Wednesday, June 8, 2011

Delivery is Key

What makes a consumer pick Nike over Adidas or Tide over Gain? Brand loyalty has been tied to millions if not billions dollars a year in market research in the science behind how a consumer connects with a brand. Recently the majority of research in brand loyalty is getting those consumers who are infrequent or on the fence about a certain brand. An article in Distributed Marketing explains how message delivery, specifically message consistency, multi-channel delivery, customer management, and frequent communication within the channel, could be the key in swaying infrequent consumers.

1. Message Consistency- Making sure that the audience fits the message. For an example a young demographic calls for an informal relative message.

2. Multi-channel Delivery- Providing information that is easily accessible. Make sure the your key words for searches are up-to-date and accurate.

3. Customer Management- Knowing the consumer and their experience with the brand. The article highlights customer service as a major factor in experience.

4. Frequent Communication Within the Channel- The new front runner in obtaining brand loyalty can be directly linked to the interaction and open dialogue between the consumer and the brand, "You can’t over communicate with them – but you can easily overwhelm them by bombarding them with one-way messages..."
Most importantly we see that delivery and consistency of a message is key in converting a one time consumer to a potential loyal consumer.

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