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The big brand loyalty theory is history

While the article focuses on the rise in the number of price promotions in recent years, I want to add that now, more than ever, brands are having particular success with campaigns when they integrate in an experiential element. In fact promotional experiences are now beginning to have a more direct commercial agenda, where brands can - and indeed should - use the increased emotional connection as an opportunity to build on the brand relationship. To pick up on Ian Morley’s comments, you will create brand loyalty by targeting the strategic cycle of the brand whilst focusing on performance and innovation. If you continue to drive trial in the new forms, create excitement in store and place the new product in people’s hands to try and experience the benefit they do become loyal. This is where a well-conceived experiential campaign answers the brief perfectly by delivering all of the above. The campaign will excite in a creative, memorable and fun way, with the benefit of stand out from traditional promotions. Measurement from campaigns does show that Experiential not only creates brand loyalty, but also brand ambassadors who will spread the message. This is an important ‘bonus’ as word of mouth is becoming a bigger and bigger influence on purchase through both pier groups and social media. We know it works having scooped Gold at the FMBX awards for Shopper Connection

Tue, 15 Jan 2013

6:01 pm