Jul 1, 2009

Get new clients, keep them and increase their buying frequency.

This is the dream of any marketer and his worst nightmare as well (regardless the media they use).
Recently, a French survey* ran by Init and Thierry Spencer showed how little clients (at least in france) are loyal to Brands:

For supermarkets, 17% of respondents said they were less loyal to it than before. Brands are even in a worst shape when only 15% of respondents claim to be “totally” loyal to their Brands, when 21% of respondents conceded being less loyal than before.

In this nightmarish situation, Fnac.com and Brandalley came with a very good and aggressive campaign:

The first launched a loyalty program for people ordering at least once a week (regardless the amount of money spent), this card (called ONE) is different from the “regular” Fnac program since it grants access to a dedicated hotline and support desk, a dedicated queue and a dedicated welcome desk in shops.
Target here is obviously to push people in buying more often.

The latest made a “pay what you want” campaign, for several days in a row on a selection of products (10 000 products). Result was over 450 000 web visits the first day and 5 000 new clients on this campaign (each costing only 12€ to BrandAlley).

These two examples of marketing strategy shows how aggressive Brands are getting in getting new clients and trying to get the most ROI on them as possible.

*Survey can be seen here (in french)

No comments: