The key to long-term business success is marrying your customers.
Don’t run to the city hall to sign the papers, read this article and find out how marketers create an emotional relationship between their brand and customers.
Marketers know pretty well that forming an emotional connection with customers is the key to long-term success. Competitors number is increasing tremendously every day so how can a brand differentiate itself enough, from the rest, to be considered “the one” in its branch? Juggling with prices it’s the riskiest strategy you can think of; at any moment a competitor can drop the price as much as possibly getting you out of the business.
First, let’s see talk about the prices.
Low price products – high price products
I will use the term “low price products” referring to daily used commodities. These products have similar characteristics and almost the same price. It might seem that the competition is going to be won by the cheapest product, but the price is only a part of the buying equation.
People have the tendency to buy and use the same product regardless of the discounts offered by a competitor. Why does this happen? Because consumers develop a trust relationship with the brand they use most frequently and discounts won’t simply change their choice towards another brand. Emotional appeal and persuasive discourse must support the marketing strategy.
Moving to “high price products”, I will define them as major purchases which imply money, time and possibly energy consumption. These types of products can be significant purchases such as cars, houses, equipment or just expensive clothing and jewelry. Due to the high price paid on the purchase, client’s involvement is going to be an active one. But guess what, as in low price products, characteristics may be similar, but prices here can differ enormously.
Just think of a leather bag for ladies. It can be bought from a fast fashion retail shop or from a designer’s collection. Both are made of leather, have quality seams, the shape can be extremely similar, but the designer bag is going to cost ten times more money. Wonder why? You probably know why…there are people willing to buy the emotion offered by the bag.
Marketers seized the opportunity to advertise their products with emotional ads, so now we can distinguish two ads categories:
1. Thinking ads: lots of factual information about the product and its attributes. Also the channels in which these ads run contain more information than entertainment. This happens because a consumer’s state of mind is already prepared to receive information and its processing is going to be a lot easier.
2. Feeling ads: focused on transmitting the emotion one will experience while owning and using a product. The channels selected for running these types of ads are generally the entertainment channels, with lots of movies and entertainment shows. The viewer’s state of mind is prepared, this time, for emotional appeal and processing is going to be developed through his emotional filter.
Persuasion is the right key for both types of ads and for all marketing strategies.
Four persuasion principles
1. Reciprocity. It is the easiest one; if you receive something you feel the need to return the present or the favor. It works almost every time and in various situations. For example, you want your customer’s feedback after he or she just visited your new shop.
2. Authority. People follow the leaders, this is as clear as daylight. Becoming an authority in a field and possibly an influencer is no easy task. You must act, talk, dress, like an authority so that people will start listening to your or your company’s voice. In order to obtain this status easier, you should also be recommended by other authorities in your field.
3. Liking. We are all more willing to listen to people that we like. This liking can be related to a lot of aspects from the level of attractiveness to the desire of affiliating to a group or a belief.
4. Perseverance. Ads run thousands of times at TV not because companies have money to throw out the window, but because perseverance is one of the most important persuasion principles. A message repeated over and over again will make the brand easier to recognize and will increase its credibility.
If you are a marketer…
… and you decide to attract your customers with an emotional approach, make sure you know what you are getting into. That means you must know exactly what kind of emotions you want to appeal. Then focus all your communication efforts in order to attract the targeted audience. Finally, the emotional strategy should include all the stages in which you are coming into contact with your clients.
Use emotional marketing and you will live in a happily ever after relationship with your customers.