The new world of marketing is about relationships. Unfortunately, many marketers don’t seem to know exactly what that means. For too long we have been trained to keep our customers at arms length, regarding them as a demographic, lines on a chart, pieces of a pie. The new world of marketing is much more personal. It’s not about technology platforms or social media doodads—it’s about real relationships with real people.
And real people are driven by passion. Passion explains why people talk, share, and connect. Understanding passion provides actionable insights for how to foster the conversations real people have about our brands and businesses and it provides the key to forging relationships with customers and consumers.
In this session, Robbin Phillips will bridge our knowing-doing gap by connecting the dots between the WHAT, the WHY, and the HOW that make meaningful brand relationships happen. Through case studies and practical tools, she will explain and demonstrate the three passion buckets that fuel relationships:
Functional (seeking information to guide decisions)
Social (seeking to impress others and express uniqueness)
Emotional (seeking love and meaning)
Understanding these three passion drivers will allow us to better generate passion conversations – ultimately leading to the most fertile environment for building relationships.
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