This document discusses the importance of emotional branding. It argues that humanizing a brand by connecting it to human traits can build loyalty among customers. Three key lessons for emotional branding are outlined: 1) Understand the audience context to create an emotional bond, 2) Provide relevant content that explores the emotional experience, and 3) Demonstrate care for customers to strengthen emotional connections and deliver on promises. Building emotional loyalty among customers can increase sales, media attention, and brand value over time.
It should come as no surprise that humans are emotional creatures. Marketers have long recognized the fact that emotions play a key role when consumers are talking about or purchasing products in categories as disparate as those represented by brands. Over the past decade, emotional branding has emerged as a highly influential brand management paradigm. Among marketing practitioners, this relational, communal, participatory, sensory, and emotive view of consumer– brand relationships is increasingly heralded as a central pillar of market differentiation and sustainable competitive advantage. Emotional connections are universally important, and managing those emotional bonds pays off handsomely. Some companies are very good at creating emotional connections with their customers. Most, however, are not. Companies that is successful at creating emotional connections benefit from stronger results, not only in cash flow and profit, but in market share. Emotional connections aren’t static. They ebb and flow and the results can affect a company’s long-term business success.
It should come as no surprise that humans are emotional creatures. Marketers have long recognized the fact that emotions play a key role when consumers are talking about or purchasing products in categories as disparate as those represented by brands. Over the past decade, emotional branding has emerged as a highly influential brand management paradigm. Among marketing practitioners, this relational, communal, participatory, sensory, and emotive view of consumer– brand relationships is increasingly heralded as a central pillar of market differentiation and sustainable competitive advantage. Emotional connections are universally important, and managing those emotional bonds pays off handsomely. Some companies are very good at creating emotional connections with their customers. Most, however, are not. Companies that is successful at creating emotional connections benefit from stronger results, not only in cash flow and profit, but in market share. Emotional connections aren’t static. They ebb and flow and the results can affect a company’s long-term business success.
Building A Brand: creating provocative brands that people care about. From brand architecture to fulfilling emotional needs to the path through purchase this is a creative guide to developing brand ideas.
The time has come for us to change the way we think about
marketing so we can execute it more effectively within our new marketplace. More specifically, the mission for marketing must
evolve from generating transactions that sell goods and services to building emotional relationships that are then leveraged to
sell goods and services.
Branding is the most misunderstood concept in the business world. This deck tries to help demystify the basics of branding and a few tools that can help a business owner or a personality to manage his/her personal or organization's brand.
It’s not enough these days if they just remember your name—it’s how they feel about you. A brand essence captures the heart and intrinsic nature of your company. When your brand is strong, you develop lasting emotional ties to and the loyalty of your costumers. In this economic climate, strong brands with strong personal connections will be the ones that persevere. Richard Earl who has over 30 years of experience with notable advertising campaigns for P&G, Johnson & Johnson and more, will discuss how you can create a Brand Essence for your company.
Speaker: Richard Earl, The Regis Group
Co-sponsored by the Small Business Development Center
Revelation Master Class: Activities For Brand UnderstandingRevelation Next
In this webinar led by Revelation CEO Steve August, Steve presents a set of activities that will enable you to quickly develop deeper qualitative understanding of the customer brand relationship.
On 4th September 2015, the IPA gathered Byron Sharp, Russell Davies, Les Binet, Paul Feldwick and more for a day of intense marketing "Unlearning". This presentation condenses each speaker’s main points into a one-slider, then attempts to make sense of the whole thing.
I might be naive, but for all the heated debate that happened on the day, I thought everyone was actually in violent agreement (basically, I agree with Les Binet and Jim Carroll, which feels like a pretty good place to be).
So here’s what I've taken out of the event:
> The debate between people who see brand building as an art, and those who see it as a science, has gone on for years. It’s been exacerbated in the recent years by the parallel rise of Big Data and Behavioural Science, all powered by the digital transformation of certain categories - but it’s not new.
> All the evidence points to the fact that it’s actually a mix of both emotional and rational, long-term and short-term, brand building and sales driving strategies that drives the best results.
> So, to grow your brand, think about to a) removing barriers to usage or purchase by ensuring your product/ service works very well and is widely available, then b) making your product or service really sticky by creating memorable assets/ features that are distinctive and salient.
