Posts in Content Marketing

Planning for consumer behavior relevance

8 Vital Steps to Successful Marketing Planning

September 13th, 2021 Posted by brand marketing, brand strategy, Brand trust, consumer behavior, Consumer insight, Content Marketing, Differentiation, Digital marketing, Emotional relevance, Higher Purpose, Influencers, Marketing Strategy, storytelling, Strategic Planning 0 comments on “8 Vital Steps to Successful Marketing Planning”

How to amplify your 2022 marketing outcomes…

We’re in the thick of strategic planning season as food, beverage and lifestyle brands and retailers finalize their go-to-market strategies for the year ahead.

  • How do you ensure your plans will deliver the most benefit for every precious dollar invested?
  • What are the optimal elements in a marketing plan that will secure consumer and trade partner engagement?
  • What are the must-have components to deliver on your business objectives?

Here we examine the eight key elements of a marketing plan that removes risk and installs trust – a must-have on the road to business success no matter what stakeholder audience you are working to influence.

  1. Business objectives assessed alongside barriers to growth

Far too many marketing plans begin with declarations of business targets served up in a manner that implies it’s simply a matter of turning on the advertising faucet to deliver on the intended outcomes. A richer and more productive internal discussion will occur if the objectives are included alongside an honest, real-world assessment of the barriers that exist to delivering them.

Mind you, there are always barriers. No one goes to market in a vacuum free of systemic challenges and threats to success. It is in this act of realism and reflection that the executive team has a useful discussion on what must be overcome in order to win in the year ahead. This works to remove what we characterize as “hope-ium” from the plan discussion and gets everyone focused on contributing to ways of mitigating or navigating around the threats.

2. Competitive analysis with a unique purpose

Intentional or not, in many categories there is a fair amount of sameness that exists among brands matching competitor moves with comparable programs, product offerings and messages. If a brand is set up from the start for radical differentiation, then the chances of stepping into the similarity trap can be averted. Resemblance is an ongoing challenge in marketing. When communications is close enough that brands could literally interchange competitor names and the key message still works, you know a problem exists.

Instead, competitive analysis should be focused on looking for unmet needs and whitespace opportunities to zig when everyone else in the segment zags. Your goal is to be different. (No, really, really different.) And in doing so, stand out in a sea of category sameness.

3. Importance of consumer anthropology

Perhaps the most important element of all in marketing planning is the right kind of research to help inform strategy. This isn’t about data crunching around demographics of shopper populations. Relevance and resonance are everything to dialing in your communications plan for optimum impact. This simply can’t be done without the kind of insight research that truly peels the onion on your best users’ lifestyle concerns, passions, interests and desires. Users are humans not data points. You will get further by imbuing your brand with deeper meaning that reflects the values and beliefs of your heaviest users. To know them, literally, is to love them.

These cohorts are often the most important to your profit plan as they usually represent those who bring the highest volume and repeat purchase behaviors. The role of your brand is as coach, guide, educator and enabler on their lifestyle journey. You can’t do that without gaining insight into how they think, behave and what they care about. This is different than pushing analytical, fact-based messaging at them on formulation or technology specs. It’s always heart-over-head. All humans are emotional creatures who think and not the other way around.

4. The ‘culture shift’ imperative

Trends are far more important than ever before to influencing consumer preferences. Media influences the crowd and where the crowd of like-minded users goes will simply attract more and more ‘followers’ (this means the social conversation that’s going on matters to your strategic game plan). Right now, sustainability could not be more important as a culture change signal.

A large swath of the consuming public is enamored with sustainability behaviors, policies and standards created by brands to help mitigate their impact on carbon contributions and the environment. It is imperative that food brands with a heavy investment in meat ingredients take this into consideration. Just be careful not to invoke sustainability as a priority ahead of having the right science-based assessments of your carbon footprint. You want to avoid falling into the greenwashing trap. Sustainability is now associated with climate impacts.

5. Brand higher purpose discovery and refinement

Purpose-built branding is not a nice to have any longer. It is a vital construct that sits underneath your organization as a true north of why the company exists. Important to note, purpose is always built around a real human-relevant insight and not a corporate axiom like increasing shareholder returns. It has nothing to do with philanthropy and cause marketing. It has everything to do with a purpose that transcends the product offering and is married to how you improve your customers’ lives and the world around you.

