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Customer Loyalty Marketing: What TV Stations Need to Know

May 1st, 2019   ||    by Susan Kuchinskas

It seems counterintuitive, but a Harvard Business Review study found that customer satisfaction is not the most effective way to maximize customer value. Instead, they identified customer loyalty marketing as the best way to maximize lifetime value.

Customer loyalty marketing, however, requires different tactics from marketing to increase awareness or drive conversion. The best tactic, according to the study, is to appeal to people’s emotional motivations. These include a sense of well-being, belonging, and thrill.

Television is the superlative medium for creating such emotions; many commercials play out like mini movies. To follow through, stations should maximize the emotional impact of their own productions as well. While newscasts and segments about bad weather can provide thrills, it’s the positive, local stories that engage people in the community with a sense of belonging and well-being.

The Personality Connection

The greatest asset for TV stations in terms of customer loyalty marketing is their on-air personalities—the newscasters, weathercasters, and magazine show hosts who appear regularly with crucial information and entertaining tidbits. People form genuine, personal connections with on-air talent, and they can give viewers a sense of belonging and well-being.

Because of this, it’s important for station managers to do two things: Nurture and support their on-air staff and leverage the loyalty viewers feel to them. Actually, these two things are connected. Giving newscasters and hosts opportunities to get out into the community for live events, for example, strengthens their personal brands. At the same time, these real-world interactions with people viewers admire has a halo effect with the station’s brand.

TV for Me

Personalization boosts results in other media, and it can be an important component of customer loyalty marketing for stations.

According to BizReport, a survey of 3,000 consumers and 500 marketers found that 63 percent of shoppers expect brands to personalize ads, while another third are frustrated when ads aren’t relevant, or they’re not recognized as an existing customer.

In the realm of television customer loyalty marketing, new and upcoming technology will provide better tools to reduce these issues.

Programmatic buying platforms let advertisers make use of first- and third-party data to define audience segments and target ads. Personalized micro-campaigns running on local TV station programming will make audiences feel that the station really gets them.

These platforms also let advertisers sequence commercials effectively to build the emotional impact over time. Advertisers can test ads to identify the optimum sequence of spots, according to MediaVillage.

Also on the horizon, smart TVs, ACR, and ATSC 3.0 will offer opportunities for real-time relationships with viewers. In the future, viewers may be able to comment on stories or ask newscasters questions via connected television sets.

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