I am in that time in my life where it seems like every summer I have at least 5 weddings to attend. Don’t get me wrong, they are fun, but they pile up and get very expensive. Being in the wedding is even worse, there are bachelor/ette parties, couple showers, wedding showers, rehearsal dinners, brunches, pictures, and the list goes on and on.
Now, while some wedding events are free, there is still a hefty price tag for the wedding gift and the wedding itself. So why do we pay so much for such events? Your answer: Loyalty. Can marketers take any hints from this? Maybe not, but I’m sure gonna try.
1. Weddings are the ultimate showing of loyalty: I’m not going to go into the roots and meanings of marriage, but it is the ultimate showing of loyalty between 2 people. Outsiders want to be a part of it, and have no problem supporting the cause emotionally and monetarily. Families choose to spend a year’s salary for a one night party signifying a lifetime of happiness. Make your product omit the sense of a lifetime of happiness, and your customers will spend money for that kind of party. Catch my drift?
2. Get a cause people can believe in – weather it is points, discounts, rewards or anything alike, customers (and companies) must BELIEVE in what they are doing in order to be effective. Customers don’t want to be a part of something that is seen as an afterthought or merely a background gimmick. It has to be real, and people have to feel the love coming from your company and employees.
3. People by stuff for people they like – this is Business 101. If you are friendly, respectful, and passionate, about your company and/or product- people are more likely to buy from you. Same goes for customer service. It is a known fact that people will shell out extra cash if they like and trust the person they are buying from. Show the people some love!