Before we start, one thing around which everything else revolves is the fact that customers are human beings. They have emotions, they appreciate honesty and not to forget, they love surprises. Hence, at most times, while the marketing team might just be devising strategies to sell their product to prospective customers, they overlook their existence as human beings and that’s the catch. Here’s how we can make the customer think that we think about them and in turn, get customer love -- a treasure for any brand. Whether it is a brand revolving around men’s grooming products, kids toys or women apparels, their success comes by unlocking customer love. And below is the key.
Make it delightful
Brands Delivering Happiness.
Sending an unexpected freebie with an order or giving a free access pass to a popular event happening in town next month, or giving free samples of your products, or printing coupon codes on your inside packaging which can be redeemed to get discounts on different online sites or to get free internet, etc. Something like “Pay What You Want” is the highest form of delight a brand can offer but there could be resistance for the same owing to feasibility reasons. However, it has been noted in the past that brands offering such schemes become long-term success stories. It may not be profitable initially but in the long run, their success is far more than imaginable.
Another great way to spread joy is by passing on the ability to give joy
Careem - a Ride-Hailing App is winning hearts in the Middle East. How? Careem Rewards System makes every rider get extra reward points after every food order or ride booking. These points could either be redeemed in future rides or donated for charity supporting the refugees. That’s not all. Careem lets its users donate food to the underprivileged children through its app as part of its collaboration with the World Food Programme’s ShareTheMeal app. All this and more to increase the “Feel Good” factor for the existing users and to attract new ones.
Making a part of someone’s life easier
When any part of people’s lives is made easier, they feel delighted and if the reason is your product, they are likely to come back to stay. When you are able to understand the pain-point of a group of audience or overall humankind, you can create a product which solves that problem. This is being empathetic. When your product is empathy-driven, it resolves the real problem and hence, it will bring you a fortune. Sounds like a lot of work? Trust us, it’s worth it!
Using transparency in your favour
People today want to know what they are buying, where are you sourcing the raw material from. If you are selling chairs, you already must be telling where these chairs were made, what material has been used, etc. However, to win customer love, try to show a picture of the artisan working on that chair, his name and age, the town he belongs to, etc. If not the artisan, then you could portray how this chair’s material can be recycled or disposed of in a more nature-loving way.
Personalisation is profitable
Customisation creates excitement. Customers want “unique commodities”, “designed just for them”, “limited edition”. These terms give them a sense of pride and exclusivity. They feel privileged and are ready to pay a hefty price for it. Automobile companies like Volvo, Mercedes Benz launched their Limited Edition cars with customised number plates that were sold out within a few hours.
The idea of owning something which will only have limited pieces on Earth is exhilarating and the price takes a backseat while making purchasing decisions of something as premium and personalised as this.
Selling Memories and Places
Life may be really fast paced but some emotions stay, some memories stay, and they stay there unconsciously. Whether it’s the insta polaroids or a better version of a candy that reminds people of their childhood. It sells because there is an emotional urge in the human mind to revisit good old memories. Pro Tip: If your products are being produced locally, try adding the “Buy Local” tag to engage with the localites.
Now, having discussed the different ways to make a customer yours by spreading goodness, you could go for one or a combination of these different schemes. However, there may be several brands who are customising or who are being ultra transparent about their operations or who are solving a problem faced by society or who are letting their customers pay to the needy through their purchases, but they haven’t been able to get the level of traction they deserve. Why? The reason is simple. They haven’t been able to share their intentions with the correct target audience and what’s stopping them? Their branding. The content on their packaging doesn’t clearly state how they care for the customer which is possibly why the customer doesn’t care to pick that product in the first place. The right words, the right content when printed on the perfect packaging, reaches the target audience, it strikes a chord and what follows is glory!
At Vowels, we formulate the customer persona -- which varies from brand to brand. Understanding the customer persona is of paramount importance as it focuses on the key traits of your target customer, the traits which affect his purchasing decision in the short-term as well as long-term. From demographics (age, gender, location, and occupation, etc.) to diving deep into their aspirations, taste, and the problems they are facing amongst an array of other parameters help us to create a clear picture of “WHO” would be the real consumer of the product. As a matter of fact, the branding solutions we provide are typically based on our research-based customer persona; something that sets us apart and is one of the many reasons for the sustained success of the brands we have worked with.
If you have been planning to get packaging done for your new product launches or simply repackage already existing products with content that strikes a chord, we’ve got you covered. If you are working on a new startup or rebranding an existing one, look no further for all your branding needs. Whether it is a logo redesign, a website redesign, powerful packaging, refreshed messaging, or a complete brand makeover, it’s time you get in touch with professional branding agencies like Vowels to make your vision come true. We specialize in brand consultancy, strategy, brand guidelines, CI manual, brand presentation, and corporate branding.