April 2022 milkshake 3
brand disloyalty
lessons on why customers leave
he Golden Rays. That was the name the Questus team and its client,
Days Inn, settled on for the youth travel baseball team they created. The
Golden Rays were not just any baseball team; they were a collection
of underprivileged kids whose parents could not afford the exorbitant
costs associated with playing the game. The coaching. The uniforms. The
equipment. The travel costs.
In creating this experience for these kids, Days Inn was making a
statement that forging lifelong memories on and off the field—for those
who simply could not otherwise—was just too important not to do so. And
Questus, a digital advertising agency that has worked with some of the
world’s most influential brands—including Amazon, Apple, Capital One,
Disney, the NFL, Samsung, Starbucks, Universal, Wyndham and Verizon—
was at the heart of the concept. Not only was there a team, but there was
episodic video content launched across paid and owned channels covering
the Golden Rays’ season—from tryouts, to travel tournaments, to player
and family testimonials.
“We showed the Days Inn audience how much the brand truly cares about families and travel
sports, while creating a once-in-a-lifetime experience for the kids,” says Questus founding
partner Jeff Rosenblum. “At first, the team was horrible and could hardly even field a ground
ball. But they fought their way all the way to the championship game with thousands and
thousands of people watching them play. Days Inn empowered members of their target
audience while inspiring their community.”
In a time when keeping customers engaged seems really hard at face value, finding ways to
keep them engaged across all platforms is even more daunting. Today, more than 500,000
brands around the world are fighting for attention, as customers on average see 5,000-plus
branded messages every day. There is so much noise their brains are becoming cognitive spam
filters that are subconsciously programmed to ignore as much as 99% of the information they
receive.
Rosenblum says that while the customer-centric strategies like Days Inn’s baseball team