Stage 1: Flirting (Awareness)
Consider what attracted you to your partner, or would attract you to a potential partner. Psychologists at the University of Pennsylvania studied data from over 10,000 speed daters and found that most people make a decision regarding a person's attraction within three seconds of meeting.
The same applies to the supermarket aisle - you have seconds to grab the shopper's attention, making creativity critical. Consumers love to see innovation in the marketing of products. You have to stand out from the crowd and do things differently.
Ah, the sweaty palms and heart palpitations - every detail experienced with heightened senses. Throughout this exciting stage of discovery we drop our guard and become receptive to how we feel and think about a prospective partner.
Consumer perceptions are the combined result of their brand experience and their knowledge. From using the product and engaging with the business and their communication mediums, each interaction is a potential positive or negative 'moment of truth'. Good = "Yes. This is why we're together." Bad = "Are we really right for each other?"
Just as couples generally wait six to eight dates before they are willing to enter into an exclusive relationship, consumers need numerous consistent positive touch points before you're a regular on their shopping list. A fleeting relationship doesn't build up loyalty or trust; consumers choose brands that understand who they are - beyond the basics. You're probably not in a strong relationship if you'd describe your partner's special qualities as age, race, income, and home town.
We all strive for long-term relationships; it's a form of comfort. And to business, profitability from customer loyalty is just that. Have a sales philosophy that emphasises relationship building in the long-term.
We love talking about the special people in our lives. It's as if we can't help ourselves.
In the recent Edelman Trust Barometer, '16 specific attributes to building trust', they mention: placing customers ahead of profits, listening to customers, being an innovator, and treating employees well. These talk to a purpose beyond product and profit, and support the creation of strong emotional content which customers feel motivated to share... whether around the braai, office water cooler or via digital social platforms.
From infancy to adulthood, sweethearts to married couples, our most enduring relationships are anchored in trust. Trust that is earned and nurtured at every opportunity.
This philosophy provides a holistic brand strategy that feeds into to the three core fundamentals that all business owners should be asking themselves: What should I be doing to consistently grow my sales; grow my brand; and strengthen my customer relationships?
