BUILDING BRAND LOYALTY &
EVANGELISTS
BECAUSE IT’S WICKED IMPORTANT. NO REALLY.
Joanna Lord
CMO
@joannalord
SearchLove San ...
“Becoming a
brand. It’s so
nebulous and
hard to
define, and even
harder to explain
a
tactical, actiona
ble roadmap to
get ...
WHAT IS A BRAND?
“Loyalty is when brands
create an intimate
emotional connection that
you simply can’t do
without. Ever”.
...
“Loyalty is when brands
create an intimate
emotional connection that
you simply can’t do
without. Ever”.
- Kevin Roberts, ...
WHAT ARE COMMON
EMOTIONAL TRIGGERS?
FE
AR
COMPE
TITION
INSTANT
GRATIFIC
ATION GUILT
TRUST
IMPORTANT BUT NOT A BRAND.
A NAME.
A LOGO.
A BYLINE.
A MISSION
STATEMENT.
A BRAND GUIDE.
A PRODUCT.
A MASCOT.
A TRADEMARK....
INSTEAD IT’S MORE ABOUT
THESE GUYS…
A PERSPECTIVE.
A PHILOSOPHY.
A CUSTOMER
CONVERSATION.
A LIVING ENTITY.
A MANAFACTURED
...
TODAY BRAND LOYALTY
MATTERS.
YOU HAD WHAT THEY
NEEDED
YOU HAD A
DIFFERENTIATOR
YOU’VE BUILT LOYALTY
THE EVOLUTION OF A SA
TODAY LOYALTY MATTERS.
THE ART OF MARKETING IS
THE ART OF BRAND
BUILDING. IF YOU ARE NOT
A BRAND, YOU ARE A
COMMODITY. THE...
BIG BRANDS AREN’T THE ONLY ONES
THAT MAKE MONEY ON LOYALTY.
"80% of your
company's
future
revenue will
come from
just 20% ...
BACK IN THE DAY LOYALTY WAS
ANOTHER TEAM’S JOB.
LOYALTY STARTED AFTER THE SALE.
DISCOVERY
FREE
MEMBERS
CUSTOMERS
LOYAL
CUS...
DISCOVERY
FREE
MEMBERS
CUSTOMERS
LOYAL
CUSTOMERS
INFORM
EDUCATE
ENTICE
IMPRESS
DELIVER
CONVERT
INVEST
REWARD
PERSONALIZE
I...
[COUGH] [COUGH] THIS IS
WHERE YOU COME IN.
GROWTH
MARKETING
INBOUND
MARKETING
RETENTION
MARKETING
PRODUCT
MARKETING
TRAFFIC.
LINKS.
VISITS.
VIEWS.
MENTIONS.
DOWNLOADS.
EMAIL LISTS.
CLICKS.
OPENS.
CONVERSIONS.
WHAT HAVE WE BEEN
RESPONSIBLE...
WHAT HAVE WE BEEN
RESPONSIBLE FOR GROWING?
TRAFFIC.
LINKS.
VISITS.
VIEWS.
MENTIONS.
DOWNLOADS.
EMAIL LISTS.
CLICKS.
OPENS....
10 TIPS & TACTICS
FOR BUILDING
BRAND LOYALTY &
EVANGELISTS**FROM THE GET GO
1
COHORT MARKETING. GET
GOOD AT IT.
1
COMMU
NITY
TRIALE
RS
CUSTO
MERS
WHAT MOST MARKETERS
CONSIDER COHORTS.
1
ACTIVITY LEVEL
DURATION OF
MEMBERSHIP
PROFILE DIMENSIONS
RECENCY/FREQ
UENCY
MONETARY
LEVEL
APTITUDE
SENTIMENT
LEVEL
CROS...
1
GIVE ME THE TACTICS
PUSH FOR PROFILES
TAG USERS BY UNIQUE
ID
BUILD RETARGETING
AUDIENCES
TARGET
COMMUNICATIONS BY
DIMENS...
2
APPEAL TO INTERNAL &
EXTERNAL MOTIVATIONS.
