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By: Alisa Marie Beyer
Posted: January 5, 2010, from the January 2010 issue of GCI Magazine.
page 4 of 5
Executives are concerned with brand loyalty and trust factors, and 23% of executives have or would purchase consumer awareness research to help map out this process. Who earns her loyalty? How do you gain (and keep) her trust in your brand?
Figuring out the answer to this formula is a bit like solving a Rubik’s cube: there are many ways to approach the solution, and, although it may not seem so, the solution is quite possible. The most important factors are that your products connect to her emotionally while also differentiating your brand from competitors seeking to do the same thing: claim her loyalty. For example, does your lip plumper really plump her lips or does it work just like every other lip gloss on the market?
With so many brands available to them, consumers are seeking results as their ultimate litmus test, and they want to feel an emotional attachment to their products. We are finally seeing sales driven click by click. If you build that foundation, they will come.
A Rose by Any Other Name
Knowing what she thinks of your brand in relation to others is the sweet spot all marketers want to own, yet for 53% of executives, it’s the number one branding problem. More than just testing advertising or teasing out messaging, discerning intimately how your brand compares to others in target consumers’ minds illuminates white space and opportunity. Most marketers agree, it’s not the first purchase that counts but rather the lifetime value of continued purchases that matter.
If you had a crystal ball and it could tell you exactly what she was thinking when she held your product in her left hand, and your competitor’s product in her right, wouldn’t you want that information? Today, you are closer to bridging this gap than ever before. Social media sites allow you to communicate with your consumers in real-time, and online traffic metrics can give you deep insights into how your consumers are navigating the Internet (including competitor’s sites), virtually allowing you to read her mind.