The Loyalty Trap
Assuming audiences who are predominantly affluent, marketers (particularly advertisers) salivate over two categories of audiences:
- A captive audience
- A loyal audience
Though there are still some who are in denial, in our attention-starved world, the first type is out of reach. The second type sounds good, but only until you consider what sorts of thinking this can lead to.
The goal of all marketers is to turn paying customers into loyal customers. But what does that really afford us? It is almost as if, upon bestowing upon a customer the title of "loyal," companies consider their work finished and move about trying to acquire new ones.
Loyalty is a crutch. Intentionally or not, it is used as an excuse to be lazy with respect to that loyal group's needs so that the company can focus on their own needs. Or at least what they think they need.
Don't fall into that trap!
Loyalty just leads to permission to behave in a certain way, including, if you're lucky, to communicate more frequently with the person than your competitors. That loyalty is good only for as long as you act in a way consistent with that permission.
Behave well, and you will have established a permission asset.
Be overzealous or neglectful, and you're almost certain to destroy it. - Cam Beck