Think about that first sip of coffee in the morning—a warm, delicious, much-needed jolt kickstarting your day. Now, imagine your brand delivering that same sensation to its customers.
That is the magic of feel-good marketing. More than pushing products, this kind of marketing aims to create a strong emotional connection that keeps your consumers coming back for more.
Read on as we walk you through crafting your brew of feel-good marketing.
Why feel-good marketing?
Because all humans feel emotions, and emotions have long pushed people towards making a purchase.
Feeling accomplished? “Treat yourself,” the internet says. Feeling sleepy? Purchase a coffee. Feeling nostalgic? Time to buy that vintage knick-knack off of Facebook Marketplace.
Many brands take notes from behavior psychology, as things like the release of dopamine (or the “feel-good” hormone) occur when we experience something pleasant, take the necessary steps to fulfill a craving, or find a solution to a problem. In this context, this ‘something pleasant’, this ‘solution’ should be your brand. This establishes a Pavlovian association: where the product or solution sought becomes tied to the source of that pleasure or satisfaction.
Feel-good marketing will help encourage your customers to consider your brand ot just for a single dopamine hit, but for return purchases that make them feel better and better.
Understanding your consumers’ “Coffee Moment”
Before sitting down to strategize your feel-good marketing tactics, it is important to first understand your customers’ impulse triggers. We can call these their “coffee moments”. These are little moments that evoke comfort, relaxation, joy, excitement, or other positive emotions brought about by your brand—just like a cup of coffee would!
What makes them feel that joy? It could be because of your user-friendly, optimized website and seamless checkout process; it could be your stellar customer service and community management; or it could be the fulfillment of knowing each purchase from you supports a great cause.
It could also be any one of these reasons people impulse buy: 7 Reasons You Impulse Buy.
Whatever the reason, understanding coffee moments will help you improve your product or service towards customer satisfaction and inform your digital marketing strategy better.
Time to implement feel-good marketing!
- Tell relatable stories
As we say here in NGP: Connect Your Story!
There’s nothing quite like storytelling that taps into all your consumers’ emotions. When consumers feel like they can trust your brand and resonate with your stories, they feel more compelled to choose you over your competitors.
Jollibee does this kind of marketing best with their Kwentong Jollibee series. More than selling Chicken Joy and Yumburgers, this fast food fave shows that they’re curators of relatable core memories. With Jollibee, you’re getting a real Filipino experience—hospitality, love, kindness, nostalgia, and more. Who wouldn’t want to shell a bit of money out for a slice of that feeling?
- Craft a positive customer experience
Once you’ve hooked your audience with a relatable story, make sure you’re giving them something worth staying for. In essence, hook them in with good coffee but encourage them to stay for the amazing ambiance.
As they shop, a seamless, hassle-free customer experience should follow suit. This touchpoint greatly influences the overall perception of your brand. Ensure good experiences across every interaction—intuitive landing pages, promt inquiry response, and more. Leave your customers feeling valued, satisfied, and eager to make repeat purchases!
- Evoke positive emotions
Your brand’s communication materials alone should encourage positive emotions in your customers. Collaborate with expert strategists and designers who will help you translate your desired feeling into a visual identity and message that will represent your brand. For instance, use colors associated with positivity. Use positive, action-oriented language (ex. “Act now!” instead of “Don’t miss out!”) to get your point across. Utilize images that evoke smiles instead of question marks. The list goes on!
Customers absolutely love it when brands go the extra mile with things like birthday discounts, personalized emails, or other thoughtful gestures that reflect just how well your brand understands their preferences. Prepare your content well in advance to ensure you’re not missing out on communicating with anyone. Part of feel-good marketing is personalizing the experience to the point that they feel like the entire campaign was made just for them!
How do you know your campaign is working? Social proof and community
After implementing your marketing strategy, remember to track your KPIs. How well is your feel-good marketing, well, making your customers feel good?
Look into feedback, surveys, and social listening tools and observe the following:
- Customer retention rates – Are your patrons returning? A high retention and return-purchase rate would indicate the effectiveness of your efforts.
- Social media engagement – Are they liking, sharing, and commenting on your posts? High engagement shows strong brand preference and emotional connection.
- Net Promoter Score (NPS) – This score measures how likely customers are to recommend your brand to others. A high NPS means customers feel good enough about your brand to share it with their circles.
Don’t have tools? Use social media. Create avenues for customers to post about and engage with your brand:
- Curate user-generated content reviews in your Instagram highlights
- Craft distinct hashtags that customers can use when leaving reviews (and searching about them, too). Pro tip: leave that hashtag in your business’ Facebook, Instagram, or TikTok bios for easy reach.
- Establish a dedicated Google “My Business” page where people can leave and read reviews.
All in all, when you invest time and effort into making your customers feel good, you are essentially elevating everyday transactions into meaningful experiences that turn your brand into a favorite part of their routine. So go ahead, brew some feel-good marketing, and watch your customers come back for another cup of joe!
Ready to brew marketing and PR success? Work with NGP-IMC for expert guidance that establishes your brand as the top choice—just like your favorite cup of coffee.
Gayle is a copy editor and contributing writer for NGP-IMC, covering all the latest buzz around PR and digital marketing. Previously, she’s penned personality-packed ad copies, headlines, print journals, and articles for industry-leading brands and publishers such as foodpanda, Under Armour, Klook, and more! Additionally, she’s profiled Olympic gold medalist Hidilyn Diaz, developed scripts for South Korea’s SK-Zic and interviewed female riders to shed light on their experiences at the forefront of dismantling gendered expectations within the male-dominated delivery space.