Five Marketing Love Languages
Because customers, employees and vendors are human and have emotions, it makes sense to apply Chapman’s work to create the “five marketing love languages.”
Words of Affirmation—unsolicited compliments
Encouraging words can go a long way for customers but also for employees. Companies spend many hours developing campaigns to attract and build loyalty with their customers and comparably little time doing the same with their employees
Simply by listening and acting upon requests, identifying problem areas and seeking continuous improvement within departments and among individuals, a business can boost the overall morale and productivity.
A recent report, “Triumph Over Disengagement” conducted by Gartner research, stated employers who engage with their employees will have higher:
- Profitability by 22%
- Productivity by 21%
- Customer metrics by 10%
Compared to businesses that do not engage their employees, these businesses also have:
- 37% less absenteeism
- 65% less turnover
If employees are happy and satisfied, customers will also be satisfied as recognized by Gartner. And who wouldn’t want to see a 22% increase in profits?
Laurenly, a local retailer in Orange County, California, sells designer clothing to a specific demographic: women who follow and spend money on high fashion. They have gathered a strong following on social media sites like Instagram and Facebook for their clothing, as well as for weekly motivational words from the owner and team members. Through their words of affirmation, Laurenly has inspired a group of women who love fashion to feel more confident.
How has this benefited them? They have opened up another store location in Los Angeles County and have created a following of over 5,000 shoppers nationally. Business is booming for Laurenly.
Receiving Gifts—giving and receiving gifts
Who doesn’t like receiving a birthday, anniversary or unexpected gift? We rip open the wrapping paper as we excitedly anticipate what is inside. For givers, the thrill is in the emotion they see on recipients’ faces.
The art of giving gifts is one that needs to be practiced within reasonable limits of a business or it can backfire. For many companies, giving away promotional items or drastic discounts can attract people who just want the discount. Which will result in not coming back to spend their own money or referring others versus qualified prospects who are likely to buy regularly and tell their friends.
Giveaways and freebies should be tailored to the demographic and audience who need or want the service (the ideal customer profile) and inspires them to come back for more.
Every holiday season, like many businesses, Affinity Express sends a card. Our tradition is to interpret famous paintings in embroidery to show off our digitizing services. If you have seen one of these cards, it’s very likely you were amazed by the intricacy and beauty when Van Gogh, Monet or Degas’s visions were recast in thread. Perhaps you have even contacted our tea to ask for an extra. These gifts may be small but they leave a lasting impression and reinforce that there is no company in our space that can deliver the same level of quality.
Quality Time—spending time focusing on another’s needs
Quality time is difficult to share these days, especially with the hundreds of distractions around us. From e-mail notifications to social media updates to text message alerts, we are constantly distracted from giving our attention and focus to customers’ (or even employees’) needs.
Simply giving customers the time they need, without distraction or rushing, can be the difference between selling or not selling. When you walk into meetings or see customers or employees walk through the door, put the phone down, turn away from your current preoccupation and give them time.
I recall the local candy shop in my hometown of Riverside, California. My cousin, sisters and I visited this store for more than a decade and the owners remembered each of us. From asking about school to remembering our talents and the sports we played, the owners would always stop and give us their attention. This is a big reason we kept returning.
Quality time can be found face-to-face but also on social media. Setting aside time daily to focus on what clients are saying on the Internet can make businesses more successful.
Acts of Service—how you can best do something
“It’s the little things that count” is a cliché but it reminds us to stop and recognize others around us. Small acts of service to reward employees, customers and vendors can help build lasting relationships. What you do for customers could be as easy as sending thank-you cards or lending umbrellas when it starts to rain. Determining appropriate acts of service is what takes time and focus.
A small act of service can have an unexpected impact.
On Memorial Day weekend in 1983, Tom Metcalfe set-up a picnic table, two chairs and a Weber grill in the parking lot of his Madison, Wisconsin, grocery store. He fired up the coals and started serving bratwursts to his customers. Tom wanted to say thank you for their continued support in a unique way. Little did he know that the event would be held annually for 25 years and counting, and grow to achieve a world record for the “Largest Brat Fest.” So far, the festival has raised more than $1.5 million for local charities in Dane County.
Physical Touch—High fives
Granted, the language for marketing is different from the language for love when it comes to touch. But “physical” can be a straightforward as visiting customers at their offices to check on satisfaction with purchases or leave thank-you notes. Another example would be adapting aspects of your retail location, such as adding some comfortable chairs so men or women can wait for their significant others while they are trying on clothing. Consumers like when you go above and beyond to make it easy or pleasant to purchase and when you express your gratitude for their business.
Emails and phone calls are fine and enable you to reach many more customers but individuals prefer buying from people they like and that kind of relationship can only be cemented with physical, in-person touches.
Orascoptic’s customer service is known in the dental industry as “exceeding customer expectations.” With several competitors it takes a strong sales team to help deliver this message. Illinois Territory Manager, Spencer Ellena shows that going above and beyond “just because” can go a long way in improving customer retention and driving new revenue. Whether he is stopping by to say hi, sending a thank you card or delivering loupes with balloons or in costume, he never fails to leave an office mesmerized. A few examples can be seen on his Facebook page. In result, Spencer has seen a 14% increase in sales and referrals for this hard work.
Just as the five love languages build stronger and long-lasting personal relationships, the five marketing love languages will do the same for your employees, vendors and customers. Try thinking in terms of H2H and see how it positively impacts your business.
After reading this, which marketing love language do you think your company needs to improve?