5 marketing & PR trends for 2021 CMOs need now

5 PR Trends CMOs Need to Watch for 2021

[6 minute reading time]
There’s no shortage of uncertainty in marketing and PR planning for 2021. But there are some trends happening that are sure to impact PR and Marketing in 2021. At Avaans PR, CMO’s love us because we know consumer trends impact where our target audience will be, the frame of mind they’ll be in and what journalists will write about.  On a tactical level, trends impact our content creation, journalist relationships, and campaign recommendations we’re making now and in the next year. We’re ready for 2021 to require agility, but we’ve found that even agility requires forward-looking and yes, some planning. These are 5 of the marketing and PR trends for 2021 we’re watching on behalf of our consumer-forward brands.

PR Trend #1: Techlash Continues

From a PR trend perspective, this has a huge impact. Now is the time to reimagine how you’ll use social and digital media in 2021, from both a marketing and PR perspective.

The sting of social media won’t soon to be forgotten by consumers, regardless of political affiliation. During 2020, in particular, during the pandemic, social media took on outsized importance, but also affected consumers in new ways, and not all of them positive.

Yes, consumers continue to spend time and even buy on social media, but they are spending more and more time in micro-groups of their own on platforms like Slack or Messenger, or in like-minded platforms. This means brands will have to be extremely smart about their placements and presence in 2021. The separation also requires brands to be exceptionally clear about who their customers really are.

Further, the coveted 25-55 college-educated, earning $100,000 or more per year are using social media for customer service. This coveted group will not support companies who don’t support customer care. If 2020 was the year of pandemic-related customer acquisition for your brand, 2021 will most definitely need to be about keeping them happy and engaged. Part of that will most definitely be a branding effort to existing customers, ensuring your values align with theirs (more on purpose-driven initiatives below).

But it’s not just customer service affecting social media in 2021.  e-Marketer reported:

We have increased our forecast on mobile messaging and now believe time spent by US adults will grow by 4 minutes in 2020, to 24 minutes per day, not only due to the pandemic but also data showing strong engagement on messaging services like Facebook Messenger, WhatsApp, and Apple iMessage.

 

PR Trend #2: Work With Media in New Ways

Whether it’s TV, programmatic, or print, all media outlets are bracing for reduced advertising revenue in 2021. This will have very real implications for public relations initiatives.

First, according to Edelman, trust in media actually increased in 2020. This means you should absolutely be leveraging the trust of other outlets, particularly in lieu of the distrust around social media. However, you should do so with earned media and branded content.

Expect to see more “branded content,” in 2021. Well done branded content can be very effective in both PR and branding, so consider these options carefully. Branded content is better received than traditional ads, in fact, Second Street Lab reported in June that branded content through premium publishers sees a 50% brand lift.

Further, outlets will need to keep eyeballs on their content, to help drive ad revenue, brands with media relations campaigns should be looking at ways to support outlets who support them. At Avaans PR we are actively doing this for our clients already and seeing great brand lift and also enhanced journalist relations.

 

PR Trend #3: Purpose-Driven Buyers

Trusted brands saw huge increases during the pandemic, up to 50% growth, according to McKinsey. This is due to an unprecedented shift in brand loyalty during the pandemic.

Even pre-pandemic, affinity for brands who take a stand and align with consumer’s values were seeing real ROI on purpose-driven initiatives. As Americans slog through the pandemic, they are consistently re-evaluating priorities, this is especially true for Millenials and GenZ.

PR trends for 2021, include self-love and body positivity will be a purpose for many buyers, especially those who emerge from isolation hibernation with a few extra pounds. GenZ is feeling stressed. While some are still below the age of 18, they remember the great recession. Right now, self-care and home comfort are top of their list. Pre-pandemic, GenZ was actually returning to malls, but the pandemic has left this generation feeling a bit powerless and reconsidering purchasing behavior, at least for now. But 51% of GenZ’ers say they will return to in-store shopping. But when GenZ returns to stores, according to Retail Dive, they’ll do so with the expectation of safety and a frictionless environment that mirrors the ease of online shopping.   GenZ is also moving towards “thoughtful consumption,” especially those brands with responsible sourcing, environmentally friendly policies or support social issues. Local businesses and minority-owned businesses are also on their radar in a whole new way.

