Ways to Engage Customers in Community Events

The world preaches loyalty, but how many brands actually live it? Last month, I got an invite to something called Summer Smash, 1st Phorm International's invite-only community event in St. Louis. Think three days of HQ tours, private pre-parties, high-energy workouts, rides, and live music from artists like Ludacris, Lil' Jon, Pitbull, and Steve Aoki. The whole thing sells out in under a minute each year. Pure community building at it's finest. I couldn't make it due to personal obligations, but here's what blew me away: they still sent me a surprise box packed with over 10 of their top products (proteins, apparel, energy drinks, protein sticks), plus a handwritten note that felt genuinely personal, not like a marketing ploy. We've gotten so caught up in digital tactics that we've forgotten about the power of high-touch moments that forge actual emotional connections. This kind of follow-through is almost unheard of in today's brand world. Most companies would've moved on to the next person on their list. But 1st Phorm gets something that a lot of brands miss: real loyalty isn't built through campaigns or offers, it's built through experiences that make people feel like they belong to something bigger. That's where lifetime value really takes off. Summer Smash is far beyond just an event; it's the kind of experience that flips the loyalty script entirely, where customers don't just buy, they simply belong. Here's what I think other brands can learn from this approach: ➟ Send unexpected value for no reason. A surprise product or handwritten note shows customers they matter beyond their purchase history. ➟ Build exclusive communities around shared values, not just products. Whether it's in-person events or virtual experiences, give your best customers something they can't get anywhere else. ➟ Create moments people actually talk about. A few hours with A-list talent or behind-the-scenes access beats another discount code every time. ➟ Lead with gratitude, not growth metrics. When thank-you moments drive your strategy instead of the other way around, authenticity follows naturally. The bottom line: loyalty is earned through emotion, experience, and belonging. If your brand isn't building that, you're just another transaction in someone's day. When did you last surprise your customers with something that wasn't even on your roadmap?

I was at Bloom Nutrition's Energy Bar pop-up in Austin today, and it felt different. This wasn’t just an influencer-driven marketing stunt. It was an experience — one where the brand didn’t just want to be seen but wanted to be felt. For years, brands poured millions into influencer campaigns, chasing clout through sponsored posts and paid shoutouts. But the smartest brands are pivoting from influencer-driven to community-first marketing. Influencer marketing isn’t fading, but it’s evolving. Brands now realize that digital buzz alone isn’t enough; they need real-world engagement. Here’s why Bloom’s pop-up worked, and why more brands need to be thinking like this: 🔥 Exclusivity without exclusion – Anyone could sign up, yet the long lines created buzz and demand. Making an event open to the public while maintaining an exclusive feel is the sweet spot for community engagement. 🎯 Hyper-localized branding – They didn’t just drop a generic activation; they spoke Austin’s language. From ATX-branded hats to signage that read “Bloom loves Austin,” the event felt personal and intentional. When brands embed themselves in local culture, they foster deeper connections. 📷 UGC at scale: Live experiences generate way more organic content than a single paid post. Instead of relying on a few big influencers, they turned every attendee into a brand ambassador. 🙌 Participation = ownership – A photobooth, a charm keychain station — small, interactive moments made attendees part of the brand experience. People don’t just want to see a brand; they want to engage with it, create with it, and share it. Your audience doesn’t just want to be marketed to — they want to be included. The future of marketing is experiential, participatory, and community-driven. If you’re not building real-world experiences that make people feel something, you’re missing out.

