ENTREPRENEURSHIP AND MANAGEMENT : ENCHANTING THE CUSTOMERS: HOW DO YOU DO THAT?

BY ROBIN  GHOSH

(ECONOMIST)

KOLKATA, 8 JUNE 2023:

You have built up your brand – but it is not captivating the market. You are not able to figure out why.

Your Facebook post, your advertising campaign, your marketing ensembles are not evoking intense emotions in the mind of the customer. why?

Studies are available which describe what drives a brand to trigger a purchase. Briefly speaking they are:

1. Brings me a sense of joy.
2. Surprises and delights me.
3. Relieves my stress
4. Inspires me
5. Do what it says, it will.

A recent report by Wunderman Thomson beautifully captures – what people expect brands to enchant them.

1. Brands should make more effort to wow me with spectacular advertising or marketing.
2. I want companies and brands to provide me with multisensory experiences.
3. I want brands to help me feel intense emotions.

Must we understand that 60% of our customers are young.To capture young customers brands have to give goosebumps . Besides generating goosebumps, brands must inspire, rekindle joy and uptick and uplift energy in the nervous system.

The impact of covid, the fear of rising inflation, sentiment of falling demand or recession has bruised the customers psyche. It is now looking for joy and inspiration. Your marketing communications must carry note of joy and celebration.