"If you’re buying peanuts for the first time or just grabbing whatever is at the checkout counter, there’s no loyalty involved—Camel, okay, whatever, you don’t care. That’s a one-time purchase. But for some people, maybe Camel peanuts are a lifetime thing. Think of your grandma—she grew up on Camel peanuts and cashew nuts. She’s a lifetime customer who’ll never buy another type of nut. No fancy nuts, no chocolate-covered nuts—just this, whatever it is. That’s 60 years of loyalty. So, you’ve got to think carefully about the difference between a one-time purchase, 6 months of loyalty, 6 years, or even 60 years. When you achieve a long lifetime relationship, you can accomplish amazing things.” - Jeremy Au, Host of BRAVE Southeast Asia Tech Podcast" - Jeremy Au
"It’s really important to think about marketing as a journey through stages: awareness, consideration, purchase, service, and loyalty. Each stage has multiple touchpoints. For example, awareness might begin when you hear about a brand on the news, see it in a newspaper, catch it on TV or a radio ad, or notice it in a magazine. Then, you’re hanging out, and a friend mentions it—or maybe their friend has used it. By then, it’s like, “Okay, I’ve heard of this brand.” It usually takes around seven mentions to really register. After that, you might Google it, and that’s when targeting and retargeting kick in—online ads, emails, digital billboards, and search engine listings all start following you. These efforts push you from simply knowing about the brand to actually thinking, “Huh, maybe I can use or buy this product.” - Jeremy Au, Host of BRAVE Southeast Asia Tech Podcast" - Jeremy Au
"When Apple offered students a 10–20% discount, they knew they were making less money upfront. But their strategy was clear: once they got you into the Apple ecosystem, you’d likely go on to buy an iPhone, then an Apple Watch, and eventually even the Apple Vision Pro—even if it’s expensive now, they’ll lower the price over time to make it more accessible. From Apple’s perspective, you start with a $1,000–$2,000 MacBook, then move on to other products, enabling them to upsell and have you spend more and more over time.” - Jeremy Au, Host of BRAVE Southeast Asia Tech Podcast" - Jeremy Au
In this episode, Jeremy Au speaks on startup customer personas and long game marketing for loyalty.
Keywords: Startup Customer Personas, Long Game Marketing, Loyalty, Brand Building, Southeast Asia, Startup, Thought Leadership
