The Emotional Factor
Think back to when you grew up. Your favorite place to eat because that is where your father took you as a child. The smell of a certain laundry that your grandmother used. The place your mom took you to purchase your school clothes. These are all emotional factors that hold dear to you. You associate yourself with that brand. I’ll provide you with a personal example to further emphasize my thought process.
When I was younger, I remember seeing all the commercials from Coca-Cola. I remember the commercials especially during the holidays of Santa showing up in a home and the parents and child leaving a bottle of Coke for him and in the morning of course the bottle was empty. I also associate that with a serving tray my mother used for every Christmas of an artistic illustration of Santa by the fireplace reading a note from the children. These two emotions were formulated early in my life. Now while I am not a consistent consumer of soda, when I do have one, I can assure you it is a Coca-Cola product. What Coca-Cola was attempting to do and did successfully with me, was create an emotion. An emotion that was positive. An emotion of family. An emotion of nostalgia, after all isn’t that “why” Facebook is so successful? They thrive off your emotion of childhood friends & family with photos and re-connecting, so much so they released “Timeline”. If you are not familiar with “Timeline”, in essence it is an updated version to how you view your friend’s profiles and how you monitor your own. It streams through different moments in your life from present back to your birth. They are creating a lifetime profile of you, all available with photos and comments. As humans we thrive on our feelings. We go to places that make us feel good. We go to places that inspire and yes even sometimes we go to the places that bring us sadness. It is all part of our human DNA, this is where Facebook, while only an internet page, it is fast becoming your very own online journal. It aggregates the information you provide in your profile into a well done “timeline”. As Timeline has been introduced I’ve noticed more photos, more moments, more emotion. Facebook understands emotion is the key. Much like Apple sold millions of products at a higher price point. Some may argue that the product is the best available, I tend to agree BUT it also has that emotional value. Apple products not only became a valuable asset in the home or business but it also became an identity. It spawned fashion trends, it also and much ignored, spawned thousands of small business’, developers and became a driving force to assist in “Jobs” and creativity. Facebook and Apple, for or against, the both understand one thing very well, the emotion you have for something vetos all other aspects in decision making for a purchase.
That “emotion” is what has made me a lifetime customer of Coca-Cola. Companies pay millions of dollars to take their product and buy that “Emotion Factor” to you, the client. Why do we buy Tide? Because in most cases our parents purchased it, we followed them. It’s why we purchase Windex. We grew up with that. The business of marketing and advertising can be spun a million different ways but if you ask any of these large corporations “What is the one thing you want your consumer to get out of your product?”, it’s emotion. If you could promise these corporations that no matter what they do that the product they provide will be directly related to their consumer’s feelings that can carry on for years, if not a lifetime and you could bottle that, well my friend