Voila.
Cialdini's powers of influence are more critical than ever as we more from the information age to the influence age. Unless you understand how to get your messages, be they face2face or social media, to cut-through and persuade then you're nowhere. This presentation offers the short-cuts to success with some visual examples to keep these proven classics topical and interesting.
5 Factors for Engaging and Building Brand Loyalty With Millennial ConsumersCult Collective
Spark a genuine dialogue with Millennials. By discovering what matters to them most (and why), you’ll be one step closer to earning true, long-term customer buy-in from this elusive demographic.
Brand Love index - Brand Pioneers April 9 2013Panelteam
Brand Love Index
Peter-Paul Laumans - Managing Director Panelteam
Panelteam is a specialist in gathering European market information. Peter-Paul shared European consumer data gathered via Consumer Life Cycle research. Consumer Life Cycle research is a new methodology which measures the European performance of brands in the five main stages of the orientation and purchasing process of consumers. He showed what really matters when consumers buy and focussed on the Brand Love Index. The Brand Love index shows the level of emotional involvement consumers have with a brand and ranks them with their main competing brands.
Presentation was part of Brand Pioneers 2013
Pragmatic analysis of advertisements. Introduction with Elaboration likelihood model.(psychological analysis of advertisements)
Whosoever see this slide, do watch this Nestle campaign #shareyourgoodness and Open Happiness campaign by coca cola.
Nestle campaign : https://www.youtube.com/watch?v=syZju6ui394
Coca Cola Campaign: https://www.youtube.com/watch?v=9dHOzw5KSlE
Popularity is a theme very close to our hearts – in fact it’s in our DNA.
‘We don’t make brands famous, we make them popular’, that’s the Leo Burnett philosophy. We’ve been looking deeper into our belief that Popularity is an essential ingredient for a brand’s enduring success. In fact, straight from the smokin’ abacus of Mike Treharne, our Head of Doing Nifty Stuff With Numbers, we’ve done some brand new research into where brands sit in a lifecycle of popularity, and what drives that popularity. We’d be delighted to talk to you more about the study – just let us know. You can read a bit about it within this Frisk, along with plenty of other stuff that neatly complements it – a piece from Canvas8 on brands being your BFF, some wise thoughts on Popularity from our Planning department, and a big chunk of celebrity endorsement stuff thanks to our in-house retail mogul, Sarah Leccacorvi.
Building A Brand: creating provocative brands that people care about. From brand architecture to fulfilling emotional needs to the path through purchase this is a creative guide to developing brand ideas.
The time has come for us to change the way we think about
marketing so we can execute it more effectively within our new marketplace. More specifically, the mission for marketing must
evolve from generating transactions that sell goods and services to building emotional relationships that are then leveraged to
sell goods and services.
Branding is the most misunderstood concept in the business world. This deck tries to help demystify the basics of branding and a few tools that can help a business owner or a personality to manage his/her personal or organization's brand.
It’s not enough these days if they just remember your name—it’s how they feel about you. A brand essence captures the heart and intrinsic nature of your company. When your brand is strong, you develop lasting emotional ties to and the loyalty of your costumers. In this economic climate, strong brands with strong personal connections will be the ones that persevere. Richard Earl who has over 30 years of experience with notable advertising campaigns for P&G, Johnson & Johnson and more, will discuss how you can create a Brand Essence for your company.
Speaker: Richard Earl, The Regis Group
Co-sponsored by the Small Business Development Center
Revelation Master Class: Activities For Brand UnderstandingRevelation Next
In this webinar led by Revelation CEO Steve August, Steve presents a set of activities that will enable you to quickly develop deeper qualitative understanding of the customer brand relationship.
On 4th September 2015, the IPA gathered Byron Sharp, Russell Davies, Les Binet, Paul Feldwick and more for a day of intense marketing "Unlearning". This presentation condenses each speaker’s main points into a one-slider, then attempts to make sense of the whole thing.
I might be naive, but for all the heated debate that happened on the day, I thought everyone was actually in violent agreement (basically, I agree with Les Binet and Jim Carroll, which feels like a pretty good place to be).