More often than not, we find this key strategy that informs everything the company and brand stands for is under-nourished or treated as a cause-related project. The key questions to address:

  • Why are you in business (this isn’t just about business growth)?
  • How do you deliver on your why?
  • What business are you really in based on your why?

A Higher Purpose platform should be embedded in everything you do across the organization.

6. Evaluating spheres of influence

The internet has fractured the consumer world into micro-communities of shared interests and passions. It is in these communities where people filter, find and decide what to buy. There are influencers within these communities who are important to discovery and trial, to establishing the definitions of what is better and why.

The marketing plan should include an evaluation of these micro-communities and the leading voices within them. Here your brand should engage as a contributor to the conversation. Relationships should be built with the leading voices, not to co-opt them but gain their trust.

7. Assessment of outside third-party expert voices and contributors

Trust is harder than ever to achieve. 99.9999 percent of the time consumers are operating with one goal in mind – to avoid making a bad decision. Brands should engage the voices of outside experts and credible authorities to verify and validate what you want consumers to believe about your brand, business and Higher Purpose. These voices can add a layer of credibility to your content marketing plans and pull in a note of clout to key messages you wish to convey.

How these relationships are created and deployed is key. Be careful not to position these voices as brand promoters who come across like paid shills. They are there to validate, to deliver authentic “reports” on what you are doing. Trusted voices are essential to building belief, and trust is fundamental to your success.

8. A word about KPI’s

These days it’s standard fare to embed your evaluations with digital data given its availability across all of the social and content platforms where you deploy communications. Levels of perceived engagement are relatively easy to come by based on online behaviors. People, however, can also be fickle and unpredictable.

Creating a baseline of consumer insight research is invaluable not only to better understand what makes your users tick, but also to go back in later and assess changes in attitudes and behaviors over time.

These evaluations carry more horsepower because they dig into shifts in priorities, interests and activity on the path to purchase and whether or not your key messaging is getting traction.

All of this great work feeds creativity and informs strategy. It can lead your business to leaps in share. New users will enter the fold because your brand truly stands out for all the right reasons in a category where many players tend to blend together.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

The power of emotional brand storytelling

(You Can) Unleash the Power of More Meaningful Marketing

July 19th, 2021 Posted by brand marketing, brand messaging, Brand trust, CMO, Consumer insight, Content Marketing, Customer Journey Map, editorial relevance, Emotional relevance, engagement, Higher Purpose, Social media, Social proof, storytelling, Transformation 0 comments on “(You Can) Unleash the Power of More Meaningful Marketing”

Crafting stories that inspire action, change, movement

“Tell the truth but make the truth fascinating. You know you can’t bore people into buying your product, you can only interest them into buying it.” — David Ogilvy

Want to benefit from the persuasive impact of more meaningful marketing, then imbue your outreach with deeper meaning. At Emergent’s home page, your first encounter is a statement that reads: Crafting emotional, meaningful, powerful brand stories…

This phrase captures a core essence of what we do. Yes, we focus our communications work in the tactical areas of earned (publicity), owned (content) and social media. However, the real power and exceptionalism we bring to the table is in building stories well-told, where a brand’s customer is always the hero and thus finds themselves in it and benefits from the guidance and useful help a client’s brand provides.

Here we chart the path to better, more effective brand storytelling.

In the end great stories are respectful of the language used to tell them.

“You can’t depend on your eyes when your imagination is out of focus.” Mark Twain

Anyone who reads the Emerging Trends Report knows we publish early and often here on a wide range of topics from sustainability to brand strategy and media best practices. What these stories really ladder up to, beyond their inherent message, is an audition of our storytelling chops. Said another way, through our articles we’re demonstrating the importance of words and their meaning.

For the most part our published works are about guidance and coaching, thought leadership on topics of value to CEOs and CMOs and heads of Communications and PR. This in fact is a leading-edge strategy for more effective marketing. When you lean in to help, inform and inspire your audience to improve, you are casting the brand in its proper role of offering help over hype.

This is different than self-promotion that speaks endlessly to brand features, technology and formulation facts. While these elements of brand benefit remain integral to the storyline, they shouldn’t lead it for the very reason to do so embeds the communication with an intractable disconnect.

Every single day your customer wakes up believing they are the hero of their own life’s journey. When the brand is preoccupied with itself, it competes with the consumer for the hero role, and so the outreach is ignored while the consumer moves on to find a brand that can help and support them in fulfilling their dreams and aspirations.

