How To Drive Consumer Loyalty On Your Next Marketing Strategy


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In every marketing campaign, there are two contrasting types of approaches to leverage – the product-centric and the consumer-centric methods. The first one focuses heavily on the products and/or services being sold. The approach can ‘wow’ the customers by designing campaigns that boast product features, discounts and freebies, or by giving out free samples prior to the market launch. The second option is the least popular, because its goal is geared towards analyzing the consumer behavior and deciding on which demographics to target, prior to designing the marketing campaign. Though both of them are useful, the customer-centric approach is more powerful, since it can lead to long-term product patronage and customer satisfaction.

Below, we’ll show you how to effectively craft your next marketing plan using consumer-centric approach.

Targeting The Micro Market
Since your “focus is on the customer, the place to start is deciding which customers to target,” as suggested by Mark Klein, founder & CEO of Loyalty Builders Inc. As a golden rule in a customer-centric approach, you should employ the idea of “micro-targeting” other than large-scale market integration. This will prevent sending out a hit-and-miss marketing bullet that may cost your business a lot of fortune.

This can be done by doing customer analytics, applied at individual customer level. In here, you will have to seek out services from direct field marketing experts to assess your targeted location, individually talk to its members, and gather the following relevant information:
· The probability of the customers making a purchase.
· Products and/or services that entice this micro segment market.
· What makes them by a particular product or service?
· How do they wish to avail the products: e-Commerce, on-site stores and boutiques, or direct purchase from agents?
· Do they have access to social media and mobile internet?
· What is the average income of the people in the community?

Planning Offers
Knowing the pertinent data you’ve gathered by implementing the above-mentioned steps will help you efficiently plan your marketing strategy. It is not a customer-centric approach unless you will not follow the results of the analytics. In planning a product offer (by-one-take one, bundle and freebies per purchase, or wholesale rates), the most tedious part is the calculation of individual propensities. You need to carefully study and identify the tendencies of their purchase for your upsell (similar products from other brands that they are using) and cross-sell items (product categories that are not yet represented in their purchase history).
This step also involves deciding on the ideal pricing of your products for this particular consumer segment. Why does it matter? If members of this micro market will feel that your business cares for them, you will achieve their support and loyalty in the long-run.

Designing Messages
After performing the analytics and calculating the propensities, the next step is to formulate what message you are going to convey to your customers. If your test market is under 100 people, constructing individual messages may not be feasible. In designing message, you can leverage the following strategies:

Social Media Dissemination
“When companies and organizations utilize the widespread use of social media effectively, the results can be phenomenal,” suggests Lets Get Wise. Engage with customers by speaking directly to potential new ones, using various methods to pull in interests, and controlling your image online without investing much on sophisticated advertising ventures. Using social media platforms like Facebook Business page or Google +, you can regularly blast promotional videos, commercial links to your product’s websites, and proactively address their queries.

Local Postcard Technique
A postcard campaign that is customized to showcase the target market’s ZIP Code can be a worthy method of customer-centric messaging. It may take on a form of a pocket calendar with monthly deals and coupons attached to it. With the advent of digital technologies, you can generate digital postcard alternatives such as QR code that will lead your customers to your business page.

Personal Emails
Sending personalized emails is also popular among customer-centric marketers. However, use their first name when sending emails across. They will not be interested to read product-centric emails that open with “Dear Mr/Ms Beauty Shop Customer or To Our Loyal Savings Account Holder, ” as it looks like a spam message immediately.

Continuously Take Care Of Your Consumer Base
After you’ve successfully implemented a sales pitch through effective messaging system, your last step would be to continually take care of your consumer base. You can do this by treating them with loyalty cards, discounts, and programs.

For most businesses, implementing the product-centric approach may be the most viable option. But, what about having a strong consumer patronage? By implementing the above-mentioned proven and tested strategy, you’re in a long-lasting success.

Sookie Lioncourt
Aside from having one kick-ass name, Sookie is also one kick-ass accordion player (she still refuses to let us upload a video of her playing her instrument!). When not practicing or taking her boston terrier for a walk, Sookie spends her time writing about the latest entertainment apps, music gadgets, and films.