Human beings are unhappy. We are born wanting more.
Chris Heile suggests that marketers are guilty of making empty promises to consumers, ultimately leading them to constantly want more. The AdClub recently hosted the Digital Non-Conference where our very own Chris Heile provided a keynote presentation that was both inspirational and thought provoking. Chris posed the question: Do we really believe everything promised to us in a commercial or advertisement? It made me re-evaluate the relationships I have with brands.
I’ll admit, I am a loyal “girly” magazine reader. I’ll spend $5 on magazines with headlines such as “how to get sexier hair” and “his girlfriend wishlist.” I always want to know the next best thing and how I can get my hands on it. Similarly, I can only assume that men reach to magazines such as Men’s Health to discover how to get “your best body ever” and to “download this—and live longer!” Seems pretty ridiculous, right?
In their new commercials, Toyota suggests that if you’re a middle-aged couple you could instantly have more friends than your teenage son or daughter and a more active, fun lifestyle just by purchasing a Venza.
All of these empty promises made by marketers leave us wanting more. Based on a study by Michael Eysenck, Chris suggests that when we finally have the financial stability to audaciously spend on a Lamborghini, we’re instantly not rich enough and must get rich enough to buy a Maybach. When something good happens to you, like buying that new car, you’ve reached a new threshold and you are now driven to supersede it.
Chris suggests that relationships today between marketers and consumers, are “one night stands,” and that they should be long-term relationships of mutual growth with the thought that they are better together than apart. That’s what we want in our human relationships, right? So why should it be any different than the relationships we develop with the products we buy?
That’s where aspiration comes in. Aspirations are fulfilling. They are tied to values and beliefs. They reflect fundamental truth. They don’t require validation from others.
Exhibit A: Janet Champ’s Nike ads circa 1990.
That is not an empty promise- that is aspiration. Pulling at our heartstrings causing us to develop a life-long, spiritual connection to the brand.
Chris went on to explain the deeply personal connections that aspirational design creates, for example, Apple. What can you not create with an iSomething? Chris showed an entertaining family video that he created with his iPhone, iPad, iMovie- catch my drift? Apple pushes boundaries and provides their loyal consumers with the tools they need to enhance their lives.
Tom’s shoes builds their brand on the promise that they will donate a pair of shoes to kids in need for every pair you buy. How awful am I for not owning a pair? And that’s exactly the point: brands need to build long-lasting promises with their consumers.
A consumer knows when you’re insincere in your efforts. They can see right through your attempt to increase your top and bottom line. Consumers have the tools, now more than ever, to research your brand and everything it stands for. Then they make a decision based on their research. The greatest opportunity brands face is a lack of understanding their consumer. Understand your audience and what you mean to your desired audience. Target those who have the greatest potential for growth and find out what they are trying to achieve in their lives along with what their values are. If you understand your consumers, they will build a long lasting relationship with your brand.
Chris left us with some final thoughts:
1. Don’t simply look at consumers and where they are today. They want you to lead them to the next step and add value to their lives.
2. We have a responsibility. As marketers, we touch and influence many lives, we should impact them.
3. They grow. We grow. Consumers grow because of us, we grow because of them.
“You are not here merely to make a living. You are here in order to enable the world to live more amply, with greater vision, with a finer spirit of hope and achievement. You are here to enrich the world, and you impoverish yourself if you forget the errand.” – Woodrow Wilson
And last but not least, we, as marketing and technology professionals, are doing great work. Continue to help people and push them forward.
CAUTION: Loyalty cards are going mobile. Companies such as Foursquare, Loopt Star, and Gowalla have officially turned cell phones into a one-on-one marketing device, simply rewarding you for checking in at places and doing things you already do. These apps allow companies to make current customers more loyal by encouraging frequent visits, while enticing new consumers with deals and savings available on their cell phones.
