Competitive Edge – 6 Steps to Creating Brand Love Through Competitions
Step One: Use Branded Freebies
Children are taught that they shouldn’t have to give up their toys to other kids in order to be liked. In the business world, however, the opposite is often true. By having promotional products branded with your logo, you are telling your customers that you care about them, want them to have something for nothing, and value their custom. Though you’re technically giving products away, you get to benefit from the brand recognition and loyalty this inspires.
Step Two: Fans First, Customers Second
It’s okay to focus most of your attention on building a customer base, but it’s equally important to build a fan base. In fact, one of the best ways to gain customers is by first gaining fans – people who are emotionally attached to your brand and image and will, therefore, buy your products as a result. You can’t gain customers without first fulfilling a need or desire. So, lay the groundwork before jumping into sales mode.
Step Three: Value Loyalty
When you’ve grown your client base from fans to paying customers, it’s important to value their loyalty. They choose you and will continue to do so as long as they feel like you appreciate their custom. You can value faithfulness with regular and exclusive competitions. They could be purely for email sign-up customers or those who buy products in-store. There is a myriad of different ways to show your appreciation, but competitions have proven to be among the most popular with customers.
Step Four: Encourage Recommendations
Brand love is something that’s nourished and grown over time, but one way to speed up the process is with recommendations. Word of mouth is a powerful marketing tool, so use it. You can work this into the competitions you run, offering prizes and incentives to customers to spread the word, share the love, and tell people what they think of you.
Step Five: Use Social Media
One of the best platforms for running competitions and developing your business and brand love is social media, so don’t be afraid to jump right in. Create a page, ad campaigns, and competitions that reach the hungry eyes of your new and potential customers. Millions upon millions of people use social media every day, so you can only win on this platform.
Step Six: Keep it Simple
You’ve likely heard of K.I.S.S – keep it simple, stupid. There’s a reason it’s so well known: it works. Don’t make it complicated for people to love your brand through competitions. Keep campaigns straightforward, and don’t ask your fans and customers to do anything too complex in exchange for an opportunity to win a prize. The more complicated an entry process, the more likely you are to lose a fan who may have otherwise followed your competition and brand.
Brand love is a complex beast. It requires effort, consistency, and some upfront investments that might dig into your profits before paying off. Eventually, however, you’ll reach a point where, if someone mentions your business name, they do so while thinking fondly of you.