Despite having a horrid season last year, it’s very surprising to see that most of the Manchester United fans stood by their team. Two back to back disastrous seasons are surely enough for anyone to switch sides, but this wasn’t the case with Man-Utd fans. Not only they stood by them, but also defended them.
The same goes for Apple. Why is it that people wait in long queues and long hours to buy iPhones? What is it in these brands that people feel connected? It is certainly not the result of exceptional customer service. It is Brand Affinity. Let’s explain how this works, and how one can build and resonate with customer’s emotions.
HBO, for one, has always had genius marketing campaigns. Here’s a look from their Games of Thrones 3 marketing campaign:
YES! This dragon dominated the premium pages of New York Times. HBO took a huge risk and it paid off. Let’s jot down the key-points that contributed to this campaign’s success — it’s clean, relevant to the theme of the series and most importantly builds a mysterious feeling among users. This simple dragon didn’t gave any central clue and led people to think and question themselves about what the new season would hold. As expected, both the campaign and TV Series were a HUGE hit.
In today’s digital world, every single company is striving hard to attain brand loyalty. While it is important to have loyal customers, what most companies are missing out on is that the Holy Grail to succeed and stay ahead of your competition is by building emotional affinity with these customers. Apple, Google and other successful companies have successfully transformed their loyal customers to their brand advocates. So how exactly is it that these companies have connected so well with their target audience?
First of all, building an emotional connection with your audience allows you to capture both their heart and mind. In a world where every company is competing for your customer’s money and attention, emotions are what cut through the crap and lasts. Emotional memories are not only powerful but they stick in one’s mind as well.
It is the power of emotional memories and their depth in our subconscious that has allowed these organizations to succeed. It is this emotional resonance that has allowed them to stand out from the competition. In today’s competitive world, while all the eyeballs are on greenback, emotion often takes the backseat in most of the marketing campaigns. Before we proceed any further, it is important to highlight the difference between features and benefits.
As marketing expert Samuel Hulick explains that people do not want to buy products nor are they interested in knowing about them. All they want to know is how that product will enrich their lives and make them better individuals.
Are you also making the same mistake of focusing on the attributes of the flower whereas your main focus should be on explaining its benefits.
It is emotions that has allowed brands to reduce the distance between their perspective customers and them. This psychological distance has been reduced as brands are getting more close and personal with their audience. If we were to name three factors that have allowed brands to build a strong emotional connection, it has to be 3 Es which stand for- Enticement, Enablement & Enrichment.
If we were to leave one take-away for you from this article, it has to be the 3 E’s. These are the only three factors that will bring you closer and allow you to build emotional connection with your audience. Now get that brain working and think of creative marketing strategies that blends all of these 3 factors smoothly.
Anmol and his content developers were able to provide me with a keyword rich set of blog posts for a project I had. I requested 3 original blog posts for use on a campaign and got them quickly but without sacrificing quality. Every time I think Anmol and his team have exhausted what they can offer me I am always happy to find out that they are a one stop shop and can deliver almost any internet project both quickly and cost effectively.
Working with 42Works has been an experience I am not familiar with. In 42works, I found an attentive, eager to do right for the right reasons, and responsible consultant. 42works made many suggestions that made for a better project overall. I would say I am lucky to have found them, but the truth is I am fortunate. Their communication skills are superb, their dedication unmatched, and their personality made me look forward to working with them.
Excellent service all round. Took time to understand the requirements of the job – suggested good improvements and then set about providing a first class service. Very responsive, quick turnaround and the end result was exactly what we wanted. Would definitely use again and thoroughly recommend to anyone else.Very fast, quick replies, good communication. This job required a lot of small details and they always came through with a solution. I hope to work with 42Works for the long term.
The thing that I liked the most about 42works was their customer interaction chats. They are very comfortable in explaining complex tasks. I have thrown the kitchen sink at them time to time and they have bounced successfully every single time. I am yet to see a crisis which they couldn’t resolve. I fully recommend their services.
The best thing about the Anmol & 42 works team is that they know what I want and need before I even do. I am astonished at how smart, professional and easily available their services are. Had I known them about 5 years ago I’d have saved a lot of wasted efforts on projects. No one is like Anmol. In a world of imitators he is the real deal!
This was a challenging job for a challenging client and 42works came through with flying colors. They were able to resolve a few issues that my other programmers struggled mightily with and I would hire them again in a heart beat.