From Customers to Community: The Experiential Marketing Playbook w/ Amber “The Activator” Owens

Summary

Social Media Decoded – “From Customers to Community: The Experiential Marketing Playbook w/ Amber ‘The Activator’ Owens”

Host: Michelle Thames
Guest: Amber “The Activator” Owens
Date: August 28, 2025

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Episode Overview

In this episode, host Michelle Thames dives into the art and strategy of turning customers into a thriving brand community. She’s joined by Amber “The Activator” Owens—the creative force behind Brand Felt Activation—who brings her experience working with Fortune 500 brands and a passion for making brands not just seen or heard, but truly felt. Together, they outline actionable insights for entrepreneurs and small businesses ready to go beyond digital marketing and cultivate authentic, engaged, and loyal brand communities.

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Key Discussion Points & Insights

1. Why Digital Marketing Alone Isn’t Enough (02:15)

• Evolving with the Customer: Amber points out that many brands, both large and small, fall into the trap of relying on outdated tactics and assume brand loyalty is static.
  • Amber (02:50): “The biggest [mistake]...is not being open to evolving with the customer… They’re doing the same routine that has worked for years, not understanding that everyone’s mindsets are changing based on how the climate is going.”
• Ego Gets in the Way: Companies with longevity often assume they’ve earned lifelong loyalty, but without evolving, that connection fades.

2. The Power of Real-World Experiences (03:19)

• Brand Activations Defined: Amber describes brand activations as “signature experiences that are memorable and valuable” which drive emotion and action.
  • Amber (03:46): “A brand activation...is a signature experience…that drives an emotion and drives an action. Real-time connection, real-time feedback, real-time conversion.”
• Faster and Deeper Connections: In-person or live virtual experiences create immediate impact and trust, converting attendees more efficiently than purely digital efforts.

3. Making Activations Work on Any Budget (05:05)

• Impact over Budget: Amber encourages thinking creatively, starting with what your audience genuinely wants—not just what a “big activation” looks like.
  • Amber (05:05): “Let’s not think about budget. Let's think about the impact...and how best does your audience receive that information?”
• Case Study – Lamb and Honey: On a shoestring budget, they launched a successful Facebook group centered on faith and self-care, resulting in advocacy and organic community growth—proof that activations don’t have to be expensive. (06:14)

4. Consistency & The ROI of Community (07:36)

• Consistency Builds Trust: Both Michelle and Amber stress that building a lasting community is about long-term, steady nurturing—not “microwave success.”
  • Amber (07:43): “A community is not bought. A community is curated.”
• Community as Research: Your community is a goldmine for feedback, product research, and direction—not just a sales funnel.
  • Amber (08:28): “Community...is also giving you actual research and feedback that you can take to move forward.”
• Brand Example – Sephora: Michelle and Amber discuss how Sephora’s customer tiers and early-access programs fuel loyalty and provide actionable insights. (09:49)

5. From Social Followers to Engaged Community (10:41)

• Digging Deeper than Surface Level: Amber suggests asking hard questions and addressing core audience pain points to foster authentic engagement.
  • Amber (10:57): “A lot of businesses right now are surface level...but you have to talk to the core challenge.”
• Boots on the Ground: Don’t abandon traditional tactics; direct mail and in-person connection still cut through as digital becomes noisier.
  • Amber (12:14): “Direct mail is still one of the highest...ways to market because it’s actually in people’s hands.”

6. Amber Owens’ Playbook: Turning Followers to Superfans (12:29)

Amber’s top three-step formula for activation and loyalty:

1. Define the Audience’s Challenges & Desires: Get crystal clear on what your community wants and struggles with.
2. Articulate Solutions Authentically: Communicate the connection between your solution and their daily life.
3. Create Genuine Connection: Invest in building relationships, not just transactions.

- *Amber (12:54):* “It’s defining the challenge and the desire… articulating that… then creating a genuine connection, which is the community part.”

7. Bridging Digital and Physical for Hype & Engagement (14:00)

• User-Generated Content & Leadership: Amber recommends leading by example with personal stories and hype content, then involving friends and community to widen reach.
  • Amber (14:27): “You need to create user generated content… Start creating a chain effect of how we’re creating the buzz for this activation.”
• Be the Spark: Community growth starts with the founder being visible and active, especially for solopreneurs.

