As a marketing professional I'm always in awe of brands who wow me with their marketing. I love the way that brands help me feel an emotion I want to feel, and deliver it in a way that reminds me to believe in the person I've always wanted to be. Some of my favorites are Harley Davidson, Apple and this one from Protcter&Gamble. I see their marketing and nod a little and internally saying, "yep that's me". I'm also bombarded daily by brands who only know how to preach/shout their products at me. Those are the brands that have it backwards and put Sales before Marketing.
So what is Marketing?
Marketing is more than just selling and advertising. It's how you attract and keep customers over time. It's the process of communicating the value of a product or service and solving a customer's problems. Selling is just converting products into money where as marketing is converting customers needs and wants into products. Marketing practice tends to be seen as a creative industry, which includes advertising, distribution and selling. It is also concerned with anticipating the customers' future needs and wants, which are often discovered through market research.
I was taught how to write a marketing strategy that delivers ROI, and how to wow the decision maker with tactics and details. A marketing plan is important (even vital), but there is something most plans lack. It's Emotion. Emotional Marketing is messaging that builds your ego. It makes you feel smarter, bolder, more sophisticated, or just about any other emotion that is fundamental to your self-esteem. By making you feel better about yourself, the brand transcends mere product status and becomes a friend. Find this for your customers and they will flock to you!
Five keys to Emotional Marketing
1) Tell compelling stories. Dare people to dream.
2) Help solve problems. Become their hero.
3) You are not alone. Let's partner and go together.
4) Yes that's Normal. Build a tribe.
5) Laugh at yourself. Emotion is the key.
"People will forget what you said. Forget what you did. But they will never forget how you made them feel." -Maya Angelou. There are no rules to these five keys it’s so awesome! Truly creating and delivering something valuable that people can feel each time will never get boring. But it takes a brave company/individual to put your heart out there. Some will love it, and others won't but your products are not for everyone now are they? What does your brand want to scream from the rooftops? What is your audience looking for and how do you surprise and delight them?