Build brand loyalty and show you genuinely care about the customer!

The first and most critical step to build brand loyalty is making sure your intentions towards customers are actually worthy of their loyalty. By putting customer’s best interests ahead of your brand’s short-term gain, demonstrates you genuinely care about what’s best for customers and your brand shows that it can be trusted.

Put a human face on your brand

Customers now have an instinctive need to know about the true intentions and abilities of the people behind the products and services they buy. High profile business leaders like Steve Jobs and Richard Branson represented their brands in ways that told customers a great deal about what they could expect from their products and services. Real employees, human faces and true stories should be at the forefront of your brand’s interactions with customers. This will make it easier for them to recognise, understand and become loyal to it.

Develop your brand profile

Telling the story of your brand’s background and growth over time helps transform products and services into meaningful stories authored by the people producing them. Fascinating brand profiles are based on the stories of real people, the brand’s creators or employees, giving the brand a human touch that makes it easier for customers to identify with.

Facebook & Twitter

Social Media offers an efficient and accessible way to engage and build relationships directly with customers. Social network accounts can use real employee names and faces, putting an authentic human face on the brand, while also providing lots of opportunities for human interaction. What’s more, these interactions essentially happen in public. With the click of a button customers can share their brand experiences with all of their friends and followers – giving new meaning to building brand loyalty through word of mouth marketing.

Empower employees to foster the brand

Empower employees to simply “do the right thing” for customers whenever company policies seem clearly unfair or likely to destroy a customer relationship. Everything customers encounter related to your brand helps communicates what its intentions and capabilities are. Everything your company does and does not do, everything your company says and does not say – it all communicates something to your customers.

How to market a sports event…

Step One – Segment your market! Identify potential participants who you want to target and think about the kind of messages you want to convey to them to encourage them to attend your club or a particular session.

Step Two – Budget! The quality and quantity of the marketing material you are able to produce will largely depend on the budget you have available to promote your campaign. Approach local businesses to sponsor your efforts.

Step Three – Bring your campaign to life!

  • Keep tone and language simple and straight forward
  • Use photographs that the target audience will relate to (don’t necessarily use sporty images, for example, you could use pictures of social interaction and people having fun)
  • Use bright, appealing colours that stand out and modern clear fonts
  • Include incentives, for example, first session free when you attend five sessions
  • Don’t be too pushy, make sure your communications are inviting, encouraging and welcoming

Step Four – Getting your campaign seen & heard!

  • Engage others in your campaign and identify coaches and leaders for your sessions and communicate to them their important role with your campaign – you need to get their buy-in and support from the outset
  • Campaign branding – you could produce specific branding for your new project or alternatively ‘piggy back’ on national campaigns and make use of their branding
  • Campaign poster or leaflet – consider the production of a campaign poster or leaflet for placement in key high footfall venues
  • E-mail newsletters – Do you have databases? If so you could target them with a newsletter or e-mail about your campaign
  • Website – regularly update content or add pages to your existing website about your campaign
  • Social Networking – create and maintain Facebook and Twitter pages. Word of Mouth advertising is one of the strongest forms of marketing and communication available to you

Step Five – Remember to ask them what they think! It’s always a good idea to gain feedback on the sessions that you provide so that you can constantly monitor your delivery and also look to make improvements where necessary. Get your participants to complete a short questionnaire.

Switch on and tune into Youtube

YouTube has great potential for sharing the culture of your organisation. To make your content appeal to your target audience, you may have to change the way you think about online video. While online video provides unlimited potential for creativity, there are a few principles you should follow for every video you produce.

Prospective customers have come to YouTube, not to find a marketing director’s view of your organisation, but to discover what you’re really like. Start building genuine videos by using the old storytelling principle of showing, not telling. Instead of filling your channel with videos of interviews upload footage of your organisation in action and empower people to capture real-life. As you start to give up control of the message, you’ll find the videos you produce will become more fun and informative.

Remember to have a purpose!

Do you know why you’re posting videos to YouTube in the first place? Is it because everyone else is doing it? Did you read a book or blog that told you to? You should have a specific purpose and audience in mind for every video you produce. Just because it’s easy to open up a flip camera and start recording doesn’t mean you should post everything you film to YouTube. Once you capture video, it’s important to publish as soon as possible. Since the content is going to YouTube, it is perfectly acceptable to have footage that isn’t completely polished. Cut the footage down to a bite-sized portion and work to have something uploaded to YouTube regularly.

If you’re focused on goals, you should already know what you want your audience to do once they watch your video. Whether you want viewers to visit your YouTube channel, sign up for an event or request information, let them know through the description below the video and an explanation at the end of it. Also, make sure videos have a home on your website.  If you’re posting everything exclusively to YouTube, you’re missing a huge audience. Look for ways to embed YouTube videos on your site in places like:

  • News stories
  • Virtual tours
  • Department pages
  • Dedicated video portals

Don’t forget to search engine optimise! Add your organisations name to every title,
description and tag list to make sure it shows up in YouTube searches.