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As markets grow more and more saturated, businesses are constantly seeking ways to differentiate their products and forge stronger connections with consumers.
Some don’t have the necessary means to innovate constantly, others might be struggling to keep up with competitors in campaign budgets.
But one possible approach is to emphasize both functional and emotional benefits in your messaging. This dual approach not only addresses the practical needs of consumers but also resonates with their deeper emotional desires.
By focusing your marketing around these two elements, you can create a more compelling and holistic value proposition.
Understanding functional and emotional benefits
Functional benefits refer to the practical and tangible advantages that address specific consumer needs. These attributes are crucial for consumers seeking to achieve particular goals or solve specific problems.
Emotional benefits relate to the psychological responses a product or service elicits. These benefits tap into consumers’ feelings, aspirations, and self-image. They are less about the product’s features and more about how the product makes the consumer feel.
The combination of both creates a powerful and memorable brand experience. The messages inform consumers about the practical advantages and build a deeper emotional connection.
Crafting a balanced strategy
The first step to this strategy is understanding your target audience comprehensively. That involves segmenting the market to identify distinct consumer needs and desires. Only then can you align the product’s functional attributes with emotional triggers.
There are many possible types of combinations. You could reinforce a product’s reliability within an emotional story. Or maybe find a tagline or play of words that manages to do both at once. The key is to ensure that the emotional benefits complement the functional attributes.
This balanced approach can make a product stand out in a crowded market, build brand equity, and foster long-term customer relationships.
Mini-case study: Oikos
On this week’s episode of TOP CMO, Danone’s CMO told the story of how Oikos Greek Yogurt integrated functional and emotional benefits into its marketing strategy and brand message.
Oikos emphasized its functional benefits by highlighting its high protein content, which appeals to health-conscious consumers seeking nutritional value. This attribute was communicated through product packaging and advertising, making it easy for consumers to recognize the health benefits of the yogurt at first sight.
But Oikos went beyond that. They also launched an emotional campaign titled “Stronger Makes Everything Better.” This campaign aimed to connect with consumers on a deeper emotional level by celebrating strength and resilience. The messaging focused on how the product could contribute to a stronger, more empowered lifestyle.
By combining the practical appeal of high protein with the emotional appeal of personal strength and improvement, Oikos created a multifaceted marketing strategy.
It engaged consumers on both functional and emotional fronts.
This approach differentiated the product from competitors while building a meaningful connection with the target audience.
Implementing the strategy
Okay, so how do you go about this approach then?
To implement a successful strategy that combines functional and emotional benefits, you should make sure these areas are covered in this order:
- Market research: Conduct thorough research to understand consumer needs, preferences, and emotional triggers. Identify the most important functional benefits and how they align with emotional desires.
- Clear messaging: Develop clear, simple messages. Ensure the emotional appeal is authentic and aligns with the brand’s core values.
- Integrated campaigns: Design marketing campaigns that integrate functional information with emotional storytelling. Use social media, advertisements, and packaging to deliver a cohesive and complementary message.
- Consistent brand experience: Ensure that all touchpoints reflect the benefits you’re highlighting. Reinforce the brand’s value proposition and enhance consumer trust.
- Measure and adapt: Consider consumer feedback and performance metrics for new iterations. New insights and changing consumer preferences should be enough to push you to try new things.
While each of these could have its own article and how-to, by checking those boxes, you’ll be on the right track to developing your own perfect combination.
Remember: being useful + making a connection = becoming memorable.
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