RESEARCH

Three things we do to increase audience’s loyalty

Loyalty in marketing means cultivating a strong, enduring connection between our brand and our audience. Loyal customers consistently choose our brand over competitors, advocate for our products or services, and contribute significantly to long-term business growth. 

According to Prof.Miyazaki’s video, brand loyalty includes audience’s attitude that our audience feels about the brand, audience’s behavior that how people act to the brand, personal view on the brand and measuring brand loyalty by audience’s purchase patterns, opinion surveys, in-depth interviews and experimentation.

Here is a visual representation of the brand loyalty relationship by 91 Media

There are some components to move my audience become more loyalty:

1. Deliver core values of the brand

By sharing the story behind our brand values through compelling content. Using blogs, videos, and social media to communicate your values consistently. Making partner with brands or influencers that align with our values to amplify the message.

As an example, at 91 Motorsports, we aim to deliver the concept that speed is an attitude to life. To achieve this, we consistently use social media platforms like TikTok, Instagram, and Facebook to showcase our members’ daily driving experiences and car modifications, emphasizing how life can become more thrilling and excellent through motorsports.

We also collaborate with key opinion leaders (KOLs) and professional racing drivers, inviting them to share their stories to inspire our audience and convey the same values. Additionally, we share glimpses of our daily work, giving our audience an inside look at our operations and interacting with them directly.

These efforts not only spark interest in our brand but also build a sense of trust and foster a closer connection between us and our audience.

Here is an infographic-style illustration that visually represents the efforts of 91 Motorsports to connect with your audience by 91 Media

• Creating community

To host and sponsor activities and events, creating a community that fosters a sense of belonging through engagement and shared branding.

At 91 Motorsports, every individual who interacts with us is invited to join a WhatsApp or WeChat group. In these groups, we rarely share information about our products. Instead, we focus on providing valuable content, such as tips on maintaining your car, daily updates from our members, and interesting posts about racing.

We also organize in-person events, such as monthly track day experiences or car meet BBQs. This community-building approach helps us transform our audience and clients into true friends. As a result, they are more inclined to attend our events and often make repeat purchases of our products.

Here is a vibrant image depicting a group of people enjoying a barbecue with high-performance cars in the background by 91 Media.

Offering rewards

A sophisticated way to increase audience’s loyalty by giving benefits to them such as  Implement loyalty programs, exclusive deals, or VIP benefits.

At 91 Motorsports, we offer various promotions to engage our audience. For example, we give out small stickers featuring our logo whenever someone attends our events or purchases a service. Once they collect five stickers, they can trade them in for a free oil change or a complimentary T-shirt.

Additionally, all our members enjoy a 10% discount on services. We’ve also implemented a membership tier system, similar to airline loyalty programs. The higher a member’s level, the more benefits they receive, encouraging long-term loyalty and engagement.

Here is an infographic introducing a membership level system with tiers like Silver, Gold, and Platinum, each highlighting increasing benefits by 91 Media.

At 91 Motorsports, we assess our audience’s loyalty by tracking their purchase patterns, conducting in-person surveys to gauge satisfaction with their experiences, and actively listening to their feedback. The actions we take to enhance audience loyalty have significantly benefited our company by helping us cultivate a group of long-term clients who support us consistently and frequently.