EMOTIONAL MARKETING … IN THE GELATO SHOP!

In recent years the market has greatly changed and consumers have “evolved”: they have access to more and more information, so they are more demanding and attentive, besides being emotionally more sensitive in the purchasing phase

Therefore Emotional Marketing is becoming more and more important.

Its secret consists in offering consumers a full-circle experience involving all their senses:
• sight (e.g. by simply using colours, captivating posters or images);
• hearing (e.g. thanks to good music or background audio);
• taste (e.g. making it possible to taste special products / novelties);
• smell (this immediately attracts the consumer’s attention, especially if it recalls artisan products or fragrances connected with our childhood that are typically “genuine”);
• touch (as far as possible, for instance giving consumers the chance to choose the decorations from a special display).

Another important aspect is the approach with consumers:
The key consists in acquiring the trust of consumers, being seen as a true advisor and not merely as a sales assistant. A person who offers and recommends quality products that satisfy every need: from pure temptation to the needs of people with food intolerances or who are simply very careful about their health.

The last but by no means least important aspect is the communication made at the point-of-sale;
The communication is sustained by numerous elements: the study of the outside advertising, the shop-window, lights, style and colours; internal communication and promotional offers for customers. Everything must be specially conceived:
• the visual aspect needs the outside advertising to be striking and inviting;
• the shop-window should be designed so as to transfer the idea of a desired place (a classic and distinguished or a very modern environment);
• the internal communication must be consistent with what is “communicated” outside the shop;
• the promotional offer (e.g. loyalty promotions, offers for certain novelties or special products) or theme events (e.g. birthdays, mother’s day and father’s day, Carnival, the beginning of spring and summer, sports contests, end / start of school);
• even the typical freebies help excite curiosity and attract potential consumers while making past customers loyal.

There is certainly no need to remind you that: the application of Emotional Marketing produces no great effects on sales unless it is accompanied by high quality products and professionalism in the production of artisan gelato.

With this article, our intention is to give you an overview of the current trends; now it’s up to you and your creativity to apply them!

marketing@pregel.com