Advertising is most successful when it seeks to increase penetration, not loyalty.
The importance of occasional buyers who don’t buy you often and aren’t devoted to you is further underlined when you look at which consumers matter most to brand growth.
To grow, you need to recruit lots more new users who buy you just occasionally.
Most people aren’t exclusively loyal.
Most people aren’t devoted to a single brand and are very happy to buy regularly from a range of brands.
They have their loyalties. But they are polygamously loyal.
And this is reflected in buying patterns – brands share their customers with other brands, and they do so roughly in line with their market shares.
Most people don’t know your brand very well.
Half of all brand knowledge is concentrated amongst 20% of buyers and the remainder is spread thinly across the remaining 80% of buyers.
So it emerges that a few people know a lot about your brand. And a great many more people know something about your brand.
Every manipulative tactic can indeed help influence behavior and help a company become quite successful.
But there are trade-offs. Not a single one of them breeds loyalty.
Over the course of time, they cost more and more. The gains are only short-term.
If you have exceptionally deep pockets and are looking to achieve only with no consideration for the long run, then these strategies and tactics are perfect.
The customer is saying more than ‘I am not happy.’ She is giving the Sales Ambassador the chance to do something about it. Often, the customer who has complained and goes away satisfied is more loyal than before.