One of the strategies of marketers for brand growth is #BrandSwitch, a method to attract competitor’s customers to the business. Consumers switch brands if they can see real value from yours…. or bad things from their current brand. So, you better give them a pretty good reason to choose your brand over your competitors.
There are so many reasons why brand switching happens, but the most common are when shoppers:
- suffer from brand fatigue
- find no value or dissatisfaction from your brand
- encounter bad experience with the salesmen, brand ambassadors and influencers
A happy, satisfied customer never looks elsewhere or wants to leave you.Tweet
Are You Aware of Brand Fatigue?
Brand fatigue is a serious problem and it happens to all customers. No matter how they adore the beautiful shirts they bought from your store, but the moment they’re bombarded with junk emails, tweets, posts –– they lose interest. Brand fatigue happens when your customers are seeing so much of your brand that they actually ignore it. While most marketers follow the widely-used “Rule of Seven” —your prospects need to see or hear your marketing message at least seven times before they consider trying and buying your brand —flooding them with too many promotional messages at once leads to boredom or even annoyance.
Does it mean you need to reduce the number of messages you send out to customers? Yes, but work on the value of your messages to create impact and retention. Come up with fresh content that gives value to them. Simply put, make quality a priority over quantity.
What Does it Take To Satisfy The Customer?
Customer satisfaction has the largest attention when it comes to customer retention and loyalty. It is considered a positive basis of how strong is the relationship between your brand and the customer. Customer satisfaction measures how your brand and overall experience either meets or exceeds customer expectations. Yes, we’re looking directly at the happy customers. A happy, satisfied customer never looks elsewhere or wants to leave you.
But first, deliver that brand promise: quality product and excellent customer service. It will surely make your customers fall in love with you. Who’s likely to sing your brand’s praises to their family and friends? Your happy and satisfied customers. Imagine a squad of happy advocates singing you praise on social media and review sites. In the same manner, they also compare their expectations with the actual product performance. If they are not satisfied, they will look for other alternatives, including switching to the competitive brands.
The progression of Internet and social media pave way to instant product reviews and hands-on information. Customers evaluate the brands more often and switch brands easily. Make sure to utilize and improve your audience engagement. Create a community of loyal customers. Put them on board to help you develop a greater value for new and existing customers. Harnessing the power of satisfied customers to enhance your brand is a smart marketing move. Listen to them and let them share their voice in your brand. This will help you deliver a differentiated brand backed by strong community of satisfied customers.
The progression of Internet and social media pave way to instant product reviews and hands-on information. Customers evaluate the brands more often and switch brands easily.
When Brands Pick the Wrong Ambassadors
Influencer marketing is becoming an essential part of brand building. This is a type of marketing that focuses on using influencer to drive your brand’s message to the larger market intimately. It is able to connect to customers on a deeper level than traditional marketing was ever able to.
It’s very easy to have an influencer marketing campaign turn sour just by a simple negative post or tweet blowing up.Tweet
Working with the right influencers can have a multitude of positive effects on your brand but working with a bad one can lead to a significant negative association with brand switching intention. It’s important to do a background check with influencers before you collaborate with one. Review his/her posts, the tone of voice and the quality of followers (not just the numbers). Remember, it’s very easy to have an influencer marketing campaign turn sour just by a simple negative post or tweet blowing up. This can cause great damage to the reputation of your brand and customers immediately switch to your competitor.
ABOUT THE AUTHOR:
Justine Castellon is brand strategist, a marketer and a writer. She authors in-depth marketing guides for entrepreneurs and other existing brands. Find her on Twitter and LinkedIn: @justcastellon