4. Monetize Exclusivity

• Subscription or initiative models enhance exclusivity


• Monetization can be scaled in tiers, exclusive merch, etc.

- Brad Olson, SVP of Member Experience Peloton

“If you look at these fan clubs or VIP memberships that have launched, it’s tied to exclusive, specific types of content being provided by influencers and celebrities.”- Krishna Subramanian, CEO of influencer marketing firm Captiv8.

The move to a true community repositions the topics of conversation from what the brand cares about to what the community talks about

“People are more interested in the social links that come from brand affiliations than in the brands themselves.” - HBR

“We want the discussions to be more than just about our product; that would be self-serving. We want it to be more than that. We see people sharing life’s successes and tragedies, setting goals and holding one another accountable.” - Brad Olson, SVP of Member Experience Peloton

DEWALT, the leader in the professional power tool market, revealed that it has saved close to $6 million in research costs alone since launching its insight community.

DEWALT, the leader in the professional power tool market, revealed that it has saved close to $6 million in research costs alone since launching its insight community.