Tis' the day after the Super Bowl and what a game it was. I must say that Sara Grace and I were excited with the action and the outcome. It was such a good game that I imagine everyone was talking about it in your office this morning. Perhaps even the non-football fans even mentioned the game above the commercials that they often tune in for. We like to watch it for both and I have to say I admired a few of the commercials and here is why:
The companies revealed a message of emotional content that makes them more valuable to today's consumer. You know that our world of commerce is one in which there is little differentiation between most products and services. With the speed information moves around the world, you realize that your new product or service can be easily duplicated as soon as someone else lays eyes or ears on it. How can one distinguish themselves from another? It is in the area of emotional value. Can we be attractive to our consumer based on the way we make them feel inside? This is the question the mega brands are answering and acting on with mega advertising campaigns.
Does your product or service deliver uplifting emotional value (of clean nature) to the customer? Do they feel like the world is a bit better when they experience your brand? If so, they will return to your address every time - at least until you fail to emotionally engage them on the day your competition romances them. Think about Starbucks. They built their behemoth based on providing an amazingly positive and uplifting experience for their customers and surely get away with charging an uber-premium for a product that has been around since the dark ages. I personally am the customer they are after - If one is nearby - I go every day after my lunch and I know the ones who provide the best experience. I enjoy my beverage, but I also get a mood lift.
As if the game last night did not have enough emotions involved - Doritos (Pepsico Brand) wins my award for the best emotionally valuable product. See the video below - Email subscribers click here
Items to Note:
1) They never once showed an actual Dorito.
2) They gave people a chance to display their talent and reach their dreams before the largest TV audience in the world and clearly stated that in their message.
3) They let you the viewer know how to get the song (collab with iTunes - very nice)
4) The name of the song was "message from your heart." and Kina Grannis is now in my iTunes.
This was remarkable marketing due to the emotional value - not the taste of the chip.
Ask your family and your friends to rate the emotional value of your product or service. If it does not touch them, it is not touching others. Your kids and friends will tell you. Others will only tell you by going to your competition.
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