19 Aug From a Community Engagement Expert: Brushing Up on IRL Connections
Brands can spend years collecting data points and still not understand their audience.
Brands can know people’s ages, ethnicities, incomes, and zip codes but still not know them.
No matter how far technology advances, this will remain true: if you want to make a real connection with someone, you need to spend real time with them. You know, in person.
We sat down with Humberto—a Mendoza Project Manager and resident community engagement expert—and had an in-real-life chat about the basics of earning real community trust. These are the main takeaways from our discussion.
Do. Your. Homework.
People can always tell when a brand’s intentions don’t align with their identity. That makes understanding your audience the first and most critical part of community engagement development. A revelation? Certainly not. But if all you’re doing is setting up a tent and a table then your brand won’t reach very far. Every community is unique, so don’t expect everything to neatly fit into your marketing localization template. And don’t assume your research from a few years ago will suffice. Humberto says, “Everyone’s always learning. Everyone’s always growing.” So do your best to grasp the local culture, regional geography, and people providing critical services to the area. Then pinpoint where your brand holds relevancy today, and that’s where you’ll find opportunity.
Patience pays.
There will be times when your community engagement event won’t come with a contact list. And Google won’t churn out any helpful search results. No one knows anyone—yet. Sometimes, the best way to find the right contacts is to seek them out yourself.
You could start by cold calling a community hub. It could be a library or a recreational center, but it’ll definitely be an organization central to the neighborhood’s events, resources, and overall functionality. Then it’s just a matter of making a list and asking around. Learn people’s names, titles, and clearly ask if they’re interested in a partnership, or if they know people who do want the opportunity.
The other (and more fun) option is to conduct your research in person. Visit the places that you’d normally call and introduce yourself. No need for a big presentation—just go be a real, live human, be kind, and have a genuine interest in who you meet. Speaking face-to-face tends to be more effective because everyone is naturally more relaxed, so you’ll have an easier time:
-asking specific questions
-getting helpful answers
-gaining a truer sense of possibilities
Sure, a trial-and-error approach requires more initial effort. But this path is always worth taking. Remember, it’s not only about finding points of contact. Who you meet and what you learn along the way expands what you really know about a location and sharpens your adaptability. Like Humberto says, “Having different voices, different perspectives, avoids that echo chamber aspect.” Embrace a diversity of thought and make it easier to develop authentic representation. Your new contacts will appreciate the extra effort, and you’ll find yourself rewarded for as long as you maintain your relationships. You’d be surprised how often people are willing to work with you because you were thoughtful enough to connect in the real world.
Play to win-win.
Successful community engagements are balanced by trust. Both parties should have a hand in bringing ideas to fruition so learn all you can about your partner’s logistical parameters and goals. Is this a one-time deal? How many community members will be involved? Does their schedule work well with your timeline? What’re they looking to gain from this relationship? What does success look like for the community? “We should see a mutual benefit here,” Humberto says.
Once you understand your partner’s perspective, be prepared to share how you’ll reciprocate. This is a collaboration, not a transaction. People-centric work isn’t solely quantified by metrics like attendance and participation, so think like your partner to determine how to deliver real value. For example, your community engagement plan will naturally account for immediate results, but your partner is also considering the aftermath. Local leaders are always working towards improvement, so prove your partnership is committed to an interdependent future. If you can show your brand is working to build sustainable community support, you’ll gain more confidence from local organizations and loyalty from local people. Keep things open and honest, and you’ll have no problem shaping an authentic game plan that fulfills everyone’s goals.