{"id":3540,"date":"2011-10-02T03:57:32","date_gmt":"2011-10-02T03:57:32","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=3540"},"modified":"2011-10-02T03:57:32","modified_gmt":"2011-10-02T03:57:32","slug":"emotional-marketing-brand-interactions","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2011\/10\/emotional-marketing-brand-interactions\/","title":{"rendered":"Emotional marketing: brand interactions"},"content":{"rendered":"

Over the past few days, I\u2019ve been working on a presentation I\u2019ll be sharing with some folks here in Toronto at the upcoming Social Media Masters<\/a> event. My focus: emotional marketing<\/strong>. We know that people seek to repeat activities that will make them feel positive emotions (happiness, calm, joy).<\/p>\n

Why is this important to marketers today? Because, quite frankly, we\u2019re not always great at creating experiences that generate positive emotions. Let\u2019s face it, the last time you bought toothpaste, how special<\/em> did you feel? Better yet, did you feel anything<\/em>?<\/p>\n

You want to be memorable<\/em>, to make someone feel<\/strong> something for your brand. So memorable, in fact, that your consumer should want a \u201csecond date\u201d. There are three potential outcomes for any interaction between your brand and your consumer:<\/p>\n

    \n
  1. A neutral experience<\/span>:<\/li>\n<\/ol>\n

    This is just general bad practice. Sure, you may be lucky enough to be in an industry like toothpaste where it\u2019s a basic necessity but you\u2019re still on a slippery slope. From a consumer\u2019s perspective, a neutral experience results in an I-could-take-it-or-leave-it<\/em> state of mind. These experiences are not too difficult to put together \u2013 the basic premise: don\u2019t screw up and have a reasonable or acceptable product or service.<\/p>\n

    \"\"<\/a><\/p>\n

    If all you want to do is compete on price, then knock yourself out!<\/p>\n

      \n
    1. A bad experience<\/span>:<\/li>\n<\/ol>\n

      OK, the word \u201cbad\u201d explains it all. When a consumer has a bad experience, as the rhetoric goes, he\/she will tell at least 10 people; that is, of course, if we lived in a time and place without twitter! But here\u2019s the thing: you CAN fix it.<\/p>\n

      \"\"<\/a><\/p>\n

      \n

      \n

      There is a belief that if you can rectify a bad experience, it is even MORE memorable than a good experience. Why? Because of the extreme emotions involved. When a person feels<\/strong> something \u2013 good or bad \u2013 the memories are always stronger than in a neutral experience. And if you can take negative emotions and transform<\/em> them into positive ones, you\u2019ve now tapped into two sets of (usually) strong emotions.<\/p>\n

      When you notice that someone has had a bad experience with your brand, don\u2019t panic \u2013 ACT! Own your brand; own the experience; and make it better. Look, we\u2019re all people – we know how we would like to be treated (see lessons you learned in kindergarten<\/a>), so make it right and you can earn points. Ignore it or only consider your brand\u2019s interest and you lose.<\/p>\n

      Your choice really.<\/p>\n

        \n
      1. A good experience<\/span>:<\/li>\n<\/ol>\n

        This one\u2019s easy right? A consumer (potential or existing) learns about your product\/service, buys it, uses it and loves it. Everything is perfect!<\/p>\n

        But like any good relationship, hard work is required. The brands that succeed in creating great experiences for their consumers are the ones that have sweat the details; the ones that genuinely care; the ones that do those little extras that make people take notice and feel<\/strong> something.<\/p>\n

        To do this right, think of your relationship with your consumer the way you would any other relationship in your life.<\/p>\n

        It\u2019s never difficult to think<\/em> about the right thing, but do you have the courage to actually do it? Creating great experiences is not about the thought \u2013 it\u2019s about taking action<\/strong>.<\/p>\n

        Independently of the perception that Kia has in the market, for example, here is a company that demonstrates true compassion. Their action changed a family\u2019s life<\/a>, and changed people\u2019s perceptions of their brand\u2026 or at least, it did mine. (You\u2019ll thank me for the tissues.)<\/p>\n

        \"\"<\/a><\/p>\n

        \n

        Does your brand create great experiences?<\/p>\n

        Judi Samuels<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

        Over the past few days, I\u2019ve been working on a presentation I\u2019ll be sharing with some folks here in Toronto at the upcoming Social Media Masters event. My focus: emotional marketing. We know that people seek to repeat activities that will make them feel positive emotions (happiness, calm, joy). Why is this important to marketers … Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,688],"tags":[],"class_list":["post-3540","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-judisamuels"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/3540","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=3540"}],"version-history":[{"count":5,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/3540\/revisions"}],"predecessor-version":[{"id":3549,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/3540\/revisions\/3549"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=3540"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=3540"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=3540"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}