Marketing Against The Grain Using Social Dynamics to Build Community with Capri Wheaton
May 17, 2022
Capri Wheaton, the innovative Founder and CEO of Dressd, shares her journey from UC Berkeley dropout to fashion-tech entrepreneur. She discusses leveraging social dynamics to grow community engagement for her peer-to-peer clothing rental business. Capri reveals unscalable tactics that sparked excitement around Dressd and emphasizes nurturing early adopters. The conversation touches on the risks and rewards of choosing an entrepreneurial path over traditional education, and the importance of adaptability in leadership.
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Early Community Building
- To build an initial community, focus on engaging key individuals directly through personalized outreach.
- Prioritize micro-communities and social dynamics to create a snowball effect.
Generating Hype
- Create "feed-based hype" by partnering with influencers within the same friend group or network.
- When multiple connected influencers promote your product, it creates a perception of widespread buzz and encourages adoption.
Targeted Community Growth
- Identify your target power users and connect with them through direct messages, Zoom calls, and personalized onboarding.
- Provide excellent customer service and encourage referrals to grow your community organically.