Many catalogers today still approach their business as retailers first and marketers second. Retailers sell merchandise by focusing primarily on pricing and products. Marketers position their brands for success by introducing emotion into the mix.
It’s easy to see why catalogers fall into the “price and item” trap. Consumers, when asked the reason for their purchase, typically respond with rational and logical answers. Naturally it would seem that lots of attractive, reasonably priced items laid out on a page or web site would get the best results. The reality is, while consumers think they make logical purchase choices, what they actually do is based largely on their emotions, opinions, and life experiences.
Neuroscientists who study purchase decision dynamics have determined that without emotion, humans would be almost incapable of making any decisions, let alone logical ones.
Emotion-based marketing is not a new concept. Advertising agencies have used emotion to sell their clients’ products since… well, forever. Hallmark has built their entire business on emotion. But it’s still relatively rare in the catalog industry where brands have traditionally focused their attention more on catalog covers and products on the page. Both are certainly important, but neither effectively builds a connection or long-term brand loyalty.
Emotions are the main reason why we gravitate toward brand name products over generics.
Much of our work at J.Schmid involves repositioning consumer and B2B catalog brands. Typically, these are companies that are being challenged or overtaken by newer brands. Often their first response is to double down on design and promotions at the expense of building a long-term emotional connection with the customer.
In our branding process, BrandQuest, we start by looking for a brand’s “story.” We want to know the brands reason for its existence… its purpose. Beyond product, what is the brand really offering the customer that is important; that makes them notice, care and purchase? Ultimately, it’s the brand story that drives what creatively ends up on the page.
There are a number of elements that go into the making of a compelling brand story, but the most effective stories invariably share some key traits:
- They are relevant. They are driven by insights that tap into the customer’s life experience. They connect by appealing to emotions more than logic. Uncovering these insights requires qualitative customer research, which many catalogers are reluctant to do.
- They are authentic and honest. They’re based in the brand’s reality. Customers can spot a made up story a mile away. A story that isn’t “real” will turn off customers.
- They “humanize” the brand. Customers prefer to buy from people they like. The brand’s story must present a clearly defined personality that helps the customer “know” and like whom they’re buying from.
- They invite the customer to be part of the brand story. When customers identify with and embrace what the brand stands for, it creates a powerful connection and long-term brand loyalty.
- They are delivered with inspired creative. The brand story drives design. A great execution is necessary to powerfully bring the brand story to life.
Take a look at your brand and ask yourself these questions: Do you have a story? Does your story consistently trigger an intuitive, positive emotional response from your customers? Does it encourage them to buy from you because of how it makes them feel and not simply for what it does? Is your story robust enough to support and drive not just the catalog, but also a brand campaign?
If the answer to these questions is anything other than ‘yes,’ we should talk. Call Chris Hayes at 913-236-2415 or email me at chrish@jschmid.com
Tags: branding, catalog industry, email marketing, Strategy
