ORC2013 emotional branding (slideshare)
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ORC2013 emotional branding (slideshare)
- 1. Emotional branding Judi Samuels judi.samuels@gmail.com @chieflemonhead
- 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
- 4. EMOTIONAL BRANDING Judi Samuels judi.samuels@gmail.com @chieflemonhead
- 5. Traveling is not about things, it’s about discovering places that have meaning & meeting the people that shape those places
- 6. A destination without people somewhat loses its appeal… despite the mystery.
- 7. But adding even one person connects you closer to the brand, to the culture… to the people who transform a place into a country, a city.
- 8. Who are these destinations?
- 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!
- 12. Emotions Loyalty
- 13. Brand loyalty is more than simply repurchasing. It is defined by the consumer’s willingness to repurchase, evangelize and defend a brand
- 14. These 2 brands have such fervent loyal fans that communities are built around the brand… not just about a topic.
- 15. Why does it matter?
- 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
- 20. Dove connects its brand to their audience’s view of self-esteem…
- 21. roi
- 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!
- 29. lesson #3 care
- 30. To be yourself in a world that is constantly trying to make you something else is the greatest accomplishment Ralph Waldo Emerson
- 32. Gravenhurst: No weight restrictions. Mary, the MOD greets your pets & understands the family connection!
- 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.
- 35. EMOTIONAL BRANDING Judi Samuels judi.samuels@gmail.com @chieflemonhead
Editor's Notes
- HOLD SLIDE AS PEOPLE COME INTO SESSION
- 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
- That’s what this session is about.click