1. BUILDING BRAND LOYALTY &
EVANGELISTS
BECAUSE IT’S WICKED IMPORTANT. NO REALLY.
Joanna Lord
CMO
@joannalord
SearchLove San Diego - September, 2013

2. “Becoming a
brand. It’s so
nebulous and
hard to
define, and even
harder to explain
a
tactical, actiona
ble roadmap to
get there.
But, it’s so
important and

3. WHAT IS A BRAND?
“Loyalty is when brands
create an intimate
emotional connection that
you simply can’t do
without. Ever”.
- Kevin Roberts, Saatchi & Saatchi

4. “Loyalty is when brands
create an intimate
emotional connection that
you simply can’t do
without. Ever”.
- Kevin Roberts, Saatchi & Saatchi
WHAT IS A BRAND?

5. WHAT ARE COMMON
EMOTIONAL TRIGGERS?
FE
AR
COMPE
TITION
INSTANT
GRATIFIC
ATION GUILT
TRUST

6. IMPORTANT BUT NOT A BRAND.
A NAME.
A LOGO.
A BYLINE.
A MISSION
STATEMENT.
A BRAND GUIDE.
A PRODUCT.
A MASCOT.
A TRADEMARK.
WANT TO READ MORE ON THIS? CHECK OUT “THE 60

7. INSTEAD IT’S MORE ABOUT
THESE GUYS…
A PERSPECTIVE.
A PHILOSOPHY.
A CUSTOMER
CONVERSATION.
A LIVING ENTITY.
A MANAFACTURED
STORY.
A MOMENTUM
ROOTED IN PASSION.WANT TO READ MORE ON THIS? CHECK OUT “THE 60

8. TODAY BRAND LOYALTY
MATTERS.
YOU HAD WHAT THEY
NEEDED
YOU HAD A
DIFFERENTIATOR
YOU’VE BUILT LOYALTY
THE EVOLUTION OF A SA

9. TODAY LOYALTY MATTERS.
THE ART OF MARKETING IS
THE ART OF BRAND
BUILDING. IF YOU ARE NOT
A BRAND, YOU ARE A
COMMODITY. THEN PRICE IS
EVERYTHING AND THE LOW
COST PRODUCT IS THE
ONLY WINNER.
@joannalord

10. BIG BRANDS AREN’T THE ONLY ONES
THAT MAKE MONEY ON LOYALTY.
"80% of your
company's
future
revenue will
come from
just 20% of
your

11. BACK IN THE DAY LOYALTY WAS
ANOTHER TEAM’S JOB.
LOYALTY STARTED AFTER THE SALE.
DISCOVERY
FREE
MEMBERS
CUSTOMERS
LOYAL
CUSTOMERS
INFORM
EDUCATE
ENTICE
IMPRESS
DELIVER
CONVERT
INVEST
REWARD
PERSONALIZE
WHERE WE
BEGAN
INVESTING
IN BUILDING
LOYALTY

12. DISCOVERY
FREE
MEMBERS
CUSTOMERS
LOYAL
CUSTOMERS
INFORM
EDUCATE
ENTICE
IMPRESS
DELIVER
CONVERT
INVEST
REWARD
PERSONALIZE
INVEST IN
LOYALTY HERE
BRAND
LOYALISTS
BRAND
LOYALISTS BRAND
LOYALISTS BRAND
LOYALISTS
AND HERE AND HERE
INVEST
REWARD
PERSONALIZE
INVEST
REWARD
PERSONALIZE
TODAY IT STARTS THE SECOND THEY
TODAY THINGS ARE DIFFERENT.
MARKETING BUILDS LOYALTY.

13. [COUGH] [COUGH] THIS IS
WHERE YOU COME IN.
GROWTH
MARKETING
INBOUND
MARKETING
RETENTION
MARKETING
PRODUCT
MARKETING

14. TRAFFIC.
LINKS.
VISITS.
VIEWS.
MENTIONS.
DOWNLOADS.
EMAIL LISTS.
CLICKS.
OPENS.
CONVERSIONS.
WHAT HAVE WE BEEN
RESPONSIBLE FOR GROWING?