As for Millenials, the eldest of whom are in their 40’s already, are leading the way, followed by the often forgotten GenX, to continue online shopping across almost all verticals from essentials to alcohol, according to McKinsey.

Plus, record low-interest rates have created a whole host of new home buyers. In September 2020, 60% of U.S. homebuyers were Millenials, they’re likely to spend an increasing amount of time at home, items that allow them to spend more quality time with friends and family will be attractive, so delivery and home-based products will take a new focus for that generation.

PR Trend #5: The Re-Opening of America

We can’t really say when the “re-opening of America” will happen, but what we DO know Americans are ready for it already. The pent-up demand for all things in person will require ALL brands to pivot marketing and PR in 2021. We predict safety and trust will be key for the reopening of America.

Work is likely to be forever changed, more people will work from home than pre-pandemic. This means fewer people will waste time commuting. How will your initiatives work into their newly found time in the newly re-opened America? Will podcasting remain as vibrant as it was pre-pandemic? What about the TV surge happening now? Think about where your customers will be spending new time as we emerge from a post-pandemic world.

From tourism to retail to direct-to-consumer products, brands will need to be thinking about how they will be relevant at the right moment.

From a public relations standpoint, you’ll want to be thinking about how your brand will differentiate itself in the media and marketing activities. With trust and security taking new precedence, brands will need to think about how they will reinforce those messages in a brand-consistent way.  Now is the time to explore partnerships and the potential activations, which will create the memorable moments consumers are craving.

The time to plan for the Re-Opening America is now, the campaign should be fully ready to pull the trigger. From content to media relations to events, now is the time to plan, but bake in flexibility. For example, secure your video producers now, and create three original scripts, secure the time and the talent now, so you can move faster than everyone else when the moment is right.

PR Trend #5: Cross Collaboration

This is the year where everything needs alignment. If you haven’t already, tear down the silos between PR, Marketing, and Branding. Get those people together now so they can be more effective together in 2021. Think about how each department can align on digital and in-person initiatives. Think about initiatives that are word-of-mouth worthy, there will be plenty of industry and even national coverage for brands that are thoughtful about how they align.

A unified, personal experience will be an expectation in 2021. So ensure your messaging, your purpose, and your plans are operating together, not just in tandem, but together.

Use your owned, earned, and paid media together in new ways and your brand can benefit from the realignment of brand loyalty happening right now.

 

If you’re ready to use these and other marketing & PR trends for 2021 in a more customized way, let’s talk. 

 

purpose driven public relations

Why Purpose-Driven Public Relations Have an Edge 

It’s easy to see why some companies are skeptical of shifting to a “purpose-driven” business model. Doing so requires companies to take a position on important, potentially controversial issues like environmental protection, workers’ rights, racial and gender discrimination, income inequality, and so on.

Is Taking a Stand the New Social Media in Public Relations?

Taking a stand can generate a swift backlash from the community and consumers. For an example, look no further than the reaction from many fans of the National Football League when several players, mostly notably San Francisco 49ers quarterback Colin Kaepernick, knelt during the national anthem as a protest against police violence.

The NFL is one of the few monolithic institutions left in American life, and the response from its fans would seem to discourage other brands from getting involved in political and social issues. Even President Donald Trump got involved by putting pressure on team owners and league officials. And yet, the NFL’s handling of its players’ police violence protests offers an instructive example of why brands should lean into social causes instead of avoiding them.

After all, what was the ultimate outcome for Kaepernick? The NFL caved on player protests and is allowing social justice messages in the end zones this year. Kaepernick partnered with Nike on their “Dream Crazy” ad, which helped spread his message to a much wider audience. Though the ad was criticized in some quarters, most people responded positively to it. Younger audiences, one of Nike’s key demographics, responded especially well.

Making that ad was a risk for Nike, but it’s a risk that clearly paid off. By being aware of social trends — particularly among some of its core customers — and partnering with someone who had legitimate social justice credentials, Nike scored a public relations coup and rode the wave to increased sales.

Jumping into the realm of social activism is new for Nike, but other brands have engaged in social, political, and environmental causes for many years now. The clothing company Patagonia, for instance, supports many social causes, especially groups focused on the protection and preservation of public lands in the United States. They’ve also imposed a “1% for the Planet” tax on themselves, in which they spend 1 percent of their sales (not just their profits) on environmental activism while encouraging other companies to do the same.