BRAND FITS SELF PERCEPTION BRAND FITS PUBLIC PERCEPT
2
PEPSI - REFRESH
PROJECT.
20 MILLION DOLLARS TO CROWDSOURCES CAUS
@joannalord
2
DOVE : REAL
BEAUTY
SKETCHES.
@joannalord
2
DO A BRAND EXPLORE
REVISIT YOUR CORE
VALUES
SURVEY CUSTOMERS
SURVEY EMPLOYEES
TEST TRIGGER WORDS
WITH PAID ADS
BUILD REQ...
3
DESIGN FOR THE MASSES.
3
@joannalord
HELPSCOUT : KEEPS IT SIMPLE.
3
SIMPLER THE
BETTER.
VISUALLY
DELIGHT.
INNOVATE ON
CURRENT
TRENDS.
NEW MEDIUMS.
GIVE ME THE TACTICS
4
ADVOCACY REQUIRES
PASSIONATE STORIES.
4
NIKE :
POSSIBILITIES
(2013) .
@joannalord
4
MINI COOPER –
LET’S MOTOR.
@joannalord
4
EVERY CAMPAIGN
SHOULD HAVE A STORY
LEAVE BEHIND
REQUIREMENT
CREATE & SEED WITH
CAB/COMMUNITY
STORIES ARE TEXT &
VISUAL &...
5
A WHOLE NEW LEVEL OF
VULNERABLE.
5
ZENDESK : SUPPORT
TRANSPARENCY.
@joannalord
5
PATAGONIA : THE
FOOTPRINT
CHRONICLES.
@joannalord
5
GIVE YOUR “WHY” A
HOME
SHOW OFF YOUR
PRODUCT ROADMAP
SHOW OFF YOUR
SERVICE STATS
BLOG ABOUT WINS &
LOSSES
GIVE ME THE TA...
6
APPRECIATE EARLY AND OFTEN.
6
UNBOUNCE : HIGH TOUCH THANK
YOU
@joannalord
6
REDBULL : HANDWRITTEN
HELLO
@joannalord
6
DO WHAT DOES NOT
SCALE (TO START)
LOYALTY PROGRAMS
LOYALTY CAMPAIGNS
CUSTOMER
APPRECIATION
STRATEGY
INFLUENCER
APPRECIAT...
7
TRACK THAT SH*T.
7
@joannalord
7
@joannalord
7
TRACK WHAT MATTERS.
TRAFFIC.
LINKS.
VISITS.
VIEWS.
MENTIONS.
DOWNLOADS.
EMAIL LISTS.
CLICKS.
OPENS.
CONVERSIONS.
FB SHAR...
7
AND GET CREATIVE.
Starter KPIS:
• Lifetime Value (LTV)
• % of Customer Retention
• % of Customer Attrition
• V vs. IV Ch...
7
WHY RUN THE
CAMPAIGN?
SET UP
TRACKING
REPORT
EARLY/ADJUST
COMPANY WIDE
DIGESTS Avinash post: http://bit.ly/oApJuH
GIVE M...
8
MULTI-CHANNEL IT UP.
8
JULEP : MOBILE INSIDER OFFERS.
@joannalord
8
@joannalord
HISTORY CHANNEL :
HISTORIAN BADGE.
8
MOBILE STRATEGY.
LEVERAGE LOCAL.
RETHINK VALUE
CROSS-DEVICE.
START WITH YOUR
BIGGEST WINS.
TEST/SURVEY/VALID
ATE.
GIVE M...
9
EVANGELIZE INTERNALLY.
“We believe that your
company’s culture and your
company’s brand are really
just two sides of the same
coin. The brand may...
9
FRONT AND CENTER.
9
START THE
CONVERSATION
IDENTIFY THE
BEACON
CROSS
DEPARTMENT TEAM
TOP DOWN
SUPPORT
GIVE ME THE TACTICS
10
ENABLE THEM TO MARKET
ON YOUR BEHALF.
10
@joannalord
STARBUCKS : ENCOURAGE
REFERRALS.
10
@joannalord
BIRCHBOX : PLAY TO YOUR
STRENGTHS.
