Tag Archives: brands

Selling on Emotion: Why Show Ratings and Demographics No Longer Tell the Whole Story

By Jared Feldman, Founder & CEO of Canvs



An earlier version of this article appeared in AdAge.



With upfront season just around the corner, early signs are that brands, finally, are again buying more of what networks are selling.

That’s great news for the networks, after over three straight years of declines in upfront ad-time purchases (and two years of plateaued spending before that). But as the buying season kicks off, let me suggest that brands should pay attention to some new factors this year as they lock in deals.

In the past, in making decisions about where to spend their ad dollars, buyers had only ratings and some demographic data about existing shows, plus a first peek at new ones coming in the fall. What I’d like to propose is that buyers not use, or just use, those same old methods this time around.

Oh sure, keep the ratings and demos you’re used to working with. Nielsen’s work continues to have value and it’s evolving to embrace the new TV realities.

But show ratings and audience demographics by themselves no longer tell ad buyers everything they need to know in the new universe of “TV” we now live in. The TV audience is shifting, and in lots of directions at once. With it, the business is shifting, too.

Audiences are watching TV in more ways and on more platforms than ever, and at different times and in different settings. Just as importantly, audiences are talking about the shows they’re watching, on more social media and chat and other online platforms than ever.

And when fans are talking about these shows, sharing important moments, creating content about the shows, and reacting to that, they’re also evoking and expressing a whole raft of feelings and attachments about favorite programs.

The savviest programmers realize this. They’re building shows that connect with and captivate dedicated, niche audiences who care deeply about that show. They’re sharing compelling behind-the-scenes content, live tweeting with fans, and creating other experiences that will hook and engage the superfans who care most about a program.

And those shows and networks are exactly where advertisers should be. Those fans will be a show’s best ambassadors. And the research says they’ll also be the best ambassadors for brands advertising around that show.

The shows that stir emotional reactions are the ones that also will stir reactions and buying impulses for the ads of those shows. As they say in the business, that is gold. So it’s important to figure out which companies are doing a good job reaching and holding those audiences your brand cares about most.

For instance, the two networks whose shows most often evoke the emotion “addicting” on Twitter were MTV and Freeform (then known as ABC Family), according to a Canvs analysis of tweets captured by Nielsen.

It shouldn’t be a complete surprise — both networks target millennials, who are tech-savvy and sharing-mad. They share everything they care about, including some of their favorite shows on those two networks.

“Addictive” programming isn’t the only thing buyers should look for. For instance, what networks and shows do fans find consistently “funny?” A laughing fan is one predisposed to like the brands connected to those shows.

And though the industry may not be quite ready for it, let me propose another thing. Networks and show runners will become increasingly skilled at creating compelling niche programming for ardent superfan audiences. They’re also going to get better at using the new measures of success and building to it.

At some point, as creators improve, and as brands integrate what this means for their bottom line, we’ll have new network milestones for ad sales. Expect networks to begin guaranteeing more than just ratings.

Providing a minimum level of emotional reactions that can help drive advertising success will become important. And when a show doesn’t drive that emotional response, a network will have to figure out how to make good on its promise.

By that point, the entire industry will know how much emotion matters in making a show, and its advertising, succeed. And then we’ll really see the full power and value of advertising in the new TV universe.

Related articles

See Who is Attending OmniShopper 2015 Next Month

OmniShopper 2015 is just a few weeks away and experts from
leading Retailers and Brands are ready and waiting to teach you how to redefine
your shopper strategy to win at retail.
Omnishopper 2015
July 20-22, 2015
Radisson Blu |
Chicago, IL
Visit the website:
http://bit.ly/1RS6LMm
Ready to transform your business and drive the bottom line
in the new omnichannel retail environment?
Many of your peers
have already committed to do just this:

