Consumer Behaviour

Do Loyalty Programs Work?

June 29, 2022 Brandwidth 00:46:16

In this episode we discuss:

Do loyalty programs improve loyalty?
Can loyalty programs increase growth?
What is the impact of loyalty programs on overall profitability?
What are the 4 types of buyers we should think about when it comes to buyer loyalty?
Which loyalty programs do work?
What models might be worth considering when it comes to loyalty programs?
And does Professor Byron Sharp listen to the Brandwidth podcast?

Prof. Byron Sharp – How Brands Grow – https://www.amazon.com.au/How-Brands-Grow-What-Marketers/dp/0195573560

April 26, 2021 Brandwidth 00:51:27

In this episode we discuss:

Word of mouth is always seen as important, but why aren’t we more strategic about it?
What is a Talk Trigger?
What’s the difference between a USP and a Talk Trigger?

Types of Talk Triggers – Talkable Empathy, Talkable Usefulness, Talkable Generosity, Talkable Speed, Talkable Attitude

Talk Trigger Criteria – Be Remarkable, Be Relevant, Be Reasonable, Be Repeatable

Skip’s Kitchen – https://www.cbc.ca/radio/undertheinfluence/how-a-deck-of-cards-earns-one-restaurant-lineups-out-the-door-1.5103238

Five Guys Fries – https://www.mashed.com/228032/why-five-guys-always-gives-you-so-many-extra-fries/

Penn & Teller – https://www.latimes.com/travel/deals/la-tr-vegas-penn-teller-free-20160712-snap-story.html

Air NZ Sky Couch – https://www.airnewzealand.com.au/economy-skycouch

Umpqua Bank – https://www.businessinsider.com.au/umpqua-bank-offers-customers-direct-access-to-its-ceo-from-its-stores-2012-2

Dr. Snip – http://www.finkbuilt.com/blog/vasectomy-clinic-pocket-snips/

January 26, 2021 Brandwidth 01:01:23

In this episode we discuss:

The impact of cognitive biases on purchasing decisions
What exactly are category heuristics and why do they matter?
Experts vs Acquaintances who do consumers really pay attention to?
Why 2 for 1 is better than 50% off, every time
Stacking biases and other fun games for marketers
Brand preference fragility, another dagger in the heart for poor old brand loyalty theory?
Consumers don’t know why they purchase what they purchase and neither do you.
Why exactly does Sam need three TVs anyway, and who the hell is Hisense?

Matt Johnson, PhD & Prince Ghuman – Insights into the Psychology of Decision-Making from a Split-Brain Mind – https://www.popneuro.com/neuromarketing-blog/psychology-decision-making-split-brain-mind-choices-motivation

December 22, 2020 Brandwidth 00:36:46

In this episode we discuss:

Clayton M. Christensen, Scott Cook, and Taddy Hall – Marketing Malpractice: The Cause and the Cure – https://hbr.org/2005/12/marketing-malpractice-the-cause-and-the-cure

Clayton M. Christensen, Taddy Hall, Karen Dillon, and David S. Duncan – Know Your Customers’ “Jobs to Be Done” – https://hbr.org/2016/09/know-your-customers-jobs-to-be-done

Clay Christensen – The “Job” of a McDonald’s Milkshake – https://www.youtube.com/watch?v=Stc0beAxavY

Brand Deck – https://branding.cards/

Trigger Cards – https://www.trytriggers.com/shop/ideation-cards-for-brand-strategy