Love loyally - NoA Breakfast Club recapped
The relationship between brands, love, and loyalty was the topic at the NoA Breakfast Club on 18th April.
How do people form emotional connections with brands? How does it affect their loyalty to those brands? Why are some brands more successful at building these connections than others? Is it even possible to make people love a brand?
Our NoA specialists in branding, marketing, and digital products offered practical insight into these questions and some more. In this article, you can dive into the key takeaways.
Make brands that people love
“A beloved brand is a good person with a good cause.”
Miska Rajasuo from Bob the Robot emphasized that true brand affection is based upon the emotions and achievements associated with that brand. Meaning people don’t love a brand. They love how it makes them feel. Brands should aim to create meaningful experiences that resonate with their target audience more deeply.
Make every moment count
“Prepare to take in new customers, who buy more, are more loyal, and share the love with others.”
Our very own Perttu Monthan and Kari Koskikallio shared what makes a great experience and how to turn that into a better business.
They introduced actionable strategies for building lasting brand loyalty:
1. Take a holistic approach
Be consistent. Make sure you meet users' expectations at every step of their journey. Show empathy, and find and fix any issues they face within their path. Loyalty grows when it’s easy for users to accomplish the task. Remember that seamless experiences are built gradually, one step at a time.
2. Deliver seamless experiences
Be consistent. Make sure you meet users' expectations at every step of their journey. Show empathy, and find and fix any issues they face within their path. Loyalty grows when it’s easy for users to accomplish the task. Remember that seamless experiences are built gradually, one step at a time.
3. Build sustainable capabilities
Organizations need to choose and use the right tools and the right technology. Employees should have what they need to prioritize experience. About data: consumers expect better service in exchange for their data. Keep in mind that tech alone won't solve all problems. Solutions must stand the test of time.
Focus on these core areas, and you can strengthen customer loyalty, attract new audiences, and drive sustainable growth.
Turn shoppers into loyal customers
“Loyalty = so much more than points.”
Niko Kivikkola from Voyado highlighted the importance of creating loyalty programs that truly connect with customers. Brands need to understand human behavior and address human needs. A loyalty program isn’t only about points. It can be a whole lot more. When you exceed the expectations, your customers will come back, again and again.
Make the most out of paid media
“Our clients who continuously work with their brand setup reach 2x higher incremental uplift in sales, 3x higher incremental reach, and 1.5x increase in reach for performance activities.”
Sebastian Schroderus from Bluebird shed light on the changing marketing landscape. How can brands measure the effectiveness of their advertising efforts? By combining measurement techniques like multi-touch attribution, marketing mix modeling, and lift studies brands can gain deeper insights into advertising impact, leading to smarter budget allocation and ultimately better results.
Evolve with the market
The market is changing, faster than ever before. We at DK&A and the rest of our NoA family are dedicated to designing and building exceptional digital experiences with our clients.
