By Leanne McComish and Kirsten McVean
How do you choose a product? As a consumer, are you the loyal customer who returns to the ‘known’ or is your consumerism based around fads or changing products of the time? What do companies need to do to inspire your loyalty? Are you bought by their niche products, clever marketing ploys, advertising strategies or quality of product? Are you the consumer that returns because you know it’s a safe choice for your requirements and can trust that you know what you’re getting is reliable, does what its intended purpose is for and there’s a minimum quality of product every time you return to the brand?
If you’re anything like us, each of you will have brands/products that you return to over and over, whether it be for convenience sake or pure reliability, or even as a family have grown up with a particular brand/product. As vehicle consumers, we have bought the same ‘brand’ of car often for many years. This could be multi-factoral – sleekness of vehicle, finished nicely inside, cost of service and repair, development of product by the company and diversifying to grow with our consumer needs. A perfect example of this is Mazda. As a company, over the years, they have grown to include a wide variety of car models to suit all life stages, and hence not really targeting their product to a particular segment. The diversification of their company has managed to almost corner the entire market. Mazda can now cater to entry level vehicle owners (eg Mazda 2), mid range (the biggest selling car on the market – Mazda 3), family level cars (CX-5 and now a smaller version called CX-3), country users (their ute the BT-50), and those with more of a sport inclination (MX-5 – pop top target towards a young white collar worker or those going through possible mid-life crisis). Mazda has been very clever in continuing with the same ‘brand’, using well known products (eg the Mazda 3 started as the 323 and has been around for a long time), and then developing new products to corner a wider segment of the car market.
Take, for example, the following YouTube video Mazda have created that very cleverly pulls at your heart strings to show the consumer how its brand will always have relevance in your life, no matter what stage you are at. The emotional connection they create, makes the consumer want to be (hopefully) part of their continuing experience.
Also, take a look at this article on Forbes.
So, are you a brand loyalist?