🗽 Wrapping up a weekend in NYC
I’ve been lucky to be part of some rave-worthy experiences from world-leading brands (Nike, Peloton, Soho House). How do they create superfans + evangelists? Here’s what I observed…
-
Nike: Ahead of the NYC Marathon, Nike orchestrated a "shake-out" run that attracted over 900 runners. They celebrated the running clubs across the five NYC boroughs.
Tips from Nike:
🏃 Engage your clients by focusing on their passions and creating related events or forums.
🏃 It's never too early to engage a DJ to set the mood
🏃 Pick an insta-worthy location: Pier 17 was a visual feast, prompting a flurry of photo-taking (and social sharing)
🏃Free t-shirts, bagels, and coffee also helps. A lot.
-
Peloton: As a self-proclaimed Peloton superfan, having used the app for over 400 consecutive days, I’m a testament to the power of their community. From sending "high-fives" across the leaderboard to joining unofficial Facebook groups centred on various interests, that keeps me, and undoubtedly others, active.
Tips from Peloton:
🚲 Surprises: Today, I was lucky enough to workout next to the two brothers from Showtek (world class DJs) and we worked out to their EDM tracks, so good!
🚲 Create spaces for clients to exchange tips, celebrate successes, and establish connections. Peer validation often trumps traditional marketing.
🚲 Recognition for loyalty: It's not always about vouchers or discounts; recognition can be as simple yet profound as a live shout-out during a milestone workout, a tactic Peloton employs to great effect.
-
Soho House: By even mentioning Soho House, I may be flouting their rules. The club thrives on exclusivity, with no signage and an invite-only policy. Inside, the no-photo rule only heightens the desire to capture the moment, as every detail, from decor to service, is curated for an elite experience.
Tip from Fight Club... I mean, Soho House:
🍾 Cultivate a sense of exclusivity to make clients feel like they're part of a select group. This could include early product access, special events, or premium services—anything that helps build loyalty and encourages clients to advocate for your brand.
What would you add to this list?
Have you had any memorable experiences with a brand recently?
