Congress approved a bill this week to make Juneteenth, June 19, a federal holiday commemorating the end of slavery. Its bipartisan support reflects the public’s growing awareness of the occasion, which marks 156 years since the last slaves were freed in Texas. Data supports this, too: Consumer discussions about Juneteenth on social media rose nearly 4,000 percent since last year, according to Shareablee.
Yet brands’ approach to acknowledging and celebrating the holiday vary. Some companies have chosen to make it a paid day off for employees—a trend that’s gaining traction—while others have taken a more educational approach. Here’s how brands are taking action.
While businesses have always sought to gain and retain customers’ trust, the pandemic has made trust an even more important factor in consumers’ buying decisions. Among the 1,004 consumers surveyed for Valassis’s 2021 Consumer Optimism Outlook, 76 percent said they were more likely to purchase from a brand or store they trust. That’s up five percentage points from 2019. We look at ways to earn that trust—and with it, loyalty.
Speaking of loyalty, previous research has shown that non-tiered loyalty programs—such as “buy five, get one free” promotions—had minimal, if any, effect on a company’s revenue. But a study recently published in Marketing Science found that non-tiered loyalty programs can indeed boost revenue, particularly in the long term. Easily as important: They have a significant effect on customer loyalty—the ultimate purpose of such programs—and reduce churn. We review the study’s findings and key takeaways for marketing pros.
And finally: The everyday brand ambassador plays an important role in connecting brands with audiences. But lately, companies are carving out a new, loftier position built for superfans: chief brand ambassador. We look at these coveted new roles—such as the official ambassador of the Champagne of Beers region—and what their (far humbler) “executive” searches entail.
Until next week,
Group Content Manager
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