Let’s talk about Lego Ideas. Whenever I work with companies on designing customer advocacy or brand ambassador programs, I always stress the need to incorporate customer feedback into the program. Members of any type of advocacy or ambassador program are hand-raisers. They are your most passionate customers, and they feel a sense of ownership in […]
New Research Uncovers the Drivers of Customer Loyalty
I recently came across a new research study from Cheetah Digital (via MarketingCharts) that uncovers the reasons why customers have a ‘favorite’ brand. The study surveyed over 5,000 customers worldwide to determine the factors that drove brand loyalty. I wanted to cover the top seven drivers of customer loyalty: The Top Seven Drivers of Customer […]
What is Your Product’s ‘Job to Be Done’?
Whenever I talk with clients about positioning a new or even existing product or service, I stress the need for there to be a clear benefit to the customer, that the customer can clearly understand. The customer needs to understand how a product or service will fit into their lives, and immediately make a positive […]
It’s Time to Kill Your Business
“Data from the BLS shows that approximately 20% of new businesses fail during the first two years of being open, 45% during the first five years, and 65% during the first 10 years. Only 25% of new businesses make it to 15 years or more.” The average business is designed to facilitate transactions with customers. […]
Brands With Happy Customers Have One Thing in Common
They value their customers and communicate this through their actions. When I talk to companies and clients and how to create passionate customers that love your brand, I typically talk about how rock stars have fans or how sports teams have fans. I talk to companies about how much of an impact it would make […]
Alabama Football Launches ‘The Advantage’ Personal Branding Program For its Student-Athletes
Last month I wrote about how important it is to give your employees the skills they need to succeed. One of the examples I used to illustrate that point was how Alabama football gives both its coaches and players the tools and teaching they need to advance. Alabama football has just launched another initiative in […]
How to Be a Better Marketer
Marketers, as a profession, are one of the least-trusted groups around. They are the guy at the party that everyone dreads seeing. You are with your friends having a perfectly delightful conversation, then here comes the marketer. He steers the conversation to himself, and brags incessantly about his accomplishments. When someone in your group attempts […]
How to Create Customer Loyalty After the Product Purchase
Let’s say for every product you buy, there are one of three outcomes as far as your satisfaction with the purchase: 1 – Indifferent. The product does what you expected it to do, no more or no less. 2 – Upset. The product doesn’t meet your expectations. 3 – Excited. The product exceeds your expectations. […]
Monday’s Marketing Minute: Tracking Sales to Social Media, Conducting Sweepstakes and Contests
Happy Monday, y’all! Hope you had a fantastic Holiday weekend, and are easing into the workweek slowly. Here’s some useful links to help you start the week smarter: I always chuckle at how companies lament that they are having difficulty tying sales directly to its social media efforts. The reality is, social media as […]
The Business Link Between Customer Empathy and Brand Loyalty
The other day I was talking about mapping content and marketing to the buyer’s journey with Alexandra. Alexandra mentioned what comes after the purchase, and that’s when we began to discuss the role of creating and cultivating brand loyalty. We then had a fascinating discussion about the role that empathy for the customer plays in […]
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