How Emotions Win Customers

Brands build loyalty because emotions win customers!

Cassell’s Hamburgers is something of a Cinderella story.

Founder Al Cassell launched the iconic lunch counter in Los Angeles in 1948. Famous for grinding beef daily, Al’s passion for great burgers and homemade mayonnaise lived for years. But by 2012, struggling owners decided to sell off Cassell’s rights, recipes, and equipment. It seems there was no magic touch that could save this beauty.

Jingbo Lou had other ideas.

As a Chinese exchange student, Lou came to the U.S. to study at the University of Southern California and developed a passion for architectural restoration that grew out curiosity for American culture:

“As an immigrant to this country, my very big task is to learn the culture,” Lou says. “I really fell in love with the history.”

J Lou put this love to work bringing Cassell’s back to life in a salvaged, crumbling 1920s inn called the Hotel Normandie. J Lou recognized a hotel/restaurant combo was a chance to cater to the nostalgia of many Californians.

And he was spot on.

Since Cassell’s reopening in 2014, the business has topped many “best of” lists and expanded into Downtown LA and a LAX location in Terminal 1.

Why such phenomenal success? Because emotions sell.

Emotions Win Customers

Brands build loyalty because emotions win customers!

While you may believe your decisions are rational, most choices are actually controlled by your intuitive (emotional) mind. Studies show that people rely on the heart, rather than on logic, to make decisions. Douglass Van Praet, author of Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing, says this:

“The most startling truth is we don’t even think our way to logical solutions. We feel our way to reason. Emotions are the substrate, the base layer of neural circuitry underpinning even rational deliberation. Emotions don’t hinder decisions. They constitute the foundation on which they’re made!”

Brands put emotional marketing in play by focusing more on the needs and passions of customers instead of on the unique product benefits their products bring.

For example, Pampers exalts healthy, well-rested infants instead of dry baby bottoms. Nike inspires people to overcome limitations instead of highlighting superior shoe quality. Harley sells people freedom without limits rather than offering a mode of transportation. And Cassell’s Hamburgers offers people a return to simpler days, including original chairs, tables, signage, and original menus hanging on the wall.

Want to enhance the emotional message your brand brings? Brand marketers suggest starting with steps like these:

  • Treat prospects as people rather than buyers
  • Give people multiple chances or channels to try or become familiar with your products
  • Use ads with identity messages that motivate or move people
  • Create a shared community among purchasers
  • Inspire users to have dreams
  • Offer messages that give people an experience, not just information

Create stories that allow your company to be part of people’s lives and appeal to every aspect of your customers’ personalities: their ego, needs, dreams, or general emotional state.

These connections can happen through music, artworks, logos, signage, slogans, sport, or anything that really ‘speaks to your customers.

Above all, emotional branding seeks to build lifelong partnerships between a business and its customers. Once someone is emotionally captured by a brand, they are more likely to stay loyal for decades.

PrintItPlus can help you with you brand!

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Four Ways to Market Smarter in 2019

Four Ways to Market Smarter in 2019

Looking to energize your base or drum up new leads?

A new year is a great time to refresh your marketing matrix. Whether you’ve been in business for two months or for 20 years, creating awareness and interest is always a current challenge. Here are four areas to tweak as you build a competitive edge this year.

1. Know Your Audience.

Who are your ideal customers? What are their challenges or the goals you can help them achieve?

Revisit your buyer persona regularly and make sure you’re still clear on who you want to reach. These profiles can be used to segment your list and to personalize your latest pitch.

Knowing your audience also means examining whether you’re hitting your target. Are you sharing information that your prospects are actually hearing? Re-examine your media strategy and conduct regular database purging.

If you’ve been neglecting your database, your communication will be skewed as well. Successful marketing relies on data-driven decisions, so ensure your contacts are current.

2. Employ User-Centric Content.

In an increasingly individualized market, blanket sales pitches have lost momentum.

If you want to gain trust from your network, make it your goal to reach people in a more personal way.