8. Quick Actions for Entrepreneurs (16:38)

• Day One Community Building Tips:
  • On IG: Create a broadcast channel; share daily insights, personal stories, and tips.
  • On LinkedIn: Comment with expertise on relevant posts to open conversations and attract like-minded followers.
    • Amber (16:38): “Start commenting. Start just creating a space that you can gather people for whatever impact you’re trying to do. That is how you start.”
• Challenge for Listeners: Reach out to your email list and ask, “How are you?” or “How is your business?” Use the replies to guide your next steps.
  • Amber (18:38): “Ask them, ‘Hey, how are you doing?’ or 'How is your business?’...Let those responses navigate how you’re going to market moving forward."

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Notable Quotes & Memorable Moments

• “A community is not bought. A community is curated.” — Amber (07:43)
• “Let’s not think about budget. Let's think about the impact.” — Amber (05:05)
• “Start commenting. Start just creating a space that you can gather people for whatever impact you’re trying to do.” — Amber (16:38)
• “If all that [social media] were gone, what would you do? We have to go back pre-digital times and get back to boots on the ground.” — Amber (10:57)
• “Do not just treat them like they’re another number. You will be lost. Your business will be lost.” — Michelle (17:23)
• Michelle’s closing wisdom: Building community is a continual process, not something that’s ever truly finished.

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Timestamps for Important Segments

• 02:15 — Why digital alone won’t work anymore
• 03:46 — Why activations outperform digital, and what makes an activation work
• 05:05 — How small businesses can activate affordably
• 06:14 — Example: Lamb & Honey’s Facebook group
• 07:43 — Community consistency and curation
• 09:49 — The ROI of community & Sephora example
• 10:57 — Bridging social to real connection (“boots on the ground”)
• 12:29 — Amber’s 3-step playbook for superfans
• 14:27 — How to hype an activation; UGC and leadership
• 16:38 — Immediate actions and the “broadcast channel” tip
• 18:38 — Listener challenge: engage your email list for real feedback

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Actionable Takeaways

• View community building as an ongoing, strategic effort, not a short-term campaign.
• Start small: Use Facebook groups, IG broadcast channels, or local pop-ups to foster real engagement.
• Consistency and personalized connection are the backbone of successful communities.
• Don’t sleep on traditional, “boots on the ground” methods like flyers or direct mail.
• Involve your audience at every step, ask for feedback, and let their voices shape your brand experience.

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Connect with the Guest

• Amber “The Activator” Owens:
  • Instagram: @ambertheactivator
  • LinkedIn: Amber The Activator
  • Website: www.brandfeltactivation.com

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Final Thought

If your marketing isn’t building an authentic community, you’re missing out not just on sales, but on loyalty, insight, and staying power. As Michelle says: “When you stop doing that, then you stop building community.”

Transcript

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[Michelle L. Thames]

Hello, everyone, and welcome back to the Social Media Decoded podcast. The number one podcast to help you understand social media so that you grow your business, get more clients, and monetize. And today, we're talking about something that most businesses are getting dead wrong, and that is building community. You want to build community, not just customers, right? We all know that digital marketing is important, but what if I told you that the real secret sauce is talking to people, all right? Taking people offline into real world experience or virtual experiences. That is where the magic happens. And today's guest is a pro in all capital letters, okay. At making brands not just seen and heard, but felt. Okay? So I am beyond excited today to chat with Amber the Activator Owens, the powerhouse behind brand felt Activation. She's worked with Fortune 500 companies like Cadillac, Buffalo Wild Wings, Coca Cola, and Michael Kors to create experiences that turn casual customers into raving super fans. And y' all know how I feel about that. And now she's on a mission to help small businesses do the same. Amber, welcome to the show. How are you today?

[Amber the Activator Owens]

Hello. Hello. I am amazing. I'm excited. Let's get to activation.

