Brand loyalty is critical for successful businesses, which rely on a strong reputation and repeat customers to consistently drive sales.
In Southwest Florida, though, seemingly everyone is from somewhere else. The U-Haul Growth Index confirms that. U-Haul tracks one-way moving truck rental data to chart migration patterns, noting nine Florida cities among the nation’s top 12 trending destinations. Locally, this includes North Port (No. 2) and North Fort Myers (No. 12). Other Florida cities in the top 12 include Ocala, Kissimmee, Clermont, Fort Lauderdale, St. Augustine, Daytona Beach and Panama City. Leesburg, Sarasota and St. Cloud also are in the top 20.
This migration trend means newcomers likely didn’t see the advertisement your business ran last year. They also may not recall the marketing campaign you launched when opening the business. Additionally, there is no guarantee that Southwest Floridians who were here at the time saw – or remember – your campaign.
Priority Marketing recommends that businesses keep their foot on the marketing accelerator, especially heading into summer when they need steady support from local residents. Frequency, which references the number of times an individual is exposed to marketing content, is paramount to remain top of mind in a competitive market.
Marketing strategy
New and existing businesses can reach customers in Southwest Florida and build brand loyalty by focusing on the three primary components of the marketing mix.
Paid media
Paid advertising guarantees your message is delivered when, where and how you want it. Examples of paid media include:
- TV commercials (broadcast, cable and streaming)
- Print advertisements (newspapers and magazines)
- Radio commercials (FM, AM and streaming)
- Billboards (roadside, stadium and transit)
- Online display ads (websites and social media)
- Pay-per-click digital advertising
SEE MORE: Media buying services
Owned media
Businesses may not publish their own magazine or run a TV station, but they do control multiple platforms where they can regularly share content. This is called owned media. Examples include:
- Social media pages (Facebook, LinkedIn, Instagram and others)
- Websites (blog articles)
- Newsletters (print and electronic)
- Corporate brochures and collateral materials (printed pieces)
- Company vehicles (signage and wraps)
SEE MORE: Social media marketing services
Earned media
Traditional media – newspapers, magazines, television and radio stations – employ teams of editors and reporters who produce content. Items make their way into print or on the air because they have news value, not because you paid for them. Examples of earned media include:
- News stories
- Guest opinions
- Editorials
- Photographs
- Videos
SEE MORE: Public relations services
Building brand loyalty
There is an old saying in marketing: “You never get a second chance to make a first impression.” In Southwest Florida, though, the high rate of migration provides continuous opportunities for businesses to make that first impression. Successful businesses continuously introduce themselves to potential customers and clients while building brand loyalty with those familiar with the company.
Do you need a team of marketing experts to help you build brand loyalty and connect with new audiences? Please give us a call today at 239-267-2638 or send an email to info@PriorityMarketing.com.
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