mnsearch summit - session - adria saracino - how to align your marketing with customer emotions
DESCRIPTION
What causes customers to “like” a piece of content? What motivates them to go with one product over another? And why do they decide to either cut off a brand after purchase or become a brand advocate? These are all questions Adria will answer as she takes you through the role emotions can play in marketing. You’ll walk away knowing what type of marketing resonates best throughout the sales funnel and have a better understanding of what customers really want from brands.TRANSCRIPT
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HOW TO ALIGN YOUR MARKETING
WITH CUSTOMER EMOTIONS
ADRIA SARACINO
![Page 4: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/4.jpg)
@adriasaracino#MNSummitSource
GUT REACTIONS ARE FORMED IN
3 SECONDS OR LESS
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@adriasaracino#MNSummit
LOGICAL MINDEMOTIONAL
MIND
WISE MIND
Source
![Page 6: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/6.jpg)
@adriasaracino#MNSummit
LOGICAL MIND
EMOTIONAL MIND
WISE MIND
Source
![Page 7: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/7.jpg)
@adriasaracino#MNSummitSource
WE FEEL MORE THAN WE THINK
![Page 8: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/8.jpg)
@adriasaracino#MNSummitSource
![Page 9: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/9.jpg)
@adriasaracino#MNSummitSource
HAPPY SAD
ANGRY SCARED
![Page 10: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/10.jpg)
@adriasaracino#MNSummitSource
HAPPY SAD
ANGRY SCARED
![Page 11: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/11.jpg)
@adriasaracino#MNSummit
WE’RE ALL FOMO MOFOs
![Page 12: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/12.jpg)
CONSUMER BEHAVIOR
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@adriasaracino#MNSummit
“ For most people, the fear of losing $100 is more intense than the hope of gaining $150.
”- Daniel Kahneman, Nobel Prize-winning psychologist
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@adriasaracino#MNSummit
love
hate
low investment high investmentTHE CONSUMPTION MATRIX
![Page 15: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/15.jpg)
@adriasaracino#MNSummit
love
hate
low investment
camera
cable
clothes
car maintenance
furniture
hair products
high investmentTHE CONSUMPTION MATRIX
![Page 16: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/16.jpg)
KNOW YOUR MATRIX POSITION
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KNOW YOUR BUYER’S CYCLE
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@adriasaracino#MNSummit
PLAY LOOK
BUYSTAY
trigger
consideradvocate
retain
![Page 19: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/19.jpg)
HOW TO ALIGN WITH CONSUMERS
WHILE THEY ARE AT PLAY
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@adriasaracino#MNSummit
PLAY LOOK
BUYSTAY
trigger
consideradvocate
retain
How do we get consumers to discover our brand?
![Page 21: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/21.jpg)
DETERMINE WHERE THEY HANG
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@adriasaracino#MNSummit
1. ASK FOR A CUSTOMER LIST
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@adriasaracino#MNSummit
4. FIND INFLUENTIAL CUSTOMERS
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@adriasaracino#MNSummit
5. USE SOCIAL ANALYTICS TOOLS
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@adriasaracino#MNSummit
FREAKONOMICS, MARKETINGLAND, HBR, & FIVETHIRTYEIGHT
Source
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@adriasaracino#MNSummitSource, SEO for Excel plugin
0
20
40
60
80 TOP 10 MOST SHARED DOMAINS
TWEET ARCHIVIST + EXCEL PLUGIN
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GET THEM TO SHARE YOUR STUFF
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@adriasaracino#MNSummitSource
WHY DO PEOPLE SHARE?
FEEL INVOLVED
SUPPORT CAUSES
EDUCATE OTHERS
NOURISH BONDS DEFINE ONESELF
![Page 32: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/32.jpg)
@adriasaracino#MNSummitSource
WHY DO PEOPLE SHARE?
FEEL INVOLVED
SUPPORT CAUSES
EDUCATE OTHERS
NOURISH BONDS DEFINE ONESELF
![Page 33: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/33.jpg)
@adriasaracino#MNSummitSource
SHARING CONTENT HAS BECOME
A FORM OF GIFT GIVING
![Page 34: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/34.jpg)
@adriasaracino#MNSummitSource
WE GIVE GIFTS THAT
COMMUNICATE OUR IDENTITY
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@adriasaracino#MNSummitSource
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LONG-FORM CONTENT
@adriasaracino#MNSummitSource
WHAT DO PEOPLE SHARE?
