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Forbes
5 days ago
- Business
- Forbes
Want To Start A Social Monitoring Program? Here Are 12 Important Tips
In a hypercompetitive online environment where every social media comment stands to influence brand perception and loyalty, a strong social monitoring program does more than just collect data. By leveraging mindful attention and thoughtful responses to mentions, brands can turn simple conversations into serious opportunities. Investing in timely, authentic engagement on social media can also prevent small issues from escalating, allowing positive attention to shine. However, effective monitoring requires a clear strategy, fast action and the right people empowered to reply. The 12 expert tips below from members of Forbes Agency Council can help an organization transform social monitoring into a powerful driver of brand trust and connection. 1. Set Up Real-Time Alerts For Brand Mentions Set up real-time alerts with specific keyword tracking—including the brand name, product and misspellings, for example—and assign a team to respond quickly and personally to each mention. Speed and relevance are key in social monitoring. Other than a team, you can also hire a virtual assistant to help you. - Daniel Koren, StartWise 2. Engage Directly To Protect Brand Reputation Many companies underestimate the importance of real-time engagement with individual brand mentions on social media. Automated or ignored responses—especially to negative feedback—can damage brand reputation and lead to missed opportunities for meaningful customer connection and issue resolution. Proactive, personalized engagement is essential. - Prashanthi Kolluru, KLOUDPORTAL 3. Prioritize Human Interaction Over Automation Social monitoring is about engagement, not automation. Assign trained strategic communicators—not bots or junior staff—to manage responses. Public replies show the brand is present, accountable and listening. Always acknowledge a conversation before moving it offline. Escalate patterns, not just posts. - Jason Mudd, Axia Public Relations 4. Align Internal Teams And Establish Clear Guidelines Before inviting engagement, align marketing and communications on goals and your value proposition. Then, draft a quick reference guide. Outline who you're speaking to, your brand's core messaging and value proposition, and a clear response framework that includes tone and voice, templates for FAQs, defined roles, who engages, who approves and how you escalate sensitive or high-profile mentions. - Ahmad Kareh, Twistlab Marketing Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 5. Focus On Curating High-Value Conversations In 2025, social monitoring is about curating the conversations you should be in, not just responding to mentions. Smart brands identify high-signal threads where they can add value. This is how you train both people and models to associate your name with the problems you solve. - Kyle Arteaga, The Bulleit Group 6. Interact With Purpose; Showcase Brand Values Don't just collect—interact. Social monitoring is about real-time engagement, but it's crucial to respond with purpose. Be selective and timely and add value. Show your brand's voice through actions, not just statements, and ensure every interaction reflects your core values. - Christy Saia-Owenby, MOXY Company 7. Build A Rapid Response System Set real-time alerts for key brand terms and common misspellings, and create a 15-minute response SOP. Speed and personalization build trust equity. Don't reply hastily just to reply; instead, resolve, elevate, compliment, applaud, recognize and convert. Every mention is a potential PR win, customer recovery or sales opportunity. Most brands miss the moment because they aren't ready. - Tony Pec, Y Not You Media 8. Define The Purpose Of Your Program You must have a clear purpose. Simply starting a social monitoring program isn't going to produce great results. You need to understand why you are doing it and how it will benefit your audience. Once you have a clear mission for your program, it's so much easier to decide the day-to-day tactics. - Mike Maynard, Napier Partnership Limited 9. Use Real People For Authentic Engagement Start by assigning real humans, not AI, to monitor mentions in real time. Authentic, timely responses turn casual shoutouts into loyalty moments and potential complaints into public wins. Monitoring is your brand's chance to show it's listening and that it cares enough to reply. Social monitoring isn't just tracking—it's showing up. - Goran Paun, ArtVersion 10. Prioritize Rapid Response To Direct Mentions In our experience, rapid response to direct mentions is crucial for social monitoring. Our agency protocol prioritizes swiftly engaging with both positive sentiment to cultivate brand advocates and negative feedback for prompt, effective reputation management. This approach ensures your brand maintains a strong, responsive online presence and builds trust with your audience. - Frank Rojas, Miami SEM 