The power of relevance, words and context

Very early in my agency career I discovered that language and inspirational storytelling can have an immediate and profound effect, even in unlikely settings. I wrote a pitch to a business editor about a regional packaged foods client that found itself sandwiched between giant national brands with endless resources and store brands nipping underneath with lower priced versions of their products. I cast this as a power struggle for hearts and minds that could only be won with unique, strategically-elegant moves to separate and differentiate their brand from the adjacent competition. I invoked emotion by making it appear to be a very human conflict, a mini movie of sorts where the intrepid, nimble regional brand ultimately prevails.

The editor loved it. The outcome was a series of interviews that produced a front-page story with a gigantic illustration of a David-like figure toppling a gigantic national brand Goliath. The story wound up in retail account presentations as a key piece of evidence about why the brand deserved stronger placement, more facings and retailer support.

The pitch was unorthodox and unconventional to be sure, but then that’s where the magic came from. The right words can have profound impact on outcomes. All business, ultimately, is storytelling. Stories that are imbued with deeper meaning are far more likely to change hearts and minds than the clinical expressions of facts and figures.

Brands are famously in love with their technologies and mousetrap, believing that once the world is made aware of their formulation prowess, people will beat a path to their door in droves. But here is where we separate perception from reality. People are not analytical decision-making machines. They are in indeed feeling creatures who think and not the other way around. It is always going to be heart-over-head.

  • If you know that the humanization of your brand storytelling has got to be job one. It may sound counterintuitive, but when you ruthlessly let go of reflexive tendencies to self-promote and focus instead on how you can improve the lives and wellbeing of your key users, suddenly an entirely new world of powerful brand storytelling unfolds.

Tell a story and put your audience at the center. Give them a role to play. Solve their anxiety and help them believe in what you’re selling. It’s the nervous kid at basketball tryouts who gets injected with a splash of confidence the second his feet slip into a pair of Nike’s. This is the sheer power — and magic of a well-written advertisement.  Jonah Malin

In the brilliant, animated movie Ratatouille, Remy the culinary genius chef rat tries to inspire his more ordinary rat-ish sibling to embrace the love of flavor experiences by combining a bite of cheese (flavor bomb) with piece of fruit (flavor enhancer). Alas his less appreciative rodent brother couldn’t make the gustatory leap out of the garbage can. The love of flavor and taste experience lesson though is ultimately about the result of food enjoyment. Cheese romance isn’t in the cheese-making, it’s in the taste experience and social bond of sharing these moments with people we care about. Remy has it right!

Setting up a successful story

Two important moves can help ensure the path to better storytelling prevails.

First is hyper focus on building personas of the various marketplace consumer cohorts you wish to reach. Go deep on their behaviors, interests, concerns and passions. If our client permits insight research ahead of the persona work, all the better as we get underneath the pieces and parts of how users think and operate.

This work serves as inspiration on the story topics and narrative paths we pursue. If a story isn’t relevant to the lifestyle of its intended recipient, it will not be resonant either. How can you truly cast them as hero of the story if you don’t know them? When consumers see themselves in the story like holding up a mirror, you’ll have their attention – which is the whole point. The biggest hill to climb in modern marketing is securing the time and attention of those you want to engage.

If the story offers no intrinsic value or relevance to the audience, it’s unlikely to be seen or heard.

From personas we move to message mapping based on that study. It’s here where the client’s product bona fides are woven together with the emotionally-inspiring stories that bring the ‘deeper meaning’ requirement to life.

The message map also serves as a terrific interactive tool for internal discussion on how brand stories will be created and what will be conveyed.

There are two specific goals in better brand storytelling practices

  • Remove risk. Nearly 100% of the time consumers operate with one singular goal in mind: to avoid making a bad decision. If for any reason they think a product experience will be unsatisfactory, they will avoid it. Removing risk through verification and validation from respected, credible sources that affirms outcomes will be key to success.
  • Build trust. Here, the character of the storytelling and the voices deployed become essential to gaining attention and trial. Quite often we bring in third-party subject matter experts to help inject trust by validating the fundamentals of what we want consumers to believe. Social media plays a key role here as a tool for proof: people believe the stories told by their peers before they’ll believe what a company claims.

