There has never been more need ormarketers to unleash the emotionalpower o their brands. Marketingsameness, media ragmentationand conusing choices call orinspirational emotional experiencesto engage consumers and createrevenue growth.
Reproduced with permission o Advertising Age. Edited by Jennier Rooney.Unleash emotions or business growthThe YellowPaper Series01
Emotional experiences aredistinguishing leaders rom ever morelook-alike, seem-alike, eel-alike anddo-alike brands. What is the dierencebetween an
i they unctionally play the sameamount o music with equal portability?The distinction is the emotionallyinspiring elegance, hipness andsimplicity
ans pay a premiumto have.
Experiential marketers who unleash theirbrands emotional appeal create a virtuouscycle o marketing engagement. Consumersreturn loyalty to brands that engage themin habit-orming emotionally satisyingexperiences. The top 20% o
customer base averages 16 visits a monthuelled by a passion or coee experiences.While emotionally appealing brandexperiences can open up new categoriesand create growth, they also can resurrectmarkets once surrendered to thehistory books.
Cirque de Soleil
is redening a tired, decliningentertainment category into a multi-milliondollar business noted or double-digit growth,high margins and loyal customers.
combines a unique collection o intangible experiences provoking excitement,wonder and countless repeat bookingsat hundreds o dollars a ticket. Setting theCirque experience apart rom
isan elaborately transormed experience o theatrical, ashionable and sexy perormancespectacles evoking an array o inspiring,unorgettable and inimitable emotionswhich uniquely engage the
customer.Emotions play a signicant part in eventhe most hardnosed business decisions. A decision to list with NYSE as opposed tothe FTSE, Hong Kong or Frankurt is neverbased purely on cost. The NYSE brandengages emotions associated with prestige,power, respect and credibility, careullyorchestrated to echo through all possiblecontrollable experiences o the brand. And, o course, emotionally engagedconsumers can build incredible value.
paid hundreds o millionsor
which is anchored byuser enjoyment o the social experience.By aggregating strangers into communitieso mutual yet diverse interests
leverages its emotional pulling power intoa antastic new marketing aperture.Retired baby boomers ondly relating backto icons o their youth are spending big sumsrecapturing those memories. In the U.S. anoriginal 70’s
that once costa ew thousand now etches hundreds o thousands.
are all re-releasing their most memorable muscle carso the 60’s and 70’s and there is still plenty o opportunity or marketers to tap into theseemotions and repeat the success o