Weekly Round-up: Edition 3
Happy Friday! Hope you all had a great Mother's day and fun weekend ahead. Let's jump into your Green Room weekly round-up...
????Speaking Opportunity Alerts
On Monday Amy Lattimore and I posted these speaking opportunities:
Next Monday, we'll be sharing these two opportunities. Jump in ahead of the crowd...
???Discount Tix Alerts
What happened...
What’s coming…
???Notes from a conference
Milken Institute Global Conference 2024
How to Navigate Evolving Definitions of Brand Loyalty
The Milken Global Conference took place last week (I talk about the conference a bit more here). The panel, 2024 What Matters Most In Marketing, moderated by: Michele Stevenson, Executive Director of Marketing and Communications, Milken Institute, included the following panelists:
The discussion raised several great points relevant to marketers and founders across all company sizes regarding:
The panelists dove right into the myths around brand loyalty. Let’s take a look at the takeaways…
In the age of social media and shortened attention spans, achieving true brand loyalty is increasingly difficult. Raja provocatively argued that loyalty is a myth, citing research that "people are not hardwired for loyalty" even in their most personal relationships.
To build "stickiness" and positive brand associations in this environment, a brand must…
1. Focus on creating consistent, relevant value and engagement vs. expecting unwavering allegiance.
领英推荐
It's not something that you can do an ad campaign in January and it lasts for three years. The onus on brands is so much more difficult, where they need to craft what brand loyalty is almost every single day.
-?Joe Gagliese, Viral Nation
2. Lean into fundamental human truths and evolve how you deliver on them over time.
Campaigns will last a long time if you touch upon some fundamental human truths that are not changing, because they are fundamental and they are human truths that remains today. If you align yourself with those and focus on those values, you don't have to change. For example, the Priceless campaign has endured for 27 years by evolving from celebrating priceless moments to enabling priceless moments to championing priceless movements.
-?Raja Rajamannar, Mastercard
3. Look beyond rewards and incentives to build deeper emotional connections.
When we come in as brands, giving 5% cash back to reward points for every dollar you spend, and are expecting the ‘buy one get one free’ people are going to be loyal to us, we are kidding ourselves and we are literally flushing more than a trillion dollars down the drain every single year as an industry behind ‘loyalty.’ We need stickiness. We need repeat purchase. We need people to think positively about our brand. But don't misunderstand that to be loyalty it is not.
?- Raja Rajamannar, Mastercard
Next Steps
???Top 5 conferences happening next week
Which ones are you pulling up to?
Want the full list of vetted conferences for the month? Take a look here