Another brand that’s making headway in terms of changing the way business is done is King Arthur Baking Company. Unlike many larger bakeries, King Arthur is a private company that is owned by its employees and is a benefit corporation. This means that having a positive impact on the world is built into the company’s corporate structure. In an article for the New York Times, Ralph Carlton, one of King Arthur’s chief executives, said “Being accountable to our employee-owners means we have to take them into account. We don’t believe in growth for growth’s sake.” The company’s message is clearly resonating with consumers; according to the Times article, King Arthur’s sales tripled this past spring when many people went into quarantine and started baking their own bread and other goods.

Is a Purpose Driven Public Relations Strategy for Everyone?

These examples and additional research illustrate the gains to be had for brands that embrace social causes. For instance, the research firm Accenture found in 2018 that 63 percent of consumers prefer to support brands that share their values and beliefs. In that same study, Accenture also found that 62 percent of consumers want brands to take a position on social and political causes, and 65 of consumers said their buying decisions are influenced by the values, actions, and words of a company’s leaders.

As we saw with Nike, these trends are even more pronounced among younger audiences and consumers. Other researchers have found that 54 percent of teens age 16-19 boycotted or bought from a brand because of its ethics. Furthermore, 63 percent of teens say they are more likely to buy from brands that back charities or other causes they believe in.

These figures provide more evidence that consumers are eager to buy from brands they perceive as having strong morals and values. However, brand trust is a precious commodity that companies should not take for granted. About 37 percent of teens surveyed in the study mentioned above said they didn’t trust the claims brands make about the causes they support, and 69 percent of teens in the survey said brands overstate how much they support the causes they supposedly champion.

That last point is critical. It’s not enough for companies to say they want to make the world a better place, they have to back it up with their actions and policies. If you tell consumers you’re moving to a purpose-driven business philosophy, you need to give them proof.

Once again, we can look at Nike for an example of this theory in action. Regardless of other criticisms the company has faced in the past, making Kaepernick the centerpiece of a campaign took courage, as he was a pariah in many circles and hadn’t been a star player for several years. But because Kaepernick had sacrificed his career and his reputation for his beliefs, Nike benefitted from his social justice bona rides.

As more consumers push for brands to become more socially and politically engaged, companies that have already adopted a purpose-driven approach or are willing to make a good-faith effort have a tremendous advantage in the marketplace. If you can show consumers that your brand shares their values, they’ll flock to your business.

How to Celebrate a Purpose-Driven Public Relations

 

Of course, getting your message in front of consumers is easier said than done. You need a public relations firm that understands the challenges purpose-driven brands face and the benefits they can provide consumers. Fortunately, PR for purpose-driven brands is what we do at Avaans Media, and we can help show the world what makes your company special.

It’s important not to be too bold or too generic when it comes to PR for purpose-driven brands. You need to be specific about what you’re doing and how it’s generating the kind of positive change you’re striving for. We’ll create a campaign that’s tailored to your company’s specific strengths and goals, and we’ll show consumers that you’re serious about achieving those goals.

This kind of campaign is something we already have experience doing. One of our biggest successes came from helping a nonprofit create content to help parents who were non-native English speakers improve their children’s early education outcomes. We listened to what they wanted to achieve and created streamlined, easy-to-understand social media content for parents to share with each other and their children. Furthermore, we helped the nonprofit lobby the state legislature to fund early education programs for pre-kindergarten students.

Our campaign was a tremendous success, generating more than 401,000 impressions over six months among our target audience, with an engagement rate over 50 percent. The state legislature also saw the extensive community support for the program and funded more early education programs, providing an even greater benefit to the community.

Our organization has the tools and talent to bring this kind of success to your purpose-driven brand. To learn more, visit our contact page to schedule a call with one of our offices. You can also find us locally in New York, Los Angeles, Honolulu, Phoenix, Denver, and San Diego.

b-corp public relations

B-corps are uniquely positioned to be storytellers. But how does PR differ for B-Corps?

Is purpose all it takes to thrive?

