Over the past few weeks, I’ve done a lot of talking about “engagement” – what it really means, who’s missing/driving the boat, why it’s important, etc. But the results of a recent survey by ExpoTV.com, Brand Engagement: What Consumers Really Think, show that online engagement with consumers needs to be a top priority for companies because consumers are asking for ongoing engagement, especially regarding product design. According to results, listening drives loyalty.
“Eighty-nine percent of survey respondents said that they would feel more loyal or significantly more loyal to a brand they liked who invited them to participate in a feedback group. And, 63% of respondents would even feel loyal to a brand they were unfamiliar with that reached out to hear their opinion.”
This got me thinking about the brands towards which I am most loyal. I could only think of one that attempts to listen to me – Apple. Apple makes the effort to engage with me throughout the entire product life-cycle. The other products/brands to which I’m loyal – Anthropologie, Prada, Coke – to name a few. I’m just as “loyal” to these brand, as I am to Apple. But there is a significant difference in how I talk about these brands – which is critical from a word of mouth standpoint.
For instance, when someone asks me why I only drink Coke my answer = I’m from Atlanta and it’s the home of Coke. Prada = because Prada shoes don’t hurt my feet and are well suited for city walking. Anthropologie = they have affordable style that fits my body type. Not very exciting comments.
But when someone asks me how I feel about Apple or my Macbook, iPhone, iPod, I’ve got an earful for them. Each of these three products makes doing everyday things (like work, working out, walking the dog, waiting for friends, finding the right directions, etc) easier and more enjoyable. And Apple has done a great job of listening to how people work and live to make sure of that. And because they’re listening to me and others like me, I (and they) feel more personally attached to their brand/products – which drives me to purchase more of and only Apple products when possible. Sure, I prefer Prada shoes because of how they fit my feet. But I insist on buying Apple products because of how they fit my life and I’ll passionately tell anyone who is willing to listen.
Sarah’s post highlights an important distinction in “loyalty”. Like Sarah there are quite a few brands I am “loyal” too and only a couple I am passionate enough about to be an evangelist for. Loyal is good, but brand evangelists that pay you for the privilege of having using your product is pretty much marketing nirvana.
Besides Apple, the only other brand I consider myself an evangelist for is Ducati Motorcycles. Like Apple, Ducati creates a strong sense of community and customer engagement both online and offline. And this in turn creates a brand loyalty that extends beyond the product itself. I sit in the Ducati grandstands at the MotoGP races and have been to World Ducati Week in Italy. But the real community “glue” is the several brand-specific and very active online communities. This is where on a day-to-day basis you can ask questions, share information and create new relationships. The online community both enhances and deepens the offline physical experience. And at least for this owner creates passion that goes beyond just being brand loyal.
Comment by Aaron — July 2, 2008 @ 9:45 am
Great Site, love the blog
Comment by Mark James — December 24, 2008 @ 6:41 pm