[Michelle L. Thames]

Yes, yes. Let's. Let's get right into it. Okay, so we're gonna talk about why digital marketing alone will not cut it in 2025. Okay, if you're listening to this, get out your pens and notepads.

[Amber the Activator Owens]

Yes.

[Michelle L. Thames]

And I just got to say, I might sound, like, super passionate about this today because community is important, and it is actually what I think is the most important thing over everything. And so If I am super passionate, you go see today. Okay, so Amber, you work with some of the biggest, and I mean biggest brands in the world. What is the biggest mistake that you see businesses making when it comes to their marketing?

[Amber the Activator Owens]

Absolutely. So the biggest that I saw pre pandemic and still now is not being open to evolving with the customer. They're doing the same routine that has worked for years, not understanding that everyone's mindsets are changing based off how the climate is going. Right. So. And honestly, a lot of the times it actually has been the ego that's stopping them. They think because they've been, you know, 70 whatever plus years that it's always going to be a brand loyalty, brand trust. And that's just not the case.

[Michelle L. Thames]

Nope, that is not the case. And this is another thing. People think social media is enough to build brand loyalty. But I know that you talk a lot about the power of events and activations. I do events too. So we gonna talk about that offline because I wanna learn about some of your events. I do a lot of in person events for entrepreneurs, but I know you put together events and activations for brands. So why do real world experiences convert better than just posting online?

[Amber the Activator Owens]

Yes. So if you all did not know, a brand activation is a very simple. It is a signature experience that is memorable and valuable. Valuable for both the customer and the client or the other brand. And the biggest two things that are the takeaways is that it drives an emotion and it drives an action. Right? So I need to spark an emotion, I need to spark an action. And so essentially it's the best thing to be beyond social media so that you can create a real time connection, you can get real time feedback and you can get a real time conversion or purchase. Usually doing digital marketing is a delayed conversion, you know, depending on what the steps are. But in real time you can get everything done and they can build more loyalty quicker. So they can advocate quicker as well.

[Michelle L. Thames]

Well, that is so good. And let's talk about this because this is, this is where most brands probably mess up, right? Most businesses, small businesses think that something like a brand activation and events are actually too big for their budget. So let's break this down. Really good what you say to that, like how would you tell your client or somebody who came to you and they're like, girl, this is too expensive for my little business. But it doesn't actually have to be that way. Let's give some tips on how we can think about big brand activations if we have a small budget So I.

[Amber the Activator Owens]

Like for people to say to imagine I might think about yourself. When you have a question, a thought, a need, where do you go most of the time they say they go to online or they go to a conference. They go somewhere to feel a need. Right. That is what you could have been doing for your, your business, meaning that activation, that live, that conference, that pop up experience, that could be you. But in order to do that, you have to define what does my actual audience want? Not every audience wants a full, you know, in person event. Some might just want a blog that is consistent given information. Right. So I will tell people that let's not think about budget. Let's think about the impact that you're trying to create with your, with your business and how best does your audience receive that information? That is the activation. Because it's going to drive an emotion, it's going to drive an action.

[Michelle L. Thames]

So can you give us an example of a brand that you've worked with that maybe had a smaller budget and like, what did you actually do to make the experience. The experience? If we have a small budget because, you know, there's balloons and.

[Amber the Activator Owens]

Yep, there's all that. Yep.

[Michelle L. Thames]

So can you share that?

[Amber the Activator Owens]

So for instance, one of my amazing clients, Lamb and Honey, they do natural skincare. So shea butters, serums, etc. Well, again, I knew her personally and there was no budget at the time. So what we did was identify the root of her audience. She wanted to essentially sell her skincare to Christian women. Right? And me being me, I'm like, let's talk to the black women. We don't want to be ashy. So let's say that because that's going to attract that. Right? Let's say, hey, we don't want to be ashy as well as we want to build our relationship with God. So what did that look like? We just created a simple Facebook group and that was the activation. And in there we talked about, you know, certain things that appeal to the woman. And so even though her, her brand is for Christian black women, it's for moms, it's for wives, it's for, you know, the seaweed woman as well. So we talk about different things like that, which essentially turn her regular customers into advocates. Because I not can only not be ashy, but, but I'm also learning valuable lessons with my community.

