Are you creating an emotional connection to your brand?

ME + Em and me kinda go way back. I seem to remember the first time I heard of them was a brochure through my door.

Then out running, my stylish friend Emma started to rave about their clothes. “Their clothes are gorgeous, but expensive..” I was intrigued. There must be more to them.. They must be special? As I continued to get brochures through the door, I started to look more closely at the clothes and prices. Ok they were on the higher end, but for a treat they might be within my price range.

I must have at some point visited their website. There were a lot more ranges than in the little book that came through my door. I started dreaming of the time or occasion I might be able to justify buying an item. Would it be a party? A work do? I started to talk to Lucy (my bestie running buddy) about Me + Em. We decided we had a mutual love of their clothes. We spent many runs dreaming of which dresses we would wear and when.

I started to receive a lot of retargeting ads. I was seeing Me + Em a lot.

But I didn’t want to buy online. I wanted to go and feel the clothes. To experience them. I planned a trip instore to buy an outfit for an important work pitch (excuse to myself: new job, new dress) with Lucy. We went to Battersea Power station. From the moment we walked in I loved it. The shop was small and personal. The ladies who worked there were super friendly but not intrusive. We tried on lots of clothes. We shared our experience with other customers. There was lots of chat, laughter.

At the till the lady took my details, my email, my address. The clothes were packaged in beautifully branded, sustainable packaging. I won’t tell you how much we spent that day. But it was more than I was planning to. I bought myself two dresses and the most gorgeous jacket. They make me feel incredible every time I wear them. And I wear them all the time.

Since then I have read more about the founder, Clare Horby who is passionate about sustainable fashion.

The ME + EM customer funnel broken down

AWARENESS

ME + EM identify who their target audience is through detailed demographics, one of which is geographic location, they door drop their brochures to certain postcodes.

CONSIDERATION

A percentage of prospects will now visit the website and browse. Some may sign up to the newsletter. ME + EM will then retarget website visitors with ads on other websites, social media etc. Keeping their brand top of mind through regular brochure drops and retargeting, some prospects will find an item they really want to purchase.

CONVERSION

Many will come into the store, some will order clothes online. You capture customer details, ME + EM can now track their full journey, the cost of acquiring that client. They can now start a personal relationship with their name, what they like to buy etc.

LOYALTY

It’s all very well getting clients through the funnel, but how do you hold on to them? Your product needs to be as good as you say in your marketing, you need to deliver on your customer promise.  You need to ensure the experience is a good one.

ADVOCACY

The whole experience has made me want to talk about ME + EM. I feel they have really thought about – and understand – what it is I want.

They fulfill a number of needs for me, I want to feel like what I wear makes me look good, I want to feel like I belong to a group of other women who also feel the same.  I want to buy from a brand who cares about the planet. Advocacy comes from really understanding your customer;

• How can you offer people a sense of belonging?
• How can you make them feel part of something?
• How can you make your customers feel like you care?
• How do you keep adding value even after purchase?

All of this is in the detail of your experience.  The special touches and personalisation you can build as you understand your customers.

What ties all of this together?

Your loyal clients are like GOLD DUST. Conversation and advocates of your brand carry prospects through the funnel.

Key Take Outs;

• Understand who you are targeting.  Niche up and focus on knowing your customers better than they know themselves.  Build your product development, your message, everything around two or three detailed customer profiles. Make yourself relevant to them.  Don’t try to talk to too many people.
• Emotional connection takes time, don’t rush your prospects through the customer funnel with offers, it does not create long lasting relationships.
• A higher price point can often be a selling point – often it communicates to a customer, quality and something more than what you immediately see.
• The sales funnel is not linear. The virtual world is an easy way to keep your brand top of mind.  Understand how your prospects are using digital to research, to experience, to learn more about your business.
• Loyal clients and referrals are like GOLD DUST.  They carry your brand.  Look after your loyalists and they will pay you back with marketing your brand a million times over.

WORKSHOP IDEA

Get your marketing bods in a room and go through – in detail – the customer funnel for your business.
What are you doing at each point to ensure more prospects are being pushed through to purchase, loyalty and advocacy?

THINK about the nonlinear path to purchase, use the virtual and real tools you have in your toolbox.

This article is brought to you by the Treacle Media brand strategy team. Reach out for a complimentary consultation if you need help with any of the above concepts for your brand.