Monday, October 23, 2017

An Engaged Consumer Is The Best Brand Strategy Of All

If you’re tired of having “loyalty” and “engagement” defined as something you’ll recognize when it visits itself upon your brand or some sort of point promotion, or new levels of awareness, or time-spent measures, or just counting tweets, take heart. Even having all those things in copious amounts isn’t enough to guarantee real emotional brand engagement.

Real, in-market loyalty results from an emotional bond between consumer and brand that ensures future purchases. It’s the degree to which a brand is seen to meet consumer expectations held for the Ideal in your category. The better you measure up, the higher engagement with your brand.

The real bottom-line? More positive consumer behavior, more sales, greater share of market, and more profits.

How much more?

How does six times more sound to you? Six times better at things that add to your brand’s bottom line. What things?  Loyal and engaged consumers are six times more likely to:
  • Buy your products
  • Buy more of your products more often
  • Recommend your products to friends and family
  • Invest in publicly traded companies
  • Rebuff competitive offers, especially price-based offers
  • Give your brand the benefit of the doubt in tough circumstances.
So if you’d like some brand engagement and loyalty metrics that can help you build your brand, make good strategic initiatives better, and actually correlate with sales, we can offer up something more concrete. An opportunity for you to develop strategic insights for your brand that determine real choices real people make in the real marketplace.

Our 22nd annual Brand Keys CustomerLoyalty Engagement Index (CLEI) will be fielded again this January. We’ll be talking to over 50,000 consumers, men and women, 16 to 65 years of age, drawn from the 9 U.S. Census Regions. We will examine 1,000 B2C and B2B brands in 100 categories. You (and your competitors) are probably already there!

The research is a combination of validated psychological research and some very, very smart higher-order statistical analyses, an approach that’s been independently validated, but more importantly have been shown to correlate with consumer behavior and brand profitability at levels of 0.85 or higher.

For more information about our correlated-to-behavior, emotionally-based, and independently-validated brand insights, and to find out if your brand is or can be included in the 2018 CLEI, give Leigh Benatar a call (212-532-6028) or send him an email (leighb@brandkeys.com). He can answer any questions about how this research can help you engage more customers with your brand in 2018.


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. 

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