AARP Services Inc
Accelerant Research
ALCS
Altoque
Amax Inc
American Greetings
Arcelik AS
ASBTDC
Asurion
AugustineIdeas
Bayer Health Care
Behavioral Science Lab
Bellomy Research
Big Lots
Bigelow Tea
Brandtrust
Brown Forman
Burke Inc
Bush Brothers & Company
C Space
C+R Research
Capre Group
Capsule
CCF Brands
ChaseDesign
Chobani
ConAgra Foods
Crowdtap
Decision Insight
Demographic Intelligence
Design Phase Inc
Dialogue Research
Dovetail Partner Promotions
E & J Gallo Winery
Emory University
Energizer Personal Care
Epson America Inc
Estee Lauder Companies
Excel Displays & Packaging
Facebook
Field Agent
First Insight Inc
Flowers Foods
Gap Inc
GfK
GOJO Industries
Graphic Packaging International
Groupon
GutCheck
Hallmark Cards Inc
HDIS
Henderson State University ASBTDC
Henkel Corporation
iModerate
InContext Solutions
Influence Central
InfoScout
InsightsNow
Instantly
Integer Group
Integer Marketing Communication
Interbrand Design Forum
Ipsos
Johnson & Johnson
Kantar Retail
Kimberly-Clark Corporation
LEGO Systems Inc
Lifecourse Associates
M/A/R/C Research
Marketing by Design
MarketVision
McCormick & Co Inc
Meijer
MFour
Mintel
Mission Foods
Moet Hennessy
MTD Products Inc
Murphy Research
Nestle Purina
Night & Day Communications
Now Plus One
NPD Group
ORC International
OtterBox
Passenger Inc
Perception Research Services
Pernod Ricard
Perrigo Company plc
Plzensky Prazdroj
Post Foods
Procter & Gamble
Publix Super Markets Inc
Quester
Radius Global MR
Red Bull
Research Now
Reynolds Consumer Products
Saatchi & Saatchi X
SABMiller
Samsung Electronics
SAU Arkansas Small Business & Technology
SC Johnson
Service Management Group
SIRS
SKIM
Slice Intelligence
SmartRevenue
Smucker Foods of Canada
SpartanNash
Sports Authority
SSI
Standard Bank
Staples
Synqrinus
Target Corporation
The Chamberlain Group
The Clorox Company
The Coca Cola Company
The Hershey Company
The Integer Group
The Seeking State
The Wedge Community CoOp
Theory House
Thought Expansion Network
Tobii
TracyLocke
True Value Company
TruFood Limited
Versium Analytics Inc
VF Corporation/Jeanswear Coalition
VideoMining
W5
Walmart Stores
WD Partners
Why-Q Inc
Women’s Marketing Inc
YanHaas
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The Omnishopper 2015 Team
@OmniShopper
#OmniShopper15
Themarketresearcheventblog.iirusa.com

REVOLT Audience Insights & Strategy VP On Audience Engagement in the Digital Media World

