Most good marketers know how to gain top of mind. Good marketers are
adept at widening the funnel at the top end. They’ve good at introducing
new lines, new variants, new dimensions – in order to attract new customers.
They know how to work with their agencies and their internal teams to
fashion a story that intrigues to draw an audience. They know how to
weight media flights and craft promotions that persuade consumers to
call or to visit. They’ve learned to charm. Competition’s taught them to
do that well.
That used to be their biggest challenge.
Some would argue of course that’s never been more difficult, but,
ironically, it’s not the biggest challenge marketers face anymore.
Now the biggest challenge facing marketers is gaining and retaining
front of heart: sustaining the appeal for those who already believe in
the face of ongoing enticement from determined competitors.
That’s because, between initial purchase and continued purchase, a
vital change takes place. What consumers need at first is awareness,
authenticity, excitement and a sense of gain. The sales funnel works well to get them through the obstacles to first buy.
But after that comes the need for affirmed faith. Once consumers are
passionate about a brand, they need different things. They certainly
don’t need to be sold to anymore – at least not like they were sold to
at first. Now they need to be reminded that they’re making the right
choice every time they buy, and they need to feel rewarded for the
decision to lock in.
Problem is, for so many brands there’s no real sense of that reward. They either ignore loyal consumers. Or smother them. They group them as stats. Or they don’t segment them at all.
These to my mind are four of the biggest mistakes that marketers make that lead to a loss of loyalty:
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