most brands are so focused on chasing new customers that they forget to celebrate the ones already in their corner.

yes, it’s me, Julia, back again talking about the importance of loyalty. 

your regulars, your ride-or-dies, your OGs are often your strongest growth engine. 🚂 they show up consistently. they bring their people. and eventually, they become a part of your story.

a mini case study: Jimmy Wan’s dragon party 🐉

I know the word case study might scare you off, but stay with me here.

last week, Jimmy Wan’s, a Pan-Asian restaurant group in Pittsburgh (also our client), decided to celebrate something special: the refreshing of their legendary dragon billboard that watches over 28. but instead of us making it solely a marketing moment, we made it a community moment.

we threw a party not only for hype, but for the people who helped build the business from the inside out.

the VIP list? their regulars. the ones who’ve been making reservations for years, and even showing up weekly on the same exact day. the ones who know the staff by name. the ones who celebrate birthdays, anniversaries, and weeknight dinners in the very same seats.

and here’s where things get really smart.

as the marketing team, we helped amplify the celebration by inviting local influencers, ones who genuinely love the brand, to join in and recap their experience. these creators didn’t just post pretty photos, they told stories in the same way they’ve been doing so as a loyal customer for years. 

this shines a spotlight on the why behind the party: to honor customer loyalty that’s driven the restaurant since day one.

the result? a night filled with moments rooted in authenticity, shared with a broader audience that now knows: Jimmy Wan’s isn’t just a place to eat, it’s a place that values their people.

ok, now that you have the rundown and are probably booking a reservation at Jimmy Wan’s…

the point of this is simple: recognizing your VIPs is smart marketing on its own. but pairing it with influencer storytelling to amplify that sentiment even more? that’s where impact and connection can reach new heights

3 ways you can apply this to your organization, in case you aren’t convinced

1. host a “regulars only” event – make 👏your 👏people 👏feel 👏important. whether it’s a soft launch, a seasonal tasting, or a private happy hour, make it exclusive. bonus points if you invite influencers to help document. not to sell, but to share.
2. build a tiered loyalty experience – maybe events are out of your wheelhouse or don’t exactly apply to your niche? let your VIPs opt into early access lists, limited drops, or surprise perks. 
3. an extension of your brand – your most loyal people are walking, talking proof of your value. celebrate that. whether it’s a thoughtful thank-you gift after a referral, a feature in your newsletter, or sharing a testimonial on social, make space to show the impact.

🥡 when you combine the power of loyalty with the power of influence, your marketing doesn’t just get louder, it gets more meaningful.