How?

Position yourself as a giver, a helper, or an equipper in your print marketing. Use content that is insightful, entertaining, and easy for your prospects to apply.

3. Move From Keyboard to Camera.

Hubspot recently found 72% of people prefer video when they want to learn about a product or service.

With the dominance of YouTube and social media, the explosion of visual content is bound to continue. Our brain processes images 60 times faster than words, and humans are naturally drawn to narratives and stories.

Why not share more of your story through video?

Whether it’s quick bursts (think Snapchat, Instagram Stories, or Facebook Live) or a professionally edited piece for your website, video content will keep you connecting in ways that are real and relevant to this generation.

As you grow, look to connect your online and offline presence. One example: ask a leading question on your direct mailer and have them scan a QR code or use a personalized landing page (PURL).

4. Lighten Your Load Through Marketing Automation.

No matter how hard you try, you can’t do it all.

A great deal of effort can be saved through automation software, which expands your reach and boosts your efficiency.

Marketing automation allows you to identify warm leads and nurture prospects with highly personalized content that meets users at every stage of their customer journey. This can lighten your administrative load, provide an excellent return on your investment, and generate significant new revenue.

Automation software is especially effective in transforming traffic to leads and prospects to customers. Automated content is tailored to consumers based on how they interact with your company, growing their trust in you and making them much more likely to buy.

A recent Salesforce study found that 67% of marketing leaders use marketing automation of some kind, and this number is expected to grow significantly in years to come.

Keep in Shape

Your customers will change and evolve, and so will your business.

As people change, your job is to understand how your customers want to buy and to make it easy for them to do it!

Keep your marketing in high gear as you find new ways to streamline data, boost engagement, and improve the customer experience of each person you serve.

We are always have some bright creative ideas! Give us a call – (561)7900884!

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4 Stubborn Business Myths

myth

Entrepreneurs know that owning a small business takes dedication, passion, and hours of concentrated work. You may run into obstacles that test your business and your perseverance, obstacles that are norms in the world of business which each entrepreneur must learn to navigate. However, there are some obstacles that you may be facing without realizing it. Those barriers are stubborn business myths that just won’t go away because people believe them, even though they aren’t true.

1. It’s not what you know but who you know.

In the course of doing business, business owners or potential business owners come up against this belief time and time again. However, while it is true that knowing the right people may help you get started or get access to some deals, in most businesses it is expertise, experience, and skill that propel you forward in business. If you can provide the solutions customers want, they will refer you to their friends and family.

2. Nice guys finish last.

This myth is a holdover from the era of Western movies and superhero comics. Nice guys (always portrayed as pushovers or wallflowers) finish last because the villains and heroes walk all over them. In film, this may be true. After all, Tony Stark isn’t a nice guy. He is an arrogant, self-centered genius. However, The Avengers aside, in real life, nice guys finish first quite often. While a person with low self-esteem who doesn’t speak up will not be successful without change, a courteous business owner is appreciated immensely by customers and vendors.

In today’s modern world, people are used to dealing with machines, poorly-paid clerks, and online shopping. Finding a business person who is willing to offer them genuine customer service, build a relationship and spend time getting to know them to better serve them is rare. Many people are happy to pay more for real customer service. Therefore, being a “nice guy” is valuable to your contacts. They will remember your excellent service and come back for more.

3. Don’t work hard. Work smart.

This myth is one of the worst business myths out there. There is no way you can run a business without working hard. Hard work is what separates the “men from the boys” as entrepreneurs. Successful entrepreneurs put in hours of labor to get their businesses off the ground. Working smart is just another way to say that there is a workaround or that you can find a way to skip the hard work. It just isn’t possible in reality. If you aren’t willing to work hard, you won’t make it in business.

4. It’s called work for a reason. It’s not supposed to be fun.

All work has elements that workers do not like to perform. It might be the paperwork that you need to fill out for each customer or the data entry on your last case. However, why can’t work be fun?