10
SHAREWORTHY
CONTENT
ENTICES A
SHARE OR
REACTION
NOVELTY
TRIGGER
BRAGGABLE
GIVE ME THE TACTICS
WAIT THIS SOUNDS LIKE A LOT.
WHAT ABOUT MY DAY JOB?
@joannalord
WELCOME TO YOUR NEW DAY
JOB.
@joannalord
THE SCARY (BUT AWESOME)
REALITY
OUR COMPANIES WON’T SURVIVE
WITHOUT IT.
THE GOOD NEWS:
THIS MAKES EVERYTHING
ELSE MORE FUN.*
@joannalord
*and easier.
Upcoming SlideShare
Loading in...5
×

Joanna Lord_SearchLove San Diego 2013_How to Build Brand Evangelists

986

Published on

Published in: Business, Sports
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
986
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
85
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Transcript of "Joanna Lord_SearchLove San Diego 2013_How to Build Brand Evangelists"

  1. 1. BUILDING BRAND LOYALTY & EVANGELISTS BECAUSE IT’S WICKED IMPORTANT. NO REALLY. Joanna Lord CMO @joannalord SearchLove San Diego - September, 2013
  2. 2. “Becoming a brand. It’s so nebulous and hard to define, and even harder to explain a tactical, actiona ble roadmap to get there. But, it’s so important and
  3. 3. WHAT IS A BRAND? “Loyalty is when brands create an intimate emotional connection that you simply can’t do without. Ever”. - Kevin Roberts, Saatchi & Saatchi
  4. 4. “Loyalty is when brands create an intimate emotional connection that you simply can’t do without. Ever”. - Kevin Roberts, Saatchi & Saatchi WHAT IS A BRAND?
  5. 5. WHAT ARE COMMON EMOTIONAL TRIGGERS? FE AR COMPE TITION INSTANT GRATIFIC ATION GUILT TRUST
  6. 6. IMPORTANT BUT NOT A BRAND. A NAME. A LOGO. A BYLINE. A MISSION STATEMENT. A BRAND GUIDE. A PRODUCT. A MASCOT. A TRADEMARK. WANT TO READ MORE ON THIS? CHECK OUT “THE 60
  7. 7. INSTEAD IT’S MORE ABOUT THESE GUYS… A PERSPECTIVE. A PHILOSOPHY. A CUSTOMER CONVERSATION. A LIVING ENTITY. A MANAFACTURED STORY. A MOMENTUM ROOTED IN PASSION.WANT TO READ MORE ON THIS? CHECK OUT “THE 60
  8. 8. TODAY BRAND LOYALTY MATTERS. YOU HAD WHAT THEY NEEDED YOU HAD A DIFFERENTIATOR YOU’VE BUILT LOYALTY THE EVOLUTION OF A SA
  9. 9. TODAY LOYALTY MATTERS. THE ART OF MARKETING IS THE ART OF BRAND BUILDING. IF YOU ARE NOT A BRAND, YOU ARE A COMMODITY. THEN PRICE IS EVERYTHING AND THE LOW COST PRODUCT IS THE ONLY WINNER. @joannalord
  10. 10. BIG BRANDS AREN’T THE ONLY ONES THAT MAKE MONEY ON LOYALTY. "80% of your company's future revenue will come from just 20% of your
  11. 11. BACK IN THE DAY LOYALTY WAS ANOTHER TEAM’S JOB. LOYALTY STARTED AFTER THE SALE. DISCOVERY FREE MEMBERS CUSTOMERS LOYAL CUSTOMERS INFORM EDUCATE ENTICE IMPRESS DELIVER CONVERT INVEST REWARD PERSONALIZE WHERE WE BEGAN INVESTING IN BUILDING LOYALTY
  12. 12. DISCOVERY FREE MEMBERS CUSTOMERS LOYAL CUSTOMERS INFORM EDUCATE ENTICE IMPRESS DELIVER CONVERT INVEST REWARD PERSONALIZE INVEST IN LOYALTY HERE BRAND LOYALISTS BRAND LOYALISTS BRAND LOYALISTS BRAND LOYALISTS AND HERE AND HERE INVEST REWARD PERSONALIZE INVEST REWARD PERSONALIZE TODAY IT STARTS THE SECOND THEY TODAY THINGS ARE DIFFERENT. MARKETING BUILDS LOYALTY.