Language matters. Trust building words like endorsed, proven, tested, quality and results can be invoked to help cement confidence. That said, the most powerful and important narrative device at your disposal is emotion. If people feel something through your story it can have a profound impact on behavior and attitude.

Relate-able stories of personal transformation, struggle and achievement will have bearing on engagement and takeaway. This is where deeper meaning lives. People want to be part of something greater than themselves. Help make that a reality. Use your brand’s Higher Purpose to create the foundation of deeper meaning and belief. If there’s a clear and compelling mission, it will become a rallying point for people who “join” the brand as advocates not just users.

  • Relevant, emotional, human, credible stories are the grist of business growth and enviable brand equity. Now you’ve got something relevant to talk about!

If you think a little fresh thinking would be helpful to refine your brand story, use this link to start an informal conversation with us.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Credibility and Partnerships Lead Marketing Success

June 3rd, 2021 Posted by Agency Services, brand advocacy, Brand trust, change, CMO, Consumer insight, Content Marketing, Digital disruption, Earned media, Influencers, Partnerships, Programmatic, Retargeting, Social media, Social proof, Transparency 0 comments on “Credibility and Partnerships Lead Marketing Success”

Decline of digital advertising reflects consumer trust implosion

If there’s one true north to guide marketing best practices in the era of consumer control, it is this: never lose sight of the human being you wish to court and retain as a user. According to global market research firm Ipsos, 69 percent of consumers no longer trust advertising, especially digital forms. Why has digital advertising fallen so hard and fast? A combination of algorithm driven pummeling that makes the entire experience annoying, followed by the rise of ad blindness (your ad is scenery and nothing more) and blockers, amplified by general decline of brand trust as consumers instead seek out verifiable and credible independent sources for guidance on which products to buy.

What lies at the base of conventional ad solutions is the absence of any real relationship- creating mechanism. So we ask the defining question – does acquiring awareness constitute the driver of a reliable, meaningful consumer-to-brand relationship? The answer is a resounding NO. Buying perceived digital engagement is a false promise. There are better and more effective ways to build business. Hold on while we take you to a new way of thinking, planning and operating.

We have entered a new era in marketing powered by earning authentic relationships with consumers built on trust. This new paradigm is fueled through creating authentic, personal, helpful, useful, valuable content. In this article we will reveal the formula for real connection, real relationships that deliver growth and retention of highly engaged brand fans and ambassadors.

First, we will explain how a digital ad frenzy led to rapid expansion of online ad spending, now tracking a downward spiral as consumers run as fast as they can away from it.

Digital ad magic and stars in marketers’ eyes

Perhaps the most impressive point about the emergence of digital advertising was the newfound ability to measure clicks to assess engagement outcomes. Followed closely by the deployment of cookies to track online behaviors and thus work to tie impressions to conversions.

For the gardening products brand, instead of buying 100 million impressions from Home and Garden that may include consumers who don’t have any affinity for gardening, you could intentionally focus on buying 100 million impressions aimed at avid horticulture fans. Sounds enticing and so we’re off to the digital races.

New types of intrusion emerge

The arrival of programmatic tech to unleash algorithm-sourced buying brought automation to precision audience and behavioral targeting. Retargeting permitted advertisers to follow consumers around the Internet like a persistent stalker. In the midst of this evolution cost declines led to a rapid fire, constant drumbeat of repetitive ad interruptions. Now you see me and now you see me again, and over here, and there and everywhere. Don’t you love me? Nope, sorry.

People live their lives online to acquire three things: information, entertainment and social connection. E-commerce serves alongside to digitize transactions and satisfy the ultra-convenience opportunity of armchair consumption. That said no one wants to be bombarded constantly with disruptive ads and popups.

Apple nails the consumer sentiment towards tracking and disruption!

Consumer-led backlash follows rapid rise of social proof

According to eMarketer, consumer trust in digital ads has dropped to 38 percent. A Hubspot analysis reveals that only 7 percent of consumers say they intentionally click on a digital ad while 34 percent say any click on a banner ad was a mistake.

The antidote to digital disruption and interruption is the emergence of user-generated testimonial content – said another way, users who help users with first-hand reports of experiences and assessments of products and services. Alongside this development is the expansion of category experts, subject matter professionals and influential tastemakers who are speaking on behalf of brands in a more authentic and humanized voice.