 

You started your company to make a difference in the world. You know it, your team knows it, and your loyal clients and customers know and believe in your product and your mission. So, how do you expand your reach? How can others find you in an increasingly crowded B-corp marketplace? Does PR play a role in successful B-corps?

This is an issue no matter what industry you’re in; the audience for your product or service may be larger than ever, and there may be more ways to reach them, but there are also more competitors out there looking to connect with that same audience. This is where a focused and strategic public relations campaign can help.

Expanding your awareness beyond traditional marketing campaigns is especially vital for companies who aren’t focused solely on profits and want to make a positive impact on the world. Becoming a certified B-Corporation isn’t easy, as it requires meeting exacting standards regarding accountability, transparency, and social and environmental impact. After going through the rigorous certification process to obtain B-Corporation status, it’s deeply discouraging if you can’t get your message out to those who want to hear it.

Should B-Corps Leverage PR Over Other Channels?

So, what are your options if you’re a B-Corporation looking to expand your reach? You could try the traditional tools: TV advertising, ads on social media, content marketing, direct mail, and so on. But these tools require significant resources that not all companies have, and worse still, there are signs that they are increasingly ineffective. One study showed that 86 percent of people skip or ignore TV advertisements, 44 percent of direct mail is never opened, and 91 percent of email users end up unsubscribing from company email lists they had previously opted into. These tools may work if you have the resources for a large, prolonged campaign, but they’re not feasible for many organizations.

A better approach for B-Corporations is to let other brands tell their story for them through a strategic public relations campaign. This may seem a bit counterintuitive; after all, you’re giving up control of your message when you use PR instead of more direct marketing or advertising tools. But for many people and businesses, getting a story from a brand they trust is more impactful than when companies try to engage them directly.

Is there any research that proves this theory? In fact, there’s quite a bit of it. A study from the Content Marketing Institute showed that 80 percent of business decision makers and 70 percent of customers prefer to get information on a company from articles rather than ads.

Is PR More Effective for B-Corps?

Why is it that so many people seem to prefer reading about a company in an article rather than seeing an ad from the company directly? For one thing, advertisements can be very pushy, and they have a way of inserting themselves when you’re trying to do something else. If a businessperson or customer comes across an engaging article about a company, however, they can choose to read it when and how they want, on their own terms.

The other reason people prefer to read about a company in articles is the issue of trust. Savvy decision makers and cynical consumers are often skeptical of the messages they receive through advertisements, social media posts, and other types of marketing with a more direct approach. They know that they’re being marketed to, and they’re suspicious that the message and information they’re receiving may be untrue or misleading.

On the other hand, if they get that same information from an outlet that they already know and trust, they’re more likely to be receptive to the message and believe it. This is particularly true for the Millennial generation; research shows that Millennials are 247 percent more likely to be influenced by blogs and social media sites than are older generations. Similarly, 96 percent of B2B buyers are looking to read more content from industry thought leaders, and 93 percent of B2B buyers begin their buying process with an online search. If you can get articles in well-known, respected publications, you’ll rank highly in online search results — and there’s an eager group of businesses who are waiting to hear from you.

This isn’t to say that PR can’t function in conjunction with other tools to help your business grow. In fact, that’s exactly how PR should work. By getting information about your company into relevant and respected publications, consumers and other businesses can learn more about what you do. From there, you can direct them from the articles to your business’ website, social media pages, and other venues where you can engage them more directly.

 

How To Use B-Corp PR with Other Channels

That’s exactly what we do at Avaans Media. We are experts at harnessing traditional PR tools as well as newer marketing strategies, to help purpose-driven brands find success in the marketplace. No matter what you do or what your goals are, we will help you grow and thrive by crafting a strategy uniquely tailored to your strengths.

Here’s one example of how we can use PR to help your business. Our client was looking to break into the consumer packaged goods industry with a range of hemp-based products. Despite the differences between hemp and marijuana, many consumers were unfamiliar with these kinds of products or had negative views of them. We knew we needed purpose-driven campaigns.

To help our client reach their goals, we took a multi-pronged approach that increased their brand awareness and shaped their public image in a positive direction. We celebrated purpose throughout our campaigns, from health and wellness to global sustainability.  We leveraged our media contacts to generate more than 200 articles about the company over three years, averaging five articles per month. These articles generated more than 10 billion earned media impressions over those three years, with an estimated value of over $5 million dollars. By the time the client was ready for their initial public offering, the company’s share price had risen by more than 300 percent, and much of that increase can be attributed to our campaign.