11. Respond Within One Hour Whenever Possible Aim to acknowledge or respond to individual brand mentions within one hour, especially for customer service issues or high-engagement posts. Speed signals that your brand is attentive, values customer input and is actively engaged. A fast response can turn a complaint into a loyalty moment—or amplify a positive mention before it loses visibility. - Paula Chiocchi, Outward Media, Inc. 12. Be Present Instead Of Passively Tracking Don't just 'listen'—show up. Social monitoring is about presence, not passive tracking. Know your baseline by learning the usual sentiment mix and typical topics. That way, you won't panic at every angry mention. Set smart trigger alerts so you catch what really matters, fast. If you're not ready to jump into the conversation in real time, you're not monitoring; you're just lurking. - Lars Voedisch, PRecious Communications
Forbes
23-07-2025
- Entertainment
- Forbes
How To Make Seamless AI-Driven Streaming Ads: 12 Expert Tips
Netflix is experimenting with AI-powered advertising that mirrors the visual tone and storytelling style of its original content. For brands, this offering presents a new frontier: less intrusive, more immersive marketing that fits into the viewing experience instead of interrupting it. Of course, this opportunity comes with a creative risk: Will a brand integration feel like part of the story or disrupt it? Here, 12 members of Forbes Agency Council share how they envision this AI-ad innovation evolving. Check out their insights and advice below to get it right. 1. Tell A Coherent, Cinematic Story This new model marks a broader shift: Brands are no longer inserting ads into content—they're becoming the content. Audiences reward coherence and craft, not disruption. The future lies in cinematic storytelling where brands feel native, emotionally resonant and worth rewatching. - Sebastian Bondo Petit, WHY CGI 2. Create Emotional Alignment In Immersive Scenes If done right, it could make ads feel more like immersive scenes than interruptions. The key is emotional alignment—if the tone, lighting and pacing match the show, the viewer stays engaged. I don't think it's about being louder; I think it's about being 'invisible' while still leaving a mark. - Miller McCoy, Limitless MFG 3. Add Value To The Viewer Experience Brands have a unique chance to engage audiences in more immersive ways, including content that includes brand integration. This strategy focuses on adding value to the viewer experience, allowing brands to enhance the entertainment rather than interrupt it and contribute meaningfully instead of competing for attention. - Jessica Hawthorne-Castro, Hawthorne Advertising 4. Don't Try To Steal The Spotlight This is a great idea that is doomed to failure. AI-generated promotion woven into the style of a show or movie will make consumers much more likely to accept and enjoy the advert. However, CEOs and marketers will hate the idea of their product not being the star of the show. They'll jump on the new format, but ruin it by doing everything they can to make their product stand out like a sore thumb. - Mike Maynard, Napier Partnership Limited Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 5. Insist AI Train On Brand Guidelines AI-driven, in-world advertising has real potential, but only if Netflix provides robust brand tools to train AI with each brand's visual and tonal guidelines. An on-demand creative strategy can match the narrative context, but without structured inputs, the result risks tonal dissonance. If executed right, this becomes a seamless, dynamic layer of storytelling. If not, it breaks immersion. - Cagan Sean Yuksel, Dreamspace 6. Make Ads Visual Parts Of The Storyline We, as humans, are inherently visual creatures. Give us images or video, or give us death—not death in reality, but all text and no pictures make your advertising dull. Ads need to be compelling, intriguing and entertaining to capture your audience. It's far easier to gain acceptance by making your ads unobtrusive. Be a part of the storyline. There's huge potential when it's done right. - Terry Zelen, Zelen Communications 7. Adopt It Early And Get The Context Right This is product placement on steroids. Brands that jump on it early and nail the context will win big. The key is blending in so well that you feel like part of the story, not a distraction from it. If your brand can entertain and sell without breaking immersion, you'll crush it. The future of ads isn't interruption; it's seamless and subtle integration. - Tony Pec, Y Not You Media 8. Be Memorable Without Breaking Immersion It could be a game-changer for brands that align creatively with the content. Ads styled like the shows create a seamless experience that feels less like marketing and more like storytelling. If done right, it can boost engagement and brand recall without disrupting the viewer's experience. The key is blending in while still being memorable. - Guy Leon Sheetrit, Guac Digital 9. Extend The Story, Don't Interrupt