So here’s what I've taken out of the event:
> The debate between people who see brand building as an art, and those who see it as a science, has gone on for years. It’s been exacerbated in the recent years by the parallel rise of Big Data and Behavioural Science, all powered by the digital transformation of certain categories - but it’s not new.
> All the evidence points to the fact that it’s actually a mix of both emotional and rational, long-term and short-term, brand building and sales driving strategies that drives the best results.
> So, to grow your brand, think about to a) removing barriers to usage or purchase by ensuring your product/ service works very well and is widely available, then b) making your product or service really sticky by creating memorable assets/ features that are distinctive and salient.
Voila.
Cialdini's powers of influence are more critical than ever as we more from the information age to the influence age. Unless you understand how to get your messages, be they face2face or social media, to cut-through and persuade then you're nowhere. This presentation offers the short-cuts to success with some visual examples to keep these proven classics topical and interesting.
5 Factors for Engaging and Building Brand Loyalty With Millennial ConsumersCult Collective
Spark a genuine dialogue with Millennials. By discovering what matters to them most (and why), you’ll be one step closer to earning true, long-term customer buy-in from this elusive demographic.
Brand Love index - Brand Pioneers April 9 2013Panelteam
Brand Love Index
Peter-Paul Laumans - Managing Director Panelteam
Panelteam is a specialist in gathering European market information. Peter-Paul shared European consumer data gathered via Consumer Life Cycle research. Consumer Life Cycle research is a new methodology which measures the European performance of brands in the five main stages of the orientation and purchasing process of consumers. He showed what really matters when consumers buy and focussed on the Brand Love Index. The Brand Love index shows the level of emotional involvement consumers have with a brand and ranks them with their main competing brands.
Presentation was part of Brand Pioneers 2013
Pragmatic analysis of advertisements. Introduction with Elaboration likelihood model.(psychological analysis of advertisements)
Whosoever see this slide, do watch this Nestle campaign #shareyourgoodness and Open Happiness campaign by coca cola.
Nestle campaign : https://www.youtube.com/watch?v=syZju6ui394
Coca Cola Campaign: https://www.youtube.com/watch?v=9dHOzw5KSlE
Popularity is a theme very close to our hearts – in fact it’s in our DNA.
‘We don’t make brands famous, we make them popular’, that’s the Leo Burnett philosophy. We’ve been looking deeper into our belief that Popularity is an essential ingredient for a brand’s enduring success. In fact, straight from the smokin’ abacus of Mike Treharne, our Head of Doing Nifty Stuff With Numbers, we’ve done some brand new research into where brands sit in a lifecycle of popularity, and what drives that popularity. We’d be delighted to talk to you more about the study – just let us know. You can read a bit about it within this Frisk, along with plenty of other stuff that neatly complements it – a piece from Canvas8 on brands being your BFF, some wise thoughts on Popularity from our Planning department, and a big chunk of celebrity endorsement stuff thanks to our in-house retail mogul, Sarah Leccacorvi.
Each month we publish a Discussion Paper delving deep into the world of meaningful brands. This month we explored the topic 'Why Meaning Matters for Business and Business Matters for Meaning'
DEVELOPING A BRAND ESSENCE TO CAPTURE AND KEEP YOUR CLIENTS 4/8/10
It’s not enough these days if they just remember your name—it’s how they feel about you. A brand essence captures the heart and intrinsic nature of your company. When your brand is strong, you develop lasting emotional ties to and the loyalty of your costumers. In this economic climate, strong brands with strong personal connections will be the ones that persevere. Richard Earl who has over 30 years of experience with notable advertising campaigns for P&G, Johnson & Johnson and more, will discuss how you can create a Brand Essence for your company.
Speaker: Richard Earl, The Regis Group
Co-sponsored by the Small Business Development Center
30 years in 30 minutes: Tips for starting your advertising career.David Murphy
Career advice to aspiring advertising professionals. Presentation to the Chapman University Ad Club offering point of view of how to get a job in an agency and how to succeed early in your career.
A workshop presented at the National Scenic Byways Convention discussing how to create a charismatic brand for your byway that encompasses each community\'s intrinsic qualities under one theme.
There are many advertising, marketing, and public relations basics - but none more important than understanding the personality of the brand, company, or cause you are representing. Social networking allows brands the opportunity to interact with their consumers, but social media is just that - an opportunity.