 

Contact Us To Get Started

building trust with PR

Building trust with PR is what tomorrow’s leading companies are doing today. Trust is a truly earned currency. There’s no fast tracking it and it’s easier to gain than it is to get back, so trust is a cherished and worthy asset for any company with ambitions. It’s essential for companies to build trust with key constituencies, whether those be consumers, investors, or other community stakeholders. After all, it’s virtually impossible to succeed if your audience can’t trust your company. And yet, it’s getting harder and harder for companies to win over skeptical consumers and communities.

Many factors have contributed to this volatile, and sometimes outright hostile, business environment. We’re all more engaged with the news and the world than ever before, which means we are more aware of what goes on “behind the curtain” at major companies.

Social media platforms are unethically harvesting and profiting from their users’ data. Major corporations are coming under the microscope for how they treat their employees. Income inequality has become a hot-button political issue. The environment is being irreparably damaged by companies exploiting it for a profit with little thought to how it will affect us and future generations.

Faced with innumerable examples of corporate greed and misconduct, it’s no wonder that the public’s trust in the business community has crashed. The 2019 Edelman Trust Barometer found that only 56 percent of people trust the business community to do the right thing. When nearly half of the marketplace harbors fundamental misgivings about businesses’ willingness to behave ethically, companies that want to earn consumers’ trust have their work cut out for them.

The world of business is hardly alone in coming under greater scrutiny from the public. Many people have grown increasingly distrustful of government entities, nonprofits, the news media, and other institutions. In the minds of a skeptical public, these organizations are in business for themselves, not their community or the world at large. That same 2019 report from Edelman found that only 57 percent of the public trusts NGOs to do the right thing, and the figure is even lower for the news media at 47 percent. A 2019 study from the Pew Research Center found that only 14 percent of Americans trust the government to do the right thing “most of the time.”

 

How to Use PR to Earn the Trust of Your Consumers, Investors & Stakeholders

So, what can companies do to earn the trust of an increasingly skeptical public? The study suggests the right way to do it. The lone bright spot for companies is that while much of the public doesn’t trust the business community as a whole, they tend to trust their own employers. The 2019 Edelman report found that 75 percent of people generally trust their employer to do what’s right. This data suggests that when people get a chance to know a company better, they can be convinced to give that company the benefit of the doubt.

Edelman’s research found that 58 percent of employees count on their employers to be reliable sources of information about social and political issues. Furthermore, 67 percent of employees expect their employers to join them in taking a stand on issues they care about. Employees also have high expectations of CEOs and other executives, with 71 percent believing their CEO should respond to social and political challenges. The general public agrees, with 76 percent saying that CEOs should directly address societal issues instead of waiting for governments to respond.

These data points offer a roadmap for brands looking to increase trust with their customers. Consumers are looking for businesses to drop their old ways of doing things and embrace the challenge of change. Brands that rise to meet this challenge can tap into the zeitgeist and build a better, healthier relationship with their customers.

One of the most effective tools to building trust with the public is a well-crafted public relations campaign. Why PR for trust building instead of advertising or marketing? It all comes back to the trust factor. Advertising and marketing are what you say about yourself, while PR is what other people say about you. Many people either ignore the content they see in ads or reject it out of hand because they don’t trust it. They believe that advertisers aren’t truthful or that companies exaggerate the claims in their marketing materials.

By contrast, PR is all about crafting a message for your company. There’s a risk here, as you don’t control the entire story yourself, but the potential benefits are worth the trade-offs. Because so many consumers don’t trust what they see or hear in ads, they look to third parties like news media, blogs, and other sources to verify those claims. A well-placed story in the right publication will do more for your credibility than any ad spend ever could. Furthermore, external links from reputable publications are a key factor in search engine results, meaning good PR can also make it easier for people to find your company.

 

Need Help With Your Trust Building PR Campaign?

Creating effective, striking PR campaigns for purpose-driven brands is what we do at Avaans Media, and we’d love to bring our expertise to your company. We have the media contacts, talent, and creative vision to craft the perfect PR campaign for companies of all sizes and in all manner of industries.

