ExpertVoice’s Post

It's no lie that as consumers we are absolutely spoilt for choice. Any app we open we are constantly being exposed to the same product but from different brands - so how do we decide who to buy from? In today's dynamic market, it's crucial for brands to distinguish between customer loyalty and preference. While loyalty is about a deep, enduring commitment to a brand, preference is more about a customer's current choice among alternatives. Understanding this difference can transform your marketing strategy. My mum is the perfect example of this, she has been using the same brand moisturiser for the past 30 years, it is safe to say she is loyal to that brand. The benefit to them? She is more likely to try out new products as the risk almost seems lower than reaching for a new brand she never used. As consumers we want products we can trust, that re consistent and won't let us down. Why does my mum love that moisturiser so much? Because it hasn't changed in the past 30 years, same ingredients, same results. This article goes into detail about how marketers need to focus more on loyalty over preference, but here are my key takeaways: 𝐋𝐨𝐲𝐚𝐥𝐭𝐲 𝐯𝐬. 𝐏𝐫𝐞𝐟𝐞𝐫𝐞𝐧𝐜𝐞: Loyalty stems from emotional connections, while preference is driven by convenience and trends🤝 𝐋𝐨𝐧𝐠-𝐭𝐞𝐫𝐦 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲: Focus on building genuine relationships and delivering consistent value to cultivate true loyalty📈 𝐌𝐞𝐚𝐬𝐮𝐫𝐞 𝐚𝐧𝐝 𝐀𝐝𝐚𝐩𝐭: Regularly assess customer behaviours and adapt your strategies accordingly📝 Let's prioritize lasting relationships over fleeting preferences! As it is not about who picks up your product when they run into a shop in a rush, but it's about the people who have a back up in the cupboard in case they run out. #MarketingStrategy #CustomerLoyalty #BrandManagement

🌟 Great strategy from BÉIS and Shay Mitchell's playbook and worth taking notes from @MarketingBrew! They're absolutely killing it with their product as a service mindset, and here's how they're scaling up while keeping their customers at the heart of everything: 👂 Listening closely at the social level led to the genius idea of Béis wash to clean people's bags, solving a real problem for their community. 💼 Sales got in on the action with a corresponding promotion, making sure everyone knew about this game-changing addition to their product line. 🏬 Transitioning seamlessly from D2C to brick and mortar pop-ups, they're meeting their customers wherever they are and making their presence felt. 🏨 Recognizing where their products are used most (hello, Motels/Hotels!), they've smartly established their presence there, ensuring they're where their customers need them. 🤝 Plus, they've seamlessly plugged into their Customer Care Team and the Partnerships Team, making sure every department is on the same page and working towards those ambitious goals. 🎯 Marketing is the glue that binds it all together, collaborating with each department to ensure they're not just hitting targets but smashing through them! Major kudos to the Béis team and Shay Mitchell for their strategic approach to growth and customer care. Who else is feeling inspired? 🚀 #BusinessGoals #CustomerFirst #InnovationInProgress #mtgs #MarketingBrew https://lnkd.in/gCRcPHDV

Understanding consumer decision-making is crucial, especially when it comes to knowing what their level of involvement will be.  High Involvement: Significant, infrequent purchases (e.g., cars, universities). Requires detailed info, expert opinions, and strong testimonials.  Low Involvement: Routine, low-cost purchases (e.g., toothpaste, snacks). Focus on brand recognition, convenience, and promotions. Tailor your marketing to these behaviours for better engagement and loyalty! Learn more in my latest blog post. https://lnkd.in/ex8ta4JR   #MarketingStrategy #ConsumerBehavior #BrandLoyalty

🚀 Thinking about trying product sampling for 2024? 🛍️ Kickstart your marketing strategy with our beginner's guide to in-store sampling. Discover the power of strategic product sampling, from engaging customers and boosting sales to creating extraordinary brand experiences. 🎉✨ 🔗Read more https://hubs.la/Q02hyqFn0 #InStoreSampling #MarketingTips #CustomerEngagement #brandexperience

