Brands from small to large, continually look for new and innovative ways to capture the attention of potential audiences and encourage brand loyalty reaching beyond the moment.
Sometimes it’s not enough to sell your service or product that one timeout, sometimes it’s all about the feeling beyond the consumption that brand owners are looking to capture. Why? Because a good feeling can last a lot longer than an individual consumption and that feeling has long-reaching ramifications in brand loyalty. If a consumer is talking up a brand or sharing news about their products, services, company updates, events or promotional moments… that means potential new consumer eyeballs on the brand.
It doesn’t matter if you’re in an independent contractor or a large corporation the steps to encourage brand loyalty has the same essential essence in strategy. Create engagement!
So! How do you create engagement that will encourage brand loyalty in the long run?
It’s all about the content, but different content structures create a different level of loyalty and interest in any business. You need a mix of informational, fun, and rewarding content. In this article we’re going to focus on a great cross-section of large, off-target and local small business brands who are creating loyalty buzz with promotional and rewarding content!
The Nut-Thins summer contest. Nut-Thins is a specialty brand that focuses on a target audience looking for gluten-alternative snacks and doesn’t have the brand reach like a company like Wheat Thins or Townhouse crackers have. So, their approach to getting advocates excited about sharing their brand to a potential new audience was a contest encouraging grocery store shoppers to take a photo of themselves with the product, in-store, and post it up on Twitter and/or Instagram using hashtag #NutThinsContest! This one little act of consumer promotion of the product makes them eligible to win up to $1000 in grocery store credit at either Kroger, Safeway, Ahold or Target stores. (NOTE: promotional period is June – July 2018)
You can learn more by visiting: www.nutthins2win.com.
Eggland’s Best is taking to the sphere to help promote healthy mealtime with families and bring further awareness to their brand as well as National Family Meals Month! They’re encouraging their brand advocates to ‘Take The Pledge‘ and dedicate an additional “dozen” minutes with family around the dinner table with a healthful meal; presumably using Eggland’s Best eggs, and in turn become eligible for $5,000 toward a family vacation. (NOTE: promotional period is July – October 2018)
The Eggland’s Best brand is looking for stronger brand advocates and the ability to encourage new brand awareness of an already largely recognized grocery store favorite. In addition to the Family Vacation prize money, they’re also giving away a number of instant-win items and sharing their commitment to quality food and healthy living through their partnership with the American Heart Association. You can learn more by visiting www.ebfamilymealspledge.com.
OUR FINAL EXAMPLE…
Our final example is that of a local, independent REALTOR® who has created a loyal brand following over the course of over 15 years through a dedication to her clientele, a great follow-up system after a transaction, and periodic promotional benefits for her fans and loyal advocates. These promotions include special events she hosts, discounts at other local small businesses in the areas she sells real estate, and the occasional “bigger” giveaway. Lisa Ash and the Homes by Ash Real Estate team have become a force to be reckoned with in the northwest metro area of the Twin Cities region of Minnesota.
Their most recent promotional giveaway? Pre-Season Tickets to one of two Vikings home games in August! Not only does Lisa hit high marks for the creative way she’s leveraging her brand and her loyal advocates to get the word out about her business, but she’s hit home with local Minnesota Football Fans who will remember her generosity in the community for months following. And, all you need to qualify is follow her on Facebook, sign up to receive future email announcements, and upload a photo (or video) with the use of hashtags #HomesByAshRocks and #VikingsPreSeasonGiveaway to make yourself eligible! (NOTE: promotional period July through August 2018)
You can learn more by visiting the Minnesota-resident promotional page at = mailchi.mp/dc7d5ad233a2/vikings-preseason-giveaway-homesbyash.
Using creative content in a promotional way can inspire new brand awareness and deepen or encourage brand loyalty from existing fans of your business. The limitations of a strategy like this are only equal to the limitations of your creativity and marketing dollars or budget… NOT the size of your business.