The cre-haters: the 5 languages of marketing love

Gary Chapman penned the Five Love Languages in 1995. It speaks to the different needs that individuals require in a relationship, such as physical touch, acts of service, gifts, quality time, and words of affirmation.

These emotional connections are not only specific to the relationship between partners on a 50 Shades level, but also apt when it comes to the way in which brands should engage with their target market and existing consumers.

Physical Touch
Each day, consumers are bombarded by more advertising than they were the previous day. More than 100 hours of video content are uploaded to YouTube, alone, every minute. This results in more preroll interruption, and banners being served to the unassuming public. To cut through the clutter, brands need to create an emotional connection with their target market – either via humour or goosebump-inducing storytelling.

King James nailed the comedic approach with its Santam ‘One-of-a-Kind’ TVC, which uses key insights and observations from South African culture to communicate that a ‘one-of-a-kind country needs one-of-a-kind insurance’.

Acts of service
Liking a Facebook post to save a stereotypical rhino is the pinnacle of South African Slacktivism. Some brands would also prefer to strike a pose for a photographer from a local newspaper as they hand over a cheque to an impoverished community than make a CSI solution that ties into their product or service offering. This billboard from Woman’s Aid utilises facial recognition technology to detect when passersby make eye contact with the OOH execution, suggesting that abuse can only be prevented when we acknowledge that it’s a real problem:

Women's Aid from Ocean Outdoor on Vimeo.

Gifts
Digital coupons are a way to reward loyal consumers for their dedication to a brand. The WiGroup is a company that integrates discounts into existing POS systems at retail level. We worked with Castle Lager last year on the launch of its BraaiNation app. The first 1,000 downloads were rewarded with a six pack, which could be redeemed at a Checkers store.

Quality time
Every brand has a Facebook Page, Twitter Handle or Instagram Account, but as a customer, I want a brand to add value to my life, which ideally minimizes time wastage. Avis is one brand that I rely on for my car rental needs. I DM them when I need to book a car, I generally receive a confirmation within 90 seconds and because of the convenience, I’m a loyal and devoted brand champion

Words of affirmation
We can customise our sneakers, and the backgrounds of our smartphones. In the age of personalisation, the more intimate an experience brands can provide consumers, the more likely they are to remain devoted to their offering. Coke took its above the line concept of personalised cans and implemented at activation level, during the Festive Season. Regardless of your name, you could get it emblazoned on a can, at malls across SA.

Now more than ever, brands need to enhance their relationships with customers. Cut the arrogance, increase the humility, and appease the consumer. Disregard this advice at your peril.