Strategies to build customer loyalty
Whether you are a retail shop, a cataloger, or an online business the following tips are great ways to set yourself apart from your competition. It is more important than ever to be distinctive! In fact, if you are not outrageous you are nothing. There is just too much competition out there—you have to do something to make yourself stand out.
Strategy 1: Talk About Your Brands
What is a brand? In her book CUSTOMERS FOR KEEPS, Lois Geller explains a brand as follows: “A brand is the impression it makes on its customers.” It can loosely be described as the first impression a consumer has with your company or the experience a consumer has with your business. Most importantly it is an educational vehicle. Use your brand to teach your customers why you and your brand are important to them. A brand must stand for something meaningful. Smart branding companies identify what customers truly care about in relation to the brand itself. Successful companies use valuable space to brag about their brand. They show what their brand means and they show its benefits. They provide an experience of what the brand is and means. They tell their customers what it means to be a part of their brand. Capitalize on this. Incorporate an experience into your brand.
“There is no real tangible “brand” that you can hold in your hands and use. It’s all in the customer’s mind. A brand is like a promise, and it’s just as fragile.”
—Lois Geller, Customers for Keeps, p. 96
“People will tout a product they like, but they will shout from the rooftops about a product that also is an experience. Experience sells.”
—Kristine Kirby Webster, Principal of The Canterbury Group
We all resonate with the values of one brand or another. Which ones do you believe in? Buy regularly? Talk about? Is it your brand? It should be.
Examples of Talking About Your Brand
Nike is a perfect example of the successful brand experience. Each contact they make is a scripted experience. They have created a persona that people want to become part of. “Just Do It” reinforces what you know to be true. “I don’t have time to get out and do it”—Just do it, make the time, they persuade you. Nike set out to own the spirit and passion of being an athlete. They own it with “Just Do It.” It says nothing about shoes…. The reason why most Americans buy their shoes from Nike is to participate in their brand experience.
More tips in following posts
Monday, March 19, 2007
How to get more customers to buy from you!
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8 comments:
Talking about your brand is a good thing to do but is not enough, I want to be sure that the product what I am going to buy is good and it worth it. If you can convince me or anyone else that your product is good and afortable I am sure that I will buy it
I think this article is very true, if you talk to people about your brand it will reinforce the power an drive you have set out to accomplish in creating it in the first place.
Milissa Schiffman
People are attracted to presentation and layout. If you don't have a good presentation of a product people aren't interested or may not even notice it.
I work at a clothing retail store and I've noticed that if i just put random items of clothing on the wall or floor people don't look at them as much as if I put matching tops with skirts or pants. It's all about presentation to bring the customers in.
Sheryl Morland
The thing about brands of any kind is if you purchase it and its of good quailty and service it will stick in your mind just as certain book titles by certain authors do this is a very strong and influencial marketing tool and strategy.
i agree all i need to do is put it to test
Matt Spence
I agree it is all about presentation. But, on the same note if you can pick a good brand and stick with it you will be successful as long as you present it well. First you must catch the attention of the purchaser, second have a good brand and quality of product that will intise the consumer to return for more.
Alex Gonzalez said...
Making sure that your brand name is out there is a great stratey to get more customers. of course your brand has to full fill its great expectaions.
I agree with the idea of branding. But its like it says you need to stand out. It seems as if all the cool saying are taken. Or maybe I lack the creative gene to make them. The next thing that comes to mind is when I want to brand my horses that I want to sell. I don't want a brand on one that I don't like or don't want associated with my name. Dewayne Lewis
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