50% of every buying decision is driven by emotion. Which raises the question, “how intimate is the personal connection between your consumer and your product?” Are your consumers in love with you, or have you simply been friend-zoned?
Making consumers fall in love with your brand is similar to making someone fall head over heels for you. It’s all about building emotional connections that promise to satisfy an emotional need (“I want to feel appreciated”) or offers one access to a self-identity that they want to experience and express (“I’m in love!”).
So, how do you avoid being friend-zoned? Wooing a consumer is actually much easier than you think. In fact, the hard part is changing your mind set. Creating a genuine emotional connection with your consumer has almost nothing to do with your great product or the sexy ad campaigns you make.
Think about it; would you fall in love with a guy who keeps bragging about his well chiseled abs or sleek sports car?
If not (I would like to believe a majority of you would find this narcissistic behaviour a turn-off), then why should consumers fall for your product because of your cool ads or stadium-packed concerts? In reality, the only ones who love you are your ad agency and musicians/entertainers. And that’s because you’re buying their affection.
The answer lies in having a meaning in the life of your consumer. A true, tangible meaning in their lives. Take Equity Bank’s new ‘Vijana na Equity‘ (Equity and the Youth) initiative. Simply put; Equity Bank is going to give young people the opportunity to showcase their talent, and ultimately win prizes. The most important prize will not be cash (remember, we’re not buying love – we are creating meaning to lives) but Financial Management Training under the Financial Knowledge for Africa (FiKA).
Emotional connection is a powerful way to link the heart of your target market with the soul of your brand. To begin building powerful emotional connections with your consumers, you must start by involving them. Most importantly you must keep in mind that it’s not about your product, it’s the value it adds to their lives.