15. WHAT HAVE WE BEEN
RESPONSIBLE FOR GROWING?
TRAFFIC.
LINKS.
VISITS.
VIEWS.
MENTIONS.
DOWNLOADS.
EMAIL LISTS.
CLICKS.
OPENS.
CONVERSIONS.
FB SHARES.
TWEETS.
REVIEWS.
LIKES.
ADDS.
RTS.
FAVORITES.
SHOUT OUTS
COMMUNITY
SIZE.
LOYALTY.
REFERRALS.
RECRUIT #S.
PLUSES.
PINS.
INFLUENCE.
NOISE LEVEL.
INFLUENCER #S.
FAVORITES.
OFFLINE.
SWAG
SPOTLIGHTS.

16. 10 TIPS & TACTICS
FOR BUILDING
BRAND LOYALTY &
EVANGELISTS**FROM THE GET GO

17. 1
COHORT MARKETING. GET
GOOD AT IT.

18. 1
COMMU
NITY
TRIALE
RS
CUSTO
MERS
WHAT MOST MARKETERS
CONSIDER COHORTS.

19. 1
ACTIVITY LEVEL
DURATION OF
MEMBERSHIP
PROFILE DIMENSIONS
RECENCY/FREQ
UENCY
MONETARY
LEVEL
APTITUDE
SENTIMENT
LEVEL
CROSS
PURCHASE/ACTIV
ITY
TAKE IT UP A NOTCH. BAM.

20. 1
GIVE ME THE TACTICS
PUSH FOR PROFILES
TAG USERS BY UNIQUE
ID
BUILD RETARGETING
AUDIENCES
TARGET
COMMUNICATIONS BY
DIMENSION

21. 2
APPEAL TO INTERNAL &
EXTERNAL MOTIVATIONS.
BRAND FITS SELF PERCEPTION BRAND FITS PUBLIC PERCEPT

22. 2
PEPSI - REFRESH
PROJECT.
20 MILLION DOLLARS TO CROWDSOURCES CAUS
@joannalord

23. 2
DOVE : REAL
BEAUTY
SKETCHES.
@joannalord

24. 2
DO A BRAND EXPLORE
REVISIT YOUR CORE
VALUES
SURVEY CUSTOMERS
SURVEY EMPLOYEES
TEST TRIGGER WORDS
WITH PAID ADS
BUILD REQUIREMENT
GIVE ME THE TACTICS

25. 3
DESIGN FOR THE MASSES.

26. 3
@joannalord
HELPSCOUT : KEEPS IT SIMPLE.

27. 3
SIMPLER THE
BETTER.
VISUALLY
DELIGHT.
INNOVATE ON
CURRENT
TRENDS.
NEW MEDIUMS.
GIVE ME THE TACTICS

28. 4
ADVOCACY REQUIRES
PASSIONATE STORIES.

29. 4
NIKE :
POSSIBILITIES
(2013) .
@joannalord

30. 4
MINI COOPER –
LET’S MOTOR.
@joannalord

31. 4
EVERY CAMPAIGN
SHOULD HAVE A STORY
LEAVE BEHIND
REQUIREMENT
CREATE & SEED WITH
CAB/COMMUNITY
STORIES ARE TEXT &
VISUAL & AMPLIFIED
GIVE ME THE TACTICS

32. 5
A WHOLE NEW LEVEL OF
VULNERABLE.

33. 5
ZENDESK : SUPPORT
TRANSPARENCY.
@joannalord

34. 5
PATAGONIA : THE
FOOTPRINT
CHRONICLES.
@joannalord

35. 5
GIVE YOUR “WHY” A
HOME
SHOW OFF YOUR
PRODUCT ROADMAP
SHOW OFF YOUR
SERVICE STATS
BLOG ABOUT WINS &
LOSSES
GIVE ME THE TACTICS

36. 6
APPRECIATE EARLY AND OFTEN.

