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Customer Profiling, Emotional Branding & Product Placement

Customer Profiling

By knowing and understanding your customer you can better tailor your product, your advertising and marketing to gain maximum coverage of your brand or product, to elicit change in their cognitive behaviour and to cause a change and effect.

Emotional Branding

Emotional brand loyalty is the golden chalice of marketing and branding it is having a brand that elicits an emotional connection or reaction from the consumer in a positive manner. HP sauce, Coca Cola, Virgin, M&S, Woolworths etc all have a positive emotional connection with their customers as brand.

"People bought their first record from Woolworths, their dad bought them a Coca Cola on a hot summer's day when they were 5 whilst eating a burger off the Barbeque with HP sauce on it as they listen to Virgin radio and danced about in their M&S jumper that Nan had bought them the Christmas before"

Finding and creating that positive emotional connection between your brand and your customer is the result of understanding your and profiling potential customer whether that be consumer or business and causing the emotional connection through your marketing activity

Product Design & Placement

Product Design & Placement is all part of the above and is very important. The design, feel, shape and usability of your product are crucial. As is where it can be found on the shelf and whether or not it stands out for the right reason. Does the design produce an emotional connection? Does the using of it require a technique that brings back memories of social occasions when done as part of a group or separately? Is it something that will be used in happy family times that bring back memories? Or is it something that in business will be a show of success?