Consumers seek out brands that they know and like. This can also be equated to trust, an important emotional benefit that works in direct marketing, but especially in the mail. Consumers, who consistently buy a certain brand, do so because they trust the brand.
Becoming an enduring brand with a loyal following starts early and takes a lot of time and effort. In the present period of direct marketing and mail it can be more important than ever.
Everyone has their favorite brands but today, consumers are more willing to try another brand. If it means a consumer is willing to switch to your brand, that’s a good thing. If it’s your brand that they are leaving, maybe it’s time to take a closer look at your brand image.
A brand image is just as important for the small company. It’s not just for the big boys on the block anymore.
A created brand loyalty is built by consistency. And there is no better way to maintain consistency than it is to maintain a similar image in all of your direct marketing.
To help tighten up your brand image, use a carefully designed direct mailer that explains to customers what will happen after they buy. I use direct mail in this situation because of its ability to stand out from other forms of communication.
Develop a personalized landing page to gather more information about your customers. And start not just collecting email addresses, but adding them to your contact lists. It’s only one extra step, so do it!
Those customers you have listened to, what promise(s) do they want you to keep? If it was free shipping what can you do for them that is better?
Finally, a brand should never compare even so slightly to your competition. So, what promises can you keep better than the competition? If the competition can deliver within 24 hours what do you need to do to deliver the same day?
Will you always hit your brand goals? The answer is probably no, but when you don’t, give the customer something extra for their trouble. That’s the type of consistency that will pay off from your brand image and keep customers coming back and making your response rate higher than ever before.
So what has your brand done for you lately? Please share this post and your comments are always welcomed.
Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you!
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