Marketing That Makes Consumers Smile
Personalization and promotions are nice, but these four brands know how to tap into the things that truly make consumers happy.
We all have little things that make us happy. For me, it's eating cheese, watching reality TV, and listening to Broadway/Disney/bad ‘90s music (oh—and spending time with my friends and family, of course). What's important is that marketers recognize these fuzzy-feeling generators and capitalize on them to produce results that make both their CMO and CFO grin.
However, what marketers say makes consumers happy and what actually does isn't always aligned. Don't get me wrong: New cars and clothes are nice; however, Action for Happiness—part of the registered charity The Young Foundation—knows that happiness extends beyond material things. Based on psychological research, the organization developed the “10 Keys to Happier Living” in 2010, which it spells out through the acronym GREAT DREAM.
Giving (doing things for others)
Relating (connecting with others)
Exercising (taking care of oneself physically)
Appreciating (acknowledging the world around oneself)
Trying out (learning new things)
Direction (setting goals)
Resilience (coming up with ways to bounce back)
Emotion (looking at things in a positive light)
Acceptance (being comfortable in one's own skin)
Meaning (being part of something bigger)
But making consumers happy doesn't mean that marketers have to suffer. Here are four brands that have incorporated at least one of the “10 Keys to Happier Living” into their marketing over the past year and have produced results that would leave any marketer beaming.