Next up, in The Media Insights Interview Series brought to
you by The 2015 Media Insights & Engagement
Conference
, we were lucky enough to catch up with Jake Katz, VP, Audience
Insights & Strategy at REVOLT. He shared with us some of his key insights
into audience engagement strategy in the growing and evolving digital media
landscape.
This year, The Media
Insights & Engagement Conference 
gives you an up-close, contextual
view on the changing media experience to create better engagement strategies
informed by actual viewing behaviors. This event gives you an opportunity to
explore the new world of multi-platform, hyper-viewing in the post-disrupted
media landscape, advance new insights and create future partnerships. This
event is playing host to companies with some of the highest purchasing power in
the industry, many of which spend more than $2.5 billion annually on
advertising.
IIR: What has
been your most successful audience engagement strategy?
Katz: Make your
consumers owners. In building a TV network from scratch, some of the
biggest strategic challenges fall within understanding how a content
brand lives and engages across screens and platforms. When launching this
brand, REVOLT launched on Twitter almost a year prior to the channel actually
going live on linear. We had a constant dialogue with our target audience on
Twitter, that leading up to our linear launch, built advocacy. Many folks
call our 15-29 target narcissistic, but what is often less celebrated in the
press is that by asking for their input, the Millennial/Post-Millennial
audience then has a shared responsibility of your success. That said, REVOLT
was a top trending topic the first night it launched the
actual network on TV.
IIR: How has the
new 2-screen environment affected TV advertising?
Katz: Historically
the TV business drives off of presenting itself as a reach vehicle within the
advertising community. The reality of our target audience is that TV content
continues to drive the pop culture conversation, but is watched across
many different screens at many different times around its actual premiere. Our
vision at REVOLT is that in a world where viewers value social media as much as
they value traditional media, TV is where you spark “engagement” and
when your content creates dialogue in social, digital is where you
check the box of “reach” and “frequency.” Multi-tasking
media behaviors are an opportunity, not a dilemma.  
IIR: How do you
synthesize data to make it more meaningful?
Katz: Given that
our world now moves at the speed of social media, no matter what category you
play in, we are now in the business of understanding “why” not
“what.” By the time you have identified “what,” it is too
late. Consumers are super-served, if not overwhelmed with messaging and
content, so marketers must understand how they can tap into relevance subconsciously
but project a POV in their positioning. This means my job as a strategist is
not to inform what the audience wants through a series of PPT charts, but study
in to and strategize around the psyche, motivations, and drivers of the culture
+ conversation we are seeking permission to enter.
IIR: What does
the always-on shopping trend mean for your business?
Katz: It used to
be that you would engage a target a consumer a certain number of
times so that when they were in purchase-mode, your offering would be top of
mind. The rise of online shopping has made it so that now your target consumer
is always in purchase mode, and furthermore, expects a shorter distance between
discovery and purchase. The always-on shopping trend means that our ad-partners
must message to our target audience as if they are in research mode, subtly
prompting them to continue the journey of
consumer curiosity online. 
IIR: Can you tell
us a little bit about what to expect at your session, ‘Post-disruption, the
New, New Media Landscape: How to Do it’?
Katz: To launch
and build a TV network for 15-29s in 2014, I cut to the truth of the Millennial
conversation and uncovered actionable new rules of consumer engagement through
our insights initiative, Road
to Truth
. As we kick off 2015, I have just launched our next insights
project called Code of Content. Why? Because the evolving media landscape
demands more than just traditional media placements, and as a result,
compelling content marketing is king when it comes to engaging the Millennial
audience.
If “the medium is the message,” we need to
understand how brands live in a world of many screens and platforms ‘ not just
for our brand, but to answer questions throughout the industry and across
categories. Through Code of Content’s expert interviews, surveys, and
ongoing mobile ethnographies, we are decoding these four Ms of
content marketing:
1.      
Motivation:
Underlying emotional and functional content needs among 15-29s
2.      
Medium: Pushing
culture through the lens of various distribution platforms (e.g. TV, social
media, digital, apps)
3.      
Mode:
Content format (e.g. A tweet, pic, gif, video clip, episode)
4.      
Message:
Content purpose, tone, and characteristics
Want to hear more from
Jake? Don’t’ miss his session, ‘Post-Disruption, The New, New Media Landscape:
How To Do It’ at
The Media Insights & Engagement Conference at 10:00 am on Thursday, February 5, 2015.
To learn more about this event or to register, please visit our website: 
http://bit.ly/1z7uPDS

About the Author:
Amanda Ciccatelli, Social Media Strategist of the 
Marketing Division at IIR USA, has a background in digital and print
journalism, covering a variety of topics in business strategy, marketing, and
technology. Amanda is the Editor at Large for several of IIR’s blogs
including 
Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld
and World Congress for Business Analysts
, and a regular contributor to Front End of Innovation and The Market Research Event,.
She previously worked at Technology Marketing Corporation as a Web Editor where
she covered breaking news and feature stories in the technology industry. She
can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

Shopper Insights in Action 2014 Edinburgh: Live Stream Tomorrow

Shopper Insights in Action is Live Streaming on Tuesday, November 4th

Can’t make it to the 4th Annual Shopper Insights in Action Event next week? You can watch keynotes and track sessions on Tuesday, 4 November from 9:15 AM – 17:30 PM from your home or office. Click here to register to watch live.

