When you enter an IKEA store, how does the environment make you feel? For me, the store offers all kinds of solutions for storage in ways that are modern, fun and inviting. It motivates me to create a simplistic and affordable lifestyle. My reaction is what IKEA wants.

But according to a Forrester Research survey, a whopping 89 percent of respondents said they felt no personal connection to the brands they buy. This leads to lack of loyalty to the brand.

Today and tomorrow, Promotional Consultant Today shares these eight factors, identified by brand experts Sam Swisher and Trevor Shepard, that tell how to build emotion in your marketing communications to ensure product loyalty.

1. Research. It's seems obvious, but you must know your audience. Research is key to understanding them. Ask these obvious questions:

  • Who are you talking to? Adults, children, caregivers, CFO's? Segment these audiences as much as possible. It's key to understanding what drives them.
  • Why? Why do you want to emphasize that angle? Why will the audience care about that product feature? Many marketers get stuck on their list of features. But unless you're explaining, or better still, demonstrating, the value to the consumer, your message will not be received.
  • How? How does it work? How does it compare to … ? This can provide a frame of reference for the audience, especially if comparing your product or service to another.

2. Personality. Audiences relate to personalities, and every product can be infused with one. Do you want your product or service to appear fun, inquisitive, knowledgeable? Swisher and Shepard point out that sometimes we establish a specific personality type to affirm an audience's belief about a product.

3. Framing/Composition. Framing and composition reflect a product's personality. Doing this effectively requires a well-designed visual hierarchy. For example, when reviewing your marketing materials, is the most important feature in the proper area of the frame? Are you effectively communicating the product's personality through your choice of framing and angle? Have you provided enough environment to create understanding for and connection with the audience? Keeping this in balance allows composition to play its essential role in building a product's relationship with its audience.

4. Motion. When recording marketing videos, the question of motion goes hand in hand with that of composition and framing. The first question is what should be moving, the camera or the product? A slow-moving camera or lens communicates calmness, thoughtfulness and confidence. More dynamic motion projects enthusiasm and vitality. The energy provided by camera or lens movement sets the tone and provides the emotional context for the product itself.

For more ways to establish emotion with your product and create "motion" in sales, read tomorrow's PCT.

Source: Sam Swisher and Trevor Shepard are founders of Woodshop-The Product Specialists.