How do you build a brand and market a product when the consumer would prefer not to think about your industry at all?
Whether someone is signing up for a car insurance plan, scheduling a root canal, or making an appointment with an exterminator, there are a variety of products and services that consumers don’t necessarily view in a positive context. Rather than being an aspirational brand meant to enhance a consumer’s lifestyle, these products exist to provide solutions for unfortunate situations consumers may have to deal with. And while there is no doubt that these products and services are valuable, they may not inherently inspire excitement and desire in the customer.
That is not to say, of course, that brands in these types of categories cannot have highly successful advertising campaigns or even brand affinity. Any product or service can have a strong brand presence, and some of the most iconic and successful ads of all time stem from the insurance industry. However, for industries where consumers might be wary of even thinking about the topic, some approaches and strategies will work better than others.
Empathy
Rather than shying away from the potentially negative connotations associated with certain industries, acknowledging the difficulties and concerns that consumers can have will go a long way in building trust. As an example, in Wick’s recent research regarding homebuyer attitudes, the data revealed that 40% of new homebuyers felt stressed, rushed and even regretful of their home purchase. With that in mind, homebuilders who recognize these pain points and provide better overall support and solutions stand to favorably differentiate themselves from the competition.
Education
After acknowledging the feelings and apprehensions a consumer may have about your product or service, one of the most important next steps will be to determine the cause of those concerns. In many cases, the cause is simple: unfamiliarity with the subject matter.
Unless the customer is an expert in the field, navigating the issues surrounding medical procedures, insurance claims and more can seem daunting. Reports indicate that, for the health insurance industry, more than half of consumers find themselves completely lost and may even end up spending more than necessary due to their unfamiliarity with insurance plans.
As a result, informative campaigns developed to make the topic more accessible to an everyday audience can go a long way in making your brand more appealing. Infographics breaking down an insurance deductible, social media posts explaining the medical services different doctors can provide, and short videos focusing on how to avoid problems in the first place (such as tips from an exterminator for preventing pest infestations) can all serve to not only reduce consumer anxiety, but it will also cement your brand as a trusted subject-matter expert. While consumers might still not be excited to be calling their insurance company or scheduling a medical procedure, having an extra bit of knowledge and trust in your brand can make the process a little more manageable.
Engagement
While empathizing with the audience and providing education can be hugely beneficial, it is only the first step of building customer loyalty. Making the customer feel supported throughout the entire process through customized offers, a step-by-step walkthrough of the sign-up process, and dedicated follow-up messaging can be highly beneficial in alleviating consumer concerns. Catchy ads and empathetic messaging will get the customer in the door, but their experiences afterward are what will keep them coming to you for solutions.
While marketing for these types of industries might not be as glamorous as building a campaign for a new sports car or a blockbuster film release, connecting with your audience is just as important, if not more so. By solving a consumer’s problem as quickly and efficiently as possible via recognizing their concerns, educating them on the topic, and providing support through the entire process, your brand can become the customer’s preferred resource for all of the problems they would prefer not to think about.
To learn more about how to connect with your audience and help them feel empowered, reach out to Barbara Wray at barbara@wickmarketing.com or (512) 564-4289.