 Here is the Live Streaming Agenda:

9:15 OPENING KEYNOTE: MAXIMISING RETAIL OPPORTUNITIES IN A DIGITALLY-ENHANCED FUTURE LANDSCAPE:
Jonathan MacDonald, Founder, THOUGHT EXPANSION NETWORK

10:00 KEYNOTE: SUPERMARKET EXPERIENCE: WHAT WILL PEOPLE WANT?
Kevin Barrett, Director of Space and Formats, SAINSBURY’S SUPERMARKETS

11:00 KEYNOTE: CLOSING THE PURCHASE DECISION GAP THROUGH SHOPPER CENTRICITY:
Richard Tolley, Joint Consumer and Shopper Lead, KANTAR RETAIL EUROPE
Steve Hildebrand, Director, KANTAR RETAIL EUROPE

11:45 FEATURED SESSION: WINNING CATEGORY VISION: MAKING IT HAPPEN:
Anders Fisker Olesen, Global Head of Category Excellence, ARLA FOODS

14:00 MANAGING CHANNEL BLURRING:
Bryan Roberts, Director of Retail Insights, KANTAR RETAIL EUROPE

14:45 CONFESSIONS OF A SHOPPER MARKETER: PROGRESS NOT PERFECTION
James Brett, Head of Shopper Marketing, KERRY FOODS

16:00 SAMSUNG: UTILIZING MOBILE PHONE P2P INSIGHTS TO DRIVE BRAND, EXCITEMENT, KNOWLEDGE AND CONVERSION THROUGH EXPERIENCE PROGRAMS:
Kyle Rhodes, Manager, Shopper Insights, SAMSUNG
Dard Neuman, Ph.D., President of Insights, SMARTREVENUE

16:45 DRIVING CATEGORY GROWTH THROUGH ENHANCED SHOPPER EXPERIENCE:
Natasa Jovanovic??, Senior International Insights Manager, CARLSBERG BREWERIES

 

Live Stream: International Shopper Insights in Action 2014

 

 

 

 

 

 

 

 

 

 

 

 

 
 Click here to register to watch live!

While you’re streaming live, don’t miss out on the conversation, tag your tweets with #shopper360 or join us in person:

The International Shopper Insights in Action Conference 2014
November 03 – 05
Edinburgh, Scotland
Save 15% off the standard rate to attend with your Blog Reader Code ISHOP14BL

See you there!

How Authentic is your brand? Firefish study helps you steer these waters

The concept of authenticity has real relevance to the people who buy your brand and, as such, it is an important selling point and driver of value for brands themselves. However, the exact meaning of it can be elusive and hard to define.

Insight consultancy, Firefish set out to help brands navigate this space, and recently published a report defining its characteristics so that brands can take better control of their own authenticity:

‘ Navigate authenticity to make it more tangible in their offering and communication
‘ Demystify the term in order that it can be used more meaningfully
‘ Locate their true source of authenticity and demonstrate it with integrity.

You can find links to a detailed summary, including their ‘ten commandments of authenticity’ over at http://firefish.ltd.uk/our-world/making-sense-of-authenticity

Check out which brands ranked in the top 50 as the most authentic, how these eight values; the abilities to be genuine, original, unique, expert, visionary, passionate and honest, and finally integrity, comprise ‘authenticity.’ As well eight rules and ten commandments for authenticity, followed by the Brand Authenticity Checklist for practical steps to becoming more authentic.

Firefish is an award-winning, independent, strategic insight consultancy based in London, New York & Amsterdam. They combine deep understanding of people with expertise in Brands, Communication and Culture, to inspire and deliver insight, ideas and strategy to some of the world’s leading brands on all continents.

Live from #insights2innovate: AT RISK OF BECOMING IRRELEVANT… A CALL TO ACTION TO TARGET MILLENNIAL SHOPPERS

This morning at Consumer Insights Canada and Front end of Innovation, Jean Enloe, 3M COMPANY, discussed how The Scotchgard’ brand is widely known and well regarded. BUT, only a minority of consumers use it. And among Millennials, awareness and usage are significantly lower.

They partnered with Brandtrust to delve deep, and truly understand the emotional drivers, the mental models, emotions drive behavior after all, among Millenials to leverage them for growth and relevance.

95% of human thinking and emotions happen in the subconscious part of the brain, feelings not facts. No insights, no advantage.

