3 high impact emotional motivators defining customers’ choices
Influencing your customers through appealing to their emotions is one of the main challenges for every marketer when starting their journey with branding new product or company. Doesn’t matter if you are selling services, toilet paper or luxury car, the benefits of using your products are no longer the most important factors in your customers choices. The scientists and industry specialists are booming about the role of people’s feelings in decision making process. Emotional branding is no longer an option, is a must!
The issue I found really interesting is how to transfer our knowledge about emotions into branding process and how finding out about client’s feelings can influence further brand development within a digital world.
According to the experts from customer insight research companies: Motista – Scott Magids, Alan Zofras and Daniel Leemon– a director of CEB who joined together for a purpose of extensive market research and wrote about their founding in the article “The New Science of Customer Emotions”:
“When companies connect with customers emotions, the payoff can be huge. Consider these examples: After a major bank introduced a credit card for Millenials that was designed to inspire emotional connection, use among the segment increased by 70% and new account growth rose by 40%. Within a year of launching products and messaging to maximise emotional connection, a leading household cleaner turned market share losses into double-digit-growth.”
The above examples show that understanding your customer’s feelings can have strong impact on your company, your products, but also by analysing your audience emotions and answering with the relevant changes, you have an ability to boost your business profitability. According to the studies, companies have a great opportunity to create new value by building emotional connection with their customers. It is worth to invest in science to find out more about emotional connection between brands and targeted audience.
Customers don’t perceive the brands only by their functionality any more. The more important factor seems to be its identity. Customers want to choose products which satisfy their desires, their internal connection with the brand language, their emotional needs.
Winnifred Knight asked Mr Nyimpini Mabunda– Luxury alcohol Marketing Manager – for a purpose of article “Emotional Branding in a Changing Marketplace” about the power of brands and how they affect the customers.
The answer was: “Customers define themselves through brands they use. The branded clothes they wear, the cars they drive, the drinks they consume, university they attended, favourite spots to hang out, and so on”.
According to the author the best way forward is to use direct and interactive approach in marketing as a contradiction to traditional marketers approach based on 4P’s. The meaningful connection can be established only by using emotional marketing principles and techniques. He also adds that branding is no longer about market share but about “mind and emotions share”. In other words, as marketers we have a great responsibility to stay authentic, gain customers trust and offer them only what they desire.
If we come back to the research performed by Motista company, we can distinguish 3 main emotional motivators leading people to purchase decision which can also indicate set of actions to take for a marketer to build emotional connection with them.
- Standing out from the crowd- customers who like to feel special, unique, and original. Looking for promoting social identity, thrill, excitement, fun. Don’t hold back, create innovative campaign, very engaging communication model for your customers to integrate within unique community.
- Have confidence in the future- people perceiving future as better than the past, for those liking inventions, modern, innovative technologies, believing in positive picture of what to come, often desiring self-improvement. Talk: future, innovation, forget about retro fonts and humble beginnings.
- Enjoy sense of well-being& feeling secure– people who want to achieve balance or they feel that they have already lived satisfying life, they look for stress free services and products, and they will look for security or meaningful products. Appeal to their sense of security, the pictures of homes, gardens, kids and pets more than welcome.
Having that in mind, it is easier for any marketer to dive into their customer’s desires. Identifying your targeted audience’s feelings should the first main task on your “to do” list if you are aiming to engage your audience or nurture the relation with them.
I am a marketer at heart and soul, passionate about emotional side of this area of business. I mainly work with female organisations at their early stage of development, helping them to define their brands and establish relevant communication plan. As I am personally interested in the role of emotions in marketing and great advocate of authenticity in branding process, I have joined the course “Engagement & Nurture Marketing Strategies “at Northwestern University to help my clients to communicate with their customers the most effective and relevant way, already used by the experts worldwide. Connect with me on LinkedIn.