Up close and personal: Familiarity breeds loyalty
In this age of fragmented media and divided attention many people believe a potential customer needs to come into contact with your brand through 11 – 15 touchpoints before they engage. Do you have a plan to make sure it isn’t just a one-time exposure?
BRANDING BEFORE BREAKFAST EP 24 – Up close and personal: Familiarity breeds loyalty
My son just had an operation and it’s quite a stressful experience. So it was really lovely to meet another nice mum on the ward. We clicked instantly. You know when you get that feeling and you think yes, this could be a really good friend. But in reality, I’m not going to see her again and we won’t get to be friends. I know it’s a bit of an anti-climax but the same is true for brands. You do all your best work, put your brand strategy in place, think about your storytelling, your brand essence and your visual representation. You manage to connect with your most desired consumer. There’s an emotional engagement and they think, yes, this brand is for me. But then that’s it. They go on with their busy lives and you get lost in amongst everything else. In other words, you get forgotten. It’s a basic marketing principle that it takes at least seven ‘touches’ for somebody to internalise your brand message or actually take action on your call to action. And I’m sure that you have quite a few but has anybody actually ever mapped it out? Current thinking is that it’s really 11 to 15 touch points that you need because of the fragmented media we have and our constant lack of attention due to our busy lives.
So this morning, I want you to have a think about the touch points that you have and how they are constantly reinforced. So that unlike me and my hospital mom friend you get to forge that deep trusting, loyal bond and keep them coming back to your brand time and time again. That’s it from me. I’m off for brekkie.
Written by: Jo Whelan
Published: August 22, 2019