{"id":3118,"date":"2011-06-12T04:14:34","date_gmt":"2011-06-12T04:14:34","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=3118"},"modified":"2011-06-12T04:14:34","modified_gmt":"2011-06-12T04:14:34","slug":"the-importance-of-brand-%e2%80%9cappeal%e2%80%9d","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2011\/06\/the-importance-of-brand-%e2%80%9cappeal%e2%80%9d\/","title":{"rendered":"The importance of brand \u201cappeal\u201d"},"content":{"rendered":"

\"\"More and more, I like the word \u201cappeal\u201d<\/em>\u00a0<\/em>and its implications for marketing and facilitating the building of relationships.<\/p>\n

The definition of\u00a0\u201c<\/strong>appeal\u201d<\/strong><\/em>\u00a0<\/strong>(according to the World English Dictionary) is \u201c<\/strong>the power to attract, please, stimulate, or interest.\u201d<\/strong><\/em>\u00a0<\/em>So, if\u00a0<\/em>we apply that to marketing, it means thatbrands that think in terms of \u201cappeal\u201d<\/em>\u00a0<\/em>are more likely to try to attract, please, stimulate, and provide interest for\u00a0the consumer \u2014 all behaviors of engagement, which is the foundation of relationships.<\/p>\n

\u201cAppeal\u201d<\/em>\u00a0<\/em>speaks to much more than just what consumers like\u2026\u00a0\u00a0\u201cappeal\u201d<\/strong><\/em>\u00a0<\/em><\/strong>is about what<\/strong>draws them in, then keeps them returning and sharing the experience<\/strong><\/em>\u00a0<\/em><\/strong>with their networks.<\/strong>\u00a0This has important implications for\u00a0creating Advocates, who in turn create sales<\/a>.<\/p>\n

1.\u00a0 What does it take to attract someone to your brand \/ product \/ service?<\/p>\n

2.\u00a0 What does it take to please and stimulate\u00a0(inspire to action)<\/em>\u00a0<\/em>your consumers?<\/p>\n

3.\u00a0 What does it take to provide interest for your consumer?<\/p>\n

These are\u00a0all<\/em>\u00a0questions that marketers need to be asking not just when creating an overall marketing strategy, but also\u00a0<\/strong>every day and with every task.<\/strong><\/p>\n

When you focus on<\/strong>\u00a0<\/strong>attracting<\/strong><\/em>\u00a0<\/strong>a consumer, you are constantly paying attention to their preferences and their needs<\/strong>, catching their attention by offering something they will LIKE\/LOVE and\/or something that addresses their needs. Remember, it is all about them, not you.<\/p>\n

To truly<\/strong>\u00a0<\/strong>please<\/strong><\/em>\u00a0<\/strong>a consumer, you need to reach below the surface and<\/strong>\u00a0<\/strong>connect with what is important to them<\/strong><\/a>.<\/strong>\u00a0What do they believe in?\u00a0 What do they long for?\u00a0 What do they see as the answer to making their daily lives easier?\u00a0 Find those answers, and then determine how your brand\/product\/service fits in.\u00a0 If your brand doesn\u2019t fit here, it\u2019s time for re-work and innovation!\u00a0\u00a0 You need to be able to get \u201cunderneath their skin\u201d so to speak (but in a good way!).<\/p>\n

Stimulate<\/strong><\/em>\u00a0<\/strong>in this case means something like \u201c<\/strong>inspire to action<\/strong><\/a>.\u201d<\/strong>\u00a0You have attracted and pleased your consumer, but if they do not take action, your marketing efforts see no ROI (Return on Investment).\u00a0 What you need here is to invest in the relationship so you can experience a significant\u00a0ROR (Return on Relationship)<\/a>.\u00a0 Use social media to engage with your consumers: ask them questions, clarify their answers, find out what they need, and keep the conversation going.\u00a0\u00a0 The more you inspire your consumers, the more likely they are to take action \u2013 like buying your product and telling their friends to do the same!<\/p>\n

Then keep your consumers<\/strong>\u00a0<\/strong>interested<\/strong><\/em>.<\/strong>\u00a0Innovate, don\u2019t stagnate<\/strong><\/em>.<\/em>\u00a0The marketplace is lining up behind you waiting to catch your consumers\u2019 attention the second they lose interest in your brand.\u00a0 You can\u2019t afford to keep pushing out the same content day after day, so focus on the relationship and the conversations will naturally stay fresh, engaging, and interesting.<\/p>\n

Don\u2019t settle for mediocre.\u00a0 Strive to<\/strong>\u00a0<\/strong>appeal<\/strong><\/em>\u00a0<\/strong>to your consumers and watch your brand thrive.<\/strong><\/p>\n

Ted Rubin<\/em><\/p>\n

Originally posted at ZuberRants<\/em><\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

More and more, I like the word \u201cappeal\u201d\u00a0and its implications for marketing and facilitating the building of relationships. The definition of\u00a0\u201cappeal\u201d\u00a0(according to the World English Dictionary) is \u201cthe power to attract, please, stimulate, or interest.\u201d\u00a0So, if\u00a0we apply that to marketing, it means thatbrands that think in terms of \u201cappeal\u201d\u00a0are more likely to try to attract, … Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,7],"tags":[928,1304,1305,960,32,480,120,479,30,1029,897,3,1078],"class_list":["post-3118","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-tedrubin","tag-brand-advocate","tag-brand-popularity","tag-how-to-attract-consumers","tag-inspiration","tag-marketing","tag-return-on-relationship","tag-roi","tag-ror","tag-social-media","tag-social-media-marketing","tag-social-media-strategy","tag-ted-rubin","tag-zuberance"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/3118","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=3118"}],"version-history":[{"count":5,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/3118\/revisions"}],"predecessor-version":[{"id":3124,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/3118\/revisions\/3124"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=3118"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=3118"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=3118"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}