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Mary Ann O'Brien, Brand Loyalty is Dead

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Why is brand loyalty dying? And how do you use the Law of Attraction to turn up and tune in the brands you manage? Brand and Customer Experience expert Mary Ann’s O’Brien, former Fortune 100 CMO, an original pioneer in the Voice of Customer and the current CEO and founder of one of the fastest growing ad agencies in the country, OBI Creative, will explore the importance the law of attraction plays today in the world of branding and marketing.

O’Brien will spotlight the approach the best brands in the world follow to leverage the law of attraction, engage with customers and grow. She’ll explore the multiple facets of today’s consumer and show how technology serves the platform for the gravitational pull toward and against your brand. With your curiosity peaked, and your neurons firing, you’ll find out what turns customers on, what turns them off and how you can use your assets, expertise and the law of attraction to ensure your brand is strong and attractive for years to come.

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Mary Ann O'Brien, Brand Loyalty is Dead

  1. 1. THE MARKETING LAW OF ATTRACTION How to overcome the death of brand loyalty
  2. 2. Mary Ann O’Brien OBI Creative CEO & Founder A nationally recognized branding, marketing pioneer and thought leader. @MAOB444 @OBI_Creative
  3. 3. Brand loyalty is dead.
  4. 4. Wait… seriously?!
  5. 5. Yes… seriously!
  6. 6. Only 25% of American respondents in a recent study said that brand loyalty affected how they shopped Source: Ernst & Young
  7. 7. 1 in 4 customers would switch to a different provider on the basis of a single negative experience Source: Thunderhead
  8. 8. Nearly half of those who described themselves as highly loyal to a brand were no longer loyal a year later Source: NPD Group
  9. 9. 9 So why is brand loyalty dying?
  10. 10. Historically, buying from a brand guaranteed three things…
  11. 11. Consistency Based on a customer’s past experiences, they knew the type of service and experience you were going to have compared to unknown brands Quality Based on your customer’s past experiences, they also knew the quality of the product/service they’d be receiving and could justify prices, weigh benefits, etc. Reliability Being brand loyal made consumers reliable on the brand to take the guesswork out of shopping—they often saw benefits out of rewards programs, loyalty discounts and other unique features that encouraged being a returning member
  12. 12. This gave brands POWER and $$$
  13. 13. But then the Internet happened and the power shifted hands…
  14. 14. Consistency could be checked… Customers can check what type of experience they will have with a brand before ever interacting with them by looking at online reviews, feedback and testimonials Quality could be compared… Customers can also compare quality in-store, online and through WOM giving them more power to judge the quality and honesty of a brand Reliability was suddenly everywhere… Consumers have more access to an endless amount of reliable products and services; they no longer need to rely on their own past experience to trust a brand to fulfill their needs
  15. 15. Consumers now have choices and power, making them brand-promiscuous
  16. 16. 16 So how is this hurting brands?
  17. 17. Brand equity is losing its power Consumers are less and less reliant on a brand’s equity and more influenced by ease, convenience and time associated with the brand experience. Consumers are looking beyond price; the overall experience and personal touch now drive their consideration and decisions.
  18. 18. A recent McKinsey study revealed that no one is loyal
  19. 19. Brands are too focused on gaining loyalty back Brands are fixated on recouping and re-energizing their existing loyalty programs, retention and customers by pushing out more content and outlining the benefits of staying loyal to the brand. Hint: it’s falling on deaf ears
  20. 20. The brand experience has new competition As an organization with an audience that is ever-connected, you’re no longer just competing within your region, market or niche—you’re also competing against the experiences that companies like Amazon, Google and Nordstrom are providing. Consumers’ expectations are growing; as marketers, we have to keep up and recognize the new universal “standards” and what consumers are now becoming attracted to.
  21. 21. 22 There is an UberX about four minutes away, would you like me to order it?
  22. 22. 23
  23. 23. 24 So if brand loyalty is dead, what else is there?
  24. 24. ATTRACTION
  25. 25. THE ORIGINAL LAW Newton’s Law of Attraction: Every mass attracts every other mass in the universe using a proportional force… or as we now call it a ‘gravitational force…’
  26. 26. In other words… LIKE ATTRACTS LIKE
  27. 27. Marketing Law of Attraction: The ability to attract customers by understanding their values, preferences and needs and leveraging your organization’s values, customer experience and products/services to pull in like-minded buyers.
  28. 28. KNOWLEDGE IS POWER
  29. 29. Discover what makes your customers tick… … and what ticks them off.
  30. 30. Experience Review: Buy Button to Completion 03.07.17 PRODUCT SET-UP COMPLETE ESTIMATED & ACTUAL ARRIVAL DATES OUT OF BOX EXPERIENCE COMPLETE & ACCURATE DOCUMENTATION PRODUCT WORKS OUT OF BOX EASE OF PRODUCT SET-UP 7–14 DAY CONTACT/WARRANTY EXPERIENCE RETURNS30–60 DAY SUPPORT EXPERIENCE ORDER PLACEMENT COMPLETE T OK No problem sir! That was easy! I think I’ll buy another one. I don’t want this. NOV 17 Your EAD is November 17th
  31. 31. Know your true audience Not just your ‘ideal audience’ or ‘everyone’ – ask yourself: who truly benefits from your existence and what you provide the market? Understanding how you position yourself will help you attract the right audience. Know your brand experience Know your purpose as an organization and take a deep look at the customer experience and journey. Know the value of your products/services Beyond just what you’re selling, why are you selling it? What purpose or problem does your product truly serve to the world? How are you different? And how much better are you at providing your goods than your competitors?
  32. 32. Once you know these important elements, you can craft an authentic experience that will attract your true audience.
  33. 33. 34 Let’s look at a few brands that we’re attracted to…
  34. 34. Provides exponential value Easy to find almost anything all in one place; easy to compare price and options—they know their audience; busy and willing to pay more for convenience. Easy and convenient Everything is a click away, and with premium services like Amazon Prime, shipping and exchanges feel instantaneous. Based on your purchase history, they even give you recommendations as you shop. Gives us back time What would take you hours in the store, can be done from the comfort of your home.
  35. 35. Provides exponential value Southwest believes in humanizing the flying experience so they provide benefits like bags flying free, no change or cancellation fees and fun, friendly staff. Easy and convenient With an easy booking system, convenient destinations and competitive pricing, flyers enjoy a less stressful experience. Gives us back time Less worrying and anxiety gives you room in your mind to focus on other things that are important in your life—giving you back time.
  36. 36. THE ATTRACTION RECIPE: Exponential Value Convenience Give Back Time
  37. 37. 38 How can we use tech to implement the Law of Marketing Attraction?
  38. 38. Do research and recon with tech and Wi-Fi Ask your customers Ask your competitors' customers Survey the general public Audit the market landscape Know your true audience
  39. 39. Know your brand experience [Secret] shop around Test customer experience Test out your competitors' experiences Make noted improvements so your experience is best-in-class
  40. 40. Know the value of your product/service Compare yourself to best-in-class What purpose does your solution provide? Design products to align with customers demand Review “intel” patterns Find and use differentiators ?
  41. 41. They help me get what I want and what I need. They help me make decisions easier. These brands value time. Their value is attractive. Which brands do this well today?
  42. 42. 44 How do I get started?
  43. 43. 4 3 Do research Outline solutions utilizing technology Make a strategic plan Be brave 1 2
  44. 44. THANK YOU! Questions? @MAOB444 @OBI_Creative

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