Independent social proof is respected by consumers for the very reason they trust the voices of peers before they will believe the assertions and claims of digital ads and brand self-promotion. Social channels can be an amazing, powerful, effective resource for advocacy and ambassadorship when managed with an eye towards encouraging user sharing.

Too often these days social is deployed as another broadcast channel for product promotion rather than cultivating a community of like-minded people who share their own experiences and outcomes. Social can be a far more credible and believable mechanism to validate what you want consumers to trust and understand about your products. You just have to be intentional in how that channel resource is developed.

The new marketing eco-system built on trust

There are four key pillars to successful marketing outcomes at a time when attempting to buy awareness through conventional ad platforms is falling away. They include:

  1. Marketing partnerships: B-to-B colabs, media-driven content alliances and influencers
  2. Social channel refinement: engaging passionate advocates as UGC ambassadors
  3. Earned media: PR-driven outreach through editorial media channels
  4. Branded content creation: built on an education-centric model, not a promotional one.

Partnerships fuel brand growth

  • Partnerships with aligned brands work because they add value to the consumer experience and make intuitive sense. When Quantas Airlines and Airbnb team up to “Fly there. Live there.” they combine assets that create a seamless traveler experience. Similarly Spotify aligns with Ticketmaster to amplify the fan experience from digital music to live performances with click-thru simplicity. These combinations work because they are complementary, sensible and add user value.
  • Right now the triopoly of Facebook, Google and Amazon together control 90 percent of digital advertising inside their walled gardens. As a result premium media channels are cultivating and expanding their content partnership opportunities with brands to build podcasts, newsletters, videos and other tools. These colabs allow brands to gain access to their audiences and tell stories with the imprimatur of the media brand alongside yours.
  • Influencers are a valuable resource of endorsement from citizen category experts who bring their audiences to the table for colabs and reviews. Fabletics activewear brand partners with lifestyle influencer Marla Catherine. The brand accesses her 1.6 million subscriber YoutTube channel to connect fitness fashion endorsements to their online shop platform. A win and a win.

There are rules here with respect to vetting influencers that make strategic sense and align with your brand – all based on building trust and relevant connections with consumers.

Social channel strategy

Brands should encourage user sharing of content and experiences. Developing an ambassador program that links back to periodic content creation helps ensure a flow of useful, credible posts that tell the brand story through the eyes of enthusiastic believers. Amplify this with category expert voices and content that offers guidance, coaching and instruction. Yes, there’s room for your BOGO promo but that should not be the leading voice in your social channel calendar.

Earned media

Editorial coverage of your brand takes advantage of the consumer’s belief that editorial media is an unbiased third-party channel that reports more than advocates. HBO satirist John Oliver recently took TV chat show and news programs to task for fake editorial segments that were paid for and passed along scurrilous information to viewers about unreliable products. Frankly, this pollution of church and state type separation between ad and editorial isn’t good for anyone.

Branded content creation

The voice of your brand should be founded on a relationship-building platform that emphasizes coaching, guidance and enablement that’s relevant to the consumer’s lifestyle journey. YETI coolers does this beautifully with outdoor adventure videos that mirror the lifestyle interests of their core users via compelling, authentic even cinematic storytelling. If you are a food brand and can help users with exploration and creativity in the kitchen, you have a useful voice in their lives. This is how relationships are built – through help over hype.

Trust is the anchor

In a world devoid of trust, consumers want to connect with sources of information and guidance that puts their best interests first, is centered around credible voices (their own) and provides value that enhances their experiences. If you devote energy and attention to cultivating this trust forward marketing eco-system, you will be on the path to authentic, sustainable relationship creation. The outcome is reliable engagement, connection and importantly, sustainable business growth.

So stop chasing eyeballs and start winning hearts!

If this post inspires you to consider fresh thinking on creating more effective marketing outreach, use this link to start an informal conversation with us.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Eat Just non-chicken chicken

Want Users To Listen, Give Them Something Worth Listening To

May 27th, 2021 Posted by Brand Design, brand marketing, brand messaging, brand strategy, Category Design, change, Climate Change, climate culture, consumer behavior, Consumer insight, Content Marketing, Differentiation, Emotional relevance, engagement, Growth, Navigation, storytelling, Strategic Planning, Sustainability, Transformation 0 comments on “Want Users To Listen, Give Them Something Worth Listening To”

Why Brand Education is More Effective than Selling

There’s an almost irresistible, gravitational pull in brand marketing to focus on self-promotion. It’s instinctive and alluring to talk singularly about why your product is better than others. Is your head nodding up and down? You may believe the persuasive story is your awesome tech, your incredible recipe, your authentic ingredients, your great taste, your contemporary look, your creative store design – all of the various arguments why your brand or banner is terrific and a superior choice.

