The 3 pillars of Emotional Marketing
Posted: Mon Dec 23, 2024 10:39 am
First of all, Gemma invites us to ask ourselves questions, to question everything we know, since that is what will allow us to move forward. And, with humility, to answer all those questions she poses to us.
1. The brand
A brand is much more than a logo . It is a philosophy of life. In fact, what consumers buy are no longer products or services, they buy values and they identify with those values.
Therefore, we need to question what these values are and define them very well. We will also have to question what we are doing to transmit these values, ask ourselves what channels or formats we are using to ensure that they reach our users.
Emotional and Experiential Marketing - Gemma Fillol
**Tip : Define 3 values and include them in every communication you make, regardless of the format: your website, on your networks... Adding your values to all your communications helps make your brand memorable.
Example: Greentom
Their differential value (“Eco”) is present in most of their publications and they communicate it in many ways: packaging, the product itself… This makes the user/client feel that they are part of the brand, it connects them with it and excites them.
How to get your brand to convey your unique values and reach your audience: With CREATIVITY.
[Tweet «All your communications should be imbued with your brand values. @gemmafillol»]
2. Marketing, pure and simple
Gemma advocates for a marketing connected to pleasure vs. marketing mobile phone number database connected to pain. Why? Because sales scare people away.
If the user senses that you are going to sell to them, they run away. They get scared and will put on the brakes. That is why, according to Gemma, adding more “pain” is not constructive.
If we love our clients and our brand, we must stop “doing harm” and to do so we must seek to generate other emotions that can work very well.
An ideal emotion when working is curiosity . And curiosity involves the whole internal process that I don't see in a brand:
the creative process
the environment
the family…
Furthermore, curiosity is closely linked to a part of marketing that is on everyone's lips: influence and storytelling .
If we can get the client hooked and committed to my story through this emotion, I will be achieving that goal so desired by many of us who do marketing: engagement.
As Gemma says, good marketing shouldn't hurt, it should inspire.
1. The brand
A brand is much more than a logo . It is a philosophy of life. In fact, what consumers buy are no longer products or services, they buy values and they identify with those values.
Therefore, we need to question what these values are and define them very well. We will also have to question what we are doing to transmit these values, ask ourselves what channels or formats we are using to ensure that they reach our users.
Emotional and Experiential Marketing - Gemma Fillol
**Tip : Define 3 values and include them in every communication you make, regardless of the format: your website, on your networks... Adding your values to all your communications helps make your brand memorable.
Example: Greentom
Their differential value (“Eco”) is present in most of their publications and they communicate it in many ways: packaging, the product itself… This makes the user/client feel that they are part of the brand, it connects them with it and excites them.
How to get your brand to convey your unique values and reach your audience: With CREATIVITY.
[Tweet «All your communications should be imbued with your brand values. @gemmafillol»]
2. Marketing, pure and simple
Gemma advocates for a marketing connected to pleasure vs. marketing mobile phone number database connected to pain. Why? Because sales scare people away.
If the user senses that you are going to sell to them, they run away. They get scared and will put on the brakes. That is why, according to Gemma, adding more “pain” is not constructive.
If we love our clients and our brand, we must stop “doing harm” and to do so we must seek to generate other emotions that can work very well.
An ideal emotion when working is curiosity . And curiosity involves the whole internal process that I don't see in a brand:
the creative process
the environment
the family…
Furthermore, curiosity is closely linked to a part of marketing that is on everyone's lips: influence and storytelling .
If we can get the client hooked and committed to my story through this emotion, I will be achieving that goal so desired by many of us who do marketing: engagement.
As Gemma says, good marketing shouldn't hurt, it should inspire.