How to Build Brand Loyalty & Brand Advocates

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I presented on how to build brand loyalty and grow a community of brand advocates at SearchLove San Diego. Learn tips and tricks on how to create, launch and measure successful brand marketing campaigns.

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How to Build Brand Loyalty & Brand Advocates

  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, actionable roadmap to get there. But, it’s so important and valuable to those operating in any sector of inbound marketing…”
  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? FEA R COMPETITI ON INSTANT GRATIFICATIO N 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 MINUTE BRAND STRATEGIST” BY MOOTEE
  7. 7. INSTEAD, IT’S MORE ABOUT THESE … 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 MINUTE BRAND STRATEGIST” BY MOOTEE
  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. - PHILIP KOTLER, KELLOGG @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 existing customers."
  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 DISCOVER YOU. 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 SIZ 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 COMMUNIT Y TRIALERS CUSTOMER S 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 CREATE INTERNAL COHORTS (RFM) SLICE ALL CUSTOMER DATA BY SAME COHORT CROSS DEPARTMENTAL TIGER
  21. 21. 2 APPEAL TO INTERNAL & EXTERNAL MOTIVATIONS. BRAND FITS SELF PERCEPTION BRAND FITS PUBLIC PERCEPTION
  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 INTO PROCESSES (SPECS) 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. TEST SMALL SCALE. SHAREABLE & 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 PAID AMPLIFICATION – NEW AGE PR RESPOND TO THE RESPONSE MARKET THE RESPONSES 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 WRAP WINS & LOSSES IN CAMPAIGNS HAVE YOUR 8-MILE MOMENT 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 STRATEGY HATER TO LOVER STRATEGY WINBACK COMMUNICATIONS MOMENTS OF *DELIGHT* REWARDS 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 SIZ 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 RETROSPECTIVES 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/VALIDAT E. DEDICATE A TEAM TO 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 REPORT OUT TEAM ADNOSTIC KPIS MAKE DATA ACCESSIBLE REVISIT OFTEN GAMIFY INTERNALLY 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 MOMENTS REFER A FRIEND PROGRAMS REWARDED ADVOCACY 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.

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