How customers define loyalty — Paula Thomas // Let’s Talk Loyalty
- Part 1 How customers define loyalty — Paula Thomas // Let’s Talk Loyalty
- Part 2What drives brand stickiness — Paula Thomas // Let’s Talk Loyalty
Show Notes
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?01:45 : Paula Thomas backgroundBen and Paula talk about her background and how she got into the business of running a marketing podcast. Paula is the first independent loyalty marketing consultant. Paula talks to Ben about how she got into the loyalty niche before podcasting, touching on what initially motivated this move.
Quotes
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“What I have learned about marketing overall is obviously like everything, it goes through cycles and really does reflect what's going on in the economy.”
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“I've always struggled with spending a lot of money on brand campaigns. I don't know how to justify that level of spending. But when I look at a loyalty program, it's much more measurable. Changing customer behavior is ultimately about ROI.”
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“If you're a founder of a company, you're going to care for and nurture every single customer to the absolute best of your ability. You'll treat them extremely well and prioritize them. That extraordinary mindset is often lost as companies grow.”
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“And as we all know, it's five times more expensive to acquire a new customer than it is to retain a current one.”
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“I believe in the principle of simplicity as well. So the customer understands exactly what this brand is doing and exactly where it's positioned in the markets. I wouldn't consider a structured loyalty program until everything else is working superbly in the business.”
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“I think anybody building innovative products, their attention and focus should be on that kind of product and getting that right. And then if you do have something where you have competition then absolutely invest in a loyalty program.”
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“When you think about building brand affinity, building loyalty, making sure that your customers think positively about you. And that's not always just a branding process, it's also built into your product as well.”
- Part 1 How customers define loyalty — Paula Thomas // Let’s Talk Loyalty
- Part 2What drives brand stickiness — Paula Thomas // Let’s Talk Loyalty
Up Next:
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Part 1How customers define loyalty — Paula Thomas // Let’s Talk Loyalty
Ben talks loyalty with Paula Thomas, the host of Let’s Talk Loyalty. Let’s Talk Loyalty is a podcast where Paula shares the latest ideas and marketing insights surrounding customer loyalty. What does customer loyalty look like? Today, Ben and Paula talk about how to define customer loyalty.
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Part 2What drives brand stickiness — Paula Thomas // Let’s Talk Loyalty
Today, Ben and Paula Thomas, host of Let’s Talk Loyalty, talk about how you can build customer loyalty with the use of loyalty programs. Let’s Talk Loyalty is a podcast where Paula shares the latest ideas and marketing insights surrounding customer loyalty. What drives brand stickiness? Ben and Paula discuss the strategy and process of building brand loyalty.
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