Article: How to Feel The Love…In Two Easy Stages

Feel The Love
It may not be something we like to admit, but we live in a world where a demand for immediate satisfaction is the norm. No longer can companies spend generations building a reputation based on quality, customer service and longevity. Nope, in the current climate (and it’s one that’s unlikely to change if we’re honest) a company marketing anything – even itself – has to hit the ground running…so, how do you make your potential consumers become loyal to your brand? How do you make them love you?

We believe this it is a two step process (yes, that simple…at least on paper). And neither step involves giving vast numbers of prizes away.

The first step is to actually ask your target market what they want from your product. It may seem more than a little obvious but many companies fall at this first hurdle when preparing a brand offering.

Research is a vital part of any marketing campaign and all good research should involve a significant amount of customer testing and questioning. This, of course, serves two purposes; on the one hand it gathers information allowing you to develop and refine your product according to perceived desire and, on the other, it allows potential consumers (who, if chosen correctly, can act as brand connectors) to feel that they have taken part in the creation process and prompting them to communicate this to their peer group – evangelising the product in the process.

It is important not to limit this process to pre-launch activities either; if you regularly poll your target market on the success of your offering and its potential development you are far more likely to experience success in the long run. Putting it more simply – listen to your market and give them what they want!

Pursuant to this is the need to constantly remind your consumers that you are taking their ideas on board and developing your product in accordance with their requests. To this end promotional touring, interactive offerings and hands-on experiences highlighting this are hugely desirable. They will, in addition, generate a great deal of publicity in and of themselves, which is always a good thing.

This kind of behaviour can build a great deal of brand loyalty, which goes a long way towards earning the love of your market, but what else should you be doing?

We think a massive step can be taken by choosing your marketing and promotion opportunities wisely. It’s true that very little compares to being the shirt sponsors for a Premiership football team in terms of visibility and kudos (and price!) – but what does it actually give your consumer?

The answer is nothing. It makes no difference to their lives – if anything it heralds the arrival of a product price hike of some sort, either to cope with sponsorship outlay or newly found exclusivity.

No, the way to make your target market love you is to make a real difference to their lives. This means grassroots involvement. As an example Walkers crisps have rooted themselves firmly in the public consciousness with their Books For Schools campaigns – drawing accolades from public and government alike.

We’re not suggesting that you have to go to similar lengths, merely that you should make your brand work for your consumers – whether it be sponsoring schools events, engaging in charity work or serving the community in some way. The point is simply that your brand should be seen as a very real, tangible force for good within local communities.

These kind of campaigns also tend to have an unsought bonus – not only do the community tend to show their appreciation but official bodies do also…they’re always incredibly keen that someone apart from themselves should try and improve things for the population. They’re likely to be quite vocal about this, and that can only promote your brand further.

If you can get to this point you’ll be rewarded not just with loyalty but with love.

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