I presented on how to build brand loyalty and grow a community of brand advocates at SearchLove San Diego. Learn tips and tricks on how to create, launch and measure successful brand marketing campaigns.

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, actionable
roadmap to get
there. But, it’s so
important and
valuable to those
operating in any
sector of inbound
marketing…”

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?
FEA
R
COMPETITI
ON
INSTANT
GRATIFICATIO
N
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
MINUTE BRAND STRATEGIST” BY MOOTEE

7. INSTEAD, IT’S MORE ABOUT
THESE …
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
MINUTE BRAND STRATEGIST” BY MOOTEE

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.
- PHILIP KOTLER, KELLOGG
@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 existing
customers."

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
DISCOVER YOU.
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 SIZ
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
COMMUNIT
Y TRIALERS
CUSTOMER
S
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
CREATE INTERNAL COHORTS
(RFM)
SLICE ALL CUSTOMER DATA BY
SAME COHORT
CROSS DEPARTMENTAL TIGER

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

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 INTO
PROCESSES (SPECS)
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.
TEST SMALL
SCALE.
SHAREABLE &
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
PAID AMPLIFICATION – NEW
AGE PR
RESPOND TO THE RESPONSE
MARKET THE RESPONSES
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
WRAP WINS & LOSSES IN
CAMPAIGNS
HAVE YOUR 8-MILE MOMENT
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
STRATEGY
HATER TO LOVER STRATEGY
WINBACK COMMUNICATIONS
MOMENTS OF *DELIGHT*
REWARDS
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 SIZ
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
RETROSPECTIVES
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/VALIDAT
E.
DEDICATE A TEAM TO
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
REPORT OUT TEAM
ADNOSTIC KPIS
MAKE DATA ACCESSIBLE
REVISIT OFTEN
GAMIFY INTERNALLY
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
MOMENTS
REFER A FRIEND
PROGRAMS
REWARDED
ADVOCACY
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.