  • These brand advantages and qualities are now fundamental currency in a marketing game whose rules have changed.
  • Yes, all of these things remain important, but should they be the leading tip of your marketing spear? Not anymore. Here’s why.

The dynamics powering consumer and brand relationships have transformed. Consumers gained control of brand engagement when the Internet and digital era handed it to them. Your users know everything, can compare anything, and quickly learn from the experiences of others good, bad or indifferent. They can turn your engagement tactics on or off with a click. When consumer relevance reigns supreme, it’s time for an enlightened approach.

Secondary research confirms most people run away from self-congratulatory messaging outreach that looks like traditional selling. For them, it isn’t trusted communication. Effective marketing recognizes that the journey brands take with their best customers is built on a foundation of reciprocity and value exchange.

Role of the modern brand is guide and purposeful voice

Instead, your brand should present itself as a guide, coach and advisor on the consumer’s life journey. Marketing becomes relevant and resonant to users when the value offered is of intrinsic benefit in helping them achieve their personal aspirations and goals. Your brand should be a partner not a seller. Key insight: the dynamic of how brand relationships are made has shifted to help over hype, so your voice and story should realign with it. How so?

Eat Just brand, the first cultivated chicken meat to win regulatory approval for sale in Singapore, recently struck a deal with a hotel-based restaurant called Madam Fan. They are launching the first home delivery menu of dishes using Eat Just’s non-chicken chicken.

Inside the food delivery container is a Google Cardboard viewer with a link to a short film. According to Eat Just CEO Josh Tetrick the video transports you to a Brazilian rainforest where you observe this rapidly disappearing climate-critical resource. You see this amazing natural carbon sink being replaced by industrial farms that raise animals for meat and the corn and soy crops to feed the animals. The goal of Eat Just’s video is to help users appreciate why cultivated meat matters to the planet’s health.

Turning the food delivery box into a portable brand experience is such a smart move.

Did the video do a typical romance of their product tech? No, it was instead an inspiring educational experience where the consumer learns about the connection between our food system and its related climate impact. This frames the Eat Just brand’s higher purpose, it informs in a way that’s consistent with changing consumer values and beliefs about food. It creates a unique teaching moment – and a powerful one at that.

This is how a community of believers and advocates is built. The video endears the Eat Just brand to its users. Of course, for all of this to work, the product eating experience still needs to be perfect. It should be an authentic analog to chicken flavor and texture – and taste should hit squarely on the crave-able and delicious notes.

  • That said, in a world of common feature-to-benefit selling tropes, Eat Just credibly, remarkably rises to a new level of value exchange, where eating that nugget of chicken meat acquires a deeper meaning than it would deserve outside this context.

What’s more, the approach educates and benefits the recipient in a compelling way – an “a-ha” moment of learning that rainforest is rapidly disappearing (at an alarming acre per second). Emotion is embedded in the subject matter of the video, so it plays to what we now understand about consumer behavior and the (major) role of emotion in shaping perceptions and actions.

Marketing that’s wanted by the recipient

Your goal is to create marketing that is welcomed by its intended audience, not avoided. When the food or beverage brand helps its core customer with creativity in the kitchen, or enables wellness and fitness experiences, or communicates a higher purpose like food scarcity, the brand gains permission for a conversation. Here the brand bonding is facilitated because we’ve moved beyond transactional selling to a more relevant and powerful dialogue.

You may still wonder: isn’t the path to sales growth paved with communicating product attributes early and often? Not at the expense of failing to educate users. This has everything to do with understanding the rules of reciprocity and trust that influence purchase behavior. Trust is earned when the consumer believes you understand them and their needs and operate unselfishly to work in their best interests. Trust is the active ingredient in an authentic give-and-take relationship between brands and users.

Food and the role of crave-ability and deliciousness

Worth noting, food is an emotion-packed category. People care deeply about the quality of what they put in their bodies. They want to know the ingredients used are high quality, healthy, real, safe and also better for the environment. They especially want to avoid making a bad decision, so how food is presented with an eye towards taste and eating satisfaction helps eliminate the perceived reflexive risk of “It’s healthy so it’s going to taste bad.”

