2. Sustaining Emotion During the Engagement Stage

The engagement stage is where NEOs start interacting more deeply with a brand. This is a critical point to maintain emotional resonance and build trust. Every piece of content, interaction, or communication should reinforce the emotional connection established in the awareness phase.

Personalise Interactions and Communications: Show that you understand the individual needs and values of your customers. Personalised emails, messages, and recommendations can make NEOs feel seen and valued.
Create Interactive and Immersive Experiences: Engaging experiences, such as interactive videos, virtual events, or community discussions, can evoke emotions like excitement, curiosity, and inclusivity.

Example: A tech company launching a new app could host interactive workshops where users share their challenges and goals. The company listens, provides tailored solutions, and fosters a sense of collaboration, reinforcing feelings of trust and belonging.