Think of the best marketing piece you have seen. Did it make you feel happy? Sad? Angry? Nostalgic? Whichever your response does not matter anymore, what matters is that the marketing piece triggered it.
Indeed, the best marketing item triggers an emotional reaction from the end-viewer, leading to stronger impressions and brand loyalty—and in the end, a much higher ROI from your marketing dollars.
To increase the emotional connectivity for your marketing kits, review these three tips.
Connectivity Tip # 1: Know Your Audience
Why do the most successful marketers know their audience to an incredibly detailed degree? They do their homework― researching their consumers, getting to know their habits, their wants, desires and motivations. On the contrary, slipshod approaches― failure to identify, then define the target audience―lowers chances of making an emotional connection with them.
Experienced marketers in tune with their audience also find it easier to design creative that tugs on whichever emotion they want to evoke.
They know that a standard one-size-fits-all marketing approach does not work, and is not cost-efficient. Tailoring a custom message to one’s audience will definitely create a better connection at lower cost.
Connectivity Tip # 2: Be Authentic
Gone are the 1950s and the 1990s. Entering the 2020’s, enlightened consumers have become acutely conscious of being marketed to. Does this mean marketing no longer works? No, it just means that people today see right through companies and brands not being true to themselves—and can no longer be everything to everybody. Companies and brands should not neglect to define who they are and what their core values and beliefs are. Once they have done this, they can create brand marketing aligned to their company’s ideals. Consumers, too, will connect with them on a much more emotional level.
Connectivity Tip # 3: Tell a Story
Features and benefits―two words that Sales uses, but which you in Marketing neglect. As a consequence, Marketing loses a possible emotional connection if it simply tells its target audience what its brand does—an unacceptable shortcut!
The right way to connect emotionally is for Marketing to tell a story, in three consecutive steps. First, portray what the consumers’ life now looks like, to show that you understand them. Second, illustrate a problem that they have, for which, up until now, all solutions have been inadequate. Finally, launch your hero to save the day―your company and your brand. That completes the story and creates emotional connections.
What happens when you make an emotional connection with your consumer? You inspire that person and make him a brand ambassador—an influencer. Not only does he develop loyalty to your brand; he also shares your message with others. Never forgetting to create an emotional connection with their audience is how the best brands are able to spread their message successfully.
Read Your brand is you. Does it show? and find ways to further develop your brand.