Manufactured Holiday or not, Make your Customers Fall in Love with your Brand
By Umesh Bopche, Vice President, Sales & Business Development, Brands Services
Come February, and it’s time to order exotic gifts, make fine dining reservations, and strategize grand romantic gestures for your loved ones. After all, Valentine’s Day is right around the corner! Some may argue that occasions like Valentine’s Day are holidays manufactured only to boost sales. But for brands trying to build customer relationships, Valentine’s Day is a great reminder of how Marketing is a lot like dating! In both scenarios, you have to make an impactful first impression, work on building trust, establish a deep connect and ensure regular, two-way communication. Here are four ways you can get customers to fall in love with your brand, by leveraging video marketing effectively:
1. Be Real & Transparent
Brands are increasingly embracing transparency and being upfront in order to win customers. They are tossing out old ways of using business jargon on websites, churning out canned responses to emails and making false or exaggerated product claims. In terms of video strategy, right from TV commercials to product demos to explainer videos, marketers are putting out full, detailed descriptions of what buyers can expect from their offerings. They are digging deeper than celebrity endorsements and glossy imagery, because, just like misrepresenting yourself will not land you a second date, it won’t win you any new customers either.
2. Establish a Strong Emotional Connection
Consumers are not led by rationality alone while making a purchase – emotional motives often play a big role. Just like relationships hinge on feelings, purchase decisions are often based on emotions. That’s why it’s important for consumers to be able to truly connect with the soul of your brand. They need to be able to relate to your brand’s personality. They need something they can discuss with their friends and family. To build loyalty and prompt action, your videos need to make a convincing emotional appeal that resonates with consumers and becomes a talking point for them.
3. Focus on Long-term Goals
Video marketing is not a quick fix. It takes time and effort to build robust relationships with customers and win their trust. Creating a few videos and posting them sporadically on social media is not a strategy that’s likely to pay off. With video marketing, it takes time to start seeing results. And even when you do, you need to keep new content flowing and increase your distribution channels. After all, you may have had a successful first date, but you still have to work on wooing your partner, right?
4. Be Consistent
You wouldn't want your romantic interest to blow hot and cold, would you? Similarly, customers also expect consistency from brands – whether via words, video strategy, offerings or perspective. A constantly changing brand personality can confuse the audience. Instead, all brand messaging, including video communication, needs to strictly adhere to brand guidelines – across all platforms. This helps people determine whether they want to let your brand into their lives and their wallets.
If you are planning to blast your audiences with brand messages and hope for the perfect union to take place, think again. Instead, try focusing on your target consumers. Understand their challenges and work on communicating solutions that can truly add value to their lives. Listen to what they have to say, get into their minds and work to earn their trust. Because if you play your cards right, you might just be able to formalize your relationship with an actual sale!
Click here and we'll get you a meeting with our Subject Matter Expert