It If done well, AI-integrated ads could become story extensions instead of interruptions. For brands, the key will be creative alignment and staying true to the show's tone while offering value to the viewer. It's a powerful opportunity, but authenticity and restraint will separate the leaders from the noise. - Mary Ann O'Brien, OBI Creative 10. Prioritize Meaning, Not Mimicry If brands use this to blend in, they'll disappear. Disruption doesn't come from mimicking style—it comes from using context to make meaning. Brands that prioritize resonance over placement here will win. Make something that shows effort and values the viewer's time (thoughtful, not lazy), and they'll reciprocate—not because it targeted them, but because your AI-driven ads earned their attention. - Shanna Apitz, Hunt Adkins 11. Bring Narratives That Feel Native If Netflix pulls this off, it will reset expectations. The brands that benefit most will be those with a clear narrative and strong creative systems in place. This isn't about fitting into someone else's show; it's about showing up with content and stories that feel native to the world you're joining. - Kyle Arteaga, The Bulleit Group 12. Make Ads Feel Like Subplots, Not Pauses For brands, this unlocks a transmedia branding opportunity: embedding their narrative across entertainment layers. Success will hinge on narrative continuity. The ad must feel like a subplot, not a pause. When brand storytelling mirrors the emotional arc of the content, resonance becomes retention. - Vaibhav Kakkar, Digital Web Solutions
Forbes
15-07-2025
- Business
- Forbes
Launching A Company In Uncertain Times? 17 Marketing Tips For Founders
Starting a business is never easy, and launching amid economic unpredictability adds an extra layer to the challenge. New founders must be both bold and adaptable in how they position and promote their brands, considering tightened consumer spending and fast-changing market signals. Here, 17 members of Forbes Agency Council share marketing tips to build trust, drive value and create lasting customer relationships from day one. Check out their insights below to launch a new business with confidence, no matter the economic climate. 1. Lead With A Customer-Centered Story In uncertain times, it's important to lead with a clear story that makes your customer the hero. You need to show why your business exists, how you help customers win, and build real relationships around that. Clarity, connection and trust cut through noise, and they're more durable than hype. - Ted Raad, Trend 2. Repeat One Clear Message In Many Formats In unpredictable markets, don't wait for the perfect launch. The key is to build systems that make your story stick. Smart entrepreneurs publish one clear message in multiple formats, including press releases, podcasts, social media and community engagement. Repetition builds memory, and in an AI-first world, memory drives trust, traction and discovery. - Kyle Arteaga, The Bulleit Group 3. Stay Lean, Be Reliable And Stay The Course I launched my company at the height of the economic downturn from the banking crisis, and it taught me several lessons. First, you must stay very lean. Second, you should position yourself as a relief, or the 'safe choice,' to solve an end-user pain point. Third (most importantly), you need to stay the course. Fifteen years post-launch, I have weathered several economic storms. Remember who you are and why you are doing this, then dig in. - Rebecca Brooks, Alter Agents 4. Trust Your Instincts And Take The Leap There's no such thing as the 'perfect time'—so don't wait for it. You must take the leap, trust yourself and follow your instincts. You've got more power within you than you think. One of my favorite quotes from Zig Ziglar says it best: 'If you wait until all the lights are green before you leave home, you'll never get started on your trip to the top.' Success is on the other side of fear. Let's go! - Hernan Tagliani, Tagliani Multicultural Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 5. Deliver Outstanding Experiences When has the economy not been unpredictable? There will always be forces working against your business. So, regardless of when you launch, you must focus on delivering an outstanding experience for your customers. As a founder, you need to treat your employees so well that they willingly serve as your most enthusiastic brand ambassadors and provide as much sincere value to your community as possible. Then, you can tell that story. - Scott Greggory, MadAveGroup 6. Build Trust Early Founders need to focus on building trust early. You can start by sharing your story, being transparent about your values and listening closely to your audience. In uncertain times, people gravitate toward brands that feel real and reliable. You should start small, stay consistent and let your customers shape the direction with real feedback. - Guy Leon Sheetrit, Guac Digital 7. Differentiate Through Education-Led Marketing In a volatile market where consumers are