There is no question that tapping into the power of communities has great potential for marketers. There have never been more opportunities to speak with those who share common interests, tastes, afflictions, friends, occupations, faiths, aspirations, hobbies, attitudes or any other element that might unite them – including brand preference. Collectively they have the ability to influence those around them as their opinion is generally respected by those in their ‘community’.

More often than not these days the communities being targeted are virtual. They might exist as a database, perhaps they’ve opted in to hear more about their topic of interest. Maybe they’re simply friends of friends. Quite often we learn more and more about them over time but in many cases it’s only rarely that we interact with them face to face.

Recently we attended a campaign launch hosted by our friends from Origin. The coal seam gas campaign is intended for the communities of south west Queensland, especially those areas where Origin’s operations are most active such as Miles, Chinchilla and Roma. The campaign materials feature real people who volunteered their time to appear. Local farmers are shown along with the Origin liaison officers they work with as well as an assortment of regular townspeople who are supportive of the benefits Origin’s activities bring to their community.

These people formed the invitee list for the launch. Around 130 real people gathered at a venue in Miles to view the commercials and enjoy the status that comes with being seen as the stars of the show on the big screen. The Origin folks did a great job of rightly making them feel special and galvanizing them as a supportive community.

It was really interesting to see this community come together from all walks of life. From mechanics to motel operators, graziers to junior football mums. Once the commercials started playing real emotions were on show from this community. As people saw images of their family on screen many clapped and cheered. Some even cried with delight. It was an eye opener to see how they responded and interacted with each other given many of them were strangers at the start of the evening.

We can’t always be as fortunate as we were at the launch to actually see and hear the people in the communities we look to develop and nurture as marketers. But it’s truly worth remembering that each community comprises real people with real emotions. I realise this might sound incredibly obvious but every name on the database is someone who is immensely proud of their loved ones. Whether the campaign is considered to be socially based or not.

The strong ties of family might just be an ingredient worth considering more often when we look to connect with communities, no matter what form they take.

Alan Kewley is an Account Director at BCM Brisbane

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