Earning Customer Loyalty (Strategic Tuesday/People)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™ and today is Strategic Tuesday. I recently saw a Hyundai automobile company online advertisement that made me think about customer loyalty.

There is an expression “loyalty can’t always be explained, but it explains a lot”.  Loyalty means your customers are very devoted to your brand.  We don’t always understand why, they just go out of their way to seek your brand and become your brand lovers.

What prompted this discussion is the fact that J.D. Power and Associates ranked Hyundai number one in customer loyalty this year.  Capitalizing on that, Hyundai created an advertising campaign targeted at college football fans called Show Your Loyalty Sweepstakes. Fans show off how they are loyal to their team for a chance to win a car or trip to a football game from Hyundai.

In this clever campaign Hyundai is matching the fact that they are the car company with the most loyal customers with fans loyal to their college teams.  That is a nice integration and a great idea.

The strategic question is what can you do to increase the loyalty of your customers?  The simple answer is that you give them what they want.  However, to achieve true loyalty you must create brand expectations and deliver on that promise.  Then customers will begin recognizing what your company is all about, they will gravitate toward your brand and use your product.  Over time they will become loyal if they like what you are delivering.

That concludes Strategic Tuesday.  Join us tomorrow for Action Wednesday.  If you need any branding or marketing support, please contact me to discuss an online or onsite service engagement. You can always find that information at the end of this video.  I'm Jim Glover, That Branding Guy, for Once a Day Marketing™ and we will see you next time.

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