In this ‘information age’ there is so much competing for our attention including in-store and online shopping, television commercials, email campaigns etc. With that comes high expectation of products, services and experiences. As consumers, we make choices to either engage or discard. If we’ve seen it all before we discard. If it’s new and grabs our attention we engage. There are some great products and experiences that resonate with us – those that ‘offer a gift – in exchange for our attention.’ They communicate a thought that leaves the consumer happier, wiser…somehow better off for having engaged.
What makes some brands flourish when others struggle?
Kevin Roberts, CEO Worldwide, Saatchi & Saatchi wrote a book ‘Lovemarks: The Future Beyond Brands’ (2005). Kevin writes, “Brands are running out of juice”, ‘Lovemarks’ is a marketing concept that is intended to replace the idea of brands. He believes that ‘Love’ is the way forward for business – the way to rescue brands is through creating emotional connections with consumers.”
“Lovemarks reach your heart as well as your mind, creating an intimate, emotional connection that you just can’t live without. Ever.”
Saatchi & Saatchi
“It’s no longer about how can I improve my product but rather “How will you improve my life? Answering this is to deliver priceless value on screen and in store.”
Robert believes at the heart of every Lovemark is ‘respect’. “No respect? Its not a love mark.”
The key ingredients to creating Lovemarks: Mystery, Sensuality and Intimacy
Great stories, metaphors, dreams and symbols: past, present and future; mystery draws us to what we do not already know
Sound, sight, smell, touch, and taste – it is through the senses we experience the world and create memories
Commitment, empathy, and passion – the close connections that win loyalty
Learn to engage
One way Saatchi & Saatchi engage with consumers is through their website www.lovemarks.com which allows consumers to share their Lovemark stories. You can learn more about Lovemarks through their latest presentations, media coverage, press releases, book launches and events.
Robert concludes that in order for great brands to survive in this age they must engage and make emotional connections with consumers. With the escalating increase of mobile phones, computers and tablets, there is an ever-increasing need to embrace and utilise technology to connect and get closer to consumers.
In what ways can you engage and make emotional connections with consumers?