If your customer is in front of a range of products and they are all very similar to each other, it goes without saying that you need to ensure that your goods stand out from the crowd. But how do you actually do that? The answer: an innovative and relevant marketing strategy.
We all know when it comes to helping consumers connect with your product, you have to understand who they really are. Your product has to resonate with them. But it’s more than that; it’s about making sure that your product – and your overall strategy through which the product’s values are communicated – speak to your consumers’ emotions. An emotional connection is infinitely more powerful in holding attention span, and, more importantly, purchasing decisions.
Don’t just take our word for it. In a recent instore project for a homeware brand, we had to do exactly that – provide a strategy that would enable the brand to form an emotional connection with their target market…
Offer inspiration
First impressions form in just seconds, and we needed to shape that first impression to help the products stand out in their customer’s minds. Using a Pinterest-style setup, we were able to deliver a new ROI - Return on Inspiration – by showcasing similar products to use as creative vision for their own home.
Speak to consumers’ aspirations
It’s not just about the product, but how the product can help consumers reach their own personal goals. Our See It. Love It. Buy It. concept was designed to influence the buying behaviour of the customer by understanding the ideal visions for their homes.
By tapping into their goals and visions, we showed how these particular products would help them to reach their dreams and desires.
Add personalisation
Going one stage further, consumers were able to relate their product choices back to their own individual style. Through interactive storytelling, we created a hub with personalised products based on their preferences. The choices available were aligned with their likes and dislikes, enabling us to suggest the complimentary products available to suit their style and personal choice.
The aim was to quickly build confidence and grow trust with our targeted consumers so they would choose to buy the products. With a mix of digital and physical to create a unique personal shopping experience, we created a buzz encouraging excitement and disrupting buying behaviours.
Key takeaways
Emotional connections aren’t just the beginning factor in what becomes a sale; instead, they can keep people buying your products and again. Speaking to a consumers’ emotions genuinely shows you care and you’ve done the legwork to warrant them parting with their hard-earned cash. And ultimately, a genuine emotional connection is what makes consumers head for an aisle, take in all of the products – but ultimately, buy yours.
