Embracing Your Inner Child - Embracing the Groundswell
During the pandemic, many people picked hobbies to fill their time. Some of these hobbies included activities from their childhood, like coloring in a coloring book.
Long gone are the days of buying random coloring books at Barnes & Noble that are "cute enough", thanks to artists like Bobbie!
Bobbie, also known as Bobbie Goods, is an artist based in California who sells her art in coloring books, as well as stickers, cards, tote bags, and even digital downloads.
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| via @bobbiegoodsart on Instagram |
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| comments via TikTok |
The most popular comments were asking her to create a coloring book, and three days later she created an Instagram and announced she was creating an Etsy shop (now she owns a website) to sell her art in coloring books, etc. From the beginning of Bobbie Goods, she has embraced the Groundswell.
As we know, the Groundswell gives feedback, and to embrace the Groundswell is to honor the feedback from your customers. This is done by listening, talking, energizing, and supporting your customers. In Groundswell: Winning in a World Transformed by Social Technologies, the authors Charlene Li and Josh Bernoff explain how embracing and tapping into the Groundswell is to make your customers feel like they are an integral part of the product of the brand they are consuming, and findings ways to connect with customers.
After announcing the start of her business, Bobbie kept posting content to engage with her followers. She began two series, one where she made drawing tutorials and another where she took comments that suggested specific scenes. Bobbie also posted these scenes on her Instagram and made sure to engage with followers in her comments.
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| via TikTok |
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| via TikTok |
Bobbie released her first coloring book in May 2021, and since then has released four more, along with cards, stickers, and tote bags.
That didn't stop her from interacting with her audience. On her Instagram stories, she would ask her followers questions like, if there is something they would like to learn to draw, what markers they use and the ones she uses, and what should she name her characters from her coloring book.
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| via @bobbiegoodsart Instagram highlights |
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| via @bobbiegoodsart |
Bobbie has even created her own book, on how to draw like her, so customers can learn to draw like her and even create their own scenes.
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| via Bobbiegooods.com |
Customers of Bobbie Goods are excited to interact with her because they enjoy her products, and how they can create a peaceful moment by coloring, and also appreciate how she connects with them.
Although Bobbie Goods is solely on Instagram and TikTok, the engagement is crazy. If a video blows up on TikTok, the comments are asking, where they can purchase it, what markers are used, and how they love the drawings! This fuels the Groundswell.
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| via TikTok |
In August, Bobbie restocked two coloring books and they sold out in 10 minutes. This upset a lot of people because they had missed out.
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| comments via Instagram |
Bobbie mentioned how had imagined these books staying in stock for weeks, and they sold out in minutes. 3 weeks later, she quadrupled the amount of stock for a whole new coloring book, and they sold out in three hours.
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| via Instagram |
It's clear that what Bobbie Goods is doing is working! Her customers are constantly connecting with her and Bobbie is connecting with them as well, fully embracing the Groundswell.
Does this make you want to buy your own Bobbie Goods coloring book, or even pick back up an old hobby?
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| via bobbiegoods.com |
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