It is no easy feat for any brand to build and maintain a relationship with its consumers. Wunderman’s Chief Creative Officer Nick Moore explained this in a session at the Cannes Lions International Advertising Festival on ‘Relationship Counselling’. One striking advice that came from his address was ‘Consumers cannot be treated like pets in order to get them to be loyal’.
Explaining further on this, he said, “The conventional view of loyalty ends up seeing customers being treated as pets, and that doesn’t work very well. Loyalty reward programs don't create loyal customers. We have to take a new approach on this and learn from the leaders on how they are going forward for create consumer loyalty.”
For Moore, the discussion came back to consumer engagement. He explained that it was important for the brands to make consumers feel passionate for the product. Once that was achieved, it was hard to switch consumer loyalty. That sense of identity had to be built in a brand.
He added, “Most advertising is reinforcing the buying decision of any consumer’s behaviour. We often neglect that no two people are the same. In order to enter into a relation with its consumers, it is important for the brand to enter into ‘distinct’ consumer relations. Don’t bother marketing to less emotional people.”
Moore ended by saying, “Behave like the brand your consumer first bought -- be useful, entertaining and cool to them.”