[Michelle L. Thames]

Ooh, this is getting good, y'. All. I hope that you are taking notes because you know that I only bring on the best experts. And we got people that work for Coca Cola. Like what Work for the big brands.

[Amber the Activator Owens]

Right.

[Michelle L. Thames]

Take these notes. And yes, you can start small. I love Facebook groups.

[Amber the Activator Owens]

Yes.

[Michelle L. Thames]

We have a client right now who has a Facebook group of 140,000 black women. It's a community.

[Amber the Activator Owens]

I love that.

[Michelle L. Thames]

And it's on another level. Okay, it is on another level, but you have to consistently build that. She's been in business 17 years.

[Amber the Activator Owens]

That's the biggest issue is people don't want to be consistent. They want microwave success. And I'm like, that is not going to happen unless you have the capital. And even then, a community is not bought. A community is curated.

[Michelle L. Thames]

So let's talk about that too, because I feel like people give up really quickly when they don't see things coming or an roi. Let's talk about ROI for community. Because it doesn't look the same as like you're getting this money every day, right, from the community. This is something that have to be built. And I think if it is missed, if this is missed, this is a very huge missed opportunity for your brand. Can we talk about why it's important to keep consistent with community building? Even if it seems like it's not working or it's not beneficial?

[Amber the Activator Owens]

The biggest reason I will say it's important is because that is the only way that you're going to be able to evolve. Every business that has started has evolved in some capacity, right? Whether it's a new offering, it's a new business structure or whatever. And when you are starting a business, the while you may just say, I want to, you know, help small businesses increase revenue, it's going to look different depending on the climate. Think about where we are now. The way that we thought before. This new administration is completely different. So people are now trying to identify how do I not pivot, but just navigate it. Right. So in order for you to learn how do you navigate it, you need to ask the people that are purchasing from you and. Or the people that are not purchasing yet, why haven't you purchased with us? Because they will tell you something that you probably didn't know was coming off. So again, community is more is not just, you know, I guess, quote unquote, transactional from a buying something, but it's also giving you actual research and feedback that you can take to move forward.

[Michelle L. Thames]

And that's the biggest thing of it, all, right? Being able to tap into your community and get actual things that you can change, that you can make better. That's working. That's not working. So look at a community not as okay, it's Going to be this instant roi. I think you should work on your community consistently. I don't think that it's just something that should be the back of your brain real quick.

[Amber the Activator Owens]

A company that does it well is Sephora. So Sephora, and a lot of people don't know this, but Sephora have tiers of their community in a sense and depending on if you're, you know, you reach a certain sale price or whatever, they actually invite you to test out new products before they put on the market so that they can get that feedback from, you know, quote unquote, the regular people first and then putting out to the masses. You know, giving opportunities like that for your community is an activation and it is a way to help your business grow.

[Michelle L. Thames]

You hit it right on the head. Sephora doing a good job. They have an amazing program and they love their community, right? So it doesn't have to just be creators or influencers either. The people in the community are your customers. That's the first step, right? So they probably have a tier for their customers, a tier for creators, then a tier for influencers who may have over a certain amount. And I know that they do the Sephora squad. So y'.

[Amber the Activator Owens]

All.

[Michelle L. Thames]

So many different ways to make community. So many different ways. But let's talk about engagement. This is another thing that we know that businesses struggle with and they don't get engagement online. So how can they bridge the gap between their social media followers and creating a true community?

[Amber the Activator Owens]

Again, it goes back to defining what their true issues are at the end of the day. Very. A lot of businesses right now are surface level. I help people do abc, but not understanding that in order for somebody to, you know, invest in this operations person, you need to identify do they even think that they can reach a million dollars with this automation? That is a whole nother thing. And I'm not saying you have to be a therapist, but you have to talk to the core challenge, right. In order to do that. And so one of the, like y' all just think about recently, what was it? Facebook and IG just kind of stopped working for a day. If all of that, you know, came in TikTok, right? If all of that were gone, what would you do? So we have to go back pre digital times and get back to boots on the ground. So whether that looks like you putting a flyer on somebody's car or it just looks like you having these in person, you know, experiences, that is the only way that you're going to learn what your people truly need at the end of the day. Unless you're selling tissue, you know, but everybody needs tissue, you know?

