What defines loyalty? Is it becoming a “fan” of a brand on Facebook? Is it getting a tattoo of a brand’s logo on your skin?
Maybe not. And here’s two examples why:
1. What do you think the number one reason people become a fan of a brand on Facebook is?
So they can get free or discounted stuff. Here’s the facts from emarketer.com:
That’s right. It’s not because they want exclusive content or even think you’re fun. They become your fan because they want stuff. The good news is that means they WANT to buy from you. But they just need some motivation to do it.
In other words, they don’t join your Fan Page because they are your fan, but more of a fan of discounts.
2. So let’s go a little (or a LOT) more extreme. If you could get a free meal EVERYDAY for the rest of your life by getting a 4″x4″ tattoo of that restaurant’s logo on your body, would you do it? And we’re not talking about steaks. We’re talking about tacos.
In a recent WSJ article, that’s what San Francisco Mexican restaurant Casa Sanchez has done in the past – and is reviving again. You’ll need to read the article for all the details (like how they interview the contenders to see if they really like the brand or just want the free food or how they cap it at 50 people), but again, it’s a matter of free vs. loyalty.
We’ve heard the stories about Dell using Twitter to sell thousands of computers. And we’re all familiar with other success stories using social media. I think this is where the barrier of entry comes into play. When you make people jump through a hoop or two along the way, you’re testing their loyalty. I know we need to make it as easy as possible for people to find out about us and our products/services. But how easy do we need to make it for them to engage in a deeper relationship with us? It’s just a thought.