Cheap ways to build brand loyalty with customers

March 30, 2009 | Edited by Ken Beaulieu
Permalink: http://www.fuelnet.com/?p=1709

Doesn’t that just figure. We spend countless hours (and resources) researching and testing various media to build our brands, when all along what really grabs consumers’ attention is a coffee mug bearing a company logo. Or a pen. In other words, free stuff.

Promotional products, long a staple of trade shows, are proving to yield a higher ROI, lower cost per impression, and higher recall rate than other forms of media, according to a study by the Advertising Specialty Institute. Eighty-four percent of consumers surveyed said they remembered an advertiser based on a tchotchke they received; 42 percent had a more favorable impression of an advertiser after receiving promotional swag; and 62 percent have done business with an advertiser after receiving a product.

Here are other ways to build brand loyalty without placing an ad:

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Learn the secrets for Internet brand building in the FuelNet Smart Report 10 Best Practices for Internet Brand Building. From search engine optimization to landing page design to monitoring online rumors, building customer loyalty for a brand requires careful planning.

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• Offer free advice. Developing a white paper, for example, that is legitimately helpful to customers and prospects will position you as an industry expert and accelerate their decision-making process.

• Catch up. Once a quarter, send a handwritten note to your best customers to find out how you can better serve them.

• Reach out. At least once a year, survey your customers about every aspect of your operations. Then, put an action plan in place to address any issues.

• Act fast when someone grouses. Research indicates that a complaint addressed with swiftness and creativity can turn a dissatisfied customer into a highly loyal one.

• Offer your expertise as a value-added service. Remind your customers that you will make yourself available to answer questions that their friends or family members might have regarding the type of services you provide.

• Think long term. Think of a new customer as the beginning of a long relationship where you are going to help them get what they want. Positioning yourself as a resource for life differentiates you from companies looking for a quick sale.