As a customer, the brands you consider yourself to be loyal to may be different from the brands that consider you to be loyal to them. Is this because businesses measure loyalty by statistics – the potentially biggest spending consumers are considered the most valuable/loyal whether they have an emotional attachment to the brand or not? These consumers are not necessarily the most valuable in terms of long term profitability or opportunity for the ‘word of mouth’ marketing (which is increasingly important during the social networking revolution). For customers, loyalty is more of an emotional concept and brand affinity is normal for defining who we are; subsequently we can become more susceptible to act upon the call to action or passing on core brand messages.

A lot of marketing campaigns fail to address this 3 dimensional element of consumer loyalty and miss the opportunity to reward and encourage consumers that whilst in business terms are not considered loyal, but in social terms most definitely are.

In the case of loyalty marketing is it not therefore important to not only reward the loyalty of high spending customers (through points schemes etc.) which of course should always be the main priority, but to also reward those who through their brand loyalty ensure continual use of the brand and bolster the positive associations with a brand?

Loyalty marketing or sales promotion has emerged as a mutually beneficial programme that seeks to appease both customers’ and businesses loyalty needs. From a customers’ point of view they are receiving what they consider to be a special discount – particularly in the current economic climate, this can be seen to help financial burdens. A percentage discount can ensure the reward is given in direct correlation to the amount spent, so everyone is rewarded for the amounts they spend.

It boils down to consumers needing to feel valued no matter how much they are spending – surely if your brand nurtures its consumers through loyalty marketing, its consumers will nurture your brand?

Contact Us if you are interested in loyalty marketing by featuring a discount in a loyalty and membership programme or discount club to improve customer loyalty by rewarding new and existing customers.

The British Bankers’ Association reported that the amount banks lending to small businesses rose by 239 million in January, proving that small businesses can still emerge and grow despite the current economic climate. In some instances small and medium sized companies are actually better equipped to deal with harsher times as they can be more streamlined, determined and focused on consumers needs. But are there things that small businesses can do to optimise these advantages and boost consumer confidence?

Commenting on this data, BBA statistics director, David Dooks, said: “There have been net rises in term lending to small businesses each month since last autumn, albeit at levels below last year’s monthly average, reflecting subdued business investment in the economic downturn. At the end of last year, the outstanding level of term lending was some 9 per cent higher than a year earlier. The many small businesses that don’t borrow are drawing on cash reserves to fund current cash-flow needs, such as January’s tax payments. Despite the recession, people are still embarking on new business ventures, as shown by the number of new start-up relationships in early 2009 being in line with last years average.”

There’s always room for small to medium sized businesses to flourish in the current economic climate because of the unique relationships they can foster with their customers. It is so important to get the small details right and build mutually respectful relationships with consumers, as it’s far easier to adapt to individual needs and build brand trust and consumer confidence at a grass roots level. But businesses that rely on reputation and word of mouth can’t afford to make mistakes. So it’s particularly important during the current economic climate to give customers what they need and make sure that their recommendations become an effective form of free marketing. This is something that has become increasingly important and recognised by all businesses, whatever their size.

In its latest quarterly referendum survey, members of the Forum of Private Businesses voted for restoring business confidence (65%) and restoring consumer confidence (63%) as the two issues they most want the Government to prioritise in the 2009 Budget in order to support their businesses.

For smaller businesses, finding ways to reward customers is particularly important when trying to develop and enhance consumer confidence during the current economic climate and that’s why The Rocket Marketing Group offers a number of reward programmes including The Midweek Dining Club, The Home & Garden Club, The Big Savings Club and The Entertainment Club. These are particularly good for small and medium sized businesses to be involved with, as they offer free marketing on a national scale to an ever growing customer base of 300,000 people. All our partners have to do to receive this free marketing, is offer an exclusive discount to our members. It is a way of giving customers something back for remaining loyal to the brand.

The Rocket Marketing Group’s range of reward programmes are also available to be sold to a business’ existing customer base. We currently work with clients such as JML who generate commission by selling a range of clubs to their customers. This gives JML incremental revenue and gives the customers a wider range of products and services at a reduced rate, which they associate with JML, making it more of a one stop shop for consumers’ needs.

We have just launched our brand new corporate site, with some great new information about The Rocket Marketing Group including our latest news and updates, our core values, info about the team and a selection of our key products and services that are helping to bring substantial savings to our members!

There’s never been a better time to get in contact, and see how we can work together.