spend-conscious, they gravitate toward brands that feel essential, not optional. Here, differentiation is everything, and utilizing education-led marketing strategies can clearly position your brand, plus build trust and relevance. You must give people a reason to choose you, which comes from solving a real need and connecting emotionally through shared values. - Kim Lawton, Enthuse Marketing 8. Prioritize Data-Driven, Measurable Campaigns Founders must prioritize data-driven, measurable marketing that demonstrates immediate value. Every dollar spent must contribute to revenue. You should avoid wasting ad spend on highly targeted campaigns. Your efforts need to show tangible ROI and always be driving leads and sales. Founders should be opportunistic in adopting new technologies and strategies that offer better results and provide real value to prospects. - Ajay Gupta, Stirista 9. Use Authentic Storytelling To Build Trust In uncertain times, clarity and authenticity are your greatest marketing assets. You can't just say you're different; you have to show it. Founders should lean into storytelling that reflects who they are and what they solve, and back it up with results (even early ones). You can demonstrate your impact by highlighting client wins, beta feedback or your team's expertise to build trust before the market is ready to buy. - Natalie Nathanson, Magnetude Consulting 10. Identify Opportunities And Be Ready To Pivot In any environment, there are opportunities. Our agency specialized in travel and tourism when the pandemic hit, but we had one healthcare client, so we leaned into healthcare. Now, we are leaning into automation and brand development. You should be looking for the 'blue sky' where you can bring the most value, lean in and be ready to pivot. Starting a new business is risky in any environment, but don't let it stop you. - Kami Watson Huyse, Zoetica 11. Focus On Authentic Relationships And Community New founders must remain flexible and focus on providing real value. Instead of pushing for big, flashy campaigns, you should focus on building strong, authentic relationships with your customers. Some strategies are utilizing content marketing channels and listening to what your audience is saying, adjusting your messaging as needed and staying connected with them to build a loyal, engaged community around your brand. - Uri Samet, Buzz Dealer 12. Lead With Conviction And A Bold POV The key is to lead with conviction, not caution. In uncertain times, lukewarm brands get ignored. You have to pick a bold point of view, say it loudly and say it often. Fear is ambient, so cut through it with clarity. People don't want 'safe;' they want someone who sounds sure. - Curtis Priest, Pixelcarve Inc. 13. Build A Strong Online Presence Across Channels Building a strong online presence by tapping into SEO, influencers, partnerships and PR is the way to go. You should create an ecosystem that covers different groups of your target audience in the widest possible channels where they can be 'caught.' In addition, in times of crisis, when paid performance tools fade into the background, a strong brand and reputation will work for you. - Michael Kuzminov, HypeFactory 14. Embrace Change, Self-Reliance And Resilience There's never a perfect time to launch, but when you do, be prepared for constant change. These times will teach you resilience, self-reliance and the ability to appreciate that change brings opportunities. Evolution is natural, and those who embrace it will survive to grow stronger. 'Adapt, flee or die' are words that embody true leaders who know change is inevitable. Authenticity and tenacity are keys to success. - Terry Zelen, Zelen Communications 15. Enforce Lean Marketing; Validate Data With Testing Founders should enforce lean marketing tactics, such as focusing on A/B testing combined with a lower ad spend. Once you're able to validate the data, you can allocate further ad spend and expand marketing efforts with influencer partnerships that resonate with those audiences. - Jordan Edelson, Appetizer Mobile LLC 16. Build A Marketing System, Not Just A Campaign It's crucial to build a marketing system, not just a campaign. In uncertain times, campaigns fade fast, but systems scale. You can set up a repeatable engine that aligns brand strategy, content, SEO, AI tools and lead generation so you can adapt without starting from scratch every time the market shifts. That's how you create stability in a volatile world. - Don Dodds, M16 Marketing 17. Move Quickly To Seize The Moment Usually, in 'great' times, it's very hard to find the 'needs' of consumers that lead to new ways to solve problems because the status quo is so good for them. Challenging times uncover the issues to be solved: billion-dollar problems in need of million-dollar solutions. Founders don't have the baggage of legacy holding them to a status quo and can move quickly to seize the moment. - Josh Yudin, The Academy of Marketing
Forbes
08-07-2025
- Business
- Forbes
When A Founder Steps Down And A New Leader Steps Up: 18 PR Tips
