Brands zoom in on forging communities with customers

Marketing for brands will not be effective without their relationship with their customers.

As consumers are bombarded with options in the market, brands are “cultivating communities” to stand out and get customers’ attention.

“The way to their heart or to engage with them, and to fully introduce your brand [to them] is to be well connected and transparent with what you have to offer,” Frankie Primavera, CEO of Oddefy Agency & Proddhouse, told Retail Asia at the sidelines of the Retail Asia Manila Forum.

As more struggle to stand out to appeal to their loyal customers, marketers are leaning towards interactors to their demographics. Fruitful partnerships serve a heavier role in marketing than just relying on influencers or gimmicks.

With the root of such partnerships found online, it is vital for retailers to look at customer reception and reviews to formulate strategies and create awareness of the market.

“No matter how many placements and spots you get out of putting your ads in several places, there has to be a tying message of what these brands want to tell their audience and how can customers experience the brand itself,” Primavera said.

“If you are going to waste money and all these spots, you might as well be strategic about how you are going to fulfil that common denominator or the insight that your customers want to know and want to experience with your brand,” she added.

Currently, few brands employ this tactical marketing. Common denominators like openness and transparency of their branding are what made them thrive in the market and win over more trust among customers. It only reflects that most “audiences want to hear” stories from brands, loud and clear, seeking a cordial relationship.

In a post-pandemic market, the priority is not only to outsell the competition but to provide the most straightforward, genial approach to market and connect to the audience. As a step forward, human connections will continue to serve as an important and reliable asset for businesses beyond marketing, Primavera said.

“You want to be able to make them feel like you are prioritising them, and you want them to stick with being loyal to your brand that will also gear towards redemption,” she said.

Follow the link for more news on

Join Retail Asia community
Since you're here...

...there are many ways you can work with us to advertise your company and connect to your customers. Our team can help you dight and create an advertising campaign, in print and digital, on this website and in print magazine.

We can also organize a real life or digital event for you and find thought leader speakers as well as industry leaders, who could be your potential partners, to join the event. We also run some awards programmes which give you an opportunity to be recognized for your achievements during the year and you can join this as a participant or a sponsor.

Let us help you drive your business forward with a good partnership!

Top News

MR.DIY reaches 500-store milestone in the Philippines
The brand was first launched in the country with its inaugural store in Balagtas, Bulacan.
Stores
E-Mart to open the first branch in Laos
LVMC Holdings has partnered with the retailer to expand the brand in the country.
Stores

Exclusives

Alfamart’s rapid expansion never overtakes quality service
With 19,087 across Indonesia and 1,680 more in the Philippines, the minimarket operator marks 25 years as a top choice for shopping.