“How Do I Measure Brand Loyalty?”

How do I measure Brand Loyalty? In the past few days I have had one co-worker ask me this question, listened to a webinar from Kobie (a loyalty marketing company) that related to this topic and now this morning I ran across this.

Here is some quick Brand Loyalty 101:

Before we even attempt to do this, let it be known that every marketing department will define loyalty differently. The key here is to actually define brand loyalty by setting goals and objectives, and then building a strategy and plan that achieves them. That said, it is my contention that Brand Loyalty can be measured at any point in the engagement continuum past Acquisition.

First let’s define the customer engagement continuum: A typical journey from Acquisition into some defined, measured and monitored state of Growth that becomes qualified, quantified and then defined as Retention which then leads to clear and measured brand Advocacy behaviors.

Starting with the given that any and all consumer touch points will be Omnichannel and taking the engagement continuum into account, we should measure all these behaviors to prove loyalty:
+ On-going Purchase Behaviors
+ Engagement Behaviors
+ Defined Retention Behaviors
+ Social Behaviors
+ Charitable or Social Conscious Behaviors

The given metrics and KPIs range from simple RFM to Net Promoter (NPS) to Referrals to LTV metrics, each defined by individual marketing departments. Set as many of these as you like and abut them against the goals and objectives that you’ve defined as Brand Loyalty and voila: you have measurement.

Regardless, the key here is that Brand Loyalty can indeed be measured… once it is defined. It’s as simple as pulling pertinent analytics from each of the hurdles of the engagement continuum then aligning them to your Brand Loyalty goals and objectives.

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This morning I …

This morning I was captivated by this headline:
Living Social CEO: Our Business isn’t ‘Daily Deals,’ It’s Ad Dollars

“We realized with the asset base that we had that we should be able to do other things and leverage it into new areas,” LivingSocial CEO Tim O’Shaughnessy said during a conversation with Street Fight CEO Laura Rich at the 2013 Street Fight Summit on Thursday. “I think that’s where we’ve been spending a lot of time focusing. How do we take the hundreds of thousands of merchants that we work with, the tens of millions of customers that we have, this big salesforce, and a technology team and figure out new ways to get customers through the doors of merchants. That’s really what our business is about. People think its about daily deals, but it’s advertising dollars.”

Reading this today with my morning coffee made me think of Hopster, and how ahead of the curve we really are. From the get go our business model has always been about converting coupons into relationships, not about our renowned IP of “Boosting your Savings.” Yes, Boosting is a great value added service, along with unlocking more savings, engaging with brands to earn points and simply signing up with Hopster to turn points into savings.

Just as LivingSocial has always actually been in the Ad Dollar business, we are in the relationship business. And we acknowledge it, know it and live it every day.

As our position states: Hopster, the digital experience that helps CPG brands convert coupons into relationships that drive consumer engagement, targeted trial, brand loyalty and advocacy. It’s simple, transparent and evident.

We have a value exchange: the more you do on Hopster, the more you are rewarded. The more you purchase, the better your standing is within the Hopster community, and ultimately is within the brands you interact with every day. This is really Value Exchange 101 — the win win for everyone.

Ultimately, it seems that LivingSocial is having a coming out party to some degree: stepping from a hidden shadow, peeling back the veil of secrecy and becoming transparent to the world as an already very mature company.

Good for them. It’s about time.

Posted in Advertising, Brand Engagement, Coupons, Customer Experience, Daily Deals, Flash Deals, Hopster | Tagged , , , , , , | Leave a comment

Valpak. Augmented Reality. Making Coupons Cool Again.

This morning I ran across an article about the coupon Direct Mailer and Digital app provider — Valpak. The article had a simple title: “Augmented Reality Coupons Now Available on Valpak App.” More of headline worthy of a self-serving brand product launch then a news source, but because its got AR in it, it plays.

Essentially, ala the AR Yelp Easter Egg gone mainstream feature you are able to see local and mass retailers around you with an AR mapping tool and in the Valpak case see the retailers that offer feature Valpak coupons and their discounts and promos.

