It is curious to note that many of the products or services of daily consumption, essential for our daily lives, in many cases even vital, do not generate great interest in most of their users: Do we know anything about the lubricant or battery of our car? And what about the gas or light that enters our homes? And what about the manufacturers of our city buses, or regular buses? However, the absence of any of the above, and many others, would block our lives or make them much more complicated.

Nor, as far as we know, are we as a whole, great connoisseurs of the world of flour, salt (is it always salt that we accept as salt?), sugar, fresh vegetables, natural fruit… We know who sells it, but not who “makes” it. This would be like remembering the name of the dealership and not the name of the car.

Low-Engagement Products and Their Brands

In certain sectors with low-involvement products, their brands have been strongly promoted as a reference not only for the quality of their products but also for their (intangible) values and personality. Repsol, Shell, BP, have become well-known and valued brands in the world; the efforts of Gas Natural Fenosa, Iberdrola and Cepsa to get closer to their customers emotionally have multiplied. Fresh fruit brands (not greengrocers) are also starting to emerge…

Yes, all this makes us closer to these brands, even that we select and prefer them. Still, I’d bet that very few of us can talk about diesel gasoline as fluently as beer or chocolate. We can accept with resignation that we lack a beer or a dessert, but if we don’t have gasoline, all the alarm bells go off. We can have the wrong beer and have a “bad drink”, but if we get the wrong fuel we are left without a car.

Is it possible to boost Brand Engagement in this type of product?

It is clear that products and services with low engagement are, in principle, less attractive, less sexy than others such as fashion, leisure, restaurants. But are they less important, less sophisticated, less advanced, less…?

We pay for low-engagement products almost without question, and yet we demand stable and attractive prices on food, clothing, travel, culture. My theory is that precisely because of this lack of interest on our part, because of this lack of knowledge, of involvement, they can charge us almost, or almost not, whatever they want because we buy what we are not interested in, even if we need it. Paradox of paradoxes.

From a management point of view, we know that we can at least boost low brands as much as high ones. This becomes a great advantage for this type of customer, as they get their brand (not so much the product or service) to be admired to the point of not arguing, or not arguing angrily, what they charge us.

Tools to Achieve Brand Engagement in Low-Engagement Products

There are many tools to achieve this. And well combined, they can deliver great results. Here are some that have almost magical effects on audiences, on customers:

  • The search for the most attractive brand territory .
  • Sponsorship of favorite activities of our target group.
  • Social patronage and support for culture.
  • Verifiable CSR with encouraging results.
  • The captivating and compelling brand spokesperson.
  • Advertising humour…

The conclusion is obvious. Good brand management is capable of overcoming any barrier. Even the raw, hard, cold of selflessness.

 

Ignacio Ochoa

CEO at Branward®

Author of the book “Planeta Marca”

Photos: Shutterstock