5 Secrets to Get Consumers to Fall in Love with Your Brand

1. Acts of service

No act of kindness is ever wasted. So, when brands invest in philanthropy, they’re investing in their customers and ultimately themselves. In fact, over 85% of consumers view a brand more positively when it supports a cause they care about (source). It’s an investment that can build loyalty, garner attention, and potentially lead to sales; however, the key to impactful giving is to do it with purpose and sincerity. For example, before choosing a cause to support, marketers need to ask themselves: Does this charity align with the brand’s core values? Will consumers easily understand the charity’s connection to the brand or campaign? How exactly is the brand supporting the charity, and why should consumers care?

Hoffman York asked these questions when our client Wahl challenged us to strengthen its creative positioning, ‘Make the world a bearder place,’ by aligning the brand with philanthropy. Our idea: combine grooming and goodwill through the Wahl Benevolent Beards Contest. The online and in-person initiative invited bearded men from across the country to submit a video of themselves explaining or demonstrating how they support a charity, and their efforts were collectively rewarded with money for their charities of choice.

2. Physical Touch

The best campaigns have multiple touchpoints, literally. From product trials to beautiful packaging to creative mailers, nothing compares to IRL interactions. Maybe a pop-up booth with samples got you hooked, or an eye-catching mailer inspired you to share it on TikTok or the box proved just as useful as the product that came in it. These are ways a brand can get up close and personal with the very consumers they crave.

3. Receiving Gifts

Another way brands can let consumers know they’re thinking about them—is with free stuff. After all, who doesn’t love free stuff? But is it really free? No. The best approach for brands when it comes to gift giving is to make sure it’s a win-win scenario. Contests with a big prize can incentivize big engagement, but they can also garner great awareness, valuable database contacts and original user generated content. When done right, promo codes, free accessories with purchase, giveaways and sweepstakes can also pay off in dividends when they’re engaging and connect to what people really want.

4. Words of Affirmation

According to Shakespeare, “a rose by any other name would smell as sweet.” Marketers would disagree. Why? The way a brand speaks about themselves is a direct reflection of how they want to be perceived by consumers. The words a brand uses can influence opinions and evoke emotion, but if you want to be remembered, those words need to be consistent.

5. Quality Time

Time is our most precious resource, so if a consumer is going to spend it with a brand, the brand needs to offer something valuable in return. It could be personal attention: “Looking for some makeup? Let me give you a makeover.” It could be getting to know them better: “Did you like that show? Let me recommend a few more you’ll love.” Or maybe it’s making them feel special: “Great purchase, want to put your name on it?”

Bottom line, the key to a LTR with consumers is to keep things fresh and to shoot your shot with more than one arrow. The above approaches are sure to make more than a few brand + consumer love connections. Need more ideas? You’ve come to the right place. Hoffman York understands how to win hearts and open minds, ensuring your brand makes a real connection with the consumers you seek.

About the Author

Robyn Nowak Management Supervisor, Public Relations

During Robyn’s 20+ years of marketing experience at Hoffman York, she’s contributed to the development and execution of several public relations programs for a number of clients. Her strategic planning, effective writing, celebrity partnerships and extensive experience with media relations and event planning has resulted in high-profile national media coverage as well as targeted niche and local publicity.