Tapping into the Consumer Subconscious
Posted by andrew.mockridge | 12 June
"95% OF ALL THOUGHT OCCURS IN THE UNCONSCIOUS”-Gerald Zaltman
Emotions play a role not only in our subconscious, but also shape our conscious thoughts about brands, products and services. Contrary to popular belief, our feelings actually shape our conscious thoughts and not the other way around. Because of this, marketers worldwide are investing a lot of resources into discovering exactly what goes on in the subconscious mind of their consumers.
OUR 6TH SENSE
Believe it or not, we actually have one. Building brands in a market where consumers have more choices and are more demanding than ever before has become increasingly difficult. We need to have more than a unique selling proposition. We need to have an emotional selling proposition as well (we’ll call it ESP for short).
A great emotional selling experience is what differentiates an ordinary brand experience from an ideal one. We believe that it’s more than just the actual sales experience- it’s an opportunity to touch all aspects of the consumer’s life. It’s the opportunity to reward them with a great experience they’ll enjoy with a great product, like being able to jam out at a rock concert with friends for purchasing a pair of Ray-Ban, or chumming it up over dinner with their significant other after buying a new watch that came with a free Michelin Dining experience.
Research by Meridian and Cap Gemini Ernst show that consumers prefer selection and customization over price. They don’t differentiate retailers by how amazing their products are, but rather by how they were treated. At the end of the day, they chose to do business with the brands that really “got” them and were able to communicate on an emotional level. In another survey conducted by CRMGuru, when companies provided memorable experiences, they built loyalty; 19% of customers increased their purchases, and 31% referred the company to a friend. The benefits of experiential marketing are real: research shows that it costs on average $20 to gain a new customer and only $4 to retain one.
Marketing in today’s complex world requires more than just pretty pictures or a few catchy lines. It requires a memorable experience between customers and brands to promote lifelong loyalty.
By Jennifer Fang