The Sign Connection among others, will keep a business relevant for those that currently support the brand and those that may be eventual devotees. For a lesson in not remaining relevant, take a look at Blockbuster. Because Blockbuster failed to recognize and adapt to online streaming media, they were dominated by companies like Netflix and Hulu. A Little Something, Something The purpose of loyalty programs, those programs that reward customers for their continued support with discounts, points, or free goods and services, is to keep people coming through your doors. Why loyalty programs? Well, because people yearn to feel special and valued. Loyalty programs have existed for as long as consumers have been procuring goods and services. It’s not hard to imagine that some of the early agrarian merchants would give their best customers the finest potatoes or an extra tomato in their order. As consumer culture continued to grow and evolve, loyalty programs became increasingly popular. Beginning with early premium programs that rewarded customers with tokens or certificates that could be redeemed for merchandise, loyalty programs evolved over the years to include packaging that contained prizes, trading cards that fueled purchasing and the revolutionary frequent flyer reward points program. Loyalty programs come in all shapes and sizes, but most commonly in the form of reward cards and pay-for-membership platforms. One of the most interesting and effective loyalty programs isn’t really a “program” at all. Jones Soda Co., a specialty drink producer in Seattle, WA, rewards their customers by allowing them to create what is essentially their own brand. Customers are afforded the opportunity to create custom bottle labels, complete with images and text, and the bottles are produced, labeled and shipped directly to the consumer. Who wouldn’t want a personalized, unique beverage to offer guests and friends? That is how you build brand loyalty. A Responsible Reaction With a populace that is increasingly conscious of social issues and social responsibility, many businesses take the initiative to improve the state of the world around them. This often includes the contribution of time or money, providing environmentally friendly products or simply making an effort to improve the lives of individuals in the business communities. By coupling social responsibility with ethical business strategies, it is possible to create a communal sense of goodwill while building sustainable and impressive companies. In an exciting movement that invites society to do even more, socially conscious organizations have stepped up their efforts with increasing effectiveness and productivity. Take Warby Parker for example, a high-end eyewear retailer that is trumping their competition by not only providing an affordable, hassle free product, but also maintaining an eco-friendly, socially-conscious business model. When a customer purchases a pair of eyeglasses from Warby Parker, a pair is also donated to someone in need. That is the kind of social responsibility that inspires not only attention-grabbing headlines, but more importantly, brand loyalty and community respect. A Better Business Building better businesses will create stronger, superior communities. Companies that engage with their communities enjoy a plethora of positive effects. Such a partnership not only makes staff, management and consumers feel good, but it puts them in touch with issues outside their own area of expertise. Making these types of changes, some of which require significant effort and diligence, may seem difficult to accomplish initially. However, a concerted and steadfast application of well-executed plans will make all of the difference in achieving business and community bonds that will stand the test of time. It is the community invested andfocused businesses that will forge a stronger connection with their customers. Because without the clients and their support and love for your brand, you will find it increasingly difficult to remain competitive in today’s ever-changing business climate. 50 Wide-Format Imaging | April 2015 MyPRINTResource.com
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