The Silent Killers for Brands Aren’t What Marketers Expect

What marketers expect is that we marketers must address human emotion when building out a customer experience. How we address these emotions can make the difference between brands that survive chaotic times and those that do not.

what marketers expect

As much as we like hitting the snooze button when those wake-up calls come in “the morning after,” the results can often turn the best dreams into nightmares.

Recall the day after the 2016 presidential election, when thousands took to the streets, protesting and chanting “Not My President”? One of the many insights that came out of those protests was the fact that many of those protesting had not even voted. They, like countless other voter-age American citizens, had taken it for granted that their candidate was so far ahead in the polls that they didn’t have to make the effort to stand in line and fill out the bubbles on their ballot. One vote won’t change the outcome, right?

Complacency not only elected a president who has very likely been the most controversial and least respected of any U.S. president in decades, but it contributed to a change in the American psyche. People seem to be more outspoken about their opinions on politics and politicians than in the past, and don’t seem to hold back their corresponding emotions much, either. Many select their tribe, based upon posts and likes that support their now very vocal positions on issues and the people behind them. The lines seem to be drawn and few seem to be willing to change, or even smudge the boundaries.

The display of emotions around Trump’s election are examples of the human emotions we marketers must address when building out a customer experience. How we address these emotions can make the difference between brands that survive chaotic times and those that do not. As marketers, we are constantly developing programs to keep customers positively charged about our brands — enthusiastic, excited, engaged, and delighted.

What we don’t take time to do much is assess our own emotions about our customers.

  • Are we as excited about them as we want them to be about us?
  • Are we delighted when we engage with them?
  • Or are we, like many voters in 2016, apathetic and complacent?

These are important questions to ask ourselves. Consumers have learned to not sit quietly, to not take situations for granted, and they have learned to build consensus and communities to support their views and opinions and help others do the same.

This week while visiting Boston, my daughters witnessed voter registration taking place outside the Statehouse — where people were being sworn in as citizens. Voter registration groups did not take for granted that these new citizens would go register on their own and go vote now that they could. They made it easy, simple, and fast to register and join their “tribe” of voters ready for Election Day 2020.

Reverse marketing tactics are key for brands to really engage in mutually beneficial relationships. Consider doing to your own teams what you do with your customers:

  1. Survey Your Marketing, Sales, Customer Care, and All Employees who interact with your customers. Ask them how they feel about customers. Do they enjoy interacting with customers? Do they find it fulfilling to fill a need? Close a deal? Exceed expectations? Why and Why not? Are customers appreciative, grateful, or just going through the actions? These answers will tell you a lot about your customers’ attitudes toward your brand.
  2. Create Branding Campaigns for Your Staff. Communicate the emotional value you offer customers to your staff, so they can strive to create similar emotional outcomes in each interaction. And then create experiences that create those same experiences for employees. Delight your employees. Trigger those feelings of dopamine and oxytocin that create a sense of belonging. When you love your tribe, you love to get others to join to validate your place in that world. If this weren’t so, religions wouldn’t have missionaries who succeed in bringing others to the fold.
  3. Offer Loyalty: What are you doing to keep your employees loyal? It goes beyond just delighting them with ping pong tables, draft beer, on-site laundry, and other perks. What are you doing to create communities that make them feel secure and appreciated, like the communities you create online to make your customers feel like they belong to something really cool that other brands do not offer? Fun, collaborative, and rewarding communities matter and they make us want to stay with that community, despite attractive offers.

While we are building relationships with our staff and customers, keeping the staff our customers learn to love is critical! That seriously needs to take priority over customers’ loyalty, as losing one staff member who 10 customers depend on and love to work with could lose us 10 loyal customers. Not a small loss.

Complacency not only elects unlikely candidates, it kills brands. Just these three simple steps can create the kind of engagement between employees and your customers that take price and competitors out of the equation at the same time!

Author: Jeanette McMurtry

Jeanette McMurtry is a psychology-based marketing expert providing strategy, campaign development, and sales and marketing training to brands in all industries on how to achieve psychological relevance for all aspects of a customer's experience. She is the author of the recently released edition of “Marketing for Dummies” (Fifth Edition, Wiley) and “Big Business Marketing for Small Business Budgets” (McGraw Hill). She is a popular and engaging keynote speaker and workshop instructor on marketing psychology worldwide. Her blog will share insights and tactics for engaging B2B and B2C purchasers' unconscious minds which drive 90 percent of our thoughts, attitudes and behavior, and provide actionable and affordable tips for upping sales and ROI through emotional selling propositions. Her blog will share insights and tactics for engaging consumers' unconscious minds, which drive 90 percent of our thoughts and purchasing attitudes and behavior. She'll explore how color, images and social influences like scarcity, peer pressure and even religion affect consumers' interest in engaging with your brand, your message and buying from you. Reach her at Jeanette@e4marketingco.com.

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