how to build brand loyalty & brand advocates

BUILDING BRAND LOYALTY & EVANGELISTS

BECAUSE IT’S WICKED IMPORTANT. NO REALLY.

Joanna LordCMO

@joannalord

SearchLove San Diego - September, 2013

“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…”

@randfish

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

“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?

WHAT ARE COMMON EMOTIONAL TRIGGERS?

FEAR

COMPETITION

INSTANT GRATIFICATI

ON 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.

WANT TO READ MORE ON THIS? CHECK OUT “THE 60 MINUTE BRAND STRATEGIST” BY MOOTEE

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

TODAY BRAND LOYALTY MATTERS.

YOU HAD WHAT THEY NEEDED

YOU HAD A DIFFERENTIATOR

YOU’VE BUILT LOYALTY

THE EVOLUTION OF A SALE

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

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."

BACK IN THE DAY, LOYALTY WAS ANOTHER TEAM’S JOB.

LOYALTY STARTED AFTER THE SALE.

DISCOVERY

FREE MEMBERS

CUSTOMERSLOYAL

CUSTOMERS

INFORMEDUCATEENTICE

IMPRESSDELIVERCONVERT

INVESTREWARD

PERSONALIZE

WHERE WE BEGAN

INVESTING IN BUILDING

LOYALTY

DISCOVERY

FREE MEMBERS

CUSTOMERSLOYAL

CUSTOMERS

INFORMEDUCATEENTICE

IMPRESSDELIVERCONVERT

INVESTREWARD

PERSONALIZE

INVEST IN LOYALTY HERE

BRAND LOYALISTS

BRAND LOYALISTS

BRAND LOYALISTS

BRAND LOYALISTS

AND HERE AND HERE

INVESTREWARD

PERSONALIZE

INVESTREWARD

PERSONALIZE

TODAY IT STARTS THE SECOND THEY DISCOVER YOU.

TODAY THINGS ARE DIFFERENT. MARKETING BUILDS LOYALTY.

[COUGH] [COUGH] THIS IS WHERE YOU COME IN.

GROWTH MARKETINGINBOUND MARKETINGRETENTION MARKETINGPRODUCT MARKETING

TRAFFIC.LINKS.VISITS.VIEWS.MENTIONS. DOWNLOADS.EMAIL LISTS.CLICKS.OPENS.CONVERSIONS.

WHAT HAVE WE BEEN RESPONSIBLE FOR GROWING?

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.

10 TIPS & TACTICS FOR BUILDING BRAND

LOYALTY & EVANGELISTS*

*FROM THE GET GO.

1COHORT MARKETING. GET GOOD

AT IT.

1

COMMUNITY TRIALERS

CUSTOMERS

WHAT MOST MARKETERS CONSIDER COHORTS.

1

ACTIVITY LEVELDURATION OF MEMBERSHIP

PROFILE DIMENSIONS

RECENCY/FREQUENCYMONETARY

LEVELAPTITUDE

LEVEL

SENTIMENT LEVELCROSS

PURCHASE/ACTIVITY

ADVOCACY LEVEL

REFFERALS

TAKE IT UP A NOTCH. BAM.

1GIVE ME THE TACTICS

PUSH FOR PROFILESTAG USERS BY UNIQUE IDBUILD RETARGETING AUDIENCESTARGET COMMUNICATIONS BY DIMENSIONCREATE INTERNAL COHORTS (RFM)SLICE ALL CUSTOMER DATA BY SAME COHORTCROSS DEPARTMENTAL TIGER TEAM

2APPEAL TO INTERNAL & EXTERNAL

MOTIVATIONS.

BRAND FITS SELF PERCEPTION BRAND FITS PUBLIC PERCEPTION

2PEPSI - REFRESH

PROJECT.

20 MILLION DOLLARS TO CROWDSOURCES CAUSES

@joannalord

2DOVE : REAL BEAUTY

SKETCHES.