We know that small, intimate gatherings drive the most impactful conversations and relationships, but field events have gotten boring. So how do you create fun, engaging experiences that bring customers and prospects together for an experience that feels more like a gift than a burden? Here are 10 ideas that you can turn into incredible field events: 1. Behind the scenes museum tour. Work with your local museum to create a behind-the-scenes experience with the curator, or take one they already have and customize it. 2. Find something weird, wild, and local in your community - If you're in the Dallas, Texas, area, did you know that ShangriLlama exists?? (https://shangrillama.com/) Just 40 minutes outside of the city, you can meet and hang out with llamas! 3. If your city has a zoo or aquarium, look for animal encounters or your audience might enjoy something like a Water Conservation or Sustainability tour of the facility! 4. Photo shoot! Rent out an epic location, bring hair and makeup artists, an amazing photographer, and do headshots & lifestyle photos for your customers. 5. You sent out enough cocktail kits for virtual mixology classes... so don't just host a happy hour at a bar, host a legit mixology class! Add in a Mocktail option so everyone feels included! 6. How long has it been since you rented out a movie theater? YEARS, right? You don't have to wait for the next blockbuster (though that's cool, too), you can bring back the classics for an experiential movie night in a private theatre! 7. Since stores already have their Halloween stuff out, what about a nice dinner followed by an incredible ghost tour of your town? 8. Got a lotta coffee lovers? What about a barista training experience - or really stretch their creative muscles with a latte art class! 9. Host a ukulele class! We found the most amazing nonprofit music school in Austin called the ARMSTRONG COMMUNITY MUSIC SCHOOL that can teach your participants how to play three songs on the ukulele within 90 minutes of picking up the instrument for the first time! Bonus: a great Ukulele costs between $50 and $100 - what an awesome gift for your customers or team members to take home!! 10. Want the ease of something turn-key like Topgolf? How about adding a behind-the-scenes tour of the golf retrieval and gaming operation? Or (our favorite idea for groups between 30 and 75 people) add in a Spontaneous Think Tank to the experience: Use the meeting room to crowdsource and then use bays for small breakout conversations! Then end the day with a great game! Need more ideas or someone to bring the experience to life? Drop me a line! Don't worry, we have a gazillion more ideas just waiting for you! -------------------- Hi, I'm Liz. I help marketers connect. 🔔 To follow my content 💻 thecommunityfactory.com ✉ liz@thecommunityfactory.com Communities I run: 🏯 www.weareichi.com 📣 www.teamcmo.com #community #events #marketing Nicole Osibodu, XOXO Kamryn Bryce

The key to creating a brand that people can't stop talking about? 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲. But it’s not just about creating 𝘢𝘯𝘺 community. It’s about creating one that feels 𝐠𝐞𝐧𝐮𝐢𝐧𝐞. Your community should reflect a purpose, a cause that resonates and drives everything you do. So, how do you do this? 𝐂𝐫𝐞𝐚𝐭𝐞 𝐬𝐡𝐚𝐫𝐞𝐝 𝐞𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞𝐬, 𝐧𝐨𝐭 𝐣𝐮𝐬𝐭 𝐜𝐨𝐧𝐭𝐞𝐧𝐭.  ↳ Instead of just posting on social media, organize virtual or in-person events that align with your brand values.  ↳ For example, if you're a sustainable fashion brand, host clothing swap meetups or upcycling workshops.  ↳ This gives community members a chance to connect with each other and your brand in meaningful ways. 𝐈𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭 𝐚 𝐜𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲-𝐝𝐫𝐢𝐯𝐞𝐧 𝐩𝐫𝐨𝐝𝐮𝐜𝐭 𝐝𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 𝐜𝐲𝐜𝐥𝐞.  ↳ Involve your community in the creation process.  ↳ Use polls, focus groups, and beta testing to let them influence product decisions.  ↳ Share the journey from ideation to launch, crediting community input. ↳ This not only improves your offerings but also gives members a sense of ownership and pride. 𝐄𝐬𝐭𝐚𝐛𝐥𝐢𝐬𝐡 𝐚 𝐭𝐢𝐞𝐫𝐞𝐝 𝐚𝐦𝐛𝐚𝐬𝐬𝐚𝐝𝐨𝐫 𝐩𝐫𝐨𝐠𝐫𝐚𝐦.  ↳ Create a structured program where community members can earn increasing levels of recognition and perks based on their engagement and advocacy.  ↳ This could include exclusive product drops, BTS access, or even advisory board positions for top-tier members.  ↳ This incentivizes active participation and creates aspirational goals within the community. People don't want to be talked at. They want to be part of something real. Build a genuine community, and you won't just have customers. You'll have passionate advocates.