Fostering Consumer Loyalty Through TV

While delivering a satisfying customer experience is table stakes brands need to cater to consumers39 emotional needs like feeling a sense of freedom or standing out from the crowdamp160 For marketers that means understanding customers on a deep level and offering them messages and creative that resonate so the consumer will talk up the brand to others and become a repeat purchaseramp160 In other words it39s all about nurturing existing customersTV is great for reaffirming a purchase and nurturing the emotional connection with a consumeramp160 For instance a car ad can reaffirm a lifestyle that fits with the reason the customer bought the caramp160 And if you set your segments up well from the start your segmented messaging will do double duty reaffirming the purchase for loyalists and attracting new customersLeaving the Best ImpressionOne way to achieve loyalty is by effectively sequencing messagesamp160 Think about how you want your favorite brand to reach youamp160 See their ads too often and you39ll get sick of themamp160 You might want to hear about offers but only if they39re very relevantamp160 A sign of appreciation like a coupon or just a thank you message is a more welcome means of reaching outWith many different channels available one hazard of using traditional TV advertising for this purpose is the risk of overexposureamp160 A sprayandpray approach makes it impossible to deliver personalized messagesamp160 Addressable TV offers a new vehicle for messaging that is targeted to the household levelamp160 Testing can reveal the optimum sequence of messaging via email digital display and addressable TV that helps instill loyaltySegmenting Brings SuccessAs McKinsey illustrates consumers can hold vastly different views of your brandamp160 The choice is often which segment to focus on for maximum efficacyamp160 Firstparty data can help identify different groups of customers ranging from dissatisfied to evangelistsamp160 Observing behavior andamp160preferences and unearthing their emotional connections with a brand can help execute such segmentationMcKinsey recommends looking at traditional customer survey data and linking those results to anonymized online activity to see how such consumers behaveamp160 For instance do product upgrades help turnamp160moderately satisfied consumers into very satisfied consumersamp160 Which messages have resonated with them mostamp160 As with everything else in marketing only rigorous testing will unearth the answers to such questionsamp160 Testing won39t make your marketing perfect but it will point you on the right side of the continuum between ineffective and very effectiveAt the loyalty stage advertisers should look back at the entire journeyamp160 Now that you know something about the customer how would you segment them and how would you tweak messaging to encourage the customer to buy from you againLooping Back to the Beginning of the JourneyAdvertisers that are successful at fostering loyalty have this stage in mind through the entire customer journeyamp160amp160Through relevant messaging excellent creative that resonates with the audienceamp160and great brand experiences the customer is likely to start the journey over againStrengthening consumer loyalty is very important to the health of a brand and can be a potent tool for acquiring new customers hence the Net Promoter Scoreamp160 Take the time to thank your customersamp160 They39ll thank you backClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Fostering Consumer Loyalty Through TV

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Fostering Consumer Loyalty Through TV

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