Sweat Equity by Marketing Examined: Episode 52 - How to Create Cult-like Customers in 36 Mins

Release Date: November 5, 2024

Hosts Alex Garcia and Brian Blum dive deep into the strategies that transform ordinary customers into a passionate, loyal community. In this episode, titled "How to Create Cult-like Customers in 36 Mins," they explore the foundational elements necessary for building enduring brands that resonate with audiences on a profound level. Below is a comprehensive summary of their insightful discussion.

1. Setting the Stage: The Goal of Cult-like Customer Bases

Alex Garcia opens the episode by highlighting a significant milestone goal: reaching 10,000 subscribers by the end of the year, emphasizing the importance of ramping up efforts to achieve this target. He introduces the primary topic by discussing the transient nature of many brands and contrasts them with those aiming for longevity.

"We're basically at 6, so we got to come with the heat. I'm talking straight about today, like how to create a cult-like customer base." [00:00]

2. Establishing Brand Values and Mission

The conversation begins with the critical role of brand values in forging strong customer connections. Alex emphasizes that having well-defined values is not superficial but foundational for creating lasting relationships with consumers.

He recounts a discussion with an eight-figure brand that measures success not just by product sales but by tangible community engagement, such as customer turnout at events.

"If tomorrow I said, hey, there's an event pop up right here this time, and 50, 100 people showed up, that's how I would know people care about this brand." [02:20]

The hosts illustrate the necessity of aligning brand stories with missions. Using examples like Seed, founded out of a passion for microbiomes, and Jocko’s supplement brand, they demonstrate how personal experiences and problem-solving drive brand missions that resonate deeply with consumers.

3. The Power of In-Person Experiences and Community Building

Alex introduces the importance of in-person events in transforming customers into a vibrant community. He differentiates between having an audience and cultivating a community, stressing that true communities require interaction and relationships among members.

Notable examples include:

• Bandit Running's 16-week in-person marathon training program, which fosters emotional connections and loyalty.

  "They created this 16-week experience where it's completely tied to Bandit and something very goal-driven." [08:44]

• Too Faced Cosmetics' pink-themed tennis tournaments that align the brand with specific lifestyles and preferences.

• HWPO at the CrossFit Games, which turned a hotel into a four-day immersive event for members, enhancing retention and community bonds.

Brian adds that such community-focused initiatives not only build loyalty but also generate authentic content as customers engage and share their experiences.

"Brands just need to be omnipresent. It's so hard. You get swept up these days by like everything." [12:22]

4. Leveraging Characters as Brand Amplifiers

The discussion shifts to the strategic use of characters in branding. Alex describes characters as "amplifiers and net extenders" that help brands reach wider audiences by embodying the brand's values and mission.

He cites Gymshark's collaboration with Sebum and Nude Project's Bruno as prime examples of characters that personify the brand's identity, creating relatable and engaging touchpoints for consumers.

"Characters are important is a movie is not a movie without a character. People feel attached to you, they latch on to you." [21:19]

Brian echoes this sentiment, highlighting how characters like Sebum and influencers enhance brand storytelling without being mere content creators.

5. The Central Role of Content in Building Brand Ecosystems

Alex underscores that consistent and strategic content creation is the backbone of building a cult-like following. Content serves as the flywheel that attracts new customers, retains existing ones, and amplifies the brand's story and mission.

He introduces the concept of brand lore, a narrative framework that Gen Z particularly values. This involves creating a rich backstory and ongoing stories that consumers can engage with and share.

"The fastest way to fast track your ability to build a cult-like customer base is to create content that is reaching net new people week over week." [22:12]

Brian adds that effective content strategies differentiate brands, allowing them to thrive even as traditional ad platforms become less effective.

6. Integrating Brand Marketing with Long-term ROI

The hosts discuss the synergy between brand marketing and return on investment (ROI). Alex points out that while brand marketing initiatives may not yield immediate financial returns, they are crucial for long-term brand loyalty and customer acquisition.

He warns against the short-sighted focus of private equity firms that may undervalue brand marketing's long-term benefits in favor of immediate cost-cutting.

"Brand marketing doesn't have a payoff for six to 12 months. But that's the kind of thing you have to do now so that 12 months down the road we're getting that impact." [29:28]

Brian emphasizes that strong brand affinity allows for more creative and authentic advertising, enhancing overall marketing effectiveness.

7. Practical Steps to Cultivate a Cult-like Following

The episode concludes with actionable advice on building a cult-like customer base:

• Define and cement your brand's values and mission.
• Create compelling brand stories that resonate with your audience's experiences and aspirations.
• Host in-person events that foster community and emotional connections.
• Develop and leverage characters that embody your brand’s identity and expand your reach.
• Invest consistently in content creation to sustain and grow your brand ecosystem.

Alex highlights the importance of infusing personality into your brand, ensuring that it feels authentic and relatable to foster deep connections.

"The brain has to have a sense of a specific personality that people latch onto and get used to. Like characters play such an important role." [33:04]

8. Final Thoughts and Reflections

In a reflective close, both hosts share personal anecdotes and underline the significance of maintaining brand authenticity and evolution. They touch upon the challenges of managing brand perception and the balance between growth and staying true to core values.

"If you haven't already built the relationship with people to expect the tone that your brand is gonna communicate in, you can't do that." [30:37]

Key Takeaways

• Values and Mission: Establishing clear, authentic brand values and mission is foundational for building a loyal customer base.

• Community Building: In-person events and experiences are crucial for transforming an audience into a cohesive community.

• Character Utilization: Introducing characters that align with brand values can amplify reach and deepen consumer engagement.

• Content is King: Consistently creating strategic content drives brand storytelling, customer acquisition, and loyalty.

• Long-term Brand Marketing: Investing in brand marketing may not yield immediate ROI but is essential for sustained growth and customer loyalty.

Notable Quotes

• "If tomorrow I said, hey, there's an event pop up right here this time, and 50, 100 people showed up, that's how I would know people care about this brand." — Alex Garcia [02:20]

• "Characters are important is a movie is not a movie without a character. People feel attached to you, they latch on to you." — Alex Garcia [21:19]

• "The fastest way to fast track your ability to build a cult-like customer base is to create content that is reaching net new people week over week." — Alex Garcia [22:12]

• "Brand marketing doesn't have a payoff for six to 12 months. But that's the kind of thing you have to do now so that 12 months down the road we're getting that impact." — Alex Garcia [29:28]

Conclusion

Episode 52 of Sweat Equity by Marketing Examined offers a strategic blueprint for brands aiming to cultivate a dedicated, passionate customer base. By focusing on authentic values, community engagement, character development, and consistent content creation, businesses can build enduring relationships with their audience. Alex Garcia and Brian Blum provide actionable insights and real-world examples that empower listeners to elevate their marketing strategies and achieve lasting brand success.

For those eager to implement these strategies, applying the discussed principles can transform your brand into a beloved, cult-like entity that resonates deeply with consumers and stands the test of time.