People who find work that satisfies them are much happier in life. That happiness translates to their work and their interactions with co-workers, customers, and vendors. If you love to sell, create graphic designs, or help customers find what they are looking for, then you ARE having fun at work. In fact, many companies are now providing their employees with ways to have fun at work to help reduce stress and fatigue.

So go ahead and have fun while working! It can only improve your outlook and production. Work can be fun.


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Differences between business to business and business to consumer marketing in West Palm Beach

B2B vs B2C acronyms or abbreviation letters on a gold scale comp

As a multi-faceted printing company that also offers marketing, advertising, direct mail and website design services, many of our clients at Print It Plus are local and regional businesses. But we also have plenty of consumer clients who walk through our doors on a daily basis. Therefore we have an ample amount of experience with both types of clients throughout our almost 30 years in business.

An important question that our business clients often ask us is: “What are the differences between marketing our products and services to other businesses versus marketing them to consumers?”

Although there are plenty of similarities, there are certainly some key differences that you must recognize depending upon who your target audience is and what type or types of marketing and advertising media you plan to use to expose your brand to them

Here are a number of the key differences between business to business (B-to-B) and business to consumer (B-to-C) marketing:

 

  • Business to Business clients want to be educated on your products and services, while consumers are more concerned with being happy and having their needs met.

 

  • When marketing B to B, you can use “industry jargon” that your potential clients will understand and can catch their attention. On the other hand when marketing to consumers you have to keep the language focused on their needs/projects.

 

  • Business clients seek knowledge and more efficiency (driven by logic), while consumer clients are more likely looking for deals and emotional satisfaction.

 

  • Business clients also tend to like more explanation in their marketing materials, while consumer clients like more eye-catching, less wordy material – particularly for lower-priced, commodity-type products and services.

 

  • Business clients tend to want the sales and marketing team of the vendor to be at their beck and call, while consumers tend to care more about the product or service itself and less about the sales and marketing team behind it.

 

  • Business to business marketing people tend to have to deal with a much larger group of people to get approval for purchases, whereas business to consumer sales is usually to one person, or two people at most if an influencer is involved.

 

  • Business to business purchasers most often want to build a close relationship with a vendor and its products and/or services, whereas the average consumer is not as focused on building a relationship with the vendor.

 

  • The business to business buying cycle is usually much longer than the business to consumer sales cycle, therefore requiring more attention to detail and more time taken with building the relationship with the client. A business to business buying cycle can take months, even years, whereas a business to consumer sale can be over in seconds or just a few minutes.

 

  • SOCIAL MEDIA: social media content for business to business-focused marketing tends to require more involved, in-depth posts that consistently show the vendor is willing to cater to its clients. The business to consumer social marketer is much more focused on posts that highlight its products and services usefulness, conveying that message in a much more basic and obvious manner.

It is important to note that there are plenty of similarities between B2B and B2C marketing. The differences listed here are essential for professionals who work on either (or both) sides to understand to be as successful as possible. At the end of the day, no matter whether you sell business to business or business to consumer at your company, all marketing is P2P — person to person — despite the external differences.

To read the entire article: http://blog.hubspot.com/agency/differences-b2c-b2b-marketing

At Print It Plus we offer you a large variety of advertising and marketing services that we tailor to your needs, and your target audience. We work with you to help you build your brand and maximize brand awareness to give you the best Return on Investment (ROI) possible on your marketing efforts. In addition we are an award winning printer of both commercial and consumer print jobs with almost all of our work done in house in West Palm Beach, Royal Palm Beach, Wellington, Loxahatchee, Palm Beach Gardens and throughout the Palm Beach Gardens area.

Creating marketing and advertising campaigns with our clients is just another of the many high quality printing, mail, direct mail, marketing, advertising and website building services we offer at Print It Plus. Contact us at (561) 790-0884 or through our website at HTTP://WWW.PRINTITPLUS.COM to learn more about how we can help YOU to CREATE INFINITE POSSIBILITIES!