With all the stress living today people often like to look back and remember the “good times”. Products that help them get there make an emotional connection with consumers that all the marketing dollars in the world cannot duplicate. Remember, for example, that first cup of Starbucks or that first McDonalds burger ? How about the first time you had an Oreo and a nice big glass of ice cold milk ?
To escape stress people often look for products that either make them feel better about themselves or product that takes them back emotionally to a better time when things were easier and less stressful. It doesn’t work for every product or brand but establishing that emotional connection is a great way to reach out to consumers.
It all goes back to asking a basic question; “what are we really selling?” Here are some examples;
Remember that consumers often do not make purchases based on logic. It isn’t logic that causes someone to pay a 40% premium for an Apple iMac over a PC it’s that emotional brand connection.
Animal House is a great movie to watch and watch again because it takes us back to a time when were less stressed and the only thing we had to worry about was school or what to do tomorrow. Now, more than ever, consumers are looking for ways to help them put the daily stress of their lives on hold and some products can actually fill that need.
One more thing….
There has been a headline recently, via a press release, that a majority of consumers research products online before purchasing them. That is pure bullshit and PR spin. I mean is anyone going to really research a new brand of cracker, salad dressing or cereal online before making their purchase ? Of course not. The bottom line is that there is a direct correlation between the importance of the purchase and how much time someone will spend online researching products. Usually the higher the price the more research online.