@joannalord

2

DO A BRAND EXPLOREREVISIT YOUR CORE VALUESSURVEY CUSTOMERSSURVEY EMPLOYEESTEST TRIGGER WORDS WITH PAID ADSBUILD REQUIREMENT INTO PROCESSES (SPECS)

GIVE ME THE TACTICS

3DESIGN FOR THE MASSES.

3

@joannalord

HELPSCOUT : KEEPS IT SIMPLE.

3

SIMPLER THE BETTER.VISUALLY DELIGHT.INNOVATE ON CURRENT TRENDS.NEW MEDIUMS.TEST SMALL SCALE.SHAREABLE & DIGESTABLE.

GIVE ME THE TACTICS

4ADVOCACY REQUIRES PASSIONATE

STORIES.

4NIKE :

POSSIBILITIES (2013) .

@joannalord

4MINI COOPER – LET’S

MOTOR.

@joannalord

4

EVERY CAMPAIGN SHOULD HAVE A STORYLEAVE BEHIND REQUIREMENTCREATE & SEED WITH CAB/COMMUNITYSTORIES ARE TEXT & VISUAL & AMPLIFIEDPAID AMPLIFICATION – NEW AGE PRRESPOND TO THE RESPONSEMARKET THE RESPONSES

GIVE ME THE TACTICS

5A WHOLE NEW LEVEL OF

VULNERABLE.

5ZENDESK : SUPPORT

TRANSPARENCY.

@joannalord

5PATAGONIA : THE FOOTPRINT

CHRONICLES.

@joannalord

5

GIVE YOUR “WHY” A HOMESHOW OFF YOUR PRODUCT ROADMAPSHOW OFF YOUR SERVICE STATSBLOG ABOUT WINS & LOSSESWRAP WINS & LOSSES IN CAMPAIGNSHAVE YOUR 8-MILE MOMENT

GIVE ME THE TACTICS

6APPRECIATE EARLY AND OFTEN.

6UNBOUNCE : HIGH TOUCH THANK YOU

@joannalord

6REDBULL : HANDWRITTEN HELLO

@joannalord

6DO WHAT DOES NOT SCALE (TO START)LOYALTY PROGRAMSLOYALTY CAMPAIGNSCUSTOMER APPRECIATION STRATEGYINFLUENCER APPRECIATION STRATEGYHATER TO LOVER STRATEGYWINBACK COMMUNICATIONSMOMENTS OF *DELIGHT* REWARDS

GIVE ME THE TACTICS

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 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.

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

7

WHY RUN THE CAMPAIGN?SET UP TRACKINGREPORT EARLY/ADJUSTCOMPANY WIDE DIGESTSRETROSPECTIVES

Avinash post: http://bit.ly/oApJuH

GIVE ME THE TACTICS

8MULTI-CHANNEL IT UP.

8JULEP : 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/VALIDATE.DEDICATE A TEAM TO THIS.

GIVE ME THE TACTICS

9EVANGELIZE 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 lag the culture at first, but

eventually it will catch up.

Your culture is your brand.”

- Tony Hsieh, CEO , Zappos

@joannalord

9FRONT AND CENTER.

9START THE CONVERSATIONIDENTIFY THE BEACONCROSS DEPARTMENT TEAMTOP DOWN SUPPORTREPORT OUT TEAM ADNOSTIC KPISMAKE DATA ACCESSIBLEREVISIT OFTENGAMIFY INTERNALLY

GIVE ME THE TACTICS

10ENABLE THEM TO MARKET ON YOUR

BEHALF.

10

@joannalord

STARBUCKS : ENCOURAGE REFERRALS.

10

@joannalord

BIRCHBOX : PLAY TO YOUR STRENGTHS.

10

SHAREWORTHY CONTENTENTICES A SHARE OR REACTIONNOVELTY TRIGGERBRAGGABLE MOMENTSREFER A FRIEND PROGRAMSREWARDED ADVOCACY

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.