Those of us who have spent a significant amount of time on a college campus in the United States have certainly seen them. At first glance, some of us were shocked by their behavior. Some of us were intrigued by them. And heck, some of us found them so alluring, we even went as far as to join them.
You’ve probably guessed it. Yes, I’m talking about none other than college fraternities/sororities.
From the outside looking in, it’s easy for those of us who have never pledged a fraternity or sorority to find their rituals (especially as it pertains to hazing) as let's just say… peculiar to put it kindly. Nevertheless, those within Greek life who have crossed over and became a full member of a fraternity or sorority would tell you that it was one of the most momentous things that they have ever done in their life.
What does any of this have to do with consumers feeling more emotionally connected to brands? Let’s dive into it.
What the survey shows
Cambridge dictionary defines the word belonging as, a feeling of being happy or comfortable as part of a particular group and having a good relationship with the other members of the group because they welcome you and accept you.
Now, I’m certainly not a lexicographer, but I’m sure you’d have a tough time finding a word in the dictionary which would better explain why people join fraternities, sororities, and for that matter, even cults—than belonging does.
No matter how much we may like to see ourselves as free thinkers who could be perfectly content with being by ourselves, the fact of the matter is that as human beings, we are innately wired to belong to groups. Whether we label those groups as tribes, gangs, social clubs, fraternities or sororities—we all long to be part of a collective.
And the more exclusive the group is to become part of—the more we tend to yearn to become a member of it.
Which is why it should come as no surprise that a recent survey by SheerID discovered that 73% of consumers felt more emotionally connected to brands that give them an exclusive offer.
What makes consumers feel this way?
In his book, The Culting Of Brands: Turn Your Customers Into True Believers, author Douglas Atkin brilliantly explains the parallel between what leads people to commit to cults—and exclusivity.
“What compels sane, stable, intelligent individuals to sacrifice virtually everything? Why do they throw money, time, sometimes their careers, the regard of their peers, and even their families on the alter of cult belonging? Commitment, true commitment—is exclusionary.”
Essentially, the reason why so many people feel the need to commit to cults, fraternities, sororities, and other groups is the same reason why they feel more emotionally connected to brands that give them exclusive offers; people like to feel special and important.
And when brands extend exclusive offers to them—it makes them feel both.
What should your brand do with this information?
Now that you know consumers feel more emotionally connected to brands that make them exclusive offers. As well as just why they feel more connected to those brands. Make sure that your brand becomes more emotionally connected to its customers by making them exclusive offers as well.
If you need help in doing that, contact us at Decryption today and we’ll be more than happy to devise a marketing strategy for your startup that will include the perfect exclusive offers to your customers that’ll help your brand form a bond with them that’ll last for years to come.
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