Introduction
We live in a world where consumers seek to connect with brands that have values and a vision.
At Digidop, we believe that community engagement is a crucial lever for business success. Because beyond simply selling products or services, it is about creating an entire ecosystem where the brand and its customers evolve together, sharing ideas, experiences, ideals, and creating a common story.
In this article, we aim to explore the benefits of community engagement through the case study of the company Salomon. An undisputed leader in the mountain sports field, this French company has always been committed to its community, transforming this commitment into a major asset.
Thus, we will illustrate how authentic engagement with a community can be a source of growth, innovation, and customer loyalty for a business.
1. Share : The knowledge shared by Salomon
1.1 Educate and share
Salomon employs a rich and diverse communication strategy that goes well beyond its products.
Through its YouTube channel “Salomon TV”, its website, and its social media, the company creates a space for exchange and learning for its community.
This sharing of experience takes various forms: inspirations, practical guides, technical advice, sports news, personal stories, athlete interviews, vlogs, etc. Every member of the community—skiers, snowboarders, runners, trail runners, and others—finds content that suits their interests and needs.
1.2 Stories that inspire
At just 19 years old, Kilian Jornet wins the UTMB with Salomon's revolutionary "Skin" trail backpack. This moment marked the beginning of the trail running era, with Salomon as a pioneer, setting the trend for minimalist gear and inspiring an entire generation.
The stories of athletes like Kilian Jornet, highlighted by Salomon, play a key role in building an emotional connection between the brand and its community.
These stories, by showcasing performances and personal experiences, allow customers to relate to the athletes, thus strengthening their attachment to the brand. By sharing these inspiring narratives, Salomon positions itself not only as a provider of gear but also as a source of inspiration and innovation for all mountain sports enthusiasts.
1.3 Products inspired by the community's needs
Salomon is attentive to its community, allowing it to design perfectly adapted equipment. Every Salomon product carries a story of innovation and adaptation to the real needs of athletes.
It is this user-centered approach that enables Salomon to remain at the forefront of innovation. The Skin backpack is a striking example of user-inspired innovation, meeting a demand for minimalism and efficiency in trail running.
2. Activate: Involve the community in the adventure
2.1 Beyond products: Creating experiences
Salomon takes an experiential approach to its community, for instance, by playing a key role in the organization of events.
Events like This is Trail Running, Plogga Run or Mountain Academy on Snow, ranging from trail running sessions to mountain adventures, enable Salomon to directly connect with its community. By offering these experiences, the brand does not just promote its products; it creates a space where customers can live the brand's values, interact with professionals and enthusiasts, and develop a sense of belonging to a larger community.
2.2 Innovative participatory marketing: Salomon's Spotify playlist
Salomon has a fairly innovative participatory marketing approach! Of course, the brand has a strong presence on social media, allowing it to engage its community, respond to customers, and stay connected on a daily basis. While social media is essential for brands today, it is especially the presence of Salomon on Spotify that illustrates its forward-thinking approach.
Salomon directly involves its athletes in creating Spotify playlists dedicated to the community. This initiative allows Salomon's customers to immerse themselves in the vibe and mindset of their favorite athletes during training or competition. Salomon thus creates a shared experience, further enhancing community engagement.
3. Participate: Salomon on the field
3.1 Supporting athletes and presence at events
At Salomon, athletes are much more than just brand ambassadors; they are vital members of the Salomon community. Similar to Formula 1 teams that fully integrate their drivers into their ecosystem, Salomon incorporates its athletes into a comprehensive support structure, allowing them to focus on their passion and performance.
This approach mirrors how these racing teams select and train the best drivers to represent their brand at the highest level. At Salomon, this strategy translates into support for athletes across diverse disciplines, ranging from trail runners to snowboarders, as well as skiers and runners.
When an athlete joins the Salomon team, they benefit from comprehensive support, which may include:
- an annual product sponsorship,
- free entries to certain events,
- coaching,
- medical support,
- access to Salomon partners
This integrated support structure showcases Salomon's commitment to its athletes, not just as competitors, but as full members of the Salomon community.
This active presence in competitions is not just about "showing the Salomon logo"; it is a way to demonstrate the quality and performance of its gear in action. When Salomon athletes compete, they showcase to the world what the brand's products can achieve. Just like a Formula 1 car in a race: it proves that the technology and design of the car (or, in Salomon's case, its shoes, packs, skis, etc.) is top-notch.
The impact of these high-performing athletes on the Salomon community is significant. Their success in competitions extends beyond individual victories; it contributes to the pride of the entire Salomon community. Each outstanding performance, each new record set by these athletes, becomes a moment of celebration for the entire community, creating a deeper bond among customers, athletes, and the brand.
Positive impact on the community: Salomon's eco-responsible commitment
“Salomon's purpose is to help every person surpass themselves by experiencing intense outdoor sports experiences. So that this person can, in turn, bring about positive change.” - Franco Fogliato, CEO of Salomon
Franco Fogliato's words demonstrate that Salomon is aware of its role in the market, aiming to inspire positive and sustainable change both in people's lives and in the environment.
This is manifested through numerous Responsible Commitments, but a concrete example of this approach is embodied by the "Salomon INDEX" shoes. A revolutionary product in the sports industry, as these shoes are 100% recyclable.
In this way, Salomon reinforces its position as a committed leader in promoting ecological awareness and a sustainable lifestyle within its community.
Partnerships and community projects
Through partnerships and projects like the “Quality Ski Time Film Tour”, Salomon expands its influence more broadly in the sports world, supporting cultural and community initiatives.
This screening of 5 films during an evening is a testament to the brand's commitment to celebrate and support ski culture in all its forms. By supporting the production of these films, Salomon not only promotes its brand image; it enriches and inspires its community by sharing stories of determination, passion, and adventure. It is a way for Salomon to strengthen its commitment to a community united by a love of sports and a quest for meaning in adventure.
Conclusion: Salomon, a model of community engagement
Salomon's commitment to its community perfectly illustrates how a business can transform its relationship with its customers into a true symbiosis of values, experiences, and innovations. By going beyond mere product sales, Salomon creates a ecosystem where every member contributes to and benefits from an enriched experience, whether it be through education, sharing, community activation, or active participation.
Thus, Salomon's approach to community engagement serves as a model for businesses looking to forge lasting and meaningful connections with their audience. It demonstrates that by placing the community at the heart of its strategy, a brand can not only thrive but also become a vector for change and inspiration for all.
