“People don’t buy for logical reasons; they buy for emotional reasons,” said Hilary Zigler—motivational speaker, salesman, and author. Because, as much as a purchase arises from necessity or want, your choices and preferences almost always impact the purchase, making it an emotional choice and a prerequisite to satisfaction.
Therefore, relationship marketing is all about one thing: emotions.
Relationship Marketing has evolved into a specific field devoted to analyzing human emotions and engaging with customers on a deeper level to encourage long-term relationships rather than a mere quick sale.
When customer emotions influence their ultimate purchase decision, acknowledging their feelings and working out your dynamic with them becomes the topmost priority.
The catch is to have a friendly, considerate attitude and focus on serving their best interests, for in their satisfaction lies your long-term success.
How Understanding Emotions Play A Major Role In Relationship Marketing
Word-of-mouth and relationships are the pillars to sustainability and growth. Earning customer support requires building meaningful relationships with them and understanding them emotionally.
Therefore, to build an effective relationship marketing strategy, you need to consider the factors that influence the relationship dynamic and lend credibility to your marketing efforts.
1. Creating an emotional connection
Merely selling your goods without attempting to understand the customers’ requirements would prove to be futile. It would result in a poor sale with no value addition or profit. On the flip side, understanding customers’ needs will help you serve them better and add value to your relationship marketing efforts.
2. Focusing on the target audience
Relationship marketing implies the need to be heard and listened to on your customer’s part; therefore, you need to ensure that the content you create resonates with your target audience’s mindset (emotions).
Thorough research of your audience’s requirements, grievances, and affordability would help you plan a structured and effective marketing strategy with a better response rate.
3. Thoughtful promotions
Promotions, freebies, or samples, by whatever name they go, are snippets of the company’s products or services intended to familiarize the public and garner their support.
Though they are a form of advertising for your brand, promotions come across as bland and a mere marketing gimmick when it lacks a personal touch.
That’s why you need to specialize your relationship marketing plan based on the target demographic’s preferences (and emotional needs). Then, you can use the popularity/familiarity of your business to send a message that is both thankful and promotional.
Sending branded merchandise, for instance, develops a subtle affinity in people towards your brand and creates a feeling of personal connection with you.
More than digital coupons and promotional codes, branded merchandise creates genuine interest and joy at the receiving end of something so thoughtful.
Nothing beats the joy of receiving cool gifts, and nothing adds value better than curating the aptest gifts for the recipient. Gifting your customers branded merchandise fosters a sense of belongingness in their minds and triggers nostalgic memories of their association with you, thus encouraging repeat business and referrals.
For example, when you send out a handpicked gift box to your client with a branded, personalized leather wallet along with a handwritten message of appreciation and gratitude, you’re paving the way for more than just a sale—you’re establishing a long-term relationship and creating trust.
This is what gifts do—it offers a gift-wrapped key to open new ways to further your relationship with your customers. Nevertheless:
Be Aware of your Gifts: It Can Make or Break It!
You would be stunned to know: almost 90% of employees in a survey reported faking their reactions upon receiving a gift from their office; 84% said they received a gift they never wanted…
Corporate gifting need not always be bland and run-of-the-mill products, like a coffee mug or a t-shirt with your brand’s name labeled on it. Instead, it could be a thoughtful exercise dedicated to serving your customers memorably, touching their emotions.
On the other hand, gifts that are not carefully curated could send the wrong message, end up being useless, hurt sentiments, and even damage the relationship, among other possible impacts.
You might wonder:
“What could make gifting unique or better than existing methods like automated gifting and branded gift boxes”?
“How to organize large gifting rounds without making a mess–not even a single erroneous delivery? What do you mean?”
Well, then, you’re in for quite the surprise.
Introducing Eva: The Gifting Superpower
Eva is an AI-enabled gifting assistant that does gifting efficiently to the power of n. Thanks to a seamless interface, Eva aces end-to-end gifting and makes it a cakewalk, more like a guilty pleasure, even.
Eva does more than automated gifting. Even when you outsource packing and delivery to a gifting partner, you can’t escape ensuring that you’ve picked the right gifts.
From curating the gifts to ensuring delivery, Eva takes care of the whole gifting process with a happiness guarantee. So yes, in the rare case the recipient is unsatisfied with your gift, Eva sends another better gift, totally free! How cool is that for a gifting partner?
So how does Eva save your time and face with thoughtful gifts? Easy-peasy:
- You only send Eva’s gift links to the recipient’s email/mobile.
- Once the recipient opens the gift links, Eva has a simple, friendly chat with them.
- Eva then gathers critical data through a set of questions regarding their likes, preferences, allergies, and hobbies.
- Using that data derived on consent, Eva then uses it to curate the most suitable gift for the recipient.
- The gift is then delivered to their doorstep in attractive packaging.
Eva has a 95% gift acceptance rate for this ingenious method, thereby saving your time and efforts while also guaranteeing the perfect gifts for all occasions.
But it just doesn’t stop with gifting.
Eva makes possible 3X more reviews thanks to a host of features like measurable ROI, CRM integration, setting up meetings, collecting reviews/feedback, etc. that makes it easier to save time to attend to more pressing issues.
Eva offers gifts under your company logo corporate branding to offer a genuinely personalized gifting experience. Supported by a data-driven library of gifts that regularly updates itself based on Google ratings and reviews, Eva’s gifts are on-trend, innovative, and personalized, leaving the recipients in a happy surprise.
Although having a limited catalog, Eva’s gifts can cater to a diverse audience—from wines and chocolates to trekking gear and baby care products, making it a personalized one-stop gifting solution.
Company swags, client gifts, corporate gifting, or whatever your gifting occasions are, Eva offers the perfect gifts every time and ensures no one gets the same gifts ever.
If relationship marketing is all about understanding customers’ emotions, what better way to appreciate them and solidify the relationship than with a gift that speaks to their hearts?
Try Eva now for a hassle-free gifting experience!