Marketing Idea – Crafting A Magical Experiences
Introduction: Embarking on the journey of opening a coffee shop, my friend aimed to understand the “true needs” of those seeking a coffee and cake haven. Believing that hygiene, affordability, and deliciousness were paramount, he meticulously tested, resulting in great coffee, affordable snacks, and fresh cakes. Despite meeting these “functional” needs, the market showed almost no response.
The Challenge:
The daunting reality of receiving minimal response raises questions on how to infuse the coffee shop with the enchantment akin to popular chains like Starbucks. How to address this challenge?
Understanding the Essence:
To unravel the “how to,” one must comprehend the essence. Simply meeting “functional needs” does not create magic. According to Adrian in “Needs,” magic in a product is derived from the formula:
MagicProduct=ProductFunctionality×EmotionalAppeal
The Power of Emotional Appeal:
While product functionality addresses rational, quantifiable “left-brain needs,” emotional appeal fulfills impulsive, sensory “right-brain needs.” The challenge lies in understanding that having a shop with “great coffee, affordable snacks, and fresh cakes” caters more to functional needs than emotional ones.
Case Study:
ZipCar’s Transformation: Examining the evolution of ZipCar illustrates the power of emotional appeal. Initially struggling despite offering cost-effective and convenient shared cars, ZipCar transformed under CEO Scott Griffith. Research revealed a key emotional appeal: the desire for convenience. Implementing an “instant density” strategy, ZipCar’s success soared, demonstrating the potency of emotional appeal.
The Gourmet Shop Dilemma: Similarly, the gourmet coffee shop faces a dilemma. Functional needs like “great coffee, affordable snacks, and fresh cakes” need an infusion of emotional appeal.
Implementation:
Enhancing Emotional Appeal: To enhance emotional appeal, the coffee shop could consider adding personalized touches to the product functionality:
1.Artful Coffee Designs: Decorate coffee with images or mood phrases like “joy,” “surprise,” or “feeling good” to evoke positive emotions.
2.Blessed Treats: Incorporate well-wishing messages into snacks, drawing inspiration from the tradition of “Fortune Cookies,” proven to enhance customer satisfaction.
3.Celebratory Cakes: Transform cakes into certificates, celebrating achievements like “Best Husband Award.” Recognizing the emotional need for celebration could be more compelling than just offering a product to eat.
In Conclusion:
In the quest to discover “true needs,” it’s crucial not to rely solely on functional considerations. By infusing emotional appeal into product functionality, the coffee shop can transform into a magical experience, creating a connection that goes beyond basic requirements.
