Little Trend: Commu(Knit)y Part 2

Commu(Knit)y: Company examples.

Harley Davidson

  • Harley Owner’s Group (H.O.G.)
  • H.O.G. Tales and Exclusive magazines
  • “We are your brothers and sisters”

The Mechanics: How does the trend work?

Value Added: Create value through the Marketing Mix: Product, Price, Promotion, and Placement.

Captive Marketing: Short-term strategy to gain as many members as possible. Without people, there is no community

Communicative Marketing: Talk with your consumers. Create conversations. Build a relationship.

Connective Marketing: Connect consumers to each other. Now that you’ve talked to them and gotten to know them, connect consumers together that perhaps would work.

Differential Marketing: Get this new community of connected consumers to make a difference. Create a movement that they can follow and stand behind.

Applications: How can you apply the Commu(Knit)y concepts to your own company?

  1. Can you create a sense of belonging? A place where people of similar interests can meet together.
  2. Can you create tribes? Groups of purchasers that are adamant about your product. Create a program just for these consumers.
  3. Can you create status? When the consumer joins your group are they elevated in status? Create membership cards or benefits that separates the ‘us’ from ‘them’.


Lots of Little Love

-The Little Libbers


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