and conserving your marketing budget.

3. Brand Evolution

Not to be entirely biased but this is my favorite idea. Brand evolution. If you really take a minute to stop and think about what it takes to create a brand that can withstand the evolution of trends and time, it’s kind of incredible.

Moleskine is a product that has stayed relevant as a notebook in a digital age by allowing the brand to evolve whilst maintaining its legacy. It’s adapted to our world today with a line or journals, bags, writing and reading accessories that can travel with us and are dedicated to our “mobile identity.” At the same time Moleskine continues to brand themselves as a symbol of creativity, reminding those who have nostalgia for pen and paper that Hemingway and Picasso were among its early brand advocates.

4. Inspire Ownership in your Brand

Beachbody. You’ve heard of it. Or tried it. At least one person you’re friends with on Facebook is a coach and is part of the Beachbody community and is blowing up your newsfeed about it. This brand has gone straight to the top of the at home fitness and nutrition industry by inspiring ownership. Beachbody has over 450,000 independent coaches working to distribute products, fitness programs and nutrition coaching. They reached over $1 billion in sales last year and get over five million unique visits to their digital platforms monthly. How? By giving each coach the tools they need to succeed and then putting them in charge of their own success.

Creating advocacy within your brand comes down to creating meaningful relationships; 64% of consumers say shared values is the main reason they have a relationship with a brand. Studies show that 52% of the population and 62% of Millennials tend to stick with one brand once they’ve made their decision, making it that much more important to make the consumer your first priority from day one.


The Power of Social Media

Social Media is all about perception.

The most successful brands have been able to use their social platforms to gain loyal followers, communicate with their customers and be a part of their daily lives. However, as Uncle Ben would say, “With great power comes great responsibility.” For Uber, it only took one tweet to put them in the hot seat with their users and potentially cause irreparable damage to the brand.

On Saturday January 28th, The Taxi Workers Alliance in NYC had asked all drivers, including Uber, not to pick up at JFK airport from 6-7pm to protest Donald Trump’s immigration and refugee ban. Uber’s response was a misguided tweet, informing customers it had switched off surge pricing at JFK. This was, according to Uber’s CEO, an honest attempt to help customers continue traveling to and from JFK at normal rates, but it was seen across the nation as an attempt to undercut the strike, especially as they were asked to stand in solidarity. In this political climate, it has certainly not gone unnoticed that Uber’s CEO Travis Kalanick is serving as an economic advisor to President Trump.

"Surge pricing has been turned off at #JFK Airport. This may result in longer wait times. Please be patient."

@Uber_NYC

Enter the power of Social Media.

Uber was quick to apologize but not before a social media campaign had been started on Twitter, via the #DeleteUber hashtag, quickly becoming the number one trend in the entire U.S. by Saturday night.

Lyft was also quick to act, coming out against the travel ban by pledging to donate $1 million to the American Civil Liberties Union. And just like that, the competitor car service company that never could quite catch up to Uber began soaring up the App Store’s Charts from #39 to #8, knocking Uber down to #17.

Uber “Trumped” Lyft’s $1 million by creating a $3 million fund to help cover immigration and legal costs for its drivers who were affected by the ban and spoke out against the new presidential administration’s travel ban but in just hours after that one tweet from Uber, thousands had already deleted their accounts, proving it by posting pictures of it. Four days later, #DeleteUber is still getting 525 tweets/hour, 975 retweets/hour and 10.5 million views/per hour.

For Uber, one tweet sent out during a time of political unrest in what’s being called the “Twitter Presidency” along with its CEO’s role within the Trump organization caused a national social media frenzy. The lesson for other companies is clear. Your customers are starting to hold the brands they use and trust accountable, and they are using social media to do it.


Carbon Hires a CPO

Carbon announces Steve McCall as CPO (Chief Pizza Officer). In addition to sourcing and securing the best pizza for Carbon and our clients, Steve will also lead all client relationships as a Partner.

He brings more than 20 years of experience directing brand marketing across digital, experiential, and shopper marketing to the team, and previously, Steve was the General Manager of a large full-service digital marketing agency headquartered in Boston.

A perfect fit.

Steve joins Carbon’s executive team, which includes fellow Partners, Jason Rivera and Nikki Raffenetti. Carbon fuses culture, data & technology to build bonds between people and brands.


Cocktails & Conversations w/ Nikki Raffenetti

A match made in heaven.

On November 14, 2017 Nikki Raffanetti was the featured speaker at the series launch of 28 Carrots’ “Cocktails & Conversations.” Which is coincidentally the working copy for Nikki’s tombstone.

Nikki invited the 28 Carrots team to the Carbon office on Inn St. in Newburyport to help plan the event along with other speakers. During the event, Nikki highlighted her 20 years of marketing experience as well as her expertise in business strategy, operations management, and her entrepreneurial success with Carbon, which opened in 2016.

Nikki shared her story and lead a lively group discussion that focused on lessons learned through business leadership. Nikki also serves as a board member for 28 Carrots, which provides female entrepreneurs with opportunities to connect and engage with other like-minded women.


Carbon and the 40 under 40

The big four-oh.

One of Carbon’s founding partners, Jason Rivera, was recently honored at the Newburyport Chamber of Commerce 40 Under 40 Awards Night. He was named one of the winners who have demonstrated outstanding professional and volunteer accomplishments. The success of Carbon, his community involvement and his continued support of alma mater, the Governor’s Academy, contributed to his selection.

At 6’6″ and 280 pounds, Jason accounted for 3 of the 40 winners.