To a European, Superbowl can be a strange animal: strange sport, strange beer, strange food. I just experienced my fourth Superbowl party, incidentally at the same place and with the same team winning as my first one, in 2005, so the event is no longer strange. Some things have changed (I have an idea of what’s actually happening on the field; I can drink a Bud Light), but the main thing remained the main thing: Superbowl is a sports event that Americans, and their media, have turned into a grassroots national holiday. The experience got me thinking about how events build community.
Events happen to be one of the keys to creating shared history, which is, in turn, the basis for building shared emotional connection, a definitive element in the sense of community. Shared history results from participation in and positive interaction during shared events, which “facilitate a group bond”; shared events “become the community’s story”. To cultivate your brand community, bring your customers together for events.
“The more people interact, the more likely they are to become close.” The party brought together the hosts’ family members and co-workers (and their relatives). It was good to see familiar faces, even if we only meet once or twice a year, and seeing people I see more often reinforced our connection. Throw parties for your customers and let them talk to each other.
“The more positive the experience, the greater the bond.” There’s a new tradition at the host’s residence: burning of Christmas trees. Thirty people, watching flames shoot sky high, were reinforced in the archetypal experience of huddling around the cave/camp fire. It’s a memorable, if crazy, ritual. It’s something to talk about in addition to the usual banter about the awesomeness of game drama and thumbs-up-or-down of Superbowl commercials. Make your events memorable (refreshments and rituals help).
“The more important the shared event is to those involved, the greater the community bond.” Superbowl is at the pinnacle of Americans’ shared events. Even if you don’t care about the game, the party is fun and a great distraction (much needed these days). Though it will hardly reach Superbowl status, make your event a regular part of your customers’ lives.
Incorporate events into your marketing and watch your brand community grow, in numbers and in strength.
References: McMillan and Chavis, “Sense of Community: A Definition and Theory”