  13. 13. [COUGH] [COUGH] THIS IS WHERE YOU COME IN. GROWTH MARKETING INBOUND MARKETING RETENTION MARKETING PRODUCT MARKETING
  14. 14. TRAFFIC. LINKS. VISITS. VIEWS. MENTIONS. DOWNLOADS. EMAIL LISTS. CLICKS. OPENS. CONVERSIONS. WHAT HAVE WE BEEN RESPONSIBLE FOR GROWING?
  15. 15. WHAT HAVE WE BEEN RESPONSIBLE FOR GROWING? TRAFFIC. LINKS. VISITS. VIEWS. MENTIONS. DOWNLOADS. EMAIL LISTS. CLICKS. OPENS. CONVERSIONS. FB SHARES. TWEETS. REVIEWS. LIKES. ADDS. RTS. FAVORITES. SHOUT OUTS COMMUNITY SIZE. LOYALTY. REFERRALS. RECRUIT #S. PLUSES. PINS. INFLUENCE. NOISE LEVEL. INFLUENCER #S. FAVORITES. OFFLINE. SWAG SPOTLIGHTS.
  16. 16. 10 TIPS & TACTICS FOR BUILDING BRAND LOYALTY & EVANGELISTS**FROM THE GET GO
  17. 17. 1 COHORT MARKETING. GET GOOD AT IT.
  18. 18. 1 COMMU NITY TRIALE RS CUSTO MERS WHAT MOST MARKETERS CONSIDER COHORTS.
  19. 19. 1 ACTIVITY LEVEL DURATION OF MEMBERSHIP PROFILE DIMENSIONS RECENCY/FREQ UENCY MONETARY LEVEL APTITUDE SENTIMENT LEVEL CROSS PURCHASE/ACTIV ITY TAKE IT UP A NOTCH. BAM.
  20. 20. 1 GIVE ME THE TACTICS PUSH FOR PROFILES TAG USERS BY UNIQUE ID BUILD RETARGETING AUDIENCES TARGET COMMUNICATIONS BY DIMENSION
  21. 21. 2 APPEAL TO INTERNAL & EXTERNAL MOTIVATIONS. BRAND FITS SELF PERCEPTION BRAND FITS PUBLIC PERCEPT
  22. 22. 2 PEPSI - REFRESH PROJECT. 20 MILLION DOLLARS TO CROWDSOURCES CAUS @joannalord
  23. 23. 2 DOVE : REAL BEAUTY SKETCHES. @joannalord
  24. 24. 2 DO A BRAND EXPLORE REVISIT YOUR CORE VALUES SURVEY CUSTOMERS SURVEY EMPLOYEES TEST TRIGGER WORDS WITH PAID ADS BUILD REQUIREMENT GIVE ME THE TACTICS
  25. 25. 3 DESIGN FOR THE MASSES.
  26. 26. 3 @joannalord HELPSCOUT : KEEPS IT SIMPLE.
  27. 27. 3 SIMPLER THE BETTER. VISUALLY DELIGHT. INNOVATE ON CURRENT TRENDS. NEW MEDIUMS. GIVE ME THE TACTICS
  28. 28. 4 ADVOCACY REQUIRES PASSIONATE STORIES.
  29. 29. 4 NIKE : POSSIBILITIES (2013) . @joannalord
  30. 30. 4 MINI COOPER – LET’S MOTOR. @joannalord
  31. 31. 4 EVERY CAMPAIGN SHOULD HAVE A STORY LEAVE BEHIND REQUIREMENT CREATE & SEED WITH CAB/COMMUNITY STORIES ARE TEXT & VISUAL & AMPLIFIED GIVE ME THE TACTICS
  32. 32. 5 A WHOLE NEW LEVEL OF VULNERABLE.
