Emotional marketing the key to winning customer hearts this valentine’s…

We all know how successful advertising campaigns like John Lewis’s ‘Monty the Penguin’ were last Christmas. They focus on emotional attachment with the consumer and are fronting a new trend of ‘emotional marketing’.


Emotional marketing is a term used within the marketing communication that refers to the practice of building business brands that appeal directly to a buyers emotional state, needs and aspirations.


View behind the scenes of John Lewis advert – #MontyThePenguin


However, many businesses simply don’t have £7M spare for a loveable computer animated penguin to help get in the hearts and minds of a chosen target audience to drive sales revenues.


NOTE: DON’T stop reading now!


The team at Blade Creative are a little more realistic and we have worked to outline four key features of ‘emotional marketing’ that any business can use to engage the hearts and minds of its target audience this valentines. Essentially we have documented how you can benefit from the power of emotion without a multi-national budget.


Here are four features that will help your business become an ‘emotional marketer’ for next to nothing.


1. Search for and use the emotional messages
Pay attention and learn what really moves your customers and clients. These probably won’t be in a product fact sheet or whitepaper. They’ll be in how customers talk about what your product helps them do.

Yes, you probably have very different objectives to John Lewis. And yes, you probably won’t have the luxury of telling a fairy story. But if you keep your customer perspectives in mind, you can create stronger connections that grow revenue. Just like John Lewis are doing with their mass audience.

2. Leave enough room for your customer
Peter Cross, communications director for John Lewis, said something really interesting about the campaign in his interview with PR Week:

“Less is more – that is what we have tried to do. The most important thing is the brand and people’s expectations of how the brand behaves. People don’t want it to be arrogant or overly-confident because that is not the personality of the brand. The strategy here is to let people make up their own minds.”

This idea is key for successful emotional marketing campaigns. Leave space for your customers in your campaigns, so they can project their own thoughts and feelings onto them. Nobody likes being told how they should feel.

3. Make everything you do social and mobile-friendly

You’ve connected with your customers. You’ve taken a ‘less is more’ approach. You have everything to lose… if you forget to be social and mobile-friendly.

As individuals we’ve completely changed our daily habits. And it’s all due to our smartphones, that keep us in constant contact with our social networks.

John Lewis are keenly aware of this. On YouTube the video is titled ‘John Lewis Christmas Advert 2014 – #MontyThePenguin‘. Easy to search for, easy to share. The Twitter hashtag might seem like a small detail, however it implies there’s a wider conversation on Twitter to join.

On a side note, try and have the best Twitter account names possible for your brand – @JohnLewis of Virginia has been very busy!

4. Use technology and digital platforms to deepen customer engagement and get personal
Seek opportunities to create a personal experience for customers by using inexpensive technology.

The John Lewis store on Oxford Street gives kids the chance to see their own cuddly toys wake up, jump to life and dance with them, courtesy of Monty’s Magical Toy Machine. Using 3D photography, 3D sensors and large-scale screens, John Lewis are able to create real magic moments for children.

At Blade Creative, we used forum, live chat and video innovative technology on Vanilla platforms to give Odin Technology customers a 24/7, anywhere, anytime interface for the global launch of ‘Automation Testing’ platform AXE, lifting the user experience and generating close to realtime, engagement.

Where could emotion take you? Get in touch and let us help you reach the hearts of your customers this valentine’s and beyond.


Imaging / Inspire / Influence

7 Trends to Consider for West Country Business Marketing in 2015

Blade Creative are here to help you prepare for success in an ever changing rural business landscape, below are our 7 chosen marketing trends we believe you and your business should look out for and plan around in 2015.

1. Consumers are the new influencers.

In 2014, the marketing landscape favored the companies and brands with the best content and marketing relinquished power to the storyteller and as a result, brands began acting more as publishers than actual companies. In 2015, the marketing landscape will once again take a dramatic shift: this time towards transparency. The consumer will become the new master, possessing the power and influence once granted to the storyteller.

2. Simple is the new smart.

Vertical silos – by geography, product or function – are so 2014. The endless arrangement of new vertical silos notorious to modern marketing companies is far too complex to succeed in 2015. Forward thinking marketers will bust down any and all vertical silos hindering their ability to work more closely with free-flowing ideas. The future of marketing is holistic. It requires an overarching view of your value propositions integrating messages and insights across business units, geographies and functional groups. To put it simply: simple is the new smart in 2015.

3. The marketing technologist is born.

There’s a difference between digital marketing and marketing in a digital world. In 2015, companies will succeed by adopting the latter – and who better to lead the way than the marketing technologist? The marketing technologist combines the DNA of a digital marketer and the technology acumen of a disruptive innovator. As integrated teams develop and apply marketing strategies the world has never seen before, the marketing technologist will integrate seamlessly with those teams and play a vital role.

4. Agile marketing breeds success.

What is agility marketing? It’s optimizing your campaigns for the elusive consumer with short-term thinking: the end product spawned by the rise of social media. It’s no secret that social media created a dramatic shift in campaign metrics. Today, marketers measure performance by the number of Facebook likes, Twitter Tweets, Google +1s and other immediate metrics. As big data climbs in 2015, so will faster adaption, shorter lead times and always-on, real-time marketing. The new focal point for marketing winners will be what happens over the next hour or so – not in the next month or quarter.

5. Marketing agencies rise to the occasion.

Creativity is the new currency of effective media placement. The strict and narrow media-facing recommendations of the past will give way to new consumer-facing campaigns. Strategically placed at the meeting point between technology and the consumer, more marketing agencies in 2015 will partner with clients than ever before. The intersection of big data and technology will push old school print and design only agencies aside, making room for the more modern maths-driven and technology driven digital agencies.

6. Personal campaigns surpass large global campaigns.

Technology has connected the world more than ever before. Today, personalization is transforming the way marketers approach global brands. As marketing becomes more regionalized, localized and individualized, companies will decentralize their structures in 2015. Personalization was once a marketing trend. As 2014 comes to an end, the now marketing tsunami will be here to stay, surpassing global campaigns across the board.

7. Internal communications top the priority list.

The lines between internal communications and marketing will continue to blur in 2015. Soon recognized as an important marketing asset, brands will transform internal communications into brand ambassadors on par with the overall vision and strategy for the company. Simply knowing the brand will fall by the wayside. Employees and vendors in 2015 will learn to understand and live the brand, opening the doors to exciting new challenges and marketing opportunities.

Contact Blade Creative today to see how we can help your business succeed in 2015…and beyond.