With the rise of Social Media Platforms, marketing has changed from one-way communication into a two-way interaction. This new ability to gain feedback and talk directly with your target audience through likes and comments is a new world of opportunity! But how do you stimulate those conversations with brides and create a brand community for your bridal shop?
What is a Brand Community?
Firstly, we need to look at what makes up a brand community. Research shows that there are three criteria to form a community: Consciousness of Kind, Rituals & Tradition, and a Sense of Obligation. So how can you use marketing to create a brand community with these things for your bridal shop? Here are a few marketing strategies to build a community for your bridal shop!
1. Consciousness of Kind
The first thing needed is an understanding that brides within your community are connected and different from other brides. But how do you create this feeling for your brides? The first step for this could be as simple as giving your brides a branded name like how Weddings With Joy calls their brides “joyful brides”! Although adding a branded name can seem simple, it creates the idea that your shop helps set brides apart. Another way to develop this consciousness of kind is to connect brides. You could do this by hosting bride appreciation events at your shop or having a Facebook group for your brides to connect with!
2. Rituals & Tradition
Communities often do certain things together, and your brand community should be no different. The biggest example of this is having brides take a picture with their party when they chose their dress. This is a great “ritual” for brides to participate in and feel like they are joining your community. Another way to ensure brides feel more connected to your brand community is to continue to stay in contact with them and post their wedding photos!
3. Sense of Obligation to Community
Lastly, the community should build a sense of obligation that drives community members to serve each other. You can build this sense for your brand by developing a rewards program that creates different tiers for brides to achieve. Overall, this part of your brand community will mostly be created by your brides’ in-person connections and experiences with your team members.
Ready to Generate More Leads?
We can’t wait to hear how these 4 tips helped with your digital marketing! Follow us on Instagram @engagedmarketingcompany to share your experience and learn more ways to level up your marketing!