When navigating a founder's exit, how a company communicates the story both internally and externally can make all the difference in how people view its future. A leadership change naturally raises questions about business stability and growth, so it's vital to be clear, honest and consistent. The right PR strategy can celebrate a company's brand story, reassure stakeholders and set a new leader and the whole organization up for success. Here, 18 members of Forbes Agency Council share practical tips for managing this momentous transition with confidence and strengthening brand reputation along the way. 1. Convey Both Stability And A Shift In Direction When a key leader steps down, it's essential to communicate a compelling brand vision that blends trust in the company's heritage with excitement for its evolution. This means crafting smart messaging that signals stability and a new direction, then launching a focused campaign to elevate the new leader's voice and build lasting credibility. - Alexa West, Aspectus Group 2. Let The Data Steer The Succession Messaging Let data—such as sales, market share, talent retention and reputation scores—steer the succession PR messaging. You need to position the evolution to reflect the environment in which it's happening. If the brand is doing well, lean into culture, continuity and succession planning. If the brand is faltering, lean into a fresh start and focus on the past turnarounds a successor achieved. - Anthony Romano, Laughlin Constable 3. Convey Leadership Transition As A Positive For Growth It is important to communicate that this is a normal process in a company's evolution. Often, when a company is seeking to accelerate growth, engage in M&A activity, enter new markets, prepare for an IPO and so on, the founder may lack the requisite skills to take the company to the next level. Bringing in an executive who can should be seen as a positive for the company's future growth and evolution. - Scott Powell, Skyline Corporate Communications Group, LLC 4. Decide If It's A Natural Evolution Or Chance To Transform It depends on where the company stands at the time of succession. Is it an opportunity to establish a new image of the company, a transformation, or is it a natural evolution? Not all founders step down at a point of relevance. That's the first tip. If sales are down and stock is down, a natural evolution is not the path. Of course, that's not a PR decision, but PR needs to counsel fearlessly. - Dean Trevelino, Trevelino/Keller Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 5. Keep Communicating The Story Over Time Don't bury the story—shape it. A founder transition is a trust moment. Use PR to show the continuity of values, introduce the new leader with substance and clearly explain what's staying the same and what's evolving. And don't forget to keep doing this over time. One PR project isn't 'doing PR.' When used well, strategic comms can get you through anything. - Christine Wetzler, Pietryla PR & Marketing 6. Media-Train The Founder's Replacement Having the new company replacement media-trained is priceless when a founder steps down. Often, companies don't have a well-thought-through PR and communications plan and haven't given much training to the founder's replacement, who then appears to be like a deer in headlights when fronted to the media—especially if there's unanswered questions from the company's founder. - Adrian Falk, Believe Advertising & PR 7. Own The Transition Proudly When a founder steps down, own the transition publicly and proudly. I recently passed the CEO role at the agency I founded 17 years ago, and I did not sidestep or downplay it. I believe it was the right move for the future. Show your full support, promote the change and celebrate the next chapter. I not only want him to win; I want us all to win. - Chris Suchánek, Firm Media Inc 8. Share The New Leader's Vision And Values When a founder steps down, clear, transparent communication is essential. Companies should proactively share the new leader's vision and values to reassure customers, employees and investors. Emphasize continuity while highlighting fresh perspectives and opportunities. This approach builds trust, preserves brand reputation and ensures a smooth transition that maintains confidence and stability. - Elyse Flynn Meyer, Prism Global Marketing Solutions 9. Explain The 'Why' And Reassure Stakeholders Be transparent and proactive with communication. Share the 'why,' introduce the new leader clearly and reassure stakeholders that the brand's core values remain strong. - David Ispiryan, Effeect 10. Consider The Timing To Shape Your Brand Story Timing can matter here. Is a company anniversary on the horizon? If so, a leadership transition could strategically shape your bigger brand story. Every storm, shift and success your brand faces marks a meaningful chapter, so weave together a value-rich narrative that can inspire staff, stakeholders and beyond. It's about the long game, and how the