From the Far Eastern Shore of Maryland
Hey ,
Over the last century, Coca-Cola has done a great job of consistently reinforcing positive emotions through its advertising. Whether it’s Santa Claus, a polar bear, or an individual person, they’re always drinking a Coke and they’re always happy.
Note: I am talking about the cute fuzzy polar bears drinking Coca-Cola, NOT the maniacal-hopped-up-on-Coke bear that has his own movie… Wrong Coke…
But I digress…
With the great Coke vs. Pepsi debate, Pepsi’s messaging focuses on comparing itself to Coke.
Coke, on the other hand, rarely makes mention of its competition.
Pepsi tries to convey its messaging to the rational/behavioral customer, while Coca-Cola’s ads evoke positivity with;
- “Taste the Feeling”
- “Open Happiness.”
- Have a Coke & A Smile
- I’d Like To Buy The World A Coke
And it is for that reason that Coke will always win in the great soda debate.
“Pepsi continuously tries to win the soda wars through functional appeals (more refreshing, more liked, etc). Coke instead has always made emotional appeals,” (AdWeek 8/12/14).
“Even brain scan studies have demonstrated that while perhaps the Pepsi techniques have worked on some level. As soon as someone sees the brand, the power of the emotional connection comes in and Coke wins every time.”
Correlate your business with a positive emotions.
Coke may be very simple in its happiness strategy, but it rarely compares or bashes its competition, and that’s why they win the Cola wars.
Disney is the same. Their simple mission?
Make people happy
A study by Capgemini showed that customers with high emotional engagement are more likely to have strong brand affinity compared to those with low emotional engagement.
In fact, highly emotional people (Coke Lovers) buy their favorite brand 82% of the time when they need a specific item, compared to 38% (Pepsi Drinkers) for less emotional people.
Bottomline?
This is one of the primary reasons I shamelessly use my children in my marketing for the home service businesses I own.
In April’s XP Intensive Master Class, one of the things I cover in depth is Four strategies Disney uses to create freakishly loyal customers, and how you can adapt those strategies in your business.
Everyone of those 4 strategies is a mini masterclass in how Disney uses EMOTIONS to retain guests for MANY lifetimes… ok not many lifetimes, but generations…
And everyone of them can be deployed in your business to eliminate customer defections and retain customers that stay, pay & refer.
Remember, you won’t profit unless you implement,
Vance “getting my obnoxiously large font links to work ” Morris
P.S. Evidently, yesterdays obnoxiously large font link was useless.
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