Have you seen How To SELL Anything?

This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format. With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

Get it on Amazon (Kindle/Print)

Age and Income won't predict Brand Loyalty

The study debunks made widely held assumptions about how age and income affect a customer's potential for brand loyalty, and argues that the real recipe for cultivating brand loyalty lies instead with context. In fact, the survey found a clear correlation between the context and perceived value within a marketing message and increases in purchasing and engagement from consumers receiving those messages.

"These days, customers and brands are engaged in two-way conversations that go far beyond marketers simply pushing out product or service offers," said Shawn Myers, VP of Marketing for StrongView. "These dynamic interactions require a greater understanding of a customer's current context and needs within the engagement lifecycle. Marketers have known for a long time that retaining a loyal customer is much cheaper than capturing a new one, but now we know that keeping them loyal comes down to engaging them with contextually relevant information, which ultimately leads to additional revenue."

The most loyal customers, which StrongView refers to as "Brand Enthusiasts" are engaged with their brand of choice as a frequent and consistent buyer, and are highly likely to recommend the brand to friends. In a telling statistic, the survey found that brand loyalty plays a large part in the purchasing decision, with nearly twice the number of Brand Enthusiasts reporting that loyalty played a part in their last purchase, compared to non-Enthusiasts surveyed.

Sustained customer loyalty comes from providing true value in marketing campaigns rather than purely promoting goods and services. When making the decision to buy, Brand Enthusiasts confirmed the importance of brands adding value with contextual marketing, reporting they were more likely to buy after receiving a timely message that was relevant, helpful and consistent with their expectations.

Brand Enthusiasts gravitate toward brands that lock into the customer context and engage in the right way at the right time. For example, 77% of Brand Enthusiasts reported purchasing an item recommended by their brand of choice. By demonstrating an understanding of the customer journey, brands can create valuable marketing touch points and drive sales to Brand Enthusiasts in a more productive way.

Among the other key findings of the survey:

• Age and high income have little effect on a person's likelihood to be a loyal customer.
• Loyalty was essentially even across all age brackets, ranging from 17 to 19% of adult online shoppers between the ages of 18 and 54
• Only 5% of consumers with US$150k in annual salary were loyal to a brand, compared to 29% of shoppers with an annual salary of US$25-50k
• 67% of loyal customers make US$75k or less annually
• Higher levels of context and value are tied to purchases. Customers reported they were more likely on a scale from 1 to 10 to buy when they received a marketing message that: matched the customer's expectations of the brand (8.7); matched past interactions with the brand (8.6); was relevant to the customer's needs (8.6); was received at the right time (8.4); and was helpful or useful in aiding the customer's decision to buy (8.4).
• Brand Enthusiasts are more valuable than new customers. Brand Enthusiasts are important to identify and focus marketing energy on because they are: nearly 4x more likely to spend significantly more with a brand in the future; spending on average 13% more per purchase than other customers; more likely to purchase based on recommendations from their brand of choice; and 3x more likely to frequently purchase from the brand.
• Email continued to be the most effective method for driving action with all customers, with 51% of Brand Enthusiasts and 45% on non-enthusiasts reporting their last purchase for a brand was prompted by email communication. This is more than online and offline advertising combined.

Have you seen How To SELL Anything?

This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format.

With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

You'll learn to sell yourself, sell your products, and sell your brand on the internet, writing high-conversion landing pages, social media posts, and more. You'll start attracting customers you didn’t even know existed, and learn the top trade secrets for customer retention.

You'll become a lean, mean selling machine. See how the experts do it and learn to adapt what they've done for your own profit. You'll learn to write strong, powerful, effective sales copy, whether it's for a sales script, sales letter, flyer, insert, advert or just about anything else.

You'll learn how to sell whether you're selling by telephone, by mail, or even meeting prospects face-to-face. You'll find out how to size them up, present yourself, nail down their true needs, close the sale, and learn to tackle the tricky ones.

You'll discover the biggest secrets of successful direct mail sellers, sales letter writers, and how to segment and choose the right prospects for each campaign.

Get it on Amazon (Kindle/Print)