Definition: Helping customers form communities to interact with a brand past making a purchase
Everyone wants to be a part of something and this idea has become an integral part of marketing for some time now. Brands are seizing these opportunities as communities form to learn about what their customers really want and brand gravity, the concept of pulling customers in, relies on these communities to keep people engaged with each other in a way that centers the brand. This idea and series of touchpoints to help encourage this engagement has been appropriately named ORBIT (Ongoing Relationships Beyond Individual Transactions) by Mark Bonchek, founder and chief catalyst of thinkORBIT.
A fantastic example of brand gravity can be seen in the popular Pillsbury Bake-Off contests. Every year since 1949, people have sent Pillsbury their best original recipes for the chance to win cash, appliances and other fantastic prizes. As if this wasn’t enough incentive to get people interested in their brand, these tasty, well-loved recipes are also made open to the public!
The contest and sharing of recipes has helped develop a community of foodies that feed off of each other’s talents and love Pillsbury!