The biggest brands don't just wing it with marketing tactics. They apply proven psychological principles to drive sales and customer loyalty. Here are 6 of the most powerful frameworks brands like Apple, Redbull and Amazon used to attract customers: ▶️ Reciprocity People inherently want to repay favors and acts of giving. That's why freebies like Red Bull handing out samples work so well - it creates a desire to return the favor by buying their products. ▶️ Commitment Consumers hate jumping into big commitments right away. Start small with free trials, mini-products, or even just a 1 rupee purchase. Once they've made that little commitment, keep giving rewards to draw them in further for the big sale. ▶️Social proof We trust things that are popular and endorsed by others. Celebrity promotions, reviews, and testimonials provide that crucial social proof. ▶️Liking We prefer to buy from brands and people we actually like or at least know about. Make your brand visually appealing and align it with your customers' values to be likeable. ▶️ Authority We listen to experts and trust authoritative sources. Become a knowledgeable voice in your industry by really studying your field. Prioritize providing value over selling. ▶️ Scarcity Limiting supply creates more demand. Leverage scarcity by being exclusive and not overproducing - think Supreme's product drops. The biggest brands aren't just winging it. They use time-tested principles from psychology to ethically influence behavior. Which of these frameworks do you leverage most? PS: I’m building ZOPOXO a one of its kind 360° e-commerce solution platform. If you’re building an ecom business Zopoxo helps you with everything, literally. Feel free to get in touch with me! #MarketingPsychology #BrandStrategy #Zopoxo

Negative reviews can make or break your brand's online reputation. But did you know that responding to them effectively can actually boost customer trust? Check out this old read that explores how top brands like Clinique and IKEA turn negative feedback into opportunities. Learn key strategies to handle criticism, from prompt responses to taking conversations offline. Find out how to transform unhappy customers into loyal advocates and improve your digital shelf performance. https://lnkd.in/dTW45bYM #OnlineReputationManagement #digitalshelf #negativereview #Ratings #reviews

𝗠𝗮𝗿𝗸𝗲𝘁 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴 𝗮𝗻𝗱 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁𝗶𝗮𝘁𝗶𝗼𝗻: 𝗟𝗲𝘀𝘀𝗼𝗻𝘀 𝗳𝗿𝗼𝗺 𝗕𝗶𝗴 𝗮𝗻𝗱 𝗦𝗺𝗮𝗹𝗹 When it comes to standing out in your market, businesses of all sizes face the same challenge: how do you carve out a distinctive position that resonates with your audience? Here are three companies - mega, big, and small - approaching the challenge through different market positioning and brand differentiation. 𝟭. 𝗔𝗽𝗽𝗹𝗲 (𝗠𝗲𝗴𝗮-𝗕𝗿𝗮𝗻𝗱): 𝗦𝗶𝗺𝗽𝗹𝗶𝗰𝗶𝘁𝘆 𝗮𝘀 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁𝗶𝗮𝘁𝗼𝗿 Apple stands apart by focusing on simplicity. In a complex tech world, they prioritise clean design and intuitive user experience. This laser focus on simplicity over features creates a distinctive position that resonates globally. The takeaway: You don’t have to do it all - focus on doing one thing exceptionally well. 𝟮. 𝗕𝗿𝗲𝘄𝗗𝗼𝗴 (𝗠𝗶𝗱-𝗦𝗶𝘇𝗲𝗱 𝗜𝗻𝘁𝗲𝗿𝗻𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗕𝗿𝗮𝗻𝗱): 𝗧𝗵𝗲 𝗖𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲𝗿 BrewDog shook up the beer industry with controversial and anti-corporate positioning. They didn’t just sell beer - they sold a bold attitude that stood against traditional brewing. Lesson: Positioning yourself against the industry norm can create a loyal tribe of followers. 𝟯. 𝗣𝗶𝗽 & 𝗡𝘂𝘁 (𝗦𝗺𝗮𝗹𝗹 𝗨𝗞 𝗖𝗼𝗺𝗽𝗮𝗻𝘆): 𝗩𝗮𝗹𝘂𝗲𝘀-𝗕𝗮𝘀𝗲𝗱 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁𝗶𝗮𝘁𝗶𝗼𝗻 Pip & Nut differentiates by being values-driven, focusing on natural ingredients and sustainability. Their commitment to ethics has built a strong connection with conscious consumers. Key takeaway: Your values can be as powerful a differentiator as your product. 𝗪𝗵𝗮𝘁 𝗧𝗵𝗶𝘀 𝗠𝗲𝗮𝗻𝘀 𝗳𝗼𝗿 𝗬𝗼𝘂𝗿 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 No matter the size of your company, successful differentiation comes down to clarity and focus. Whether you’re aiming for global domination like Apple, positioning yourself as a challenger like BrewDog, or connecting with values-driven consumers like Pip & Nut, the key is to understand what truly sets you apart from your competitors - and own it. 𝗦𝘁𝗮𝗿𝘁 𝗯𝘆 𝗮𝘀𝗸𝗶𝗻𝗴 𝘆𝗼𝘂𝗿𝘀𝗲𝗹𝗳: - What is the one thing that makes us different? - How can we communicate that consistently and clearly? - Is there a gap in the market we can fill, either through our values, our product, or how we deliver it? Standing out doesn’t require a massive marketing budget or a global presence. It requires being true to your brand, finding that key point of difference, and leaning into it. Whether you're a small local business or a growing mid-sized company, start building your own unique place in the market. #BrandDifferentiation #MarketPositioning #BusinessGrowth #Entrepreneurship #MarketingStrategy