One notable caveat here: any number of fast casual restaurant brands are aware of eat with your eyes magic and advertise food that looks sumptuous and crave-able – all beautifully presented with super strong appetite appeal. Except that the stark reality of what’s actually delivered on the plate is frequently so far removed from the ad imagery that it sets the stage for massive disenchantment and trust disruption.

  • Truth matters. Social channel chronicling of disappointment spells out what’s at stake with consistent over promise and under deliver.
  • If you convey it’s delicious, it better be delicious.

When education is your mission

Sweetgreen is a fast-food chain that understands the role of ethos and deeper meaning in their brand proposition and go-to-market behaviors. This belief system permeates every aspect of how the brand is presented and how the business operates to demonstrate its higher purpose values.

They recently announced a refresh of their brand as they amp up their climate impact bona fides while redefining what fast food is in context of why the company exists. Here’s how they presented the values that sit underneath their new brand identity:

  1. “Food: sweetgreen wants to show that fast food can be synonymous with real food. They invested in new food photography, menu designs and packaging in an effort to highlight their food ethos, which celebrates seasonality, local sourcing and transparency. 
  2. Sustainability: sweetgreen believes that climate change is the defining challenge of our generation. This new identity was designed to showcase sweetgreen’s sustainability initiatives and its ongoing journey to carbon neutrality.”

Education is the leading strategy at sweetgreen. They believe consumers benefit from knowing more about how their food is sourced, farmed and prepared with an eye towards healthier and higher-quality choices that remain friendly to the planet’s wellbeing.

Why help over hype is the way to go

We have entered a new era where brands with purpose and deeper meaning attached to how they operate have an extraordinary opportunity to create lasting, deeper connections with their core users. It’s no longer necessary to compete for attention through a constant drumbeat of hard selling product features.

If you’re committed to building the best possible product experience your capable of, the consumer will recognize and experience it. Why they keep coming back, and why they engage fully in your social channels has more to do with how you help them by enabling their passions and interests and aligning with shared values.

Education is a principle move to provide added value, and while doing so, enhance your relevance. It also respects the expert guide and coach role that brands should play in effective communication.

When you create marketing users want rather than avoid, the opportunity for conversation skyrockets. The relationship, therefore, is a journey not a transaction. Educating consumers is simply smart marketing and sets you up for successful engagement across all digital platforms. It automatically leans into your higher purpose, a point and position not lost on consumers who are looking for it.

If this sparks questions about refining your strategy and brand voice around education-forward outreach, we’d love to talk with you. Use this link to begin a conversation.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Pet brand engagement and social media

Pet Age magazine published our column on social media best practices

February 4th, 2021 Posted by brand advocacy, brand marketing, brand messaging, Brand preference, branded content, Content Marketing, Digital marketing, Emotional relevance, engagement, Pet food, Pet food marketing 0 comments on “Pet Age magazine published our column on social media best practices”

How to optimize social media strategy for pet brand marketing

Our new monthly column for Pet Age magazine tackles how to build consumer trust and engagement with one of the most powerful, credible channels of brand communication. You can read it here.

Learn how to maximize social channel outreach for impact and connection for your business...

Or, enter this link in your browser: https://bit.ly/SocialChannelStrategy

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Brand storytelling must be emotionally relevant

Why so many brands miss the storytelling sweet spot

January 13th, 2021 Posted by brand marketing, brand messaging, Brand preference, brand strategy, branded content, CMO, Consumer insight, Content Marketing, Differentiation, Emotional relevance, engagement, Growth, Human behavior, Insight, Marketing Strategy, storytelling 0 comments on “Why so many brands miss the storytelling sweet spot”

Turning forgettable messaging into UNforgettable engagement…

The vast majority of brand communication fails to engage its intended audience. It’s like continuously pumping messaging fuel into a mental gas tank with a hole in the bottom. Why? Because it is inadvertently constructed to be quickly forgettable.

  • Numerous behavioral research studies confirm within an hour people forget more than half of the information they’ve read, seen or heard. That percentage rapidly accelerates as more time goes by. Pfft, gone.

The message creator hasn’t fully grasped the critical elements of compelling, memorable storytelling that respect with what we know about how people operate. Instead, they lean on fact-based, logical feature/benefit oriented pieces of communication that won’t intersect with the emotional drivers that secure engagement and trust.

