This week is Valentines Day and we all know what that means for the most of us – Love. Yep, the month of love is here and it is a time where we celebrate and cherish our relationships with the ones we love. But did you know that love also works in marketing? Well, to put it down simply, a brand should aim to make their customers fall in love with them.
Now, we all know that recognition and respect are important but more than that, a customer must “love” your brand. This marks an emotional relationship between you and your customers. This is very important for companies because people choose the brands they love more often than other products. To put that into perspective, an average consumer use respected brands 26 days a year while they use the brands/products they love 119 days a year.
So how do you make your customers fall in love with your brand?
The best way to tackle this question is to look at brands that have successfully implemented this technique. According to these case studies, companies that are most love by their consumers have mastered four main development steps:
This step revolves around searching for the truth regarding your business. This part should never be skipped as it will provide the core principles needed for future steps.
This step is all about the process of getting the truth about your customers, the revelations, and insights. This can also be called market/customer research and it should be based on the findings of the first step and will be vital for the next steps.
Inspiration describes all the ideas that are born out of creative and strategic thinking. This step requires you to focus on the information from Exploration without losing sight of the qualities you derived from Discovery.
If you do well in the first 3 steps then the Attraction will not be too hard to do. As a matter of fact, if you did well on the first 3 steps then Attraction may occur with little help from you and your company. This step is all about inspiring customer participation and is necessary for future development and company growth.
One thing you have to remember is that although you have a great direct mail marketing campaign or an online marketing campaign, your customer must fall in love with your product/brand and not just the campaign. Make sure your product is worthy of the love that your customers are willing to give. Don’t just give them a fad. Give them something to truly love.