Sales and Marketing – How to Get Customers to Come to You?

In theory, everything is much easier – especially when it comes to marketing. Everything makes sense, outcomes are logical… and then results fail to materialize in practice, leaving marketers scratching their heads, wondering if their (usually ambitious) brand marketing strategy needs to be changed in its entirety.

The good thing about marketing is that when one approach doesn’t work, there are always plenty of new things to try. We hope this text will help you see some new directions in your strategy because we are sure that, like us, you love to innovate!

What is push and what is pull marketing?

Also known as direct marketing, push marketing is a form of general advertising (most often to increase sales). Push marketing, or outbound marketing, catches the attention of potential consumers ‘’in passing’’, where the goal is to direct the audience to your brand over the competition.

Simply put, push marketing involves ‘’pushing’’ your brand in front of an audience (usually with paid advertising or promotions).

In an era where consumers educate themselves about products and services, pull marketing has become vital for highly saturated markets.

Pull marketing, or inbound marketing, starts internally and focuses on building and refining the relationship of the brand with new and existing customers. Pull marketing actually shows how unique your brand is, i.e., original in its approach.

How to build a strong relationship with consumers?

Probably the key aspects of building a lasting relationship with consumers are:

• Communication, communication, communication

• Personalization

• Be where your customers are

• Constantly listen and record what the market is looking for

• Show your brand’s expertise and build credibility

• Reward loyalty

• Create a community

• Provide the audience with new experiences they cannot get from the competition

Almost half of consumers dislike ads because they ‘’don’t resonate with them’’, but 44% of consumers say they will buy from a specific brand again after a personalized shopping experience. Also, as many as 40% say they bought something they hadn’t planned as a result of personalization.

‘’Jumping out of the fridge’’ can be counterproductive, especially if everyone everywhere is targeted, and can even cause great damage when it comes to brand reputation.

On the other hand, if a brand manages to connect with the audience and create a positive image (not constantly communicating only ‘’buy, buy, buy’’), it can have incredibly good results in the long run.

Businesses must invest in strong relationships with customers or they will lose them to competitors who, of course, can’t wait to catch ‘’fickle’’ customers.

Examples of building a positive brand image

Brand image is the perception of the brand in the minds of customers. It is a set of beliefs, ideas, and impressions a customer has regarding a specific brand. Building a brand image can take decades, but it can also change in just a few months.

• Coca-Cola, for example, associates its brand with joyful moments, family gatherings, holidays, etc.

• Netflix works on using personalization to shorten the time spent choosing movies and series (which is a general pain point), and is becoming synonymous with a relaxed evening and free time.

• Apple has that ‘’desirability’’ factor, as their devices are often status symbols, but they also constantly communicate innovation, modern design, durability, etc.

When it comes to examples of a negative image, these are mostly companies that are irresponsible toward the natural environment, those associated with alleged involvement in financing conflicts, companies that are not inclusive, etc.

How do customers fall in love with a certain brand?

This is simple, but not so easily achievable – customers love brands with which they associate positive emotions and positive experiences – these can be favorite childhood drinks, the brand of the first car they bought, a supermarket chain where the staff is always smiling and kind, etc.

That is why the key to the customer’s heart is precisely providing those positive emotions and experiences through all interactions and touchpoints consumers have with a brand.

Unforgettable experiences create an emotional connection

An emotional connection cannot come from nothing, but your brand can set the ground for its creation in various ways. One of those ways is through original brand activations.

Brand activations should be aimed at entertaining or rewarding customers, and ideally both through play. A few moments of fun after which the customer receives a small reward can be a positive association with the brand even years later.

365 Lab, as a pioneer of experiential marketing in our market, has been working on innovating and improving its activations for more than 10 years. Our goal is to be original and the first to implement global trends and create new ones!

That is why every year, on several occasions, we design new devices and applications, so our portfolio changes long before the market becomes oversaturated. In this way, we ensure that our clients get something completely new, not a copy of what competitors are doing.

From idea to implementation, we push the boundaries!

What characterizes the 365 Lab team is, above all, dedication, because with us, nothing is done just ‘’to get it done’’. We not only strive to meet our clients’ expectations but to exceed them every single time!

That is why we advise you to do what we practice ourselves – investing in brand development and relationships with your customers is priceless. Although it is not easy, one should always go a step further and offer something more because the minimum is not enough to meet the growing expectations of customers.

So offer them something extra; they will certainly know how to appreciate it! Contact us to see what we can do for your brand.