Creating an Emotional Connection – P&G

Creating an Emotional Connection Increases the Opportunity for Customer Engagement

When you create an emotional connection with your customers and/or prospects, your ability to increase your customer lifetime value (CLV) is higher because emotional connections are a necessary element for having a relationship — and relationships are needed for customer engagement.

In the olden-days, when people shopped locally, it was easy to have a relationship and connect with your customers on an emotional level because you knew them and they knew you.  Local marketers who adopt this philosophy today certainly attract more “loyal customers” than those who don’t and they have the ability to win back certain customers who have chosen to shop big-box or online.  B2B marketers are also wise to make the emotional connection with their customers too — after all it is a person who is making the purchasing decision.

However, what do you do when you are a multi-national consumer brands company?  How do you create an emotional connection to the company that provides toilet paper, diapers, toothpaste and the like?   I know I’m certainly not emotionally connected to my TP — unless of course there is one sheet left on the roll — and I cannot think of one consumer product in my home that gives me the warm-fuzzy of emotional connection.

Which leads me to this video from Proctor and Gamble — which had me in tears this morning.   P&G understands that women are — most often — the decision makers when it comes to many purchases for the home (unless, of course, there are no women in the home!).  P&G knows we women also tend to me more emotional than men and  P&G understands that Moms often feel unappreciated when it comes to their roles while raising children.  So, they create videos to pull at our heart strings with videos like this one.

Will this video result in me buying more P&G products?  Likely not, since I am not particularly brand-loyal when it comes to consumer goods.   I also couldn’t tell you which brands belong to what company, so is this video useful?

The answer is yes — and no.

Yes, this video is useful because it’s been viewed nearly 20 million times.  It’s got over 30,000 “likes” and over 3,000 comments.  It’s an engaging video which is increasing the exposure to the company and its brands.  …  and let’s not forget that I am one of who-knows-how-many who are sharing the video on my website!

However, if the intent is for me to buy their brand, I’m afraid it won’t work because, although I will probably remember this video, I still won’t remember what individual brands it represents.  Even as I type this a mere 5 minutes after watching it, I am struggling to remember what the diaper brand was and the more I rack my brain to remember, the more I realize I can’t remember any of the brands.  Perhaps it was the tears running down my face.

Was it a good use of their marketing budget to create this ad?  What do you think?  I’m the first to admit that I’m not a specialist in consumer brand marketing or consumer brand engagement — as you can likely tell — so I’m going to switch gears back to what I do know.

I know that it’s important to create an emotional connection between your customers and your business and it’s easier to do that when your business is not a multi-national consumer products brand!

Find a way to connect with your customers — on a personal level — on an emotional level — so that they will come to you to purchase because they know you will have their backs and because you share the same values.

It doesn’t matter if you have a B2B company like I do — we have always “had the backs of our customers”, we’ve always made an effort to get to know them as people, we’ve always done whatever we could to make them look good for choosing us over the competition.  If you have a restaurant, or a medical services practice, or a niche manufacturing facility — it’s exactly the same.  People choose to buy based on emotion and rationalize their purchase decision.   When you figure out how to connect with your ideal customers on that emotional level you can expect to see increased profit through referrals and repeat purchases.

Until next time — I’m off to find some tissues — not quite sure what brand we have here though 😉

What lessons do you take away from this experience?

Share your thoughts below in the comments …

About the Author

As an entrepreneur, Carol Wain has created a number of brands which focus on integrating engagement, sustainability, and both personal and business performance.

She works with individuals in leadership and management roles and with aspiring entrepreneurs who wish to leverage the power of business to create positive change.

Carol is an author, speaker, trusted advisor and mentor who won Entrepreneur of the Year in 2003.

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