Three key words for loyalty marketing
Through a special arrangement, presented here for discussion is a summary of a current article from LoyaltyTruth.com, a blog published by Hanifin Loyalty.
At the beginning of each year, Hanifin Loyalty traditionally selects three words to define the course of loyalty marketing over the next 12 months. The three-word approach to focusing efforts and resources was inspired by social media blogger Chris Brogan.
In our experience, the three-word approach is an efficient form of goal-setting and generates better results over the course of the year than trying to live up to a set of New Year's resolutions. There is substance behind each word and, even if you don't entirely identify with the word itself, the supporting explanation of each one should provide thought provoking points to take back to your office.
Here's a summary look at Hanifin Loyalty's three words for 2015. The Hanifin Loyalty blog provides more detail on each word and a broader perspective on how the three link together.
Re-evaluate
To be successful, marketers need to firmly understand how the baseline of human behaviors is evolving and re-evaluate how we create strategies and campaigns that will have positive impact.
If we remember that all customers are human beings — no matter what they say while on the phone with your call center — then we must agree that seeking to understand trends in human behavior is critically important to being able to connect and develop dialogue with our customers.
Re-position
A viable substitute for re-position is shift. Brands cannot fool customers anymore. There is no amount of loyalty currency that will consistently entice consumers to buy your product online or frequent your stores if the experience interacting with your brand is sub-par.
Brands need to shift their thinking to invest first in their own employees and create a cooperative and reasonably happy culture that will foster supportive communications to customers.
Re-calculate
To realize the highest rate of success and return on invested marketing funds in 2015, brands should increase emphasis on program measurement. Think about what needs to change in order to re-calculate or measure the impact of your customer marketing efforts on a regular basis.
Now that you have a taste for how we see the road ahead, go here for a detailed examination of each word.
Above all, we believe 2015 holds much promise, and we share these three words as a means to help us prepare for the best that 2015 has in store for each of us.