Accelerating the Emotional Connection

Accelerating Emotional

ConnectionMeh… Like LOVE

Katie RiddleDirector, Content Strategy | Pace

[email protected]

@PaceComm • #CMWorld

AGENDA① The Power of Love② Who’s Doing it Well?③ I Want to Go to There


1 The Power of Love

@Pacecomm • #CMWorld

LOVE MAKES THE WORLD GO ‘ROUND① Your Brain on Love② Love & Attachment③ Love & Money


Reptile BrainLimbic SystemNeocortex

Your Brain on Love

We are wired for emotion.


Love & Attachment

Source: John Bowlby, The Origins Of A9achment, 1979


ATTACHMENT

PROXIMITY MAINTENANCE

SECURE BASE

SAFE HAVEN

SEPARATION DISTRESS

“…BRAND ATTACHMENT IS A RELATIVE MEASURE

OF THE EMOTIONAL CONNECTION BETWEEN

PEOPLE AND BRANDS…”JoAnn Sciarrino

Knight Chair in Digital Advertising and Marketing, UNC Chapel Hill


IMAGES


If people have an emotional connection with your brand, they are far more likely to buy your product.

Love & Money


Love & Money


2 Who’s Doing It Well?


BRANDS IN(SPIRING) LOVE① Southwest Airlines② Disney③ Lonely Planet④ What Do They Have in Common?


• The “Un” Airline• Personality• Heavy social media

Southwest Airlines


• Integrating storytelling content into user journey

• Inspiring blogger and social community to create content

• Continuing the experience throughout the year

Disney Resorts & Cruises


• Heavy inspiration/aspiration element in blog posts/images

• Pinterest/Vine

• Authenticity = emotional connections

• Credible experts

Lonely Planet


https://vine.co/lonelyplanet?mode=grid

• Talk to me like a person

• Inspire and entertain me

• Help me

What Do They Have in Common?


3 I Want to Go to There


SHIFTING FOCUS① Let Go of the Funnel② Put a Ring on It③ Meh Like LOVE


Let Go of the Funnel

Source: McKinsey & Company: The Consumer Decision Journey

Most Effective Marketing Spend


Put a Ring on It

The Loyalty LoopSource: McKinsey & Company


Let’s Stay Together


Travelers visit 22 sites over an average of 9.5

sessions prior to booking.

Think with Google


Best practices:• Humanize marketing consumers are people• Create an authentic and seamless brand-marketing ecosystem• Build meaningful, one-to-one relationships with people• Demonstrate value through one clear, noble purpose• Communicate in real time

Meh Like LOVE

Source: Sciarrino, JoAnn: Leveraging the virtuous circle of brand and the extended self.


• Have conversations

• Tell stories that make a connection

• Fess up and fix it when you make mistakes

• Show people you value them

Humanize Marketing


Humanize Marketing


• People don’t care about your silos

• Create consistent experiences

• Support and maximize the user journey

• Be where they are

Create a Smart Brand Marketing Ecosystem


Create a Smart Brand Marketing Ecosystem


• We know you

• Surprise and delight

• Help me

• Live your values

Build Meaningful One-to-one Relationships


Build Meaningful One-to-one Relationships


• Stick to your core

• Establish credibility in that area

• What’s the differentiator

Create Value under One Purpose


Create Value under One Purpose


• Support the user journey

• Address problems or events as they happen

Communicate in Real-time


Communicate in Real-time


4 Wait, What?


• Use authentic, storytelling content to form and maintain relationships

• Turn problems into wins

• Find moments to surprise and delight

• Focus on your area of expertise

• Leverage your audience to strengthen your story

Key Takeaways


• Content hubs + distribution• Branded Content• Third party• UGC

• Social media and mobile

• Leveraging data for personalizing content

Content Plays


KATIE RIDDLEDirector, Content StrategyPace


Accelerating the Emotional Connection

Marketing

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