Ultimately it's up to the brand itself to decided how they want to represent themselves, and how they're going to do so. So what is the personality of your brand? Serious? Sarcastic? Witty? Informative? Whatever you are, make sure you show it through all of your interactions.
Does your holiday marketing need some help? We will show you how to highjack your customers' brains and earn more this holiday season. Check out these 7 psychological principals and examples of how other companies have used them in their holiday marketing campaigns.
Anatomy of a Cult Brand: How Leading Brands Build Fanatical Followings and Lu...Cult Collective
We’ve studied the world’s most renowned brands to try and unlock the genetic code that’s helped them dominate their markets and decimate their competitors for years.
Learn the six essential elements that successful brands use to forge fanatical followings and win legions of loyal advocates.
This is a condensed version of a larger report by the same name, available at http://www.cult.ca/
How To Get Paid To Travel The World EBOOK.pdfSashaRoberts7
If you've ever dreamt of exploring the world while getting paid for it, you're in the right place. This comprehensive ebook will guide you through the exciting journey of turning your passion for travel into a rewarding career. Whether you're a seasoned traveler or just starting out, this guide will provide you with the tools, insights, and resources to make your dreams a reality.
Similar to ORC2013 emotional branding (slideshare) (20)
Relationship marketing for the travel & tourism industry
How to use social media to enhance your relationship with your audience, connect with your communities and extend the experience.
Presentation to TGC Conference
Presented by:
Alicia Whalen (A Couple of Chicks) and Judi Samuels (Judi Samuels, Consulting)
(Niagara-on-the-Lake, October 11, 2013)
An introduction to the value of social media in the world of aquatics programming. This presentation and information will be useful for people starting in social media for work - the information is high level and provides a start for further exploration.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
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Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
2. Target Canada creates an emotional
brand connecting with grassroots
neighbourhoods on a grand scale!
http://sqz.co/f5KQq84
Over 2,000 people
visit the Target in
Milton, ON on opening
day – a Tuesday!
3. Allow the brand to be human – think
of the human traits. Think of the
people who breath life into your
brand
Not personifying the brand
Humanizing the brand
9. People will forget what you said; people
will forget what you did; but people will
never forget how you made them feel
Maya Angelou
10. science of emotions
Not a direct & simple response to stimuli (like an eye blink)
Composed of two parts:
evaluation of stimuli
physical reaction to stimuli
Trigger behaviours & often lead to other emotions
11. You see, you feel, you like, you
buy… you like again, you buy more.
The emotional roller coaster is real!
16. 21% of the population identifies as being brand
loyal
Brands with a stronger market of brand loyal
customers commands an average of a 23% price
premium over other brands in the same industry
McKinsey Quarterly & Gallup
17. How can we trigger emotional
loyalty? Fervent brand loyals?
triggers
22. Year over year
6% increase in dollar sales
5% increase in unit sales
Month over month
2% increase in dollar sales
Over 1 million women visited the campaign
website
Valuable media attention
#1 selling soap in the US
23. This was the goal for the
campaign…
redefine beauty
25. The Canadian Tourism Commission
offers a roadmap to Canadian
tourism operators for content
creation…
nine traveler types
26. Connect the roadmap for content to
the context of your audience for a
winning formula… create an
emotional bond.
• Authentic Experiencer
• Cultural Explorer
• Cultural History Buff
• Personal History Explorer
• Free Spirit
• Gentle Explorer
• No Hassle Traveller
• Rejuvenator
• Virtual Traveller
27. Extend your connection beyond the
trip itself… how do you stay
connected with your guests?
28. Emotional bonds are precious… Do
not make a promise you cannot
keep. Offer your value, connect to
your audience’s context and deliver!
33. the beats
Humanize your brand, your destination
Travel is about an emotional experience &
human connection
Emotion leads to loyalty & loyalty drives
value
Emotion offers nuances & depth
34. in short
Understand your guest’s context. Leverage the
convergence between your brand & their
context.
Create & deliver relevant content. Connect on an
emotional level & deliver on your promises.
And, care. Care deeply. Care genuinely. And
make sure your teams deliver the love.
