Understanding Customer Loyalty (Knowledge)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today we are sharing our model to categorize the loyalty of your customers.

There are numerous, very technical ways to zero in on the buying behavior and characteristics of your customers; some leverage demographics, others use psychographics.  We like a high level view to assess customer loyalty.

Once a Day Marketing™ has developed a simple model with Five different categories of customers; Undecided, Never-Nevers, Blue Mooners, Zombies and Brand Lovers.

•            Undecided- the vast majority of consumers in the market place who would potentially buy your product but don't know anything about your brand
•             Never-Nevers – consumers who will never be attracted your brand regardless of your marketing efforts because they are loyal to another brand or can’t afford your product.  Don’t spend precious resources trying to attract this consumer.
•             B lue Mooners - customers who have tried your product out of convenience rather than having an interest in a specific brand
•         Zombies- very good customers who habitually gravitate to your product but aren’t loyal.  As soon as they discover competitor product attributes that are more interesting or beneficial they will seek out the alternative brand
•        Brand Lovers - the customers who will literally go out of their way to use your product because it provides them with an experience they absolutely love

Here are some tactics you can apply to influence each group toward your brand.  Share more information with the Undecideds.  One approach may be more traditional or social media marketing to put your message on their radar and generate enough interest for them to try your product.

Blue Mooners have tried your brand once, so the strategic question is how to motivate them to try it again.  Zombies are already habitually using your product; however, they are not loyal so the challenge is to persuade to have an affinity for your product.

Brand Lovers are sacred to your business and are probably driving most of your revenue. Your goal is to provide them with more reasons to love your product and recommend it to their peers.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MT) streaming live on SantaFe.com KVSF 101.5 FM.

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