A big hurdle for any new maker bringing their brand into the even the smallest of local markets is dealing with brand loyalty of potential customers. When releasing a new product or an entire line of goods you not only have the challenge to reaching all potential customers, but overcoming objections from brand loyalists.
There is a level of bias that one will have with a product they have found to be reliable, dependable and some level of value. They are less likely to take a look, sample or try something new. Even if it is very likely it could exceed any of their expectations.
As a seller, you cannot “hard sell” to these customers. You risk annoying them which can easily lead to low reviews for your products or brand. Some of these people are open to samples and other incentives to try your product. They may be skeptical, but will give it a chance.
Studies show that roughly 47% of men and 48% of women describe themselves as being brand loyal for their personal care needs. This roughly translates to half of all our potential customers are less likely to try our products and can easily be turned away from our brand if we push to gain their business.
To grow our business we must overcome as much brand loyalty as we can to gain new customers. Today, this is our biggest challenge. For us to break from being the strong local brand we are for our niche of a very crowded industry to a more valued brand in other markets we need to be able to add more repeat customers.
We love our loyal customers, they give us the most feedback and encouragement to drive forward with everything we do. Being realists as well as wishing to promote a more open market, we believe we do not need to be all things to all our current and future customers. That to erode away brand loyalty and promote a broad variety of brands, makers and products to be found in every home. To have choice for your personal care needs that suits to needs as they sway and change from day to day, week to week.
When promoting self care through personal care, it is important that the products you are using not only take care of the specific need for that item but it supports or enhances your being for that day. This could easily mean that one product from one brand relaxes you on a stressful day and that another product from another brand invigorates you on a day you are feeling sluggish. With this view we feel there is room for more brands in every home which all can do well in the marketplace and genuinely satisfy the consumer’s needs. This will permit us to grow and reach new customers and be around longer for those who already love our products.