Bring fans together by helping them accomplish something as a group. Group goals, projects, and challenges are all opportunities to make this happen.

By giving fans a common objective, you build a sense of community and teamwork — all while starting a bunch of conversations.

How a word of mouth supergenius does it:

Buckley’s restaurant owner Ken Dick and his wife Lisa wanted to start this year off healthier. They changed their exercise and eating habits and within two weeks, the pair had dropped a combined 25 pounds.

Ken quickly saw an opportunity to help his customers do the same.

“I figured if everyone knows I’m dieting, they’ll come in and be supportive,” said Ken in an interview with Memphis’ The Commercial Appeal. “Then I thought we could all do it together.”

Ken sent an email to Buckley’s subscribers, inviting them to get healthy together and $1,000 to the person who lost the most weight. After emailing just 3,500 of his 10,000 subscribers, 1,700 replied asking to sign up.

For this program, only 40 were chosen, all meeting one another during the weigh-in and “before” picture photo session.

Ken’s already planning a second Big Belly Bust, this time with participants each donating $100 to the Ronald McDonald House. The program has also inspired Buckley’s new “Heart Healthy” menu.

Learn more: The Commercial Appeal

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