Consider this: stories are 22 times more memorable than facts. But what constitutes great storytelling? The best of the best storytellers recognize they are interacting with humans and work to understand specifically what drives cognition and outcome. For one you have to move beyond the product “plot” to plant a beating heart in the brand story with consumer as hero.

You’re speaking to a human

The magic occurs when great communication engages the neurotransmitters that drive people towards and not away from what is being conveyed. The two most important physical elements of messaging brain chemistry are Dopamine and Oxytocin.

Dopamine is a ‘feel good’ neurotransmitter that is produced when a person is expecting some kind of meaningful reward or pleasurable experience. Dopamine helps us strive, focus ourselves and find things interesting. It has a direct impact on learning, motivation, mood and attention. The key here is creating anticipation of a sought-after reward.

Oxytocin is a hormone that operates as a neurotransmitter. It is created when people hear and experience how much you appreciate and care about them. Unsolicited acts of kindness can be instrumental in building this response. Oxytocin is the precursor to enhancing empathy and trust. You already know how fundamentally important trust is to any kind of real brand-to-consumer relationship.

  • Do you still believe that fact-based arguments are the way to go? The information will begin to disappear from your customer’s head within an hour.

The most powerful example of this I’ve ever experienced was during our work for home safety products brand First Alert, and the introduction of the world’s first residential carbon monoxide alarm. It is a living illustration of the link between emotion, empathy and impact on behavior.

The carbon monoxide (CO) poisoning story is laced with facts about sources of this unseen gas in the home, how leaks occur, what happens in the human body when it is ingested, and what the impacts look like. Yet our message testing revealed that none of that held a candle to the power of a personal story about a Maine family who lost their eldest daughter in a CO poisoning incident.

The heart-wrenching narrative about what happened to this family made the case for protection from an invisible threat in a far more personally-compelling way than any fact or figure ever could. Relate-able emotion is a powerful and influential communications tool.

The path to better communication outcomes

What is your consumer looking for? People resonate to a desire for love, connection, acceptance, safety and happiness. The goal here is weaving together a story that encounters this insight in various ways.

Your cheese business is not selling cheese. You are using compelling visuals and copy to convey mouth-watering desire. You’re actually selling incredible taste experiences delivered in a shared social environment people crave. Your narrative wraps in beliefs and values that embed your brand with deeper meaning. This transcends the forgettable ‘buy my cheese’ message because you know people want to be a part of something greater than themselves.

  • Tone here is important. The more human you are in storytelling, the better. Vulnerability and honesty come in to play when you’re reaching for resonance and relevance. Give your audience experiences they can relate to, empathize with and recognize in their own lives.

Want to hear the voice of honest and human?

“Smart phones exist already and they’re stupid. But mine is smarter than your computer at home.” Steve Jobs, launch of the iPhone. Does Jobs employ facts, technology examples or recitation of features? No. He nails the proposition by creating a relate-able context of what was an astonishing revelation in its era. Beautiful.

Story structure

Here’s the question that must be answered in brand storytelling: how does your product change a person’s life? You are working to unearth the true “why” behind a consumer’s reason and desire to purchase.

Stories should address three fundamental elements:

  1. Set up – the problem your product solves. Think long and hard on a higher level about what this is.
  2. Conflict – create some tension around how you go about solving the problem. Is there a villain you can identify?
  3. Payoff – the happy outcome of what success is and what it feels like to prevail.
Remy and food passion
Passion, heart and soul create the basis for message engagement

The Pixar movie “Ratatouille” isn’t about a rat as chef

Yes, the central character Remy the rat can read cookbooks and has ongoing conversations with a famous French chef who is a figment of his imagination. The magic of this story is his love affair with food and flavor combinations. It is his passion for incredible taste experiences that drives him and the arc of the story.

He makes you want to cook, to pick up a knife and chop, to invent and create because of the romance he liberally dollops into his sauté pan. Pixar studios is famous for embedding heart and soul in its movies. What inevitably happens? You get invested, you care, you become engaged and feel empathetic for the characters involved.

  • This understanding of great storytelling is no less important and meaningful in business communications. Your brand deserves this kind of thinking and expression under what could become the unforgettable stories you tell.

If this approach resonates with you, Emergent employs a proprietary brand story telling process to tease out these great narratives and bring them to life. Use this link to find out more.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Archives

Categories