Target loves Canada… and, they want to be your neighbour. How do they prove this? With a tour across our country, showcasing, not the most recognized icons, but elements that speak to those people in those neighbourhoods: a lighthouse about 4 hours North of St. John’s Newfoundland, Stanley Park in Vancouver, from inside the park, highlighting Canadian’s love for roadtrips and nature, celebrating our seasons and having a totally memorable song sung by a “neighbourly” brand: the Dragonettes from Toronto.Target is connecting, on a very personal and emotional level with Canadians and their communities through their passions and pride.What’s the value of emotional branding?The fact that the majority of the Canadian population would like to visit Target (more than 2,000 people drove to Milton, ON from Toronto and Mississauga ON the opening day of one of the first 3 Target stores, ON a Tuesday no less!)And with the brand messaging, Canadians can immediately connect with them, recognizing them not only as a new retailer, but as a “neighbour”.The centrepiece to emotional branding is this…click
It’s not about personifying a brand, which is what we’d been flaunting for the past several years, but it’s about humanizing the brand… Bringing a brand to life so that people can associate with it as they would a friend. How can destinations, hospitality and tourism achieve emotional branding?click
That’s what this session is about.click
My first “real” job was working for the National Capital Commission in Ottawa… Fresh out of school, I was a marketing coordinator for the NCC, and my role was to deliver compelling seasonal destination marketing campaigns to drive Canadians to the Capital region. I had learned the skills in school – certainly. But what I noticed all around me: in my colleagues, in my partners, in all those who worked within the tourism industry in Ottawa and (Hull at the time) was this: passion!There was deep recognition in everyone: from museum representatives to hotel managers to restaurant owners that we were the people representing Canada’s Capital when tourists came to the area. We were the ones they would ask questions to… not just: “how do you get to X”, but things like “can you tell me about that statue or that building”? The places all around us, those that people came to visit, they had meaning and the way we would tell the stories and bring those places to life shaped an experience. The industry is driven by passion.You see, the notion of humanizing a brand – for me – stems from my start in tourism. The recognition that people have a genuine impact on your experience in a destination, and that in turn, the destination (or brand) begins to have humanity-type traits.click
For example, a destination without people – though mysterious and perhaps alluringly eerie – sort of loses its appeal.click
Even adding one person in the destination… ideally, one local, adds to the interest of the destination and tells you just a little more about the culture that has shaped the place. It starts to tell a story about this destination, this brand… consistency over time generates a way to associate WHO the destination is, WHO is this brand?click
If you consider some destinations near to us, the US, Canada, Mexico, France, England… each conjure up emotions and an image of who that destination is. We could even break the countries down even deeper: a Texan, a New Yorker, a New Jerseyan, an Albertan, a Newfoundlander…WHO are these destinations? Not just – what do they sound like, but how do they feel? More importantly, as a tourist, how do they make you feel?click
And this is the biggest challenge for destination, hospitality and tourism marketers.How can you define a brand?How can you ensure that the brand will be represented across all service providers and all touchpoints? (Because we know brands are built in consistency…)And, how will you know that your guests felt something worth sharing, worth talking about, and worth repeating? (Because, isn’t that what we want? To know that our guests will return?)click
First, we need to understand emotions…It’s important to know that emotions are a result of an action, some form of stimulus, that caused a feeling and then an action:Even if you feel something within a split second of experiencing something, emotions are NOT a direct responseThere are 2 parts to every emotion – first, an internalization of the experience, and then, an evaluation made up of what you know based on your genetics, social life, environment, family life, work life, values, beliefs, aspirations, etc… and then, you express it.And then, emotions, actions and reactions lead to new emotions, actions and reactions…click
So, the notion of an emotional rollercoaster is very true – you think of or see something, you feel something, you want something, you buy something, it works, you really like it, you buy more…click
Over time, consistent delivery of a positive emotion drives to loyalty… a hugely valuable result for tourism and hospitality businesses. If we make people – not only happy and satisfied, but truly emotionally connected to us, then we create genuine loyalty. Not loyalty based on points; loyalty based on actually “loving a place”!click
And, the value of loyalty is not just about repurchasing from a brand’s perspective either… it is about creating such a strong emotional connection that your consumer is not only willing to repurchase, but also willing to share and evangelize your destination and… almost more importantly: defend your brand.Two brands come to mind when I think of consumers willing to defend them…click
