World Cup 2014: 3 Lessons You Can Use To Capture Your Customers Loyalty

Dear Business Owner,

You may have often wondered if it’s possible for you to capture the attention, and loyalty of your audience like football teams have done in this world cup.

The question you may have asked is: Can it ever be possible?

The simple answer to this question is yes

In case it surprises you, let us consider Arsenal FC-an English club that went trophy-less for good 9 years.

For 9 years, I heard all sort of abuse under the sun issued against the Arsenal team, its manager-Arsene Wenger, and the club management.

In all these, the fans still persisted.

In case the name doesn’t still ring a bell, Arsenal FC is the club in England that just won the F.A cup –the oldest cup in English history, and some of her players like Fabregas did feature in the present World Cup.

So back to my illustration

Over the years, I saw them come close to clinching trophy after trophy without success. And as a result of this, many fans of the opposing clubs offered up mock ticket and pleaded with me to leave Arsenal and join their club.

In all of this, I refused. Instead, I stayed on with my darling team.

Why This Article?

Why reading an article on relationship, I stumbled on an essay highlighting the resilience of Arsenal fans, and like a thunderbolt it hit me that there are lessons to learn from this world cup as it concerns customer loyalty, and this is what I want to share with you.

How Brands Can Capture The Loyalty of Customers?

1. Communicate Excellence

The first lesson we can learn from this world cup is the need for your business or organization to communicate excellence.

The Samba boys of Brazil with 5 World cup in their kitty has been able to sow the seed of excellence in the life of an average Brazillian.

Hence, the average Brazillian believes that the team can take on any side in the world cup and defeat them. This has made them to have high expectation from the team  and this World Cup is no exception.

Outside Football

In a world outside football, Rolex has been able to communicate that same spirit of excellence despite the secrecy surrounding the company. This is because Rolex has been able to effectively communicate the Rolex experience by emphasizing that the brands represent a sign of success and personal accomplishment. Hence customers and fans alike are willing to flaunt their Rolex pieces as it helps communicate their personal success to others.

2. Understand Their Aspiration

The second lesson you can learn from the world cup is the need to understand what drives your customers.

My Aspiration For Nigeria

For my country Nigeria, the best I expect of them is to get to the quarter finals. On the other hand the fans of Germany and Brazil expect their team to win the world cup because they know the players have the ability to deliver their aspiration based on the quality the team posses.

Outside of Football

So businesses need to be aware of their target audience and should endeavour to satisfy their aspiration.

One company which understands this concept is Rolex. Rolex understands that it’s fans love to announce to the world their status and wealth-this makes them go all out to provide pieces that reflect wealth, status and prestige. That’s why their marketing mix communicates both feature and benefit.

For example to communicate benefits, Rolex deployed English Stenographer Mercedes Gleitze in 1927: She swam across the English Channel in 15 Hours and 15 minutes carrying on a Rolex Oyster chronometer on her wrist. This showed that Rolex is made of exceptional quality and also for those who are champions.

3. Make Them Feel Confident

The third lesson is the need to make your customer believe in what you have to offer.

When you think of Messi -you think Argentina; when you think Neymar -you think Brazil. These guys breathe confidence on the field of play and so in a way pass that same confidence to their fans.

Associating your product and services to prominent people in society, helps you transfer that feeling of confidence to your customers. Hence it’s important you choose brand ambassadors whose value system corresponds to your own value system.

Outside Football

Beats by Dre has successfully used this method by partnering with Neymar in the Video ad: The Game before The Game. Through the ad, Beats by Dre emphasized their product as something which  the best players in the world use. By that association, they made their fans more secured in using the Headphones they produce.

Dear Business owner, these are just a few business lessons you can tap from this world cup.
If you love them, do me a favour and share them. If on the other hand you know of other benefits we can learn from this world cup also make me happy by sharing them in the comment box

Yours faithfully,
Peter K

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