How Big Green Egg CEO Dan Gertsacov is getting zoomers into the cult of kamado cooking

Community

Big Green Egg's approach to community management is both strategic and organic. Dan Gertsacov emphasizes the importance of engaging with their community through dedicated roles like community managers who curate and communicate with fans across social media channels 1. This strategy mirrors B2B companies, focusing on creating communities around their products. Gertsacov explains, "We have a community manager around our egghead community, which is these millions of fans and being able to communicate directly with them" 1. The company also leverages trained salespeople to gather insights and maintain a direct line of communication with their customer base, fostering a sense of exclusivity and belonging among their fans 1.

   

Loyalty

Cultivating brand loyalty is at the heart of Big Green Egg's strategy. Dan Gertsacov shares that the brand's legacy is so strong that it's often mentioned in obituaries, highlighting its deep emotional connection with customers 2. He notes, "We're the only brand that you get 300 words to talk about, you know, aunt Jane. And three of those words is that she loved to cook for family and friends on the big green egg" 2. To maintain and expand this loyalty, the company focuses on providing a unique customer experience through local distributors and dealers, ensuring personal engagement and support 3.