What is frequency?

ProBlogger’s post, Frequency Does Not Equal Loyalty, hits the nail on the head. Think of how many places you frequent out of necessity but aren’t necessarily loyal to. The post uses the example of a gas station: you probably go to the one closest to your house, but if you’re out and about and you need gas, or if you find gas somewhere cheaper, you’ll most likely go to a different gas station and not think twice about it.

This is an example of frequency without loyalty. Meanwhile, there are a number of high end brands that I only purchase from once in a while yet I would say am extremely loyal to. The post points out that “this is just a simple reminder that if your customers are frequent purchasers of your product or service, it doesn’t necessarily mean that you have their undying loyalty.” Creating that loyalty is a different endeavor altogether ~ and having frequent customers instead of loyal purchasers works for some sites, you just have to be honest about what type of site you have or work with, and set expectations accordingly!

Seth Godin’s post fills this idea out a bit more by talking about what makes a brand a brand – his definition:

A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.

This fits in with the idea of loyalty in that these expectations, memories, stories, relationships etc. can determine whether someone is a frequent purchaser or a loyal customer. If you’re not sure which category you fall under, ProBlogger suggests surveying your users or readers to determine what type of perception they have of you.