Tag Archives: Marketing Messages

Make an Emotional Connection with Your Customer

17 Oct

By Susan Lowe

Recently, I received an email from Larry Baer, the President and COO of the World Champion San Francisco Giants.  Ok, the email also went out to millions of other Giants fans but, it felt personal.

Larry Baer’s letter was heartfelt.  It reached out and grabbed at my emotions. As I read, I felt the incredible excitement of last year’s season and the World Series Championship win – the anticipation of doing it again this year -Saturday afternoons watching the Giants play at one of the most beautiful major league baseball parks. And I felt the disappointment of this year’s season that started with Buster Posey’s horrible injury.

The letter connected on an emotional level and brought Giants Fans together one last time this season. It is an example of great marketing that reinforces the Giants brand and fan loyalty. This was a season ending that didn’t meet expectations making it all the more important to reach out to the fans on a deeper emotional level.  In the book, The Marketing Power of Emotion, the author, Nicholas J. O’Shaughnessy states “Emotion is the adhesive that, when mixed with trust, equals loyalty.”  In his letter to the fans, Larry Baer provided that adhesive.

The take-away here is find ways to connect with your customers’ emotions.  Brand loyalty is more than providing great products or services at the right price.  There are almost always emotional factors in a buyer’s decision. You need to determine what emotions you want your product or service  to evoke with your customers and then incorporate these into your branding strategy and messaging.

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