So, what do you do with your marketing right now? If you say, cut back, that's the wrong answer. If you're watching the stock market, worrying about sales and expenses, you need to look at one thing only: your marketing. Time to get creative—it's time to make your customers fall in love with you.
Lovemarks: The Future Beyond Brands by Saatchi & Saatchi CEO Kevin Roberts might be a book you need to read right now. Roberts posits that customers need an emotional attachment in order to continue buying your products and services. How do you create that emotional attachment?
Amazon.com writes, "In Lovemarks, advertising giant Saatchi & Saatchi CEO Kevin Roberts delves deep into what mysteries lie behind the long-term success and unwavering customer loyalty for a can of Coke or a pair of Levi's, ultimately concluding that Love is the answer, and without some emotional connection to a product, it will dry up like a generic raisin in the sun. Enter Lovemarks, the new marketing buzzword, which will likely be bandied about at board meetings as vigorously as The Tipping Point.
Despite the somewhat egocentric approach to taking us there (he is, after-all, a pretty smart guy), we arrive at Roberts's point beautifully, and see what he sees: ‘That human attention has become our principle currency.' And that, in these times, forming long-term emotionally charged relationships with customers is the only way to make a product weather the long haul."
Roberts' thesis, "That human attention has become our principle currency," is proving itself very true as consumers move large amounts of money from failing banks to credit unions, decide to save or move to another account their expendable income, and cut back on household expenditures overall. Consumers will, however, spend money on products and services they love. Find out how to get your customers to fall for you—hard—and learn what it means to be considered innovative.
Roberts has one more book on the subject—The Lovemarks Effect: Winning In the Consumer Revolution, which highlights practical applications of his thesis. Amazon.com writes, "In this follow-up book, . . . the people speak—consumers, owners, and marketers show the impact of Lovemarks on their lives, their businesses, and their aspirations. How consumers feel about you—their emotional connection to you—is what determines success now. The Lovemarks Effect offers instruction and inspiration about creating emotional connections and winning in a consumer-empowered future."