Mobile Youth Survey

We blogged about youth and customer loyalty here on Mobile Youth Culture a few weeks back - time to revisit with some latest research and insight out there on the blogosphere.

Poor practises
* Prevent consumers from cancelling (agh!) @ Susan Abbott
* Youth trust - the 6 ways brands abuse it and lose it
* Change your values. Lego failed to update its brand values when communicating with a more modern gender issue-savvy audience.
* You took your consumers for granted or assumed they were stupid (eg Disney)
* Airlines. “Here’s an interesting twist on one of our favorite issues: fees. On Tuesday, Continental said, effective immediately, it would waive first-checked-bag fees for passengers who use the credit cards co-branded by the airline and Chase bank.” @WSJ

Challenges
* How to build loyalty into e and m-commerce @ Ecommerco
* How do metrics such as ARPU impact customer loyalty? See also viral marketing & NPS @ Dena Global
* How do you create customer loyalty? @ Infomean

Benefits
* Social Media & Customer Loyalty (Video) & Customers Rock
* Loyal customers give referrals @ FirstBestorDifferent
* The impact of Customer Advocacy @ JMacdonald

Advice
* How can Vodafone increase customer loyalty?
* Focus on consumer behavior not their words @ Brand Strategy Insider
* Insights from the Loyalty Expo 2008 @ Yastrow
* Branding - the way to consumer loyalty. “The average consumer is hit with 1800 marketing messages every day in the offline world alone. This means his personal spam filter works overtime to keep out the barrage of advertisements that he does Online Flowers and Cakes to India Article providing information on Indian flowers and cakes Starting Out On eBay” @ Ecommerco
* Building trust and trustworthiness. (See my post on the 3 ways brands build trust) When we interviewed youth on the street we found that 52% trusted their handset brand, while only 27% trusted their mobile operators (data from the mobileYouth report). Check out this video for some insights.
* Loyalty can be measured and developed.
* Can promotional items be used to increase loyalty? “In general, it’s far easier to keep an existing customer than it is to attract a new one. Cultivating a long-term relationship with your customers is an important part of doing business. After all, it’s your return customers who provide close to 80% of your annual sales and business.” @ Abestpost
* Brands that connect with millenials @ Millenial Marketing
* BMW’s customer journey @ Netpromoter

On Loyalty Schemes
* Loyalty Schemes? Worth the Bother? @Jim Donovan
* Study Identifies Loyalty Scheme Winners in an Economic Downturn @ CustomerThink
* Doing Your Homework before Beginning a Loyalty Card Program@ Abestpost

Technorati Tags: customer loyalty, loyalty, churn, word of mouth, net promoter score, viral

Youth Marketing is all about something you do with not to youth.” Graham Brown (mobileYouth 2008 Report)

Following my earlier riff about trends in the marketing of Great Youth Brands (last time was Red Bull), I’d like to talk about one of my favourites.

This is the key question - how does a mass market “everything to everybody” brand build relevance with a specific segment - such as Youth?

Consider this challenge facing the largest and most profitable automotive manufacturer in the world - Toyota.

Toyota cannot roll out customized fat pipe blinged rims low riding coupes for the mass market because their core value of reliability is also one of a generic appeal - they will alienate your grandmother and the school teacher.

So this is how Toyota does it - meet Scion - the Toyota sub-brand that no one knows is actually Toyota (unless you study the marque a little harder).

Check the video - this is real ownership and consumer generated content in action, this is consumer ownership of the brand - creating rather than sponsoring events, local Scikotics, magazines etc.