[Michelle L. Thames]

And you know what? When you said flyers, that's God speaking to me. Because I just said, I am about to create flyers for my community and just start handing it out. I don't know who it could be for. Somebody could need this, and I am not reaching them. And I could just like you said, boots on the ground, y' all better turn that song on and get your fans ready with them.

[Amber the Activator Owens]

Direct mail is still one of the highest, one of the highest, you know, ways to market because it's actually in people's hands. So putting it in their mailbox. Cause you still have to go to the mailbox, and you will see something, and if it's attractive, you're going to keep it. So I'm here for it.

[Michelle L. Thames]

I just told my client the other day we need to get back to this direct mail campaign. So you're right on it. Now we're going to talk about superfans, the activation playbook, how to turn followers into superfans. And I know that you have seen firsthand how experiences turn customers into lifelong fans. Me too, girl. I've seen it. Okay, what is your top three step formula for activating an engaged and loyal audience?

[Amber the Activator Owens]

I love it. So I've had the pleasure to, for, I think it was two years, work with the super bowl and their campaigns for Cadillac, which was amazing. So, again, creating superfans, right? And I will probably say one again, it's defining the challenge and the desire of that particular person. And I'm looking at my notes, y'. All. One is articulating that. So not just saying that, hey, we have a solution. We're saying, hey, you are a tired moment, tired new mom. Here is a way that you can still run your business on autopilot with this particular system, right? It's articulating what they are struggling with. And then I will say it's also creating a genuine connection. We are tired of everybody just trying to sell. Why do you want to sell to me? Why should I buy from you? And I'm not saying you, as the founder, have to be the person doing it. You can have, you know, representatives, but it's really important to create those genuine connections because I think now we are into in an age where we don't want to feel like a number. So again, I will say defining that challenge and those. Those desires, articulating those challenges and desires with the solution that you have and then creating that genuine connection, which is the community part what is, look, you.

[Michelle L. Thames]

Better write down that three step plan. That's a good, that's a good plan.

[Amber the Activator Owens]

Super Bowl. So I was like, that's perfect.

[Michelle L. Thames]

And that's a big campaign. Congratulations to you, girl. I'm inspired. That is amazing, amazing, amazing. Let's talk about digital meeting, physical. Now how can business owners use social media to build that hype? Because you need to build hype around an event or brand activation. Because most people think, oh, I'm just gonna post this event and the people are going to come. That is a lie. So give us the truth.

[Amber the Activator Owens]

Yeah, so the, the truth of the matter. The truth of it is you need to create user generated content. Meaning if it's just you, you need to start talking about what you're doing and, and why you are doing it, period. Right? Then I would say again, that looks like just simple IG stories, IG Live or whatever platform you're using. Then get your friend, hey, friend, I need you to go live and talk about this. I'm going to repost it. We just need to start creating a chain effect of how we're creating the buzz for this activation or for this event, whatever that looks like. And I do feel like a lot of people are nervous because they don't think somebody's going to support or do whatever. And in a sense you're right because you're not putting it out there. So if you want people to learn about this and to be there, you have to be the start. You know, you have to lead essentially. And a part, honestly, a part of brand activations and events is especially if you're a solopreneur or have a small team, you have to lead the pack, you have to lead the community. And if that part isn't there, it's going to fall short. Woo.

[Michelle L. Thames]

You giving us a masterclass today. This is so good, Amber. I am so glad. And guess where I met Edmer on y' all threads. This is like the, I don't know, umpteenth interview that you're listening to where I said that I met some really good people on threads. That one post led me to like maybe 50 people. But everybody didn't take action because you got to fill out an application and do all this stuff. And see when you don't fill out stuff and you don't complete the process and you don't read, then you know.

[Amber the Activator Owens]

That'S really a thing we was talking about before. My leadership team was like, amber, you need to be speaking more. And so I saw and I said, well, Let me go for it. I don't know if I'm quote unquote qualified, but we gonna figure it out.