next in line will carry the torch forward. - Samantha Reynolds, ECHO Storytelling Agency 11. Assure Customers Of Brand Continuity For many customers, who's leading the company isn't the most important thing. What they do care about is whether their problems will be solved and whether the brand's values will align with theirs. This is a good moment to get transparent. Share what this shift means for the company and give a behind-the-scenes look at how you're working to keep delivering products and/or services they know and love. - Nataliya Andreychuk, Viseven 12. Respect And Acknowledge The Past Be respectful. Celebrate the achievements of the founder before the appointment of their replacement. In this situation, focusing too much on the future and forgetting the past is a recipe for your audience to believe the brand thinks short-term. A brand should be based on a story, and previous chapters of the brand story are always important. - Mike Maynard, Napier Partnership Limited 13. Start With Internal Brand Ambassadors Focus on building internal brand ambassadors first. When employees genuinely believe in the transition and new leadership, they become your most credible advocates. Meanwhile, launch founder-led reflections and successor-led roadmaps across media, host live Q&A and client testimonials—ensuring authenticity, continuity and stakeholder trust. - Lars Voedisch, PRecious Communications 14. Don't Announce Changes Before All Parties Are Ready Brands should consider avoiding the perceived rush to announce leadership changes. Too often, companies celebrate new ownership or leadership before stakeholders experience a confident transition. Waiting to communicate succession can reinforce continuity and prevent negative perception. - Jason Mudd, Axia Public Relations 15. Run A Reputation Audit Before And After Use the transition to run a reputation audit, evaluating brand sentiment before and after the announcement. This guides messaging and reveals stakeholder concerns in real time. Communicate continuity without cloning the past, and let external data shape how the new leader is positioned to steer relevance, not just legacy. - Vaibhav Kakkar, Digital Web Solutions 16. Gradually Introduce The New Leader To The Public When a founder steps down, it's important that the successor has already been thoughtfully integrated into the business, both internally with the team and externally as part of the brand story. A smooth transition is strengthened when the new leader has been gradually introduced to the public and positioned as a natural extension of the company's vision and values. - Jessica Hawthorne-Castro, Hawthorne Advertising 17. Showcase Alignment Between Leaders Don't let others shape the story. Take ownership of the narrative early through transparent communication, a clear succession story and visible alignment between leaders—ideally, including a joint message or appearance. If handled right, the transition can become a brand-strengthening moment that builds confidence in what's next. - Paula Chiocchi, Outward Media, Inc. 18. Be Honest And Transparent As in politics, you can't approach succession without context, whether due to failure, strategy or perception shifts. However, in all cases, the most effective PR strategy is honesty. Clear, transparent communication about the 'why' behind the change builds trust, calms speculation and helps retain customer and investor confidence during the transition. - Cagan Sean Yuksel, Dreamspace
Forbes
30-06-2025
- Business
- Forbes
13 Smart Ways To Strengthen Customer Loyalty With ‘Freebies'
Giving something away for free can feel risky for a company. Done thoughtfully and strategically, however, providing 'freebies' can be an effective way for a business to deepen loyalty with its best customers. The key is to make those rewards feel personal, purposeful and tied to the value a brand already delivers. Whether it's a surprise upgrade, early access or a tailored free service, the gesture should reinforce trust and appreciation, not just trigger another transaction. Below, Forbes Agency Council members share approaches to offering rewards that have been proven to encourage strong customer loyalty. 1. Use Exclusive Rewards To Incentivize Continued Business A smart approach is to offer exclusive rewards through a loyalty program, where repeat customers earn points or perks for continued business. This creates a sense of value and appreciation, encouraging consistent engagement. Rewarding loyalty builds trust, strengthens emotional connections and turns customers into brand advocates, driving long-term success. - Robert Nikic, Why Unified 2. Reward Repeat Customers Through A Tiered Program A tiered loyalty program is an effective strategy to reward repeat customers. They earn points with each purchase, redeemable for free products or discounts, seamlessly tracked via a CRM. This approach shows gratitude, drives further engagement and fosters strong brand connections. Compared to subscriptions or referrals, it directly