37. 6
UNBOUNCE : HIGH TOUCH THANK
YOU
@joannalord

38. 6
REDBULL : HANDWRITTEN
HELLO
@joannalord

39. 6
DO WHAT DOES NOT
SCALE (TO START)
LOYALTY PROGRAMS
LOYALTY CAMPAIGNS
CUSTOMER
APPRECIATION
STRATEGY
INFLUENCER
APPRECIATION
GIVE ME THE TACTICS

40. 7
TRACK THAT SH*T.

41. 7
@joannalord

42. 7
@joannalord

43. 7
TRACK WHAT MATTERS.
TRAFFIC.
LINKS.
VISITS.
VIEWS.
MENTIONS.
DOWNLOADS.
EMAIL LISTS.
CLICKS.
OPENS.
CONVERSIONS.
FB SHARES.
TWEETS.
REVIEWS.
LIKES.
ADDS.
RTS.
FAVORITES.
SHOUT OUTS
COMMUNITY
SIZE.
LOYALTY.
REFERRALS.
RECRUIT #S.
PLUSES.
PINS.
INFLUENCE.
NOISE LEVEL.
INFLUENCER #S.
FAVORITES.
OFFLINE.
SWAG
SPOTLIGHTS.

44. 7
AND GET CREATIVE.
Starter KPIS:
• Lifetime Value (LTV)
• % of Customer Retention
• % of Customer Attrition
• V vs. IV Churn Ratios
• Net Promoter Score
• RFM Cohorts
• % in Loyalty Program
• # of Registered Users
• Latency of Visit

45. 7
WHY RUN THE
CAMPAIGN?
SET UP
TRACKING
REPORT
EARLY/ADJUST
COMPANY WIDE
DIGESTS Avinash post: http://bit.ly/oApJuH
GIVE ME THE TACTICS

46. 8
MULTI-CHANNEL IT UP.

47. 8
JULEP : MOBILE INSIDER OFFERS.
@joannalord

48. 8
@joannalord
HISTORY CHANNEL :
HISTORIAN BADGE.

49. 8
MOBILE STRATEGY.
LEVERAGE LOCAL.
RETHINK VALUE
CROSS-DEVICE.
START WITH YOUR
BIGGEST WINS.
TEST/SURVEY/VALID
ATE.
GIVE ME THE TACTICS

50. 9
EVANGELIZE INTERNALLY.

51. “We believe that your
company’s culture and your
company’s brand are really
just two sides of the same
coin. The brand may lag the
culture at first, but
eventually it will catch up.
Your culture is your
brand.”@joannalord

52. 9
FRONT AND CENTER.

53. 9
START THE
CONVERSATION
IDENTIFY THE
BEACON
CROSS
DEPARTMENT TEAM
TOP DOWN
SUPPORT
GIVE ME THE TACTICS

54. 10
ENABLE THEM TO MARKET
ON YOUR BEHALF.

55. 10
@joannalord
STARBUCKS : ENCOURAGE
REFERRALS.

56. 10
@joannalord
BIRCHBOX : PLAY TO YOUR
STRENGTHS.

57. 10
SHAREWORTHY
CONTENT
ENTICES A
SHARE OR
REACTION
NOVELTY
TRIGGER
BRAGGABLE
GIVE ME THE TACTICS

58. WAIT THIS SOUNDS LIKE A LOT.
WHAT ABOUT MY DAY JOB?
@joannalord

59. WELCOME TO YOUR NEW DAY
JOB.
@joannalord

60. THE SCARY (BUT AWESOME)
REALITY
OUR COMPANIES WON’T SURVIVE
WITHOUT IT.

61. THE GOOD NEWS:
THIS MAKES EVERYTHING
ELSE MORE FUN.*
@joannalord
*and easier.