TALK. LISTEN. TEACH. SHARE. LEARN. ENJOY.

Brand Loyalty: The Art of the ExperienceMatt Bowen, CEO, Aloft Group

DOES BRAND LOYALTY STILL EXIST?

3

LOYALTY faithfulness to commitments, vows

allegiance, obligations, etc.

4

LOYALTY faithfulness to commitments, vows

allegiance, obligations, etc.

5

6

Brand Loyalty

Faith in a brand=

7

Brand Loyalty

Brand choice over price and convenience

=

8

XIncrease revenue

XIncrease market share

Increase brand loyalty

XIncrease margin

Brand Loyalty vs Customer Retention

9

Brand Loyalty goes much deeper

10

of a company’s business comes form existing customers.

11

65%

of a company’s business comes form existing customers.

12

65%

5X$ to attract new customers.

13

The Science Behind Brand Loyalty

Customer Satisfaction ≠ Brand Loyalty

14

Constantly delivering on what your product or service is supposed to do.

15

(Functional Benefits)

Customer Satisfaction

Basic Principal 1: Brand loyalty is not driven by

delivering the functional benefits of your product or service.

16

Customer Commitment

17

Customer Commitment

18

1. Economic Commitment 2. Affective Commitment

19

Economic Commitment is driven by $

20

Economic Commitment is False Loyalty

Affective Commitment

21

Affective Commitment Driven by Emotional Connection

22

When customers seek out and choose to buy your brand, over and over.

23

Create over and above experiences that create emotional responses that

in turn get recorded into memory.

24

What we are really talking about in brand loyalty is actually memory.

25

26

Basic Principal 2: Brand loyalty is created

from affective commitment

27

Three Steps to Creating Brand Loyalty

28

1. Focus less on communicating functional benefits and more on creating

exceptional customer experiences.

29

30

2. Define what an over and above customer experience is to your

target audience.

31

32

34

3. Dedicate 15-20% of your marketing budget to brand loyalty.

36

37

Expected

Beyond the minimum, what do they expect from our brand?

Required

What is the minimum they require from our brand?

Desired

In their dream world, what might additional desired gains be (that

they don’t necessarily expect)

Unexpected

What might we provide that they would never expect?

Final Thought: If you aren’t delivering the basics (functional

benefits) you have to first start there.

38

What are you doing for your customers that goes beyond their

expectations?

39

To view the recording of this Aloft Sessions webinar, please visit:

http://connect.aloftgroup.com/the-art-of-the-experience-od

Thank you!

aloftgroup.comMatt Bowen: mbowen@aloftgroup.com