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Pact - Bottom Up

Loyalty reasons: it seems that consumer loyalty is closely tied to will immediate or planned to do to the feel of a smart, responsible and rewarding.

Loyalty on: economic and pragmatic, linked to the moment.

The key point for the brand, against the difficulty of establishing a continuous relationship denoted the absolute loyalty, is to be permanently present in the choice of the consumer, in his knowledge and his desires.

This figure helps us to understand the context: consumers say they are ready to establish a sort of pact with the brand, engaging to be "faithful and regular customers, in exchange for privileged services and are adapted to their needs.

E 'this relationship marketing, which starts from the bottom and directs the market dynamics in strategic direction and long lasting.

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Brand and Consumers: a PACS forward

brands that struggle to aspire to the absolute loyalty of their customers, they face a great opportunity to create a lasting relationship that will allow them to have a good position , to enjoy an image evolved into the system of consumer choice.

But how to build an effective relationship with the consumer? And what kind of bond?

For the consumer, the brand is a form of reassurance and guarantee of quality, experience and ability. Buy a brand name means "being able to buy a" brand (skills), a consequence of "being able to choose (want to know).

So, from a consumer perspective, the relationship with the brand goes far beyond rational valuations. The brand, in fact, embodies a model enriching or rewarding results in feedback that creates complacency.

The consumer, we see it very clearly asserts his free will and does not represent and - much less - not recognize "infidel", proudly shows the ability to change quickly and often the brand; is the desire to test the skills of being a careful consumer, responsible, autonomous in making a smart purchase.

In other words: the relative and absolute loyalty to loyalty reasons.

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Street Marketing

The "street marketing" differs from "guerrilla marketing" for its personalized approach, in context, that going to build a common set of precise, what already exists in the environment and limiting union with it.

The "street" is a technique of choice for create the "buzz", the "noise" around the brand, creating an atmosphere of event, ie building a scene around the symbolic communication.

If properly implemented, the "street marketing" is an effective, inexpensive, fun and intelligent, that stands out and speak.

Unlike traditional forms of communication, "street marketing" is not intrusive but permissive (marketing dell'interfusione) since the consumer does or is directly inside information.

The specific side of the "street" is the expressive use of elements in the environment.

These elements, taken as such or simply adapted and redefined, confirm that, to make a campaign of "street marketing" and create a good buzz is enough to have a good idea:

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> The use of hedges environment to communicate the taste "chlorophyll"