So many business owners focus on giving customers and potential customers what they want when it comes to experiential marketing campaigns. While this is great, they are likely to get a lot more out of their efforts if they start focusing on catering to their needs instead. Not only day-to-day needs but emotional needs, too. There are four core human emotional needs that marketers can tap into, helping to build a sense of brand loyalty within their consumers. We take a look at three of them below.
Humans have a natural desire to ‘fit in’. They have a need to be considered a part of a group. They have a need to know that there are others just like them. This stems from the most common human fear, namely the fear of being alone. Tradeway’s Greg Martin comments:
“Marketers can use this need to their advantage by doing things that bring people together. Not only in a physical sense, but uniting them, along with the brand, with the help of a big idea that people can happily get behind. Creating a sense of community with their brand at the forefront is one of the easiest ways in which to generate loyalty and build connections with potential customers. A good example is a company that produces LED lighting taking a stance when it comes to greener living, and getting their customer base to be just as passionate about the movement as they are – as a collective, as a community.”
We all know that humans are complex creatures. So, it comes as no surprise to learn that another emotional need is to be unique. We all crave to belong; however, we want to belong without completely losing our special sense of self. We want to be able to differentiate ourselves from our groups without standing out too much.
“Here, marketers can strive to do everything in their power to make their customers feel special. Experiential marketing strategies that focus more on providing personalised experiences work well in this regard,” says Greg.
Arguably the most important emotional need these days, especially considering the fast-paced routines that the vast majority of us lead, is that of release: being able to escape from the norm that we are used to and delving into something different that we do not do every day.
“In terms of experiential marketing, providing the consumer with a sense of release should be a priority anyway. The key here is to get creative when it comes to the type of experience you are offering them. Don’t be afraid to do something completely out of the ordinary!”
Would you like to hire an experiential and field marketing company to assist you in tailoring your marketing efforts according to the emotional needs of your target audience? If so, be sure to get in touch with the team at Tradeway.