Smaller brands gain loyalty

It's time (high time) for big brands to see what the ' little ' brands do differently. Established names lose customers to a growing collection of challenger brands. Challenger brands are small brands that compete with the big boys. These brands find new ways to compete faster and more.

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Small brands understand the definition of loyalty

According to reports of Catalina Lost major brands in 14 product categories market share. 9 of the 10 largest consumer Packaging goods brands have experienced these declines. It is clear that major brands have to re-evaluate how they can keep their lead. 

The essential elements for creating loyalty have not changed: delivering a high quality product or excellent service at a fair price, delivering brand promise, best customer service and showing ethics and Reliability. A fact is that previously mentioned elements are no longer the driving force of loyalty, even in the future. Smaller brands understand this.

Small brands understand that marketeers have to replace the word ' retention ' with ' relationship '. Emotional affiliation is central to creating meaningful relationships with consumers and ensures loyalty. Harvard Business Review Discovered that in a lifelong relationship, emotionally connected customers are more than twice as valuable as very satisfied customers.

Relationships with consumers have the same starting points as any personal or professional relationship: trust, authenticity, reliability, personality, empathy and openness to feedback. Marketeers must apply the same qualities to their relationship with the consumer.

Emotional affiliation is central to creating meaningful relationships with consumers and ensures loyalty.

Here are three things that big brands of little boys can learn.

No personalized ads

Create personalized Experiences

No one wants to be in a relationship where they constantly get nothing back. Marketeers must use the information they collect from consumers to offer something relevant. Have you discovered that a consumer is a fitness fanatic? Deliver a piece of content that is tailored to healthy living. Do you know the geographic location of your customers? Invite them to a local event or whether they can be open to participation in the future. Do you find some consumers with graphic design talent? Ask them to give input on some new packaging concepts.

Don't be afraid to ask questions to your consumers who go beyond traditional marketing-oriented segments such as age and gender. Find out who your consumer is as a human being and you will be much more powerful and effective in getting attention. Data can be collected through surveys, opinion polls or profile registrations. Personalized experiences ensure that consumers feel understood by the brand.

Day Traditional loyalty Programs

Traditional loyalty programs almost exclusively support a transactional relationship with the consumer. Scores, levels and rewards are analyzed. It does not work. Small brands know that customer loyalty is much simpler (note that simply is not the same as ' easy ').

When devising a loyalty program, the value proposition cannot be determined by the transactional nature of the relationship. The main advantage should not be to get rewards. Rewards should be complementary to the general message of the brand about what the organization stands for and why someone should be concerned about it.

Consumer relations?

Build a community to promote it

Creating a community around a brand, for many marketers, stops at an email subscriber list or social media followers. Unfortunately, these channels are limited and marketers often adhere to one-way paid communication technique. A brand community must be its own goal, dotted with the core values of the brand that create personal engagement before, during and after the sale.

When customers have a shared appreciation for the brand, a collective identity is created. The sense of belonging creates a higher customer loyalty.

Loyalty still exists, but it changes and demands a shift in the minds of marketers. Brand loyalty is very important at a time when consumers have unprecedented choices. Quality and service are still the basis for repeat purchases, but emotional connections and brand relationships ensure loyal customers.

SOURCE article: Adweek by Susan Frech, Co-founder and CEO of Social Media Link.