In a recent article in itbusiness.com, you can check out a video that tells the whole story. It’s a nice well produced email that’s fun and at the end before their tagline it also promises that Valpak is “making coupons cool again.”

Yes: AR is cool, but with Hopster and others like us, you’ll see coupons are already cool.

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SnipSnap Sued: Be Careful What You Promise

SnipSnap’s brand promise of “Never Leave a Coupon Home Again” may be coming back to haunt them. The App that lets you scan, save and redeem coupons on your smartphone is being sued by Allentown, PA coupon book publisher, KidStuff.

KidStuff sells their Coupon Books for school fundraisers.

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Mobile Marketer’s Top 10 Loyalty Programs Through the First Three Qs

Top 10 Lists. Every day another one. This one caught my eye from Mobile Marketer.

It’s not a classic top 10 list that actually ranks each from worst to first or visa-versa; but just points out the most successful 10 in their estimation.

I particularly like the section on Kroger and how that loyalty app aggregates:

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+ Mobile coupons
+ Prescription renewal
+ Fuel rewards
and other softer in-store tools like: shopping list and weekly ad review.

Check this out for a much deeper review of the Kroger Mobile App.

Posted in Consumer Package Goods, Coupons, Customer Experience, Loyalty Marketing, Mobile | Tagged , , , , | Leave a comment
A Very Smart Look at Customer Experience by Bruce Temkin

A Very Smart Look at Customer Experience by Bruce Temkin – here are the top 10!

Bruce Temkin’s 50 Customer Experience Tips
Check this whole post out!

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So Why Did Kellogg’s Text Me, When I Already Opted In?

A few days ago, I received a text from Kellogg’s asking me to confirm my SMS subscription and get my authorization for text messages from Kellogg’s Family Rewards (KFR). Didn’t I already do this, I thought? Why ask me again, if I already opted in and expressly told them to communicate to me that way.

Turns out that while I requested Texting as my preferred method of communication with KFR, I didn’t give them actual written permission. I simply checked an opt-in box and assumed my participation in this program. So now Kellogg’s was asking me to expressly say “Yes” in response to their text, or I would no longer be communicated to the way I wanted to…

Hmmmmm… something was indeed up. Was I being spammed by some hacker for some reason? Was their some lost record? Maybe I never truly did opt in?

Actually it was none of the above. In February of 2012, The FCC adopted new rules to protect consumers from unwanted robo-calls that were neither dialed nor delivered by an actual human. As part of this rule, text messages fell (somehow) into this orbit, and the only way to opt in to wanting such communication is to agree in writing that you indeed accept the terms. And while the FCC gave advertisers and marketers plenty of time to adopt the new rule, the day the rule takes effect is tomorrow, Wednesday, October 16.

So if you find that you are being “spammed” all of a sudden by your favorite retailers, brands, clubs, etc., it’s not rally spam at all. It’s just a savvy marketing department following the letter of the FCC law. It’s also your chance to re opt in, or not.

There is a great article on all the nuances of this in CouponsInTheNews.

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Making Big Data Bite-Sized

You can read countless articles on Big Data (BD) every day. For instance, I just read one from the Wall Street Journal (WSJ) on a new book being published by Lisa Arthur, CMO of Teradata Applications.

Lisa apparently refers to BD as “the big data hairball” and suggests that with increasing “volume, velocity and variety,” as the WSJ remarks, companies will need an enterprise-level strategy to untangle the hairball.  Hmmm. That may be true to some degree, or they could start small like the CPG brands are doing and work with companies like Hopster to target and personalize more meaningful and relevant offers to their member base.

Check out the article on Lisa Arthur here.

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Mobile Marketer’s Take on How CPGs Are Getting Mobile Right

“Kraft’s cream cheese brand Philadelphia worked with the Shopitize app to roll out a cash-back program in March. Consumers who have downloaded the app and are inside a supermarket can scan bar codes on products and upload pictures of their receipts.”

Conspicuously like Hopster and iBotta, but simply a one-off direct CPG play turned smart phone app. Read more at the Mobile Marketer

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