Defining the Brand: Loyalty or Acquisition?

Like most mornings before I get my day rolling, I check the internets and see what’s going on.  Lo and behold, my buddy Bryan Willmert shared this article about gamification from Mashable.  In this article, we are presented with the game mechanics needed for customer loyalty:

  1. Define the “grind” – a clear and easy-to-understand action as the core of your product and loyalty effort
  2. Lay down an XP (“experience points”) system
  3. Create five social actions
  4. Develop a Social Loop With Appointment Mechanics
  5. Have a Reward System Based on SAPS (non-cash rewards by the way)

As I read it, I was reminded of something I posted a couple of years ago where I recommended my former employer change their focus from customer acquisition to customer loyalty.  Now, I’m not naive as I completely understand in the automotive industry, sales are king, BUT I will say that times have changed and that focus might need to make a shift towards loyalty, customer relationship marketing, customer experience or whatever you want to call it.

My “out of the box” idea to my friends at The General would be to take the $10 million you pulled from Facebook advertising and the money you would have spent on the Super Bowl and invest some (or all?) of it into a platform that develops the Apple following I’ve heard many of my former colleagues talk about when I was there.  If you want to develop a car culture where you have people talking about you on their own, provide recommendations and not have to rely mainly on incentives, why not give it a shot?

Check out the following chart that just happened to pop into my inbox as I was writing this:

Most companies would love to see this chart about them, wouldn’t they?  Things are different now, especially online.  Investment must be made and the platform and consumers need to be cultivated.  The biggest question is, are you patient enough to wait?

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2 thoughts on “Defining the Brand: Loyalty or Acquisition?

  1. Pingback: Today's Advertising News - May 25, 2012 - Clear Choice Ads

  2. Pingback: Customer Service: Don’t Forget the Follow-Up

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