These 2 brands – through a variety of initiatives – have created such strong emotional connections with their audience that they’ve built communities built AROUND the brand. Communities more than happy to evangelize the virtues of the brand, and stand up to defend them when needed.click
Because destinations, airlines, hotel brands and other tourism and hospitality services have this power… power to connect on an emotional level, genuinely create loyalty and ensure that tourism is a continuous contributor to the GDP.click
In fact, a 2009 research conducted by McKinsey revealed that – across multiple industries (including tourism), 21% of consumers identify themselves as being brand loyal. And more impressively, those brands whose consumers are more intensely brand loyal command a 5% price premium over other brands in the same industry!More recently: Fully engaged customers, according to Gallup’s definition are those who “are strongly emotionally attached and attitudinally loyal. They’ll go out of their way to locate a favored product or service, and they won’t accept substitutes.” These customers were found to average a 23 percent premium over typical customers in overall wallet share, profitability, revenue, and relationship growth.There’s real ROI to this emotional stuff!click
Wouldn’t we love to know how to tap into those emotions that create the deepest sense of loyalty? What are those triggers?click
When we actually dive deep and think about emotions, we tend to think about general words: happy, sad, love. But there are so many more – and we need to understand the positive and negative emotions & more importantly, how they combine and what the result of that combination is. When we understand the types of emotions we want to trigger and combine, it helps us as we think through the campaigns and messages we want to share and how we want to connect to our consumers and their communities…It’s not about replacing our current initiatives, it’s about layering our understanding of emotion ON TOP of what we do…EXAMPLES – show emotion combinationAcceptance + trust = admiration – in a professional setting, for conferences or business events, how valuable is it to understand that these emotions create connections beyond the booking?Distraction + surprise = amazement – have we ever wondered what emotional triggers a place like Disney might be tapping into?Serenity + joy = ecstasy – Any spa, retreats or nature resorts should be thinking about how these emotions play out across all touchpoints with their guests.click
Context is the first lesson we need to understand to create an emotional connection.Understand your consumer – where are they in their life. It’s no longer enough to know their postal code, age and demographic… You need to get to a granular level and start thinking about what is actually happening in their lives; think about how they like to travel. Build experiences that are relevant to them, to their context.click
Dove, for example, has really stepped outside the traditional business model putting a large focus right on its audience in a very emotional sense…If all you want to do is get units of soap, deodorant or shampoo off the shelves – you don’t really need to spend a ton time on people’s self esteem, but Dove does – in a big way.With the real beauty campaign, Dove taps into emotions. Dove recognizes the context for women of all ages – their view on beauty and how they define it.If we go back to Plutchik’s wheel of emotion, we can see how Dove is tapping into their audience’s desire for acceptance, and leveraging the trust they have established in their brand… as such, they are in essence looking to change the definition of admiration – or rather, what it is we should admire.click
That’s all warm & fuzzy, but of course you want to know what the ROI is… It’s ok - everyone does and that’s fair, after all, we are in business… without bottom line dollars, there’s no business.But I assure you that creating emotional connections drive real results:click
Dove’s success with the “real beauty campaign” READ RESULTSSo, I’d say there was an ROI here… agree? But do you know what their goal was?click
That’s right – they’re goal was to redefine beauty… Not for Hollywood, but for real people. Not to talk about how to look like a movie star, but to be ok to look like you. To help people feel the best about themselves. For their consumers to feel their “beautiful best”.Dove created an online community of women sharing experiences, discussing issues and in the facilitating a community of Dove fans. The community and campaign continues today – and even 6 years after its inception, continues to have fans.Dove recognized their audience’s context.Dove developed relevant content based on what drives their audience.Dove achieve some pretty impressive ROIclick
Content is lesson #2.When you develop content, it has to be relevant to your audience’s context, and it also has to help them achieve whatever they are driven to achieve. Just like you, when your audience gains success in achieving their goals, they are happy. Happiness leads to some pretty awesome stuff – not only for your audience, but for you as a brand too. Dove was a great example of this.So, how can you best develop relevant content… sometimes a roadmap can helpclick
