Online Communities Handbook: Building Your Business and Brand on the Web

Saving Money with Your Community

If you have planned your community properly around clear goals, it should naturally bring in indirect revenue through greater visibility, increased customer loyalty, and the other benefits we outlined in Chapter Two, “What Can an Online Community Do for Your Company?” Your community also gives you direct access to a targeted database of your customers and potential customers. If you take advantage of its potential, it can mean vast savings for your company in terms of advertising and market research costs. It can help you design better products and campaigns for your target market and avoid costly mistakes.

Case Study Communispace is a company that creates and manages private brand communities for over 100 major ...