MARKETING
TIP #067
Loyalty, Harley-Style
Maybe Harley-style loyalty isn’t possible for every brand; they have that “deep soul connection” that can truly deliver sales, profits and growth. But, according to a recent survey done by Reveries magazine, it’s possible to get closer if you have the right research.
A quick summary of their findings follows:
Most respondents think that “Harley-style” loyalty results from a combination of the product/service itself and its marketing; and is a function of equal parts rational and emotional factors.
Most participants (48%) say they aren’t satisfied with their research tools to determine loyalty – and the tool they use the most is the Focus Group – followed by Quantitative Studies and then Gut Instinct (not really research).
The greatest obstacles to creating loyalty, “Harley-style” are 1.) Insufficient Budgets, 2.) Lack of Leadership Vision and 3.) Spotty Customer Service.
Despite the many challenges, 36% of the respondents rated their organizations as “good” at building customer loyalty.
Loyalty, Harley-style is all about creating the brand experience. The handful that do it well – Starbucks, Apple, Coca-Cola – do it with intent and very careful planning. Southwest, by the way, doesn’t just happen to be the best airline in the country – they work very hard at it.
Brand well.
Talk to you soon,
Kae Groshong Wagner
CEO, Founder — North Star Marketing
Award-winning Author, Speaker
Brand Consultant
CEO Advisor for Sales & Marketing
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