Scotchgard brand managers were re-inspired by the insights that they discovered: a major one was that furniture is a public billboard of identity acting as a symbol of hard work,lots of emotional energy.

Home and furniture carry a lot of judgement, people want to impress guests, want to protect and preserve their furniture but also make people comfortable.

Scotchgard realize they liberate users by offering them a shield to use their furniture free of worry.

They leveraged these insights to reframe communications for Millennials as they buy their first furniture and rebrand as more a “care” product than “protection.”

They also created hooks to remind people to reapply the products, it’s more than a one time protection application.

ABOUT THE AUTHOR

 Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

Build Customer Relationships that Matter through Social Media

Photo by paul bica
As a follow-up to my post last Friday, ‘What Your Customers Say When You Don’t ‘ or Won’t ‘ Listen,’ I encourage organizations that want to learn how to effectively engage with their customers on Twitter to read ‘How to Network with Influential People Using Twitter’ by Jason Kosarek.

This article offers guidance on fostering relationships to increase your customer reach and to build a strong and engaged customer community: 

  • Find the Influencers in Your Current Network
  • Know Your Competitors’ Connections
  • Search for Influencers in Your Niche
  • Follow and Interact with People on Twitter
  • Set Up Alerts to Track Where Your Influencers are Mentioned or Post Online
  • Add Value Outside of Twitter

If you’ve been thinking about joining the conversation on Twitter and listening to what your customers are saying about you, now’s the time. To take it a step further, don’t miss these Total Customer Experience Leaders Summit sessions about building customer relationships that matter through social media:

  • The Future of Social Business, Richard Margetic, Director, Global Social Media, Dell
  • Move Brands Faster and Longer in the Social Media Era, Nestor Portillo, Director, Social Communities and Customer Experience, Microsoft
Join Richard and Nestor at Total Customer Experience Leaders Summit 2014 in Miami in April. To learn more about the event and register, go to www.iirusa.com/totalcustomer

Stay connected with TCEL:

  • twitter.com/TotalCustomer #TCEL14
  • linkedin.com/Total Customer Experience Leaders
  • facebook.com/TotalCustomer

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, TwitterGoogle+, and on her website at www.starrybluebrilliance.com.

Live from #MediaInsight: The Impact of Technology: Tales From the Consumer Electronics Show

Lori Schwartz, Tech Catalyst and Principal, WORLD OF SCHWARTZ, Managing Partner, STORYTECH

Technology is all about a good story.  

Growth is exponential, and if you don’t move fast you are on the path to doom.  

20,000 new products debut at CES.  Here are some key trends:

1. The Future of Cloud Base Entertainment: Business are meeting in the cloud due to sharing services – there are new opportunities for business who would have never worked together in the past to team up.  There is disruption within disruption in today’s digital world – everything is changing constantly.  

2. Changing Channels: Content Disruption, Bundling, and the “Plussing” of Services: In 2013, overall 5 million homes had cut the cord.  “The Lizzie Bennet Diaries” won an Emmy by taking the “Pride and Prejudice” novel and applying it to today’s Millennials via a web series – which in turn gave people a chance to buy products from the series via online channels.  

3. Islands in the Stream: Brands need to understand all of the little bits of consumers.  We share information in countless ways – you can tell Facebook that you have a back ache or Tweet that you went to the gym – and synthesizing this information is crucial to understanding the full picture.  This also ties into the Internet of Things – where objects will work together to get smarter and provide a more connected experience without humans being involved at all.  

4. The Roar of the Crowd: The role of the audience has never been so big.  It’s a time of “hyper-personalization.”  

5. Whose Brand is it Anyway?: Polaroid, for example, had to figure out how to adapt their brand for today’s world.  Enter the Socialmatic: http://www.social-matic.com/site/

At CES this year robots were huge – they are changing how we do business in a very real way.  Science-fiction is coming true.  

iBeacon: Bluetooth and GPS mix to know who you are and send relevant information straight to your phone.  This is already at certain subway stations in NYC, and will be everywhere very soon.  