Our past clients have included consumer packaged goods manufacturers, nonprofits, and tech startups. We’ve even led a global campaign focused on boosting tourism for an entire country. In each case, we made sure to highlight the organizations’ values and strengths, and in each case, we achieved resounding success.

When you partner with Avaans Media, you’re getting a PR agency that knows how to showcase what makes purpose-driven brands special. We’ve been helping companies build trust since 2008. If you’re ready to see what we can do for you, visit our contact page to set up a phone call with one of our offices. You can also find our team locally in Denver, Phoenix, San Diego, Honolulu, Los Angeles, and New York.

CONTACT US TODAY

brand trust in social media

What exactly IS brand trust and how do we measure it?

Brand trust is measured in many ways, sometimes we use a metric like a net promoter score. Sometimes the value of a brand is incorporated into EBITA, and we infer higher brand-value equals trust.

But really, what IS brand trust?  In a global environment where, according to the 2018 Edelman Trust Barometer, trust in institutions and media is at an all-time low, it’s more important than ever for brands of all sizes to keep ahead of the trust curve.

Neuroscientists have been researching the effects of our brains on trust with interesting results.  Neuroscientists have been researching the effects of our brains on trust with interesting results. In the book Brand Seduction-How Neuroscience Can Help Marketers Build Memorable Brands, Daryl Weber reveals how the unconscious mind is constantly picking up cues from our environment, including cues from brands, most of us don’t even realize our brain is doing this monitoring on our behalf. What this means though, is that every single subtle brand cue sends a message.

So how should we interpret trust in everyday execution and metrics analysis?

THE BRAIN ON FEAR

Think about the last time something you saw on social media enraged you. Chance are, just reliving that moment has your blood pressure spiking.  “Flight or fight” response, makes our brain neurons fire like mad. This, in turn, creates an emotional response. In contrast, our brain on trust is relaxed, open, I compare this state to homeostasis in the body. It’s the place our brain WANTS to be, but it’s also the place where triggers are not as emotional.

What this means is that emotional responses may NOT be positive for a brand trust. Take, for example, Facebook reactions. Content that triggers the most “viral” response is often content that creates anger, fear or other negative sentiments. But social media platforms (and their algorithms) aren’t yet evolved enough to understand that highly emotional reactions may not mean a piece of content is valuable for trust.The most viral content may do nothing to enhance trust. This does not mean that good never goes viral, but it DOES mean that computers don’t yet really grasp the difference,  even if humans (subconsciously) do.  But, humans are imperfect, and we’re often not even aware of our own reactions to messages.

This is to say, that in trust building, messages or ads that are viewed, but without huge emotional responses may actually be better for building trust. If you track reactions or sentiment on social, it might be disappointing at times to see that trust messages or messages built with trust intentions don’t get a lot of “lift.” But I would argue, that is exactly what you want from trust messaging.

LOW RESPONSE BUT MORE OF IT?

Imagine you’re making a special chocolate cake.
You create the first layer and ad the frosting.
It’s a good cake. It will taste good.
But it isn’t very impactful. So you add another layer. And another.
And before you know it, you have this impactful cake with layers of goodness inside. And when you finally EAT the cake, you enjoy it, even more, knowing there are multiple layers of goodness.  Trust is like that. The first layer of trust is good. It’s acceptable. But multiple layers of trust are better. Multiple layers of trust take time. The emotional response to trust is not “at the moment,” trust building is a front-loaded proposition. The payoff comes at the end. The payoff comes when the brand’s experience matches the anticipated trust. The brain remembers THAT satisfaction. Perhaps more subtly than an outraged response. But the brain DOES remember it at buying time. When you ate your beautiful chocolate cake, you enjoyed it. The next time you make a cake you’re more likely to make a chocolate cake over say, vanilla. This is how brand trust works.

The thing is, you need to reinforce that positive experience and positive response over and over. The subtle cues build up over time. But they can be replaced by constantly good experiences of vanilla cake too – because, you know, vanilla is equally yummy. Consistency is the key.

