Monday, November 11, 2019

Does Your Brand Move At the Speed of the Consumer?

The marketplace moves at the speed of the consumer. Their expectations have grown by 30% YOY. Yikes!

The brand best able to meet expectations, is always the best in the marketplace. Always. Best sales. Best profits. Best share. Best ROI. Best ROMI. Best social reviews. Pretty much the best of everything! 

Being the best is a good goal, but it isn’t easy. You have to be able to act faster than your competition. Our Brand Keys Customer Loyalty Engagement Index (CLEI) identifies changes in consumer expectations and values 12 to 18 months before they show up in traditional research. 

We think marketers should expect those kinds of predictive insights from their brand research. 

To read more about our 2020 predictive Customer Loyalty Engagement Index, with samples of output, real-world applications, and our new platform, Media GPS, look here

Or, to set up a call to discuss specific details related to your brand, contact Leigh Benatar at leighb@brandkeys.com


Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.

Tuesday, October 29, 2019

Antidote For CMO Nightmares

Social Networks are under siege while social activism has reached a 50-year high. Mountains of data accumulate in organizational silos, while marketing professionals deal with brand values infused with political dogma. 

Those concerns, the need to accommodate emerging technologies, and the unrelenting demand to continually prove marketing’s value are only some of the concerns keeping marketers up at night.

Here are some insights from a recent conversation Brand Keys had with The Customer.

One strategy that’s suggested for recurring nightmares is to put stress in its place.  Brand Keys and its independently-validated insights can help alleviate some of the stress related to long and short-term issues that ultimately define brand success.

And maybe even help you get a better night’s sleep!



Monday, October 28, 2019

Hearing Voices or Hearing the Right Voices?

Every brand says it’s “customer-focused.” That its research always represents the “voice of the customer.” It’s a nice thought but in today’s socially-networked world sifting the signal from the noise often turns consumers’ voices into whispers. Particularly as more and more (and more) consumers make brand decisions based more and more (and more) on emotional values.

Marketing Automotive recently raised the following questions. They were about cars, but they apply to every category and brand:

1.     Are marketers really connected or merely connecting with consumers? 
2.     In the race to connect offline to online, what is being missed? 
3.     What more could be done?

Answers:

1.     Most marketers are targeting, some are connecting, few are connected.
2.     A lot. Most of that relates to emotional values and emotional engagement.
3.     Listening to what 55,000+ consumers have to say about your brand in our Customer Loyalty Engagement Index. Fielded every January, it provides a 100% consumer-driven, emotionally-based and predictive voice with insights that can connect consumers with your brand, generalizable at the 95% confidence level. 

What also matters is what the voices say about you, relative to your competition. So, we measure your competitive set as well as the category Ideal. The research has been independently validated by organizations like the ARF, the ANA, and ESOMAR. 

This year we’ve optimized listening with a new platform, Media GPS. Now we’re able to provide brands and marketers cost-effective, effectual brand insights that help you and your brand “hear” what your customer is really saying about your marketing and advertising.

To find out how to do precisely that in our 2020 Customer Loyalty Engagement Index, with samples of output, real-world applications, and more about Media GPS, please click here.

To arrange a conference call to discuss your brand’s specific needs, feel free to contact Leigh Benatar at leighb@brandkeys.com

Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.

Monday, October 14, 2019

You Can Always Get More Money, But Not More Time!

Only 77 days till 2020. And everybody’s planning.  

So here’s a way to get a significant jump on the competition.

Our Customer Loyalty Engagement Index reveals insights 12 to 18 months before they show up in traditional brand trackers. Before they’re articulated in focus groups. And waaay before they show up in the marketplace!

Loyalty is a leading-indicator that will allow you to differentiate your brand, innovate more efficiently & expeditiously, create converts, boost sales, and shorten sales cycles. 

Because it’s much, much better to be a year too soon than a day too late!

To find out how to do all that with the 2020 Customer Loyalty Engagement Index, click here

Call us at 212-532-6028 or contact Leigh Benatar at leighb@brandkeys.com


Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.

Monday, September 30, 2019

The 1-2-3s of Market Expansion. You Need To Pay Attention To Them!

Three marketing areas exhibited massive expansion Y-O-Y with consequential effects to brand loyalty:
  1. Competitive sets,
  2. Atypical increases in consumer expectations, and
  3. Opportunities for traditional and digital communication outreach and brand engagement. 

