5 Ways Marketers Can Leverage Gratitude for Success
What do I need to access the C suite? Or have an impact? Or influence? There are thousands of studies and articles trying to identify the “secret to success”. One of the characteristics that varies is the degree to which individuals openly express “Recognition” – the state of appreciation of the benefits received. The ability to express genuine gratitude not only makes the recipient feel valued and appreciated, but also the donor feels better on the recognition of the investment of others. Because of the importance of expressing gratitude to consumers, employees, bosses, and others, I’m writing a series that will share insight into how marketers can develop and leverage gratitude. I am grateful to the five female leaders who provided the insights below on how gratitude can benefit marketers and businesses.
Express your gratitude to your customers: Christine Alemany, CEO of TBGA
“By showing gratitude, marketers express their appreciation for their customers. In turn, gratitude builds customer loyalty. This reciprocity is the foundation of a brand’s relationship with its customers beyond transactional sales. When people subscribe to your mailing list, share posts with friends, or follow your brand, you are giving people something valuable. Offer your loyal customers deep discounts (or free beta periods) on new products; it’s a win-win. Your customers can test the latest products or services of your brand. In return, their unbiased input will help improve your product before launching it in the global market. Your customers become an extension of your team.
“Most importantly, be useful: help them learn something new for free. Host a webinar, send a guide, or host a lunch and learn that your clients can apply to their own lives and businesses. Say thank you. A simple email or follow-up call can go a long way. Ask your customers if they are happy with your product or service and act on their feedback. Even a minor tweak will build a stronger relationship with your brand. And be transparent. The truth always finds its way out, so be honest. Showing gratitude makes customers feel valued, making them more likely to come back, spread the word, and most importantly, build your brand. »
Expressing gratitude requires empathy: Haley Paas, Chief Strategy Officer, American carats
“Successful marketers are realizing that consumers have a different relationship with brands today than before. There is a growth in discovery platforms, like Pinterest and TikTok, encouraging people to mix and match products “they choose. Brands must act with gratitude and respect, now more than ever, to deliver valuable products and advertising experiences that add to their lives. Patience for bad publicity doesn’t exist now.”
“Marketers can demonstrate greater value by starting from a place of empathy with their audience. It’s hard to show gratitude when you don’t know someone and even harder when you’re just placing ads in front of them without thinking about the benefits of that advertising experience.Marketers can think about creating a positive exchange of value as the basis of their advertising experience as a first step in expressing gratitude to people who buy their products. of gratitude and creating a positive exchange through advertising will kick-start a cycle of brand value.
Expressing gratitude to consumers can help the organization: Camilla Grozian-Lorentzen, president of KERN
“There is scientific evidence that expressing gratitude has various positive benefits on humans, including better sleep, less anxiety and stress, an overall sense of happiness, and hope in meeting life’s challenges. and deepen relationships with others.In a post-COVID world where so many people are burnt out (or worse), the benefits for marketers of expressing gratitude to their consumers are enormous. marketers will feel more positive, but the consumer will also feel more connected to the brand.The sense of genuine humanity and empathy exuded by marketers expressing sincere gratitude to their consumers will have lasting effects on loyalty and brand loyalty. commitment of these consumers to the brand.
“At KERN, we are focused on understanding the neuroscience of decision-making and why our consumers will or will not respond to our customers’ marketing efforts. One of the fundamental drivers of happiness and satisfaction is a feeling of confidence and security. By sharing gratitude with consumers, we trigger chemical reactions in the brain that give them that sense of security and being part of something positive. This, in turn, will attract them to brands that care about their well-being.
“Studies have shown that building positive sentiments between brands and consumers and businesses and their employees has long-lasting effects of reduced attrition, churn, and increased willingness to do more. For companies that express gratitude, it can mean better employee retention and recruiting efforts, as well as greater customer lifetime value from their loyal consumer base.Gratitude is an integral part of our operations because we embody our first cultural value to be kind, which seeps into the way we treat our staff and customers.Making teams and partners feel appreciated benefits them and we all thank them.We all have positive feelings and are drawn to working together rather than working with others.
Supporting customers through recognition can fuel brand-business relationships: Stephanie Trautman, Chief Growth Officer at Wipro Limited
“Authenticity in marketing is critical to succeeding in this business environment, and expressing gratitude is one of the most authentic ways to interact with consumers who contribute to your business. Brands that accept and implement the feedback from customers to improve their services or products see their customers as people rather than dollar signs, and customers show their loyalty to them accordingly.Also, when customers feel gratitude from brands – when they feel that they are supported and appreciated – they are more likely to recommend others to buy or use your services.Word of mouth is one of the most powerful marketing tools out there because it gives an incredible boost to the credibility of your business.
Engaged customers who move beyond a transactional relationship into a deeper, trusted partnership or former customers who have been your customers for years deserve special recognition and appreciation. This recognition and appreciation can take many forms. When customers reach new business milestones such as funding announcements, mergers and acquisitions, or company anniversaries, it’s important to shout out that you see their accomplishments. Clients will know that you care about the success of their business and that you can be a true partner. Businesses of all sizes can express their gratitude by focusing on what makes their customers successful, investing in them, making special accommodations to meet their needs, co-creating with them, and investing with them to get the result they need. Emotional, financial or resource investments encourage the customer to connect with your brand by trying a new service or product or by working closely with you to create something very valuable to them.
Gratitude Relationship Marketing Creates Emotional Connections: Kyla M. Jones, US Diversity Strategy at APPR
“Where loyalty relationship marketing affirms and celebrates the length of the relationship (often with gifts or purchase discounts), gratitude relationship marketing affirms the valued emotional connection within the relationship. If marketers rely solely on loyalty, this marginalizes “changers” – those who have changed brands during the pandemic.Brands need to show gratitude to the people who trusted them enough to change at the height of uncertainty. Loyalty is the cheers and deserved high fives; Gratitude is the “just because” smile and hug. Gratitude fosters greater purpose and closeness in the relationship, which is what brands need to demonstrate to really retain individuals.
[Brands and marketers should] create an onboarding experience where you intentionally give thanks for completed actions and trust within the first 90 days. It is a critical phase of the customer journey, which sets the tone for deepening the relationship and building lasting loyalty. Beyond celebrating loyalty with surprise and delightful discounts, strengthen the connection consumers make with your brand by giving thanks and showing appreciation. The priority of mental health has rightly shifted during the pandemic. So send out positive vibes, infuse empathy and tenderness into communications, and create warmth that transcends deadlines and inboxes. It is the emotional intelligence that companies and marketers should create a fair space.
There are psychological, physical, and social benefits associated with gratitude. By leveraging gratitude, companies foster a space of radical acceptance and compassion, simply for being an individual rather than a high-performing or loyal employee. Employees will feel a stronger connection to their daily lives, realizing that they are doing more than selling a product – they are helping to make a difference. Gratitude is the regenerative smile we all need during a time like this.
Join the discussion: @KimWhitler