Community Building: A Kindred Case Study

Building your community is one of the best ways to grow your business. In this age of automation and social media, we’re seeing customers valuing personal connections, and it’s translating to sales. We put this into practice with one of our favourite clients, Kindred Toxin Free Facials, and today we’re sharing what we discovered.

Natalie from Kindred Toxin Free is what we’d call a person of influence. Her clients will be the first to tell you, if Natalie recommends it you’re putting it on your face. The challenge for Kindred Toxin Free Facials is sharing this passion and expertise with a wider audience, because once you’re face to face (pun intended) with Natalie, it’s impossible not to be convinced of her expertise and passion for ensuring you get the best skin of your life. Converting those social media lurkers into real customers came down to one thing - community. 

Deane & Co worked with Kindred Toxin Free Facials to launch the Kindred Toxin Free Wellness Event Series, kicking things off with a panel of wellness experts talking about trends in self care. Next up, events focussed on edible beauty, with a session on financial self care kicking off in the coming weeks. Each of the events has sold out within days of launch.

Each of these events has given potential customers a chance to engage with Natalie and the team from Kindred have been able to showcase their knowledge on a large scale. Attendees have also had the chance to mingle with current clients, all of whom have sung the praises of a facial with the Kindred team. 

This community building activity also means potential customers are able to meet Natalie and her team face to face, making a meaningful connection, and we all prefer to frequent businesses where we know the founders and want to support them. It also allowed potential customers to engage with Nat first, without the commitment of making a booking.

The results were a significant number of new client bookings, directly attributable to the events. These customers will become repeat bookers with a high lifetime customer value for Kindred. 

There's a couple of things that are important when looking to build your community:

1. It has to be authentic. Yes, okay, possibly the most overused word of 2018, but any events, activations, groups you create need to feel intrinsically you. While crystals might be trending, if you're not into woo woo, an event series with a fortune teller is not going to ring true, and isn't going to attract the types of community members or customers you're looking for. Knowing who you are and what your brand stands for is the most important starting point.

2. Think about how your audience wants to engage, and how you can show them your best self. Community doesn't have to be offline, perhaps a Facebook group or Slack channel is where your customers hang out.

3. Create something you'd actually want to be part of, even if it wasn't your business! Don't just think about what you can get out of your community, think about what you can offer them. In Natalie's case, it was access to some of the best in the self care biz, providing relevant and useful info. 

4. Don't give up if at first you don't succeed. Particularly with online communities, you might need to work harder to get the party started, but as your community grows the goal is for it to become self moderating. 

Want to chat about how we can help you leverage or create your community? Get in touch with us.

Claire Deane