As consumer spending remains high and business investment continues to grow, differentiating among competitors has become more challenging than ever.
With consumers open to changing brands, it’s crucial for brands to find ways to stand out — but that’s a challenge as customers have less of a connection with products that have better name power in the trades, according to a marketing agency.
One effective strategy is to generate strong emotions through advertising, which can lead to a 23 per cent increase in sales, according to a Nielsen report.
“Replacing an HVAC unit or tire isn’t always the most meaningful, emotional experience,” said Steve Prebble, CEO of marketing agency Extu. “That’s the disadvantage that trades industries face compared to, say, travel, hospitality, and restaurant industries. But, you can change their perspective and change that connection.”
Prebble suggested using language that invokes emotion when describing products. Instead of stating that an appliance is “discontinued” or “not functional,” brands can say the appliance has reached its “end of life” or “requires rehabilitation.”
Similarly, instead of emphasizing “deep traction tires,” a more emotional phrasing could be “safe traction” or “adventure-ready traction,” helping consumers make a more emotional association with the product.
Sharing experiences with customers is another powerful way to make them feel connected to a brand. Participatory events or involving customers in product development can deepen their sense of belonging and investment.
“It’s about more than just feedback; it’s about making them co-creators of the journey,” said Prebble. “This not only gives them a sense of ownership but also shows that their input genuinely influences your business decisions.”
Image credit: Depositphotos.com
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