ABOUT THE AUTHOR
Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy

The Key to Branding: Evoke Love and Respect

Being a fan of consumer behavior, it is no wonder that I have discovered, having worked with a plethora of brands, that brands should always provide both love and respect for their consumers. Having blogged about my passion for the subject at length, here is one of my favorite two by two matrices on branding.

The key to strong branding is ensuring that it sustains through the
test of time. Branded products that rigidly hold on to their
positioning, contrary to what one may believe, are not the ones that are
most successful. Being rooted in your origins and true to what your
identity is different from having the same associations and execution
throughout generations. Branded products must connect with the consumers
in such a way that they evoke both love and respect.

This is by far the best marketing matrix I have come across, for
every product that I eat, use, see, feel and experience can easily fit
into one of the categories. It identifies the crux of what I, as a
consumer, will think about when using or consuming a product, and
ignores other linguistic and technical jargon, by focusing only on my love and respect for it.

Most branded products fall high on the love, but only momentarily, or at most, for one generation. These are fads, which are aptly described as a craze for a brief period of time.
Crocs, which are quickly languishing, or AOL Instant Messenger, are
good examples. Fads have a short shelf life. True, they are created by
the age-old principle to make hay while the sun shines, and if one is
content with this, then it is an apt strategy.

Others ape the trends of the present generation, without
differentiating themselves from competitors. The many celebrity colognes
that flood the market, or better yet, the clothing brands we have, fall
into this category; Express, Gap, you name it! [I do quite like some of
these well defined brands, but as they say, my love is disloyal to most
of them, despite my high respect for their
competitive/vibrant/social-media-friendly advertising]. Brands tend
to get lost in a competitive landscape, where they employ ancient
strategies to offer slight differentiation, without any aptitude for
risk or creativity. Whilst not as temporary as fads, they may not garner
as much attention. Perhaps the archaic definition of trademark, or related negative associations of the word ‘brand’, are what contribute to this category being low on love and attachment.

Lets not talk about products who, in a perfectly competitive market,
are equally substitutable, without offering any unique value
proposition. These would be the reason that our grocery stores have
entire aisles for things like pasta sauce, or cereal.  Commodities, as the derogatory tinged word suggests, are simply that; perfectly substitutable products. Cost leaders will often lean towards this strategy.
The ones that retain themselves in our minds and lives are those
which rise to more respectful levels than fads, and feel closer to our
hearts than brands. These, as Roberts rightfully put it, are lovemarks.
Despite the teasing compound word, it fits the emotional association of
its meaning. I have bucket fulls of examples of these in my bedroom,
bathroom, kitchen, and garage! But it’s not by coincidence that they
make it to this stage. These must a) entail real value propositions, b) retain the core identity, and c) evolve brand positioning to keep up with evolving trends and demographics, as I believe that these are the three primary principles to create lovemarks.

There is an element of cyclicality that I would like
to suggest to this matrix. For instance, over time, a fad may become a
commodity, or if its execution becomes more apt, it may become a brand.
And with the right promotion and product mix, it could become a
lovemark. Similarly, lovemarks could topple down as brands without
sustained interest. So, in addition to fulfilling the aforementioned
three principles, branded products must consistently race on a
treadmill, which in turn is on a slippery slope.

Welcome to the world of branding!

Sourabh Sharma,
Communication & Social Media Research Expert at SKIM, an international
consultancy and marketing research agency, has a background in engineering,
marketing and finance from the University of Pennsylvania, and the Wharton
School and Rotterdam School of Management. Having worked in marketing and
product development at L’Oreal, followed by a stint in management consulting,
he now passionately enjoys the world of social media, and can be found on every
platform with his alias sssourabh. He is a food critic and a fashion writer,
and documents these alongside strategy on his blog called
3FS. He may be reached at
s.sharma@skimgroup.com. Follow him on
@sssourabh.

Passionate customers deserve a passionate brand

Matt Rhodes took some time to examine the relationship between brands and their loyal customers. He points out that often times, the customers are more passionate about the brand than than the brand is about them. The brand needs to find a two-way street to start recognizing these loyal customers, who can often be a solid source for word of mouth marketing. Opening up and using social media can be a great way to do this. It can open up communication, and let you show your customers you appreciate them.