POSITIVE MESSAGES
CONTENT THAT EXCITES PHYSIOLOGICALLY
![Page 37: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/37.jpg)
@adriasaracino#MNSummit
WE LIKE SPREADING CHEER
Source
![Page 38: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/38.jpg)
@adriasaracino#MNSummit
AND LOOKING REALLY SMART
Source
![Page 39: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/39.jpg)
@adriasaracino#MNSummitSource
BUT EXCITABILITY TRUMPS
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Source, Paddy Power’s original article@adriasaracino
#MNSummit
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CAVEATS & WARNINGS
@adriasaracino#MNSummit
Only incite emotions that align with your brand
Make your content skimmable; and change it up!
Don’t underestimate the value of trust & reputation
![Page 42: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/42.jpg)
HOW TO ALIGN WITH CONSUMERS
WHILE THEY LOOK FOR SOLUTIONS
![Page 43: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/43.jpg)
@adriasaracino#MNSummit
PLAY LOOK
BUYSTAY
trigger
consideradvocate
retain
How do we get consumers to find us when they are searching for a solution?
![Page 44: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/44.jpg)
@adriasaracino#MNSummit
WORD OF MOUTH
SOCIAL MEDIA
EXPERT ADVICE
BRAND WEBSITE
MEMORYSALES STAFF
FORUMSUSER
REVIEWS
![Page 45: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/45.jpg)
@adriasaracino#MNSummitSource
EXPERT ADVICE
USER REVIEWS
BRANDWEBSITE
WORD OF MOUTH
MEMORY
SALES STAFF
SOCIAL MEDIA
FORUM
“ 50% say they wouldn’t trust a product’s branded website for an unbiased assessment
![Page 46: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/46.jpg)
@adriasaracino#MNSummitSource
BRAND WEBSITE
EXPERT ADVICE
USER REVIEWS
WORD OF MOUTH
MEMORY
SALES STAFF
SOCIAL MEDIA
FORUM
“ 50% say they wouldn’t trust a product’s branded website for an unbiased assessment
![Page 47: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/47.jpg)
@adriasaracino#MNSummitSource
USER REVIEWS
EXPERT ADVICE
BRANDWEBSITE
WORD OF MOUTH
MEMORY
SALES STAFF
SOCIAL MEDIA
FORUM
“ 61% say they’re less likely to trust reviews paid for by the company selling the product
![Page 48: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/48.jpg)
IDENTIFY THEIR QUESTIONS
![Page 49: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/49.jpg)
@adriasaracino#MNSummit
ASK THE SALES & SUPPORT TEAMS
![Page 50: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/50.jpg)
@adriasaracino#MNSummit
COLLECT LIVE CHAT LOGS
![Page 51: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/51.jpg)
@adriasaracino#MNSummitSource
USE INTERNAL SITE SEARCH DATA
![Page 52: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/52.jpg)
@adriasaracino#MNSummit
INTERVIEW YOUR CUSTOMERS
![Page 53: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/53.jpg)
@adriasaracino#MNSummit
USERTESTING.COM
![Page 54: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/54.jpg)
HOW TO ALIGN WITH CONSUMERS
WHEN THEY ARE READY TO BUY
![Page 55: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/55.jpg)
@adriasaracino#MNSummit
PLAY LOOK
BUYSTAY
trigger
consideradvocate
retain
How do we get consumers to purchase?
![Page 56: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/56.jpg)
MAKE IT EASY TO CONVERT
![Page 57: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/57.jpg)
@adriasaracino#MNSummitSource
product knowledge
anxi
ety
thre
sho
ldmost likely to get overwhelmed
ANALYSIS PARALYSIS
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@adriasaracino#MNSummitSource, Decision Simplicity Index quiz
DECISION SIMPLICITY INDEX
COMPARISON
NAVIGATION TRUST
![Page 59: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/59.jpg)
@adriasaracino#MNSummitSource
“ Brands that scored in the top quarter were 86% more likely to be purchased by the consumers considering them. They were 9% more likely to repurchase and 115% more likely to be recommended to others.”- Patrick Spenner & Karen Freeman, management consultants at
Corporate Executive Board and authors of study
![Page 61: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/61.jpg)
@adriasaracino#MNSummitSource , Image Source
![Page 62: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/62.jpg)
HOW TO ALIGN WITH CONSUMERS
AND MAKE THEM WANT TO STAY
![Page 63: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/63.jpg)
@adriasaracino#MNSummit
PLAY LOOK
BUYSTAY
trigger
consideradvocate
retain
How do we get consumers to join our community?