[Michelle L. Thames]

Girl, you low qualified. You overqualified for this. This is what the people need. Okay, so let's talk about before we head out. This has been a good episode. Y' all know I like to keep these episodes succinct for you all so that you keep coming back. You can binge my episodes. Okay? Go back to the beginning. There's so much knowledge here on the social media decoded podcast. You can listen to this while you're walking your dog, taking the kids to school, getting your kids ready for bed, whatever that is for you, but you can binge these episodes. Okay, so what is one thing that entrepreneurs can start doing today to shift from just having followers to creating a.

[Amber the Activator Owens]

Real community from an IG perspective? Make one of those. What is it? Those rooms. I forgot what they call them. Broadcast channel. The broadcast channel. Make a channel. And just every day, whether you're cooking, you're brushing your teeth, whatever you're doing, hey, y', all, today I did abc and you could do a, you know, D, E, F to grow your business or, you know, whatever your service offering is from a LinkedIn perspective. Start commenting your expertise on people's posts because then you're going to start getting followers and then you're going to start having more conversations to build a community. Right? So it's the. It's the small, the little things. Start commenting. Start just creating a space that you can gather people for. Whatever the impact that you're trying to do. That is how you start.

[Michelle L. Thames]

That is so good. And this was pure gold. Okay. I know my listeners are rethinking their entire marketing strategy right now because you just dropped so many gems. You are not thinking about community. I am here. Like, do you hear the seriousness in my voice? We are in different times, and you cannot continue to move forward and build your business if you forget about the community and the people that. That have made it possible for you to even have a business. So don't just treat them like they're another number. You will be lost. Your business will be lost. And I'm sorry to say that I hope that doesn't happen to anybody. But I just want to be so real that you understand how important community is. I've been building community since 2009 when I started on social media. I have not stopped. I was able to bring those people from my natural hair world. I did content creation. I talked about hair products. I built the Whole community. And then I pivoted, and some of those people came with me along the journey. But it was only because I shared my story. It was only because I've cultivated that community, nurtured them, and kept them in contact. And knowing what I'm doing, when you stop doing that, then you stop building community. So this has been such a great episode.

[Amber the Activator Owens]

Please go back for your people.

[Michelle L. Thames]

What's the challenge, girl?

[Amber the Activator Owens]

I challenge everyone listening. No matter what you sell, I encourage you to your email list. Ask them, hey, how are you doing? Or how is your business? Reply back to this email. I want you to do that, and I want you to see their responses and let those responses navigate how you're going to market moving forward. There you go.

[Michelle L. Thames]

Are you up for the challenge? Are y' all up for the challenge? Take Amber up on the challenge. Tag us on Instagram, Michelle lthames and social media Decoded pod if you are up for the challenge. Now, Amber, before we go, please let us know where can we connect with you, learn from you, and tap into all of your magic? We will make sure that we share all of Amber's information in the show notes. So make sure you check down there. Now, I know some of y' all don't be reading the show notes. It's good information in the show notes. Okay? It tells you what the whole entire podcast is about. Breakdowns, the amazing experts that we have on the show, all of their links. So follow them. Okay.

[Amber the Activator Owens]

All right, so you can follow me over on Instagram at Amber the Activator. I am Amber the activator, also on LinkedIn. And of course, you can visit my website at www.brand felt activation. Yes.

[Michelle L. Thames]

Again, all of that will be down below in the show notes. Thank you so much, Amber, for coming on today and dropping so many gems. It has been an amazing, amazing episode. And if y' all love this conversation, like I said, take a screenshot, share it on your Instagram stories, and tag Amber the activator. We'll have that down in the show notes. But that is a M B E, R. Okay. And Michelle L Thames. Michelle M I C H E, L, L, E, the letter L, T H A M E S on Instagram. And let us know what's one way that you plan to activate your audience. Okay. She gave you a challenge. Are you up for the challenge?

[Amber the Activator Owens]

Let's see if y' all ready about that life. Let's go.

[Michelle L. Thames]

She's about that life. Okay, so thank you all so much for tuning into another episode of social media Decoded and I will talk to y' all in the next one. Peace.

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