Posted by 
Archived in In a culture jaded from decades of interruption style advertising, people praise their digibox, for enabling them to skip the ‘annoying’ ad break, and ruthlessly bin emails which have the merest whiff of spam. Some think that advertisers and marketers are out to trick them, to make them feel unhappy or inadequate so they can then sell them products to heal their pain.
When you add the credit crisis to the equation, it’s unsurprising why some believe/hope we’re on the verge of a cultural shift away from consumerism and towards (supposedly) a bright new utopia in which people find meaning in other ways than the pursuit of ‘things’.
Well, there are plenty who’d disagree, such as the developers of the new monolithic cathedral to retail therapy that is the Westgate complex. At a cost of £1.9 billion and home to 265 shops, Westgate and its retailers are defiantly placing their faith in the power of materialism to weather the economic storm.
But when bank accounts are dwindling, should marketers be changing the stories they tell? Should they be making consumers feel unhappy, thinking they’re missing something critical in their lives, or coax out their credit cards by making them feel special?
A human behaviour as old as Adam and the apple
We might like to think that in the 21st century we’re more socially developed and astute than our forefathers. However, the human race is driven by the same motivations that formed tribes, conquered nations and spread empires. Because once our human needs for survival are satisfied, we’re biologically programmed to pursue other aspirations in life.
Whilst some might be happy to share possessions in a hippy commune, most people are motivated by the desire to gain the things that will improve their lifestyle, enhance their image and make them feel superior to others.
It’s this biological drive which marketers harness to sell products: the human desire for the things which we think will make our lives more comfortable, even if it makes some people feel inadequate in the process. Or as the wise marketing sage Seth Godin put it, “What people have doesn’t make you unhappy. What you want does.”
Luxury means exclusivity
Along with the aspiration to improve our lifestyle and feel better about ourselves, people are culturally motivated by the desire to feel superior to others and to align ourselves with the ’tribe’ which matches our social standing.
Luxury brands appeal to this desire by promoting themselves as the exclusive, superior alternative to the labels worn by the riff raff on the high street. Owning a luxury brand is portrayed as like buying your way into an exclusive club, reserved for those who deserve membership and can afford to join.
Luxury brands make people feel special and appreciated, which is why people buy them to reflect their social standing and as a badge to show which tribe they’re aligned to.
However, being able to make people feel special isn’t an emotional trigger reserved for the De Beers, Hennessy Cognac and Louis Vuittons of this world. Any brand can benefit from making their customers feel special and loved. You just need the right approach to your marketing.
Part two next week.
_______________________________
BDA (Buckingham Design Associates) blog - real people giving real opinions, and a complete lack of agency waffle. BDA deliver an exciting blend of design and creative marketing for the Oxford, Milton Keynes, Northampton and London region.
November 6th, 2008 at 10:24 am
Should Marketers Make People Feel Unhappy or Special? Part One | bda - Buckingham Design Associates…
In a culture jaded from decades of interruption style advertising, people praise their digibox, for enabling them to skip the ‘annoying’ ad break, and ruthlessly bin emails which have the merest whiff of spam. Some think that advertisers and marketers …
November 6th, 2008 at 10:30 am
[...] When you add the credit crisis to the equation, it’s unsurprising why some believe/hope we’re on the verge of a cultural shift away from consumerism and towards (supposedly) a bright new utopia in which people find meaning in other ways … More [...]
November 10th, 2008 at 11:03 am
[...] [This is the second half of a two part post. You can read part one here.] [...]