Many people have a t-shirt, custom water bottle, or a ball cap they love. These promotional items have a brand’s name and logo on them. The owners might have received the items at trade shows or as free gifts from a brand ambassador. The owners have a sentimental attachment to the items or an emotional attachment. That’s how small business owners can grow their brand-through emotional advertising.
What is emotional advertising?
The human condition has been studied in depth by the marketing industry. It knows how, why and when the public buys. It has developed a buyer persona that accurately describes the buying public. Part of that persona is the emotions.
The t-shirt mentioned above is an emotional attachment due to its value. The garment might be a favorite color or might have lasted forever. No one keeps items that are not of value. How much more valuable to a small business, then, than promotional water bottles actually filled with water? It will give customers a value they won’t forget.
How can a brand be emotional?
The farmer would be expected to wear his John Deere t-shirt until it falls into strips. If his tractor does a great job, he will be loyal to that brand. Another example of brand loyalty is the rancher whose cattle supplies a brand of milk. He would wear his milk company ball cap or carry his personalized coffee mugs wherever he goes. It’s an emotional attachment.
How does this help a small business?
Small businesses growing a brand establish relationships with their customers. This is done through promotional items such as custom tumblers and promotional mugs. Customers see the custom promo tumblers holding pens, candy for the kids or USB adapters, and they want one. Those mugs and tumblers will go to offices and homes. They will be seen by dozens of people. Useful things create a bond between small businesses and their customers. This is an emotional attachment.
Small businesses growing their brand should look for usefulness, loyalty and value in custom water bottles with which to bond with their customers.