Have you ever known a brand one way than seen an ad that completely shifts the message? It’s jarring. Just today I was watching a conversation about a brand whose messaging, packing, product and ads were all luxury-level classy. Then they ran an ad showing a woman in panties with a pretty vulgar statement written on the panties. WOW! It got the attention of everyone, but overwhelmingly, their current customers were outraged, they thought they “knew” the brand, in some cases, people actually expressed betrayal.  These customers related to what they thought the brand was, a luxury-level classy product.  The brand’s trust has been shattered in the eyes of some. This particular ad may get high virality, but will the sentiment be overwhelmingly positive? And even it works, with what I call “a sugar spike” of sales, will those new customers be as loyal as the old ones? Will the old ones stick around?

Consistency is key. In branding trust, slow and steady wins the race. Look for consistently growing results, not “sugar spikes.” Sugar spikes mean you’re appealing to a specific audience over a short period of time, but not building any loyalty. That’s an even more expensive proposition than branding.

 

HOW DOES THE BRAIN BUILD TRUST?

We’re conditioned to trust our tribes.  Our brains attribute trust to brands who our tribe use. That’s why influencer marketing and customer reviews are so powerful. The person doesn’t even have to comment about using the product, they simply have to be seen using it.

One of the more brilliant examples of this is Jennifer Aniston’s water. This campaign works for two reasons: I KNOW Jennifer Aniston’s face already AND it’s consistent.  If you read any of the “celebrity” publications at all, you have seen Jennifer Aniston leaving the gym, getting out of her car or shopping with a bottle of water in her hand. SmartWater (and it’s parent company Coca-Cola) tapped into the inherent trust that Jennifer Aniston brings and then they gave her enough water to last a lifetime. Yes, Jennifer Aniston also appears in ads for this water, but the most memorable (to me, at least) are the pictures of her going throughout her daily life using the water. Every single time I open a magazine and there is a picture of Jennifer Aniston going about her daily life, she has SmartWater. This has been going on since 2015. Every single time I’m at the airport, I grab SmartWater, and I’m not even a particularly huge fan of hers, but somewhere in my brain I say “if it’s good enough for Jennifer Aniston, it’s good enough for me.” It’s not a conscious thought – it’s the brain operating and choosing based on those many layers. My hand just reaches for SmartWater, I don’t even really think about it. That’s what I mean by trust being a front-loaded proposition.

Zappos is another great example of brand trust. When Tony Hsieh started Zappos, he didn’t double down on ads, he doubled down on customer service. When the company was acquired by Amazon for $1.2 billion, 75% of its customers were returning customers.

 

BRAND ACTIONS OUTWEIGH ALL OTHER MESSAGES

If your water brand hires Jennifer Aniston and does all the same things as SmartWater did, but if it’s revealed that the water isn’t what it says it is, none of this will matter. Experience trumps all in trust. Worse, trust takes a long time to build, but it’s easily shattered. If you’re going to invest in trust, you must invest in an authentic way.

Above when I mentioned the jarring change of tone from classy to trashy, this also indicates that the brand isn’t clear on who it is and creates questions about the brand. “What other brand values are negotiable?” asks the brain. If this brand has built up trust with its existing customers, those customers now (even if subconsciously) question that trust.

An example of brand trust that does work is Red Bull. They’ve built their entire brand around adrenaline-fueled messaging. They went so far as to sponsor Felix Baumgartner when he jumped from space in 2012.  While this kind of stunt is absolutely designed to attract your attention, it’s also building brand trust – Red Bull’s customers know exactly what Red Bull stands for and they love it. Brand trust doesn’t have to be boring. 

IS BRAND TRUST WORTH THE INVESTMENT?

I suppose that depends on whether you’re in it for the long haul or not. Brand trust makes it easier for your customer to buy, creates triggers at the exact buying moment and that’s huge. But what else? Brand trust actually adds value to your company, makes it easier to attract talent and decreases costs because the product is easier for salespeople to sell. In the long run, brand trust saves money by also retaining customers.

In the end, brand trust is accessible to businesses of all sizes, but it takes commitment and consistency and yes, authenticity. You don’t need to be the biggest player on the block, just the most trusted.

In a world where trust in organizations is diminishing, building trust can be your most valuable asset – and because suspicion is so high for known brands, smaller niche brands who really do what they say and are consistent about it, have lots of room to develop that trust.

So what can you expect when you invest in brand trust? You might not see “sugar spikes,” and huge social media shares, instead you should see brand value reflected by consistent sales, repeat customers and even a stronger valuation that you’d have without it.