Now, the Canadian Tourism Commission has been pursuing a compelling body of research revealing 9 different traveler types. This is an excellent roadmap for the type of content: tourism product required to cater to these travellers.click
Each of these traveller types comes with its own set of characteristics, and there are great examples of how each operates when travelling, what they are looking for and even the kind of destination within Canada that would be built for them.My EQ – or explorer quotient – is the cultural explorer CLICKclick
So, I’ve been given a definition of character, personality traits and so on. This is a goldmine for tourism operators. clickAnd, I also get some proposed experiences I may want to try in Canada.As one of these operators, you may want to get to know my context better and now, you’ve got the content roadmap, the context understanding and the emotional overlay to deeply connect with me.click
A word of caution with all these formulas and opportunity to tap into emotions and context… today’s consumer is incredibly connected – digitally. A bad experience doesn’t wait until the trip is over to be shared with the neighbour over the fence. A bad experience is often captured on video or in pictures, and then shared via social platforms to thousands. In some instances, you just can’t please everyone, we know this. But if you create experiences and messages to tap into emotions, make sure your brand delivers. Failing emotional expectations is not something that gets swept under the rug…And, that’s why caring is so critical. These are your guests. These are people who are investing in your destination because they felt something that could be offered from you: a once in a lifetime opportunity, a quiet family getaway, a honeymoon… Remember those emotions.click
And so, the3rd & last lesson for this session: CAREFolks – you can have the best research and insight teams to provide you with the most crystal clear context in your audience’s world.You can understand what drives your audience, and create the most relevant, dynamic and engaging content.But let’s face it, if at the end of the day, you don’t genuinely care – about your audience, your employees, your brands and yourself – you won’t have that little extra that makes all the difference.Your assets, your marketing message, even your processes – those can all be replicated, copied. But caring… that’s where the real USP lives. In the humanity of your brand. WHO is your brand?It’s this lesson that takes you from creating a good experience to creating a GREAT experience. And that’s what confirms for your audience that you are the brand they should be loyal to…click
Caring comes from authenticity… When you make brand promises that can’t be kept, it becomes the reputation, the deceit becomes the brand. And as “fluffy” as this sounds, it comes back to the fact that people want to do business with people. They trust people… and when they don’t – they won’t do business with people.If we can easily see this with the people who surround us: friends, co-workers, acquaintances; why would we think that people aren’t also thinking in this way as they interact with an entity that takes money from them? So, bring the humanity, the authenticity into your brand.Let me share a story…click
I’d like to introduce you to my sons… Lex is the oldest, Sam, the youngest. They like roadtrips, playing on hiking trails and swimming. When we adopted Lex, we were faced, pretty quickly with the incredible difficulty in finding a good hotel we could stay at – be welcomed at – with a dog. Not any dog… Lex is a Rottie/Shepherd mix and now weighs over 100lbs!We love to travel! And we were determined to find a way to continue doing that WITHOUT boarding our boys. (If anyone has pets, you understand that pets become a part of the family.) We love exploring the Muskokas… But the number of hotels in the Muskokas that allow pets, of any weight, are hard to come by. And then, there it was…click
The Marriott Residence Inn – a brand, incidentally, we had never experienced before – in Gravenhurst on the wharf. A very nice, very nicely located hotel. Sure, there’s a pet fee, but most hotels have one. But where the Residence Inn stood out was on a couple of points:Mary, the hotel manager-on-duty came around from the other side of the reception desk to welcome our pups. She knelt right down to pet them!We were offered pet treats and toys (and bowls!)And then there’s this little magnet you put on your door. Naturally, this is of importance for housekeeping, but it is done in a way that is not intrusive and rather makes you feel pretty special.They also always accommodate us on the first floor – naturally without ever guaranteeing – which shows us, as guests, that they understand that pets need to have quick access to the outdoors.We fell in love with the service and the hotel, that we’ve dubbed this hotel our “cottage”. To add, we’ve grown to explore the brand and what we’ve come to discover is that there is a real understanding across the Marriott brand – in those locations where pets are accepted – of the importance of pets as members of the family. Guests are welcomed, they are accepted, and they are not put into “special rooms”.An amazing connection, based on context and through the delivery of relevant content – product components: pet amenities.click