Why is it important to invest in brand loyalty marketing? 👀 With thousands of competing brands on Amazon, brand loyalty marketing is key to driving loyal customer re-engagement, repeat purchases, and brand expansion. 📈 The Amazon DSP is a great way to build campaigns that directly help you increase new-to-brand customers so you can re-engage with, and nurture them into repeat purchasers 🛒 Ready to dive deeper into brand loyalty marketing? We've outlined everything you need to know 👉 https://bit.ly/4dqHtHa Amazon Ads #BrandLoyalty #AmazonAds #AmazonDSP #eCommerce Amazon Ads Partners

Successful promotions efficiently link three things: 1️⃣ Brand objective  → What is the behavior change you're trying to drive? 2️⃣ Consumer objective  → What will motivate the consumer to make that behavior change? 3️⃣ Promotional mechanism  → How can you efficiently link those objectives together? This is where great customer incentives start. Without this, you're likely to juice revenue without any contribution to profitability. Along the way, you'll introduce a bunch of 2nd-order consequences: conditioning consumers to expect deals, tarnishing the brand, and decreasing the perceived quality of the purchased items. But with clear objectives & mechanisms in mind, you're much more likely to nudge customers towards profitable long-term behavior. From there, it's about audience & channel selection, then launching (and learning). This requires good tech that can incentivize specific actions (both buying behavior and non-transactional, like sharing data or engaging with content), and connect to any data source and engagement channel. That's what we provide at Talon.One. But even with great technology, you need a clear strategic view of what you're trying to achieve. Always happy to think through this with brands and share what we see innovative brands doing. Anything you'd add to this graphic? ----- Citation: based on a framework from Boston Consulting Group (BCG) in the article "Smarter Retailer Promotions for a Saturated Market" from August 2023.

We have all witnessed the power of hyperbole. Many experts use the technique to sensationalize concepts in order to establish their importance. In the world of advertising, hyperbolic statements are made quite often — because they are designed to attract people so that individuals and/or businesses can grow a customer base. Remember “America Runs on Dunkin,” by Dunkin Donuts? Remember “Red Bull Gives You Wings,” by Red Bull? These slogans are examples of hyperbole designed to boost the brand popularity of product businesses. What makes these statements hyperbolic? Of course we know that America does not literally run on Dunkin Donuts products, but the statement implies that their coffee and pastries give customers an energy boost, thanks to caffeine and sugar. As for Red Bull giving you wings, of course we know that people don’t fly after they drink it, but the statement implies that when people drink Red Bull, the energy boost is so great, people feel like they can “fly”, figuratively speaking. That’s the power of hyperbole. Using a hyperbole is a great marketing tactic, so it shouldn’t surprise us that product professionals also use it to drive certain outcomes — but there is a downside. Hyperboles are figurative in nature, and yet, the people who listen to them at times — they have a way of distorting their meaning, and instead, either take the statements literally, or, they distort their true meaning in order to carry out their own agendas. Here’s a maxim that arguably has that affect: “Outcomes over Outputs.” https://lnkd.in/eUZCKX-A #products #productdevelopment #productmanagement