Brands that share the emotional values and priorities of its customers are able to build long lasting relationship with them. How do retailers apply this strategy and push the hot button?


C:\Documents and Settings\megha\Desktop\pic1.jpgGone are the days when manufacturers decided the product features, size, color etc. That was the time when customers were willing to buy from the available alternatives. Now the scenario has changed, and competition has become intense. Customers have a range of choices, compare product offerings, and take decisions.


Sale is all about creating demand for a product through persuasion. Motivating the customer to take the buying decision is the most desirable consequence of any marketing exercise. Key to effective marketing is creating a rapport with the people at an emotional level. Creating emotional ties with the customer is crucial at the time of marketing the production. A customer who is emotionally bonded with the brand, grabs its message immediately, and gives the desired response.


People are emotional by nature. Emotional marketing builds the customer's ego, making him feel smarter, and more sophisticated. By making the customer feel better about their own self, the brand transcends from being a mere product status to become a trusted friend. This helps the brand to build a long term attachment with its customers. Emotional ideas stimulate a customer's mind 3000 times faster than rational thoughts.


People are very passionate by nature regarding their brands. They wear logos in t-shirts, tattoo them or herald them on their social networking sites. Properly planned and appropriately devised emotional marketing tools have the capacity to minimize rational feelings in the customer's mind.



Some emotional factors that appeal to customers:


Pride: Pride is the most powerful marketing tool that induces the customer to buy something so that he gets a sense of accomplishment, power, or respect. For instance designer apparels may be very expensive, but will give the owner a status of having unique collection in his wardrobe.


Love: Sometimes, merchandise is marketed stating that it is the best gift for the loved ones.


Greed: Marketing strategies focusing on the greedy emotion is very effective. Getting a list of bonus items with the purchase of an item, for e.g. fashion accessories with a fashionable outfit, is a package price charged on a group of products.


Value: Some advertisements focus on the emotional trigger of getting a good deal. Messages challenging the customer that if they get a better deal for the same product they will match their price, or if the customer is not satisfied with the product in a limited time and the brand promises cash back are related to feelings of value.


Identification with social groups: Most of the customers would like to associate themselves with a group. Customers purchase a product just to feel a part of the group associated with the brand or the product.


Instant gratification: Impulse buying refers to the unplanned decision taken by a consumer to buy a service or a product. Customer's basic instinct related to instant gratification is manipulated by retailers. The way merchandise is displayed in the window, and in-store may trigger the buyer to buy what, may otherwise not be considered.

Customers are generally not interested in product attributes, but are likely to be interested in knowing how the merchandise would match with their personality. Though all customers would not behave in the same manner, this is the general attribute of majority of the customers. Customers are attracted towards a product due to the effect of their feelings. Brands that prefer to stand out in the competition should make use of this attribute, and use emotional marketing tools to appeal to the customers.


Emotional marketing is all about getting the target audience to connect with the product or service of the brand at an emotional level. Applying emotional strategies for marketing can yield amazing results. Brands that do not make emotional connections are likely to lose out their market.


References:

  1. Marketingscoop.com
  2. Entrepreneur.com