Expansion related to each of those areas resulted in truly notable changes to the loyalty landscape: 
  1. Nine brands disappeared from this year’s Top 100 Loyalty Leaders,
  2. Seven brands made their first-time appearance,
  3. Two brands returned to this year’s Top 100 (one after a 4-year absence, and one after a 7-year hiatus). 

To see who vanished, who showed up, and who returned, take a look at destination CRM’s “A Look Where Loyalty Lies.”

Creating real loyalty has always been challenging. More so in the face of these expansion issues, but:
  1. The good news is loyalty is logical and easily understood. 
  2. The better news is it can be quantified, predicted, and easily integrated into your research efforts. 
  3. The best news is real loyalty metrics correlate very highly with sales.

For more information regarding: 
  1. Your brand’s position on the Brand Keys 2019 Loyalty Leaders List,
  2. The best ways to deal with expansion in areas affecting your brand’s loyalty, or 
  3. Information about integrating predictive loyalty and emotional engagement into your marketing, media, and research efforts,  

Contact: Leigh Benatar at 212-532-6028 or leighb@brandkeys.com. Easy as 1-2-3.

Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.

Tuesday, September 24, 2019

How & Where Media Is Consumed Affects Brand Loyalty. Media GPS Proves It.

To say brand communications matter would be an understatement. 

Ads, commercials, videos, blogs, print, social, outdoor, all matter when it comes to building a brand. And we’re pretty sure your media shops know how to cost-effectively target consumers. 

The thing is, cost-effective targeting is one issue. Creating brand engagement and loyalty via media consumption is an entirely different issue. How and where ads are consumed can have tremendous effects on loyalty. 

This year Brand Keys merged our independently-validated emotional engagement loyalty metrics with Media GPS. This unique data set, developed by Brand Keys, was employed by The Advertising Research Foundation in their seminal “How Advertising Works Today” initiative. Correlations between Media GPS-enhanced loyalty metrics and actual sales were 0.82+. So, a very, very close relationship, making these loyalty metrics the most accurate anywhere in the marketing or research world.

How does it work? Well, in the same way traditional GPS provides accurate determination of geographical locations, Media GPS, pinpoints the strategic intersection of brand engagement and media consumption. It identifies precisely where brands can strategically amplify loyalty along their category path-to-purchase – among those already-targeted consumers. 

For some additional insights and information, we invite you to read How and Where Media Is Consumed Has Dramatic Effects On Brand Loyalty from Agility PR Solutions.

For more specific details about the methodology, the 2020 Customer Loyalty Engagement Index, real-world applications, and ways to turn research into prediction, arrange a call with Leigh Benatar at 212-532-6028 or reach out at leighb@brandkeys.com.

Blending emotional engagement and media-consumption is now part of our ongoing predictive loyalty measurements and reporting format. 

We invite to make it part of yours.


Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.

Monday, September 16, 2019

Brand & Marketing’s Magic Numbers: 6, 11, 18, 20 and 1

Loyalty is 6X more powerful than satisfaction, 11X more accurate than NPS, 18 months ahead of focus groups and tracking studies, and can optimize brand and marketing advertising and media outreach by 20%.

Oh, and our 2019 Loyalty Leaders rankings are in, and the leaders are #1 in their sectors.

Top Line: Digital domination has weakened. Automotive, Retail, and Restaurant brands have flourished. Here’s MarTech Advisors’ deeper dive into this year’s Top-20 Loyalty Leaders 

And here’s where 55,000+ U.S. consumers loyalties lie, examining 900 brands across 110 categories. For the complete 2019 Top 100 Loyalty Leaders List, click here

Bottom Line: Brands that make loyalty and emotional engagement a strategic priority alwaysappears high on the Loyalty Leaders List. More importantly, they alwaysappear atop consumers’ shopping lists too because loyalty is a key leading indicator of brand success, that correlates with sales at the 0.80+ level.

And the numbers aren’t really magic. They’re just predictive loyalty meeting category opportunity.

For more information regarding the Brand Keys 2019 Loyalty Leaders List, your brand’s position on the list, or information about integrating predictive loyalty and emotional engagement into your research efforts, contact: Leigh Benatar at 212-532-6028 or leighb@brandkeys.com.


Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.