How brands can build loyalty – Olumide-Awe
The Senior Model Supervisor for Maltina, Elohor Olumide-Awe, on this interview, speaks on how manufacturers can construct loyalty and the roles of influencer advertising, amongst others.
As a advertising professional, how can manufacturers construct loyalty? And what’s the place of influencers in advertising?
Constructing loyalty comes with, to begin with, having a top quality product; a top quality product that individuals can consider in and belief, as a result of in case your product isn’t proper within the first place, you have already got a problem. Then, second can also be being clear on the model’s function within the shopper’s life. I must really feel that this model I’m utilizing performs a task in my life. Whether it is nourishment you’re providing, state it clearly and guarantee that no matter you’re doing round your model speaks to that nourishment that you simply’re providing to the patron.
Have a transparent model identification as a result of shoppers work together with the product and the experiences it brings to them. So, these are the 2 main issues I’ll talk about.
When it comes to influencer advertising, we’ve seen the rise of influencer advertising through the years and I believe significantly throughout this COVID and submit COVID period, now we have seen it virtually triple or quadruple in relevance. It is rather key, however you additionally should just be sure you are utilizing it tactically, you can not put all of your advertising technique on influencers as a result of if something occurs to the influencer tomorrow, it has an oblique influence in your model.
Additionally, whenever you’re utilizing influencers, you need to decide influencers that suit your model. When it comes to persona, you’d be shocked how far-reaching these impacts go on the model. The particular person has to suit your model by way of persona as a result of each model has an identification.
As an example, Maltina is all about being caring, household, igniting happiness and it’s also a enjoyable model. So, you want to discover folks which are in a position to mannequin a few of these attributes in order that in addition they match very properly. And so long as you utilize influencers, you need to information them on how they current your model and the way they infuse your model of their content material.
So, it must be a wedding between genuine content material coming from the influencer, but additionally with the hindsight of what the model is seeking to obtain. So, there must be a really clear technique on the way you wish to interact your influencer; what interval do you wish to preserve them and naturally, the completely different engagements you wish to use them to realize to your model.
So, influencer advertising is essential, but it surely additionally must be managed correctly, so that you simply don’t simply have a misfit to your model after which it throws you off target.
What was the influence of COVID-19 in your model and the way had been you in a position to make sure relevance throughout the interval?
COVID impacted quite a bit on what we’d usually do. I believe now we’re in a position to do much more. Regardless that we couldn’t do bodily engagement, what we tried to do was to remain on prime of the thoughts. So all through 2020, we did a whole lot of digital engagements. Even after we launched our new flavours in 2020, we actually went heavy with a digital and influencer-led method to unveil the product and a whole lot of out of house promoting.
We additionally engaged folks throughout the fasting interval. We knew folks couldn’t are available massive numbers to the mosque, however they might nonetheless be in contact with their imams. So, what we did was to companion with over 60 imams in numerous areas, and we despatched drinks – our merchandise – to the mosques to succeed in the shoppers that would want Maltina to have the ability to break their quick and issues like that.
We additionally did some digital coaching programmes. We partnered with a woman on the drink referred to as Northern hibiscus and we had been in a position to practice over 2,000 northern entrepreneurs on how you can enhance their enterprise and issues like that.
Even right here within the West, we partnered with some mosques.
Our radio marketing campaign was continuously on simply to proceed to remind them and we tailored our communication to inform the shoppers that although there may be COVID, you’ll be able to nonetheless keep secure and keep refreshed.
Lagos State had a whole lot of group markets, so, we had our gross sales workforce arrange shops in a few of these group markets, and so they had been in a position to nonetheless promote Maltina and a few of our different merchandise as properly to the communities round.
And instantly we noticed COVID restrictions start to ease up across the Christmas interval, we had an enormous Christmas engagement with our shoppers.
So, it’s actually about remaining related and letting shoppers know that you’re not solely there when issues are good however that you’re additionally there when issues usually are not so good; that we’re that dependable model that can all the time be there to help them.
The model has been recognized with academic programmes similar to Maltina’s Instructor of the yr, college video games in addition to celebration of festivals, what’s the philosophy behind these initiatives?
Our greatest philosophy in Maltina is about igniting blissful connections and that sits very properly inside our model essence as a result of right here we construct manufacturers and our manufacturers are inbuilt a approach that they’re a part of folks’s lives – we don’t simply wish to place ourselves as one thing they solely simply purchase and drink, however see it as one thing meaning one thing to them, that connects with them.
Subsequently, our main model essence, as I discussed earlier, is about igniting blissful connections with our shoppers. And that implies that at each level the place we see a possibility for shoppers to return collectively and join with households and buddies and family members, Maltina needs to be a part of that connection and be the enabler for no matter they’re celebrating. So, that’s actually what drives what we do as Maltina.
The training programmes nonetheless come out of our model essence. We’ve got two main platforms which are extra upscale; the place we give again within the academic system. That doesn’t additionally take away from different engagements that we do. As an example, we sponsor a whole lot of inter-house sports activities competitions throughout colleges, enjoyable days and different programmes.
These are issues that we do virtually on a month-to-month foundation however the massive platform the place we’re in a position to leverage and actually carry out what we stand for, as a model is our Maltina’s Instructor of the yr as you rightly talked about and naturally, our Maltina Faculty video games. We’re taking part in these two platforms as a result of it’s also some extent of connection.
The youngsters come to highschool, and so they join with one another and their academics. The academics are those that join with them to impart information. And so, we consider that a whole lot of instances these academics are ignored, they don’t seem to be given the best motivation to proceed to offer their greatest to those youngsters and the reality is that our youngsters spend a whole lot of hours with the academics at school, and, actually, generally they even depend on what the academics inform them much more than what the dad and mom inform them at house.
So, for the academics to have the ability to affect them positively, they want good motivation and that’s the place Maltina is available in to say, “we recognise what you do by way of imparting and constructing the following era”. It’s a nationwide competitors amongst academics, the place they get to put in writing essays about what they’re doing of their completely different colleges to influence the lives of kids, share examples and all the pieces.
We do it in partnership with the ETF (Academic Belief Fund) after which there’s a panel that truly judges the essays which are despatched in by all of the academics and on the finish of the day, the highest instructor per state is rewarded.
There’s all the time a winner from every of the 36 states within the nation in addition to Abuja, the Federal Capital Territory, after which, there may be the nationwide winner as properly.
