Integrated Marketing expert, Lori Jones, is obsessed with the outcome of every program her company, Avocet Communications, creates. I&I provides insight on how you can ignite your sales through integrated marketing, advertising, public relations, social, and digital story telling. We hope these posts make you think, spark some “aha!” moments, and illustrate just how important a truly integrated communications strategy – and a solid, inspired brand presence – is to success and longevity.
June 24, 2016

RELATIONSHIP MARKETING: Brand for share of heart

Marketing is an ever-changing, ever-evolving business. It’s fast, on-trend, and won’t be the same industry next year as it is today. Frankly, that’s one of the many reasons why I love it.

But, when I really look at it, when think back on my 20+ years in the biz, as much as it has changed – the tools we use, the access, the innovation, the technology – I know that there is something that has NOT changed…and I hope never will.

The essence of marketing is, and has always been, people. Relationship Marketing is the framework upon which we at Avocet build all of our integrated marketing strategies for our clients. But, it’s ALWAYS been about people, your customers.

When you think about it, how could marketing NOT be a very personal endeavor? When an estimated 2 billion people worldwide are expected to own a smartphone in this year, your customers AND POTENTIAL customers are CLOSER THAN EVER.

Relationship marketing is all about CONNECTING and ENGAGING with your customers, it is a brand’s ability to create an emotional connection with the consumer. Connection builds brand loyalty, loyalty builds brand affinity, and affinity grows your business. By using relationship marketing to create AMBASSADORS for your brand – and, these, it’s worth pointing out are long-term customers rather than short-term customer acquisition and individual sales – you are setting a course for growth and success.

The holy grail of marketers and advertisers the world over is emotion. Getting to the emotion – making your customers FEEL something – is a rarified place indeed. Unfortunately, it’s one that few brands and advertisers ever get to. Just as in any relationship in life, touching on human emotions, preferably the positive emotions, is the key to any happy, healthy and long-term relationship.

But, there’s a right way and wrong way to tap into a brand’s emotional appeal, and a right way and wrong way to connect with customers on that level. So often we see brands throwing marketing campaigns at consumers without putting much thought into the execution, or the integration. Many brands miss the mark by failing to acknowledge their customers’ pain points, the problems they need solved, and then offering up solutions and benefits. When a campaign isn’t targeted to a particular demographic and to that demographics’ particular needs and wants, it just becomes noise.

It starts with a question: What do you want your customers to FEEL about your brand? That it’s helpful? That it makes life easier? That it solves a problem? That it’s fun and accessible? That it understands them? That you really WANT them as customers?

At Avocet we raise our clients above the noise. We position brands for a share of the market, and we BRAND for a share of heart.

Want to learn more? We’d love to talk with you. Contact the Avocet team today!

About this author

Lori Jones

President & CEO - Avocet Communications. Increasing Customer Acquisition Through Integrated Marketing Communications

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