During my time with The Gamer Lounge we eventually started to feel that the community was starting to lose it's appeal so what we did is create a third party community. The Gamer Headz was an organization within the store completely run by customers sold on the idea of democracy and giving our customers a voice on what goes on in the store. Giving the organization a small budget, writing them a organization constitution, and organizing the first meeting was all that was needed to be done to get this organization off the ground. Afterwards, it gave the customers an identity to buy into outside of being a customer, they would organize events and pretty much be the in house community with enough autonomy to appear as more than a sales promotion or Public Relations campaign, although it was both. In the constitution I wrote in there would be a volunteering committee to get the organization to volunteer around town which I would use to get them press which in turn brought us attention.
As usual my community based branding techniques proved successful and multi-faceted. It worked especially well in a hobby retail store since the appeal of such a store usually is the community.
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