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Accelerating the Emotional Connection

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In any relationship, building an emotional connection is key. Brands are no different. In this presentation, we’ll discuss why emotion is so important, who’s cultivating those connections in interesting ways and finally, how to take your brand from “meh" to true love with your consumers. This presentation, delivered by the Pace team at Content Marketing World 2015, focuses on the travel/hospitality/tourism sector but is applicable across industries.

Key takeaways:
-Use authentic, storytelling content to form and maintain relationships
-Turn problems into wins
-Find moments to surprise and delight
-Focus on your area of expertise
-Leverage your audience to strengthen your story

Published in: Marketing
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Accelerating the Emotional Connection

  1. 1. Accelerating Emotional Connection Meh… Like  LOVE Katie Riddle Director, Content Strategy | Pace katie.riddle@paceco.com @PaceComm • #CMWorld
  2. 2. AGENDA ① The Power of Love ② Who’s Doing it Well? ③ I Want to Go to There @PaceComm • #CMWorld
  3. 3. 1 The Power of Love @Pacecomm • #CMWorld
  4. 4. LOVE MAKES THE WORLD GO ‘ROUND ① Your Brain on Love ② Love & Attachment ③ Love & Money @PaceComm • #CMWorld
  5. 5. Reptile Brain Limbic System Neocortex Your Brain on Love We are wired for emotion. @PaceComm • #CMWorld
  6. 6. Love & Attachment Source: John Bowlby, The Origins Of A9achment, 1979 @PaceComm • #CMWorld ATTACHMENT PROXIMITY MAINTENANCE SECURE BASE SAFE HAVEN SEPARATION DISTRESS
  7. 7. “…BRAND ATTACHMENT IS A RELATIVE MEASURE OF THE EMOTIONAL CONNECTION BETWEEN PEOPLE AND BRANDS…” JoAnn Sciarrino Knight Chair in Digital Advertising and Marketing, UNC Chapel Hill @PaceComm • #CMWorld
  8. 8. IMAGES @PaceComm • #CMWorld
  9. 9. If people have an emotional connection with your brand, they are far more likely to buy your product. Love & Money @PaceComm • #CMWorld
  10. 10. Love & Money @PaceComm • #CMWorld
  11. 11. 2 Who’s Doing It Well? @PaceComm • #CMWorld
  12. 12. BRANDS IN(SPIRING) LOVE ① Southwest Airlines ② Disney ③ Lonely Planet ④ What Do They Have in Common? @PaceComm • #CMWorld
  13. 13. • The “Un” Airline • Personality • Heavy social media Southwest Airlines @PaceComm • #CMWorld
  14. 14. • Integrating storytelling content into user journey • Inspiring blogger and social community to create content • Continuing the experience throughout the year Disney Resorts & Cruises @PaceComm • #CMWorld
  15. 15. • Heavy inspiration/aspiration element in blog posts/images • Pinterest/Vine • Authenticity = emotional connections • Credible experts Lonely Planet @PaceComm • #CMWorld
  16. 16. • Talk to me like a person • Inspire and entertain me • Help me What Do They Have in Common? @PaceComm • #CMWorld
  17. 17. 3 I Want to Go to There @PaceComm • #CMWorld
  18. 18. SHIFTING FOCUS ① Let Go of the Funnel ② Put a Ring on It ③ Meh  Like  LOVE @PaceComm • #CMWorld
  19. 19. Let Go of the Funnel Source: McKinsey & Company: The Consumer Decision Journey Most Effective Marketing Spend @PaceComm • #CMWorld
  20. 20. Put a Ring on It The Loyalty Loop Source: McKinsey & Company @PaceComm • #CMWorld
  21. 21. Let’s Stay Together @PaceComm • #CMWorld
  22. 22. Travelers visit 22 sites over an average of 9.5 sessions prior to booking. Think with Google @PaceComm • #CMWorld
  23. 23. Best practices: • Humanize marketing  consumers are people • Create an authentic and seamless brand-marketing ecosystem • Build meaningful, one-to-one relationships with people • Demonstrate value through one clear, noble purpose • Communicate in real time Meh  Like  LOVE Source: Sciarrino, JoAnn: Leveraging the virtuous circle of brand and the extended self. @PaceComm • #CMWorld
  24. 24. • Have conversations • Tell stories that make a connection • Fess up and fix it when you make mistakes • Show people you value them Humanize Marketing @PaceComm • #CMWorld
  25. 25. Humanize Marketing @PaceComm • #CMWorld
  26. 26. • People don’t care about your silos • Create consistent experiences • Support and maximize the user journey • Be where they are Create a Smart Brand Marketing Ecosystem @PaceComm • #CMWorld
  27. 27. Create a Smart Brand Marketing Ecosystem @PaceComm • #CMWorld
  28. 28. • We know you • Surprise and delight • Help me • Live your values Build Meaningful One-to-one Relationships @PaceComm • #CMWorld
  29. 29. Build Meaningful One-to-one Relationships @PaceComm • #CMWorld
  30. 30. • Stick to your core • Establish credibility in that area • What’s the differentiator Create Value under One Purpose @PaceComm • #CMWorld
  31. 31. Create Value under One Purpose @PaceComm • #CMWorld
  32. 32. • Support the user journey • Address problems or events as they happen Communicate in Real-time @PaceComm • #CMWorld
  33. 33. Communicate in Real-time @PaceComm • #CMWorld
  34. 34. 4 Wait, What? @PaceComm • #CMWorld
  35. 35. • Use authentic, storytelling content to form and maintain relationships • Turn problems into wins • Find moments to surprise and delight • Focus on your area of expertise • Leverage your audience to strengthen your story Key Takeaways @PaceComm • #CMWorld
  36. 36. • Content hubs + distribution • Branded Content • Third party • UGC • Social media and mobile • Leveraging data for personalizing content Content Plays @PaceComm • #CMWorld
  37. 37. KATIE RIDDLE Director, Content Strategy Pace @PaceComm • #CMWorld

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