enhances loyalty, making it the optimal choice. - Meeky Hwang, Ndevr, Inc 3. Tailor Free Offers To Customer Behavior When customers feel valued, loyalty follows. Rewarding repeat customers with free products or services shows appreciation and builds trust. A smart approach is to tailor rewards to customer behavior. Aim to make them personal, not generic. When executed this way, rewards aren't just a gift; they're a relationship investment. - Mary Ann O'Brien, OBI Creative 4. Provide Purchase-Based Rewards Anchored In Values Loyal customers don't just buy your products, they believe in your brand. They return because of trust, values and connection, not just convenience. That's why building loyalty is so valuable. A smart way to strengthen consumer loyalty is by offering rewards based on past purchases. These unexpected gestures show appreciation and deepen the relationship. - Shane Savage, PATHOS Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 5. Foster Community Through Shared Experiences Brand loyalty predominantly relies on three pillars: belonging, exclusivity and shared experiences within a community. Similarly, these are the core indicators of a community. Community belonging amplifies the benefits of sharing, such as offering free products or services to repeat customers. Balancing customer benefits with the core purpose of the community is crucial for ensuring brand success. - Oksana Matviichuk, OM Strategic Forecasting 6. Use Free Trials To Deliver More Value And Grow Business For us, offering free services isn't about giving things away—it's a strategy to deliver more value to our clients and grow our relationship with them. For example, when introducing a new service with strong potential for improving results for a client, we use free trials to demonstrate functionality and impact. This often results in them buying the service and expanding their business with us. - Paula Chiocchi, Outward Media, Inc. 7. Trigger Loyalty Loops With Timely, Personal Freebies Loyalty grows strongest when it's sparked by instinct, not obligation. A free perk offered at the right moment—especially when it feels personal or unexpected—does more than delight. It triggers the deeply human urge to reciprocate. That's where the loyalty loop begins. Reward leads to return, which leads to repeat. Over time, generosity becomes gravity, and the relationship deepens with every turn. - Shanna Apitz, Hunt Adkins 8. Empower Repeat Customers With Tools That Actually Help At our company, we give high-value digital tools—like tech packs, launch checklists and production budgeting templates—free to repeat clients. These resources are tailored, impactful and help them succeed faster. When a client wins using our tools, they often credit us, and that gratitude turns into long-term loyalty and more business. Rewards work when they actually help. - Miller McCoy, Limitless MFG 9. Do Exclusive Giveaways And Conduct Follow-Up Bake exclusivity into a giveaway and track which loyal customers take advantage. Create an email campaign for your loyal customer list. Spotlight your giveaway with a personalized email and personalized promo code. This gives your loyal customers a VIP feeling while helping you track, and opens up the perfect opportunity to call your prospects directly to ensure they received their free gift. - Bernard May, National Positions 10. Offer Strategic Audits To Show Your Holistic Grasp Offer strategic audits that reveal both in-scope solutions and out-of-scope gaps, showing your holistic grasp. Give a taste of the solution so customers feel the value firsthand. This builds trust, positions you as a true partner and creates loyalty without overextending your offer. - Christy Saia-Owenby, MOXY Company 11. Make Customers Feel Seen With Insider-Style Perks Rewards aren't a gimmick. They're a signal. Smart brands offer perks that feel personal, not just points. Think surprise upgrades, exclusive drops and behind-the-scenes access. It's not about discounts. It's about making loyal customers feel like insiders. When they feel seen, they stay. And they bring others with them. - Lars Voedisch, PRecious Communications 12. Invest In Relationships With Special Offers Any great relationship is reciprocal. I believe in radical hospitality and generosity. Consider adding something special to a current engagement or inviting existing customers to try out a new product or service for free. Investing in customer relationships is a tried-and-true best practice built upon our human nature. It's more important how you make people feel than what you deliver. - Talie Smith, Smith & Connors 13. Surprise Customers With Unexpected Micro-Rewards Implement surprise-and-delight moments through micro-rewards based on customer lifetime value calculations. Instead of predictable perks, offer unexpected experiences like behind-the-scenes access or co-creation opportunities. This builds emotional equity rather than transactional loyalty, creating deeper brand attachment. - Vaibhav Kakkar, Digital Web Solutions
