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.
1. BUILDING BRAND LOYALTY &
EVANGELISTS
BECAUSE IT’S WICKED IMPORTANT. NO REALLY.
Joanna Lord
CMO
@joannalord
SearchLove San Diego - September, 2013
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. 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. “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?
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. 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
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. 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. 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
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. 2
APPEAL TO INTERNAL & EXTERNAL
MOTIVATIONS.
BRAND FITS SELF PERCEPTION BRAND FITS PUBLIC PERCEPTION
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
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
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
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
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. 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
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
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