Loyalty Lessons from the 2014 FIFA World Cup and Why Passion is an Emotion You Need to Utilize
Earlier this year the 2014 FIFA World Cup was won by Germany and bah. Let's take a look at some of the customer loyalty lessons that we can extract from the enormous amount of advertising that took place during the World Cup and see why passion is one emotion that you need to fuel as often as possible.
Customers Are Loyal to Brands That Show Support
If you watched the World Cup – or if you watch any other televised sporting events – you've likely seen the same major brands advertising repeatedly with various marketing campaigns including the sponsorship of popular athletes. These brands know that their customers are loyal to them due to their support for the sport, the teams and the players, and this loyalty is worth continuously cultivating. In a survey conducted with just over 1,200 U.S. World Cup viewers in June, about 72 percent indicated that they would purchase the products of the brands that had shown support for their favourite players or teams. Interestingly enough, Gatorade – a brand that is an official sponsor of US Soccer but not the FIFA World Cup – was the top brand identified by the study's participants.
The lesson: if you are targeting a customer demographic that is a fan base of a particular person, team or sport, give some thought as to how you can leverage that support and turn it into loyalty to your own brand.
Capturing Fan Passion Can Build Loyalty
Inciting and capturing the passion of a fan base is a powerful way to build loyalty towards your own brand. Hyundai did an excellent job of this during the World Cup with their "#Because Futbol" ad campaign which included a number of different commercials starring passionate fans. In one commercial a father uses his daughter's makeup to paint his face so he can cheer on his home country; in another, a fan wears blinders around all day to ensure he doesn't see any World Cup match results until he can get home to watch the games.
The lesson: think about how your business can tap into the passion that a group of your customers has for something – sports or otherwise – and turn that into increased visibility and loyalty to your brand.
How Can You Create Passionate, Loyal Customers?
Whether you own your own business or you are responsible for marketing your products and services to your customer base, your job as a marketer is to be the architect of passion. You can stoke the fire in your customers by offering them a loyalty program that provides an incentive to return to your business, by engaging with them on social media channels like Facebook, Twitter, Instagram and Pinterest, and by surprising them in ways that draw them closer to your brand. It's your job to continually fan the flames of passion in your customers to ensure that their loyalty remains strong.
Although the FIFA World Cup is a spectacle that we can only enjoy every four years, the lessons that we learn from watching brands market to and engage with consumers can be used to build customer loyalty and improve your business each and every day.
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