![Page 64: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/64.jpg)
EASE BUYERS’ REMORSE
![Page 65: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/65.jpg)
MORE CHOICE = MORE REGRET
@adriasaracino#MNSummitSource
![Page 66: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/66.jpg)
@adriasaracino#MNSummitSource, Stat Source
78% OPEN ORDER CONFIRMATIONS
![Page 67: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/67.jpg)
WAYS TO EASE REMORSE
@adriasaracino#MNSummit
Connect them with customers with similar purchase
Suggest creative uses for products they purchased
Exclusive discounts or events
Anticipate questions
![Page 68: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/68.jpg)
HOW TO ALIGN WITH CONSUMERS
AND TURN THEM INTO ADVOCATES
![Page 69: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/69.jpg)
@adriasaracino#MNSummit
PLAY LOOK
BUYSTAY
trigger
consideradvocate
retain
How do we turn our community members into loyalists, advocates, and repeat purchasers?
![Page 70: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/70.jpg)
@adriasaracino#MNSummit
love
hate
low investment high investmentTHE CONSUMPTION MATRIX
![Page 71: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/71.jpg)
@adriasaracino#MNSummit
love
hate
low investment
camera
cable
clothes
car maintenance
furniture
hair products
high investmentTHE CONSUMPTION MATRIX
![Page 72: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/72.jpg)
@adriasaracino#MNSummit
love
hate
low investment
camera
My Cable Provider
J.Crew
car maintenance
West Elm
hair products
high investmentTHE CONSUMPTION MATRIX
![Page 73: MnSearch Summit - Session - Adria Saracino - How To Align Your Marketing With Customer Emotions](https://reader035.vdocuments.net/reader035/viewer/2022081414/54b43da24a79598e018b45a7/html5/thumbnails/73.jpg)
@adriasaracino#MNSummit
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@adriasaracino#MNSummit
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@adriasaracino#MNSummit
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@adriasaracino#MNSummit
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@adriasaracino#MNSummit
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@adriasaracino#MNSummit
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@adriasaracino#MNSummit
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“ Most people wouldn’t care if 73% of the world’s brands disappeared tomorrow. ”- Havas Media study on meaningful brands
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@adriasaracino#MNSummit
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THE TOP BRANDS OUTPERFORM
THE MARKET BY 120%
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PLAY LOOK
BUYSTAY
trigger
consideradvocate
retain
1. Product
2. Customer service
3. Brand values
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CREATE A GOOD PRODUCT
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“ If you have a shit product, you will fail. ”- Said me, just now
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GIVE GREAT CUSTOMER SERVICE
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@adriasaracino#MNSummitSource, Photo
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RECIPROSITY
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STAND FOR SOMETHING
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QUESTIONS TO ASK
@adriasaracino#MNSummit
What problem is your brand trying to solve?
Besides making money, what defines success?
What words do employees use to describe the brand?
Why do you get up to go to work everyday?
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DEVELOP A BRAND EXPERIENCE
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“Brand behavior and brand touch is more important than brand voice. Amex can say they are all about small business, but there wasn’t much reason to believe until they launched Small Business Saturday. ”- Kelly O’Keefe, professor of brand management
at Virginia Commonwealth University
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RALLY YOUR COMMUNITY
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Source@adriasaracino
#MNSummit
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Source@adriasaracino
#MNSummit
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MORE WAYS TO RALLY ‘EM
@adriasaracino#MNSummit
Gamify the experience once they’ve joined
Sign-ups for market research in exchange for perks
User generated content
Reward programs
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EMO MARKETING CHECKLIST
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SUMMARY CHECKLIST
@adriasaracino#MNSummit
We feel before think; make content that triggers (+) emotions
Know your customers’ consumption matrices & questions
We’re FOMO MOFOs; don’t give too much choice & K.I.S.S.
Develop a good product, customer service & brand experience
Ease buyers remorse; utilize those emails!
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THANK YOU
ADRIA SARACINO
All imagery where not noted courtesy of Shutterstock