If you’re ready to invest in your brand, we are here to help you develop and execute your vision with aggressive elegance, contact us today.

5 emotional triggers in marketing

Imagine your advertising and marketing becoming 2X more effective overnight. Using emotions in marketing and branding is the key to more effective campaigns

According to Roger Dooley, emotional ads work TWICE as well as rational ads. So it’s important your campaign incorporates emotion from the start. You can deploy these emotions through copy and creative in all formats, analog and digital.

Before you create your next campaign, check in with these powerful emotions in marketing and branding.  Be sure you’ve considered your strategy, both long and short term before deciding which emotion works best in your marketing.

Fear
Fear comes in many forms, and it creates a sense of urgency.

Fear also heightens any other emotion created alongside it and it drives us to make deeper connections with those we share the fear with-this is why scary movies create deepen relationships. 

There are several different kinds of fear, but two common types include:
“Fear Of Missing Out” (FOMO): This particular fear tends to work well on younger people in social media. This works particularly well for items with time sensitivity.
“Fear of Isolation”: closely connected to FOMO, fear of isolation, used in connection with health products, deodorant for example: “use this so you don’t smell, because when you smell, you become a social pariah.”

When to Use Fear in Emotional Marketing/Branding:

  • To drive leads
  • You have a specific and actionable solution
  • You have an easy, no stress way to buy

Happiness/Joy
What happens when we feel happy? You might be surprised.

It’s a fine line because if we’re too happy, we might not be motivated to purchase. But happiness DOES make us want to share. It seems good news travels fast. According to a study by Fractl these are the Top 5 emotions which drive viral content:

  • Amusement
  • Interest
  • Surprise
  • Happiness
  • Delight

When to Use Happiness in

in Emotional Marketing/Branding:

  • You want others to share your message
  • You want to build trust and loyalty
  • You can commit to happy content as a brand

Inclusion

One of our oldest motivations is the need to be part of a tribe, included in a group. For our earliest ancestors, it was a requirement for survival, today, that need is still a powerful motivator and when we have it, we feel safe which leads to loyalty.

When to Use Inclusion in

in Emotional Marketing/Branding

  • To attract or retain customers
  • When you can also utilize the fear of missing out
  • When you have the processes and platforms to create and sustain community

Anticipation

We’re hardwired to anticipate outcomes. We’re not always right, but we are always anticipating. You can use anticipation in a couple of different ways, to attract and retain customers.

Attracting customers with anticipation typically comes with a stimuli and an outcome. The faster the outcome, the more likely we are to repeat the stimuli. Once we’re hooked on the stimuli, the outcome frequency can become variable (you might have learned about Pavlov’s dog, this is the same theory). Gamification uses anticipation brilliantly.

Keeping customers with anticipation requires a product commitment (free sample with every order) or an anticipation experience connected to the product (why subscription boxes are so popular). You can create variables in the anticipation (products, frequency) that will actually heighten the anticipation.

Something else about anticipation: it DECREASES when we’re stressed and change can be stressful. This is why consistency in branding is so very important and why big changes for big brands are big-time risks. Can you think of a brand whose big change created major negative upheaval for them?

When to Use Anticipation in

in Emotional Marketing/Branding:

  • You have the willingness to keep the anticipation fresh
  • You want to build loyalty and repeat buyers
  • Your brand is elevated and/or lifestyle oriented

Expertise/Leadership

Making your customer feel like they’re the smartest/sexiest/most influential is a great way to get people’s attention. People love to be the most “something” of their friends and people will work to achieve this effect.

This marketing emotion is closely connected with our need for mastery and our innate value of time. Because of these two addition motivations, the harder you make it the more committed they will become to the process. It’s all about our emotional triggers again, we’re hardwired to commit more time to something we’ve already committed time to – this is the same theory behind the test drive and keeping you at the dealership during a car purchase.

Again, games do this quite well. Successful fitness trainers do this quite well.

When to Use Expertise and Leadership in your Marketing/Branding

  • When you have a unique process people can move through and see improvement
  • As a relationship builder, such as influencer marketing or tips and tricks your customers can use

Good luck and I look forward to hearing how you’re using emotion in your marketing and branding.