  33. 33. 5 ZENDESK : SUPPORT TRANSPARENCY. @joannalord
  34. 34. 5 PATAGONIA : THE FOOTPRINT CHRONICLES. @joannalord
  35. 35. 5 GIVE YOUR “WHY” A HOME SHOW OFF YOUR PRODUCT ROADMAP SHOW OFF YOUR SERVICE STATS BLOG ABOUT WINS & LOSSES GIVE ME THE TACTICS
  36. 36. 6 APPRECIATE EARLY AND OFTEN.
  37. 37. 6 UNBOUNCE : HIGH TOUCH THANK YOU @joannalord
  38. 38. 6 REDBULL : HANDWRITTEN HELLO @joannalord
  39. 39. 6 DO WHAT DOES NOT SCALE (TO START) LOYALTY PROGRAMS LOYALTY CAMPAIGNS CUSTOMER APPRECIATION STRATEGY INFLUENCER APPRECIATION GIVE ME THE TACTICS
  40. 40. 7 TRACK THAT SH*T.
  41. 41. 7 @joannalord
  42. 42. 7 @joannalord
  43. 43. 7 TRACK WHAT MATTERS. TRAFFIC. LINKS. VISITS. VIEWS. MENTIONS. DOWNLOADS. EMAIL LISTS. CLICKS. OPENS. CONVERSIONS. FB SHARES. TWEETS. REVIEWS. LIKES. ADDS. RTS. FAVORITES. SHOUT OUTS COMMUNITY SIZE. LOYALTY. REFERRALS. RECRUIT #S. PLUSES. PINS. INFLUENCE. NOISE LEVEL. INFLUENCER #S. FAVORITES. OFFLINE. SWAG SPOTLIGHTS.
  44. 44. 7 AND GET CREATIVE. Starter KPIS: • Lifetime Value (LTV) • % of Customer Retention • % of Customer Attrition • V vs. IV Churn Ratios • Net Promoter Score • RFM Cohorts • % in Loyalty Program • # of Registered Users • Latency of Visit
  45. 45. 7 WHY RUN THE CAMPAIGN? SET UP TRACKING REPORT EARLY/ADJUST COMPANY WIDE DIGESTS Avinash post: http://bit.ly/oApJuH GIVE ME THE TACTICS
  46. 46. 8 MULTI-CHANNEL IT UP.
  47. 47. 8 JULEP : MOBILE INSIDER OFFERS. @joannalord
  48. 48. 8 @joannalord HISTORY CHANNEL : HISTORIAN BADGE.
  49. 49. 8 MOBILE STRATEGY. LEVERAGE LOCAL. RETHINK VALUE CROSS-DEVICE. START WITH YOUR BIGGEST WINS. TEST/SURVEY/VALID ATE. GIVE ME THE TACTICS
  50. 50. 9 EVANGELIZE INTERNALLY.
  51. 51. “We believe that your company’s culture and your company’s brand are really just two sides of the same coin. The brand may lag the culture at first, but eventually it will catch up. Your culture is your brand.”@joannalord
  52. 52. 9 FRONT AND CENTER.
  53. 53. 9 START THE CONVERSATION IDENTIFY THE BEACON CROSS DEPARTMENT TEAM TOP DOWN SUPPORT GIVE ME THE TACTICS
  54. 54. 10 ENABLE THEM TO MARKET ON YOUR BEHALF.
  55. 55. 10 @joannalord STARBUCKS : ENCOURAGE REFERRALS.
  56. 56. 10 @joannalord BIRCHBOX : PLAY TO YOUR STRENGTHS.
  57. 57. 10 SHAREWORTHY CONTENT ENTICES A SHARE OR REACTION NOVELTY TRIGGER BRAGGABLE GIVE ME THE TACTICS
  58. 58. WAIT THIS SOUNDS LIKE A LOT. WHAT ABOUT MY DAY JOB? @joannalord
  59. 59. WELCOME TO YOUR NEW DAY JOB. @joannalord
  60. 60. THE SCARY (BUT AWESOME) REALITY OUR COMPANIES WON’T SURVIVE WITHOUT IT.
  61. 61. THE GOOD NEWS: THIS MAKES EVERYTHING ELSE MORE FUN.* @joannalord *and easier.
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×