Questions that Will Improve Marketing and Brand Loyalty

Pyramid of Customer Loyalty (Brent Leary, Technology for Business Sake)

To market a mature product category one will need to focus more on intangible qualities than physical attributes. Intangibles are in direct relation to the essence of the brand or brand image. Questions to consider in marketing include:

1.       Does the product packaging give consumers what they want?

2.       Does the packaging address or promise what they want? Does copywriting address a point of pain?

3.       Does the package delivery align with consumer expectations?

The first three question focus on barriers to good marketing. Remember that for consumers, perception is reality.

4.       Can the packaging exceed expectations?

For this question focus on what the product could be. Consider attributes and perception. Use your imagination.

5.       What is the essence of the brand?

6.       Does it have value?

7.       To what extent is the brand liked/preferred?

As physical distinctions are reduced marketing must differentiate between a brand’s images, personality, or company/brand values. Connections result from the way a brand has been promoted and the way people experience a brand.

8.       How strong is the brand?

A logical conclusion, the answer to this question will develop the strategic focal point of any good marketing campaign. The objective should be to improve customer loyalty. To move from brand awareness to acceptance, brand preference to brand insistence, is tricky business. And it isn’t reasonable for all businesses to achieve brand insistence to the level that the name alone is worth what Pepsi or Mercedes is.  At this point most businesses do well simply to assess the current brand and determine its opportunity to get stronger.

*Watch for future posts on customer loyalty.

For an outside, unbiased perspective on your latest marketing efforts, bring in Fletcher Freelance. Call (715) 584-6773 today.