Will targeting consumers using emotions work?

Research has established that all decisions are emotional.  But the way that we select targets mostly isn't.  We look at demographics because they are easily accessible and we favor information that is easy to find.  But research suggests that demographics are only 6% predictive of purchase.  Makes sense since demographics do not capture emotions.  (Mandese, 2018)

Knowing this, marketers have added psychographics and behavioral data to their target market descriptions, but have lacked a good way to truly integrate this data into their decision-making with regard to marketing strategy and tactics.

So, I was thrilled to see a new company has been launched that focuses on these criteria, or as Emoto calls it - character.

Unfortunately the case studies on their website do not appear to be working. (Ah hum)  But they shared two examples with mediapost.  One for Hearts on Fire , a diamond jewelry maker, partnered with Experian's Simmons division to optimize an existing online campaign resulting in a 4x improvement in click-through rates.

The other example, which is perhaps more intriguing, was the identification for American Express of C-suite execs as having three key personality traits - "perspective, curiosity and love of learning."  This led them away from a traditional approach toward media selection - which would have involved golf, leisure or travel media, toward distribution of an article about the next big thing.  While results are confidential the fact that the companies are continuing to work together says everything we need to know.

On their website Emoto offers a sample test.  All you need to do is plug in a URL or text from an ad and they will give you an analysis. 

https://www.emoto.ai/

I'd like you to check it out with the ad of your choice and share your results.  Then let us know what you think.  Is this useful information?  How might the company use it to either adapt their current effort or strike out in a new direction?

Mandese, J. (2018, October 1)  Character Finds Role On Madison Avenue: Why 'Traits' Are The Next New Thing.  mediapost.com.  Retrieved September 30, 2018, from https://www.mediapost.com/publications/article/324094/character-finds-role-on-madison-avenue-why-trait.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=111160&hashid=uqqx0UvOI-Dz9SmOVzBACoNyK8k

Will state names work as well for Budweiser as people's names do for Coke?

I saw a commercial the other day for this summer's "Share a Coke" promotion featuring people's names on bottles and cans.  The successful promotion, now in its fourth year has been expanded to include some popular last names and larger sizes, in the hopes of capturing the family vacation crowd.  Interesting idea. (Lukovitz, 2017)

Meanwhile, this week Budweiser unveiled 11 different cans and bottles with names of the states where they have breweries.  It's part of their "Proudly Brewed Across America" campaign, which is now in its second year.  Country music star Thomas Rhett is featured in the effort, as is user-generated content.  (Lukovitz, 2017)
 

It will be interesting to see if creating limited editions will continue to be a successful strategy for these brands.  Since the custom names give people the opportunity to form tribes and bond with each other.  I'm betting they will.

Lukovitz, K. (2017, April 18)  This Summer's 'Share A Coke' Promo Includes Last names.  mediapost.com.  Retrieved June 7, 2017, from

https://www.mediapost.com/publications/article/299361/this-summers-share-a-coke-promo-includes-last-n.html

Lukovitz, K. (2017, June 7)  New Bud Packaging Features names of States With Its Breweries. mediapost.com.  retrieved Jun 7, 2017, from

https://www.mediapost.com/publications/article/303948/new-bud-packaging-features-names-of-states-with-it.html?edition=104101

Beam me up Enterprise!

Partnering with summer blockbusters is a yearly thing and this year Enterprise Rent-A-Car is taking the lead with EnterpriseBeamsYouUp.com (if only).  Sweepstakes prizes include tickets to private screenings and a trip for two to the premier of Star Trek Beyond.

Airport shuttle buses in NYC and Philly will be wrapped with images of the U.S.S. Enterprise and the phrase: "Until We Can Beam You Up, We'll Pick You Up."  And they created a mockumentary video with new vehicles available for rent. (Gazdik, 2016)

Wow.  What a great fit.  And since I had pretty much forgotten that Enterprise Rent-A-Car existed, probably a business building idea as well. 

Gazdik, T. (2016, June 15)  Enterprise Rent-A-Car Teams With 'Star Trek."  mediapost.com.  Retrieved June 18, 2016, from http://www.mediapost.com/publications/article/278196/enterprise-rent-a-car-teams-with-star-trek.html?utm_source=newsletter&utm_medium=email&utm_content=mostread&utm_campaign=93932

Brazil Bans Advertising To Kids Under 12. Should the US follow their lead?

Earlier this month The Brazilian Ministry of Human Rights banned advertising to children under 12 and imposed restrictions on campaigns aimed at 12 - 18 year olds.

Not surprisingly, the narrow list of exceptions includes educating children about good nutrition, safety, education, and health. (Jaffe, 2014)

So what do you think?  Is this a good idea?  Should the U.S. do the same?

Jaffe, J. (2014, April 15)  The End Of Advertising.  mediapost.com.  Retrieved April 17, 2014, from

http://www.mediapost.com/publications/article/223665/the-end-of-advertising.html

Free Socks Anyone?

At $15 a pair Thorlos are not your typical socks.  Not surprisingly, Jeff Lawson, Director of Marketing, admits it's hard to convey, in ads, how comfortable their padded socks are.  So what's a marketer to do?  Thorlo thinks the answer is sampling. 

While the socks limit the number and size of sports related blisters, making them popular with athletes, the company sees their biggest opportunity in Adults 50+ who are experiencing aging related foot pain. 

The giveaway, which requires people to pay their own shipping and handling, is being made via email and social media has generated a 40% lift in the first week.  But of course the ultimate goal is to create loyal customers and increase their share of the sock drawer. (Mahoney, 2014)

So, have you ordered your free pair yet?  Will you?

Mahoney, S. (2014, April 11) Free Socks?  For Thorlos, Sampling Beats Advertising.  mediapost.com.  Retrieved April 11, 2014, from http://www.mediapost.com/publications/article/223421/free-socks-for-thorlos-sampling-beats-advertisin.html?edition=71748

Say good bye to the line between advertising and content.

7/1/10

Back in the day, advertisers who sought to align their creative more closely with content were told that advertising and content were “church and state,” and the two would not be allowed to meld. Boy have things changed. Thanks in part to research that shows both recall and purchase intent are increased when ads are placed “in context,” collaboration is now being encouraged.

Case in point, as HBO’s “Entourage” begins their seventh season, they have asked advertisers, particularly those in the first position in the pod to align their creative with the show by relating their ads to specific scenes and storylines.

So much for editorial integrity. But does it really matter?

Friedman, W. (2010, June 28). WGN Pushes Ad Messages With ‘Entourage in Context’. mediapost.com. Retrieved June 30, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=131011&nid=115968