For decades, advertisers and marketers have tapped into their audiences’ emotions to garner results. Unfortunately, this strategy created skepticism among consumers. In order to regain buyers’ trust, advertisers can still take an emotional route, but this time; add fewer gimmicks and more authenticity.
“You can’t express yourself in a false way now because you’ll be found out,” Guy Barnett, founder and creative director of the agency Brooklyn Brothers, says, “Its transformed how brands behave.”
During the 2013 Super Bowl, sentimental advertisements like the Budweiser commercial, which depicted an inspirational, heartfelt relationship between a Clydesdale and his owner, helped audiences relate to the product through the notion of Budweiser creating a brotherly bond. In the same way, Direct Marketers appeal to consumers’ every day needs and wants by connecting with their viewers on a more emotional level. DRTV provides satisfied and enthusiastic customer reviews, helping the audience relate their own personal experiences with those they are seeing on TV.
DR beauty products have found great success. Brands such as Bare Minerals and Pro-active made their debut through Direct Response, and have gained a large followings of users and advocates who swear by their results. Those testimonials inspired other women to give the products a try, because they believed that the products were legitimate and a good value.
By tapping into consumers’ personal experiences and desires, advertisers and marketers are able to connect with their audience and build a solid foundation of trust. The buying power is ultimately in the hands of the consumer, but emotional trust is an important element to consider when building and maintaining a buyer-seller relationship.