“Brand love.” It’s more than a boardroom buzzword. In 2020, the push for brands to be more authentic and personal than ever before is at an all-time high. Here’s why engagement marketing is the secret to creating life-long and loyal consumers to your brand.
“Loyalty.” “Engagement.” “Trust.” Those are some of the most common buzzwords brands feel are the way to successfully develop deep relationships with consumers.
But, what do they mean? When it comes to “brand love,” is it just a phrase that looks good on a PowerPoint? Or, is it possible for brands to use engagement marketing authentically and have consumers “fall in love” with them?
Consumers Want Connections
It’s no secret to the world’s top brands. As research shows, the connections they make with consumers can be as deep and emotional as their relationships “IRL.” For many, when they think of Disney, the nostalgia of their childhood comes to mind. Or, how our relationship with Google is so ingrained in our everyday consciousness we don’t search for something online, we Google it.
According to the Harvard School of Business, 95% of consumers purchasing decisions take place within our subconscious and that translates to 75% of consumers studied in 2014 who said their buying decisions are based on emotion.
The idea of “brand love” isn’t a gimmick and building campaigns and strategies around the “L-word” is crucial to consumers’ loyalty and long-term commitment to brands.
Think of sharing your first Hershey bar with a grandparent or buying your first pair of Nike Air Jordans. The feelings those moments create not only stay with you as years pass, but influence sharing those memories with future generations (who become future consumers).
According to social media management firm Sprout Social, when consumers don’t feel connected to a brand, 70% of those surveyed said they’re less likely to choose them over a competitor and 61% said they would spend less on that brand. Simply put, consumers want engagement marketing that cultivates a long-lasting relationship based on loyalty, integrity, reliability, and trust.
Be Authentic. Be Organic. Be Memorable
So, now you know the power that “brand love” brings to the table and (as Jennifer Lopez once sang) “love don’t cost a thing.” That may not be completely true when it comes to the millions of dollars brands spend on marketing and advertising each year, but there is some meaning to that catchy lyric. According to the White House Office of Consumer Affairs, consumer loyalty can be worth 10 times as much as a single purchase.
How can brands capture the kind of “brand love” that essentially pays for itself in the long-run? Look to experiential marketing as the perfect opportunity to cut through the noise and connect with consumers on a deeper level.
Being authentic is not something brands can manufacture from a boardroom, but it is important to consumers. Authenticity comes from understanding and communicating your personal story in a thoughtful and compelling way. If it’s artificial or contrived, your brand’s story will fall flat.
Experiential and engagement marketing creates interactive and visual experiences that engage the senses and generates buzz for brands in a unique way. When brands can interact with consumers in fun and interesting ways, “brand loyalty” and “brand love” are created organically.
Increase Your “Brand Love” With Engagement Marketing
Consumers expect more from brands than just a great product or a great commercial. Times have changed and so have consumers’ wants and needs from a brand. Using experiential and engagement marketing by creating memorable events and activations leaves a lasting impression consumers remember and that’s become the key to developing lifelong and loyal relationships.
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