Building Brand Loyalty In A Digital Age

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Talk by David Wilson of Danone

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  • To bring this to life, we want to share an actual exchange on baby expert.com as this typifies the mum on mum conversation
  • Building Brand Loyalty In A Digital Age

    1. 2. Building brand loyalty in a digital age
    2. 5. Why brand loyalty? 12-18 months
    3. 6. 3 steps to loyalty heaven 1. Product that delights 3. Build a relationship 2. Get top-of-mind
    4. 7. Building a relationship Hungry for info Hungry for support Hungry for progress Excite- ment Secret Off to the shops Labour worries Coping Developing a routine Back to work? Desire for progress Pre Pregnancy Baby Weaning Toddler
    5. 8. Common approach, different brands Pre Pregnancy Baby Weaning Toddler
    6. 9. … in a digital age… <ul><li>Interaction, self-expression </li></ul><ul><li>Live chat </li></ul><ul><li>Integration </li></ul><ul><li>Cost => frequency </li></ul><ul><li>Less is more </li></ul><ul><li>100% digital </li></ul>
    7. 11. Changes afoot <ul><li>You come to us </li></ul><ul><li>Search optimisation </li></ul><ul><li>1:1 </li></ul><ul><li>Word of mouth </li></ul><ul><li>We come to you </li></ul><ul><li>Search as loyalty driver </li></ul><ul><li>1:1 in public </li></ul><ul><li>Online chat </li></ul>
    8. 12. <ul><li>I was just wondering what you ladies are planning on doing with regards to milk now that our little one's are hitting 1 year. I had intended moving Olivia straight onto cow's milk but today i've found a leaflet for Growing Up Milk. What are you ladies planning on doing? Claire xxx </li></ul><ul><li>What my health visitor suggested was to continue offering Nick his food mixed with cows milk and gradually start introducing cows milk. Hope this help. xxx Bubbly </li></ul><ul><li>I'll be going straight to cows milk! Lemon Cupcake </li></ul><ul><li>My HV said that growing up milk is just a marketing ploy, but babies don't need it as they'll be getting all the nutrients they need from their food (or should be!) Amy and Ruby xxx </li></ul><ul><li>That Cow & Gate advert annoys me!!!! It sucks in mothers who worry about giving their child all they need to grow. Iron is found in a lot more things than just milk so as long as Ruby has a varied diet she won't have to drink gallons of milk. Lemon Cupcake </li></ul><ul><li>Thanks Ladies! Much appreciated as always. Claire x </li></ul>Babyexpert.com
    9. 13. Building brand loyalty in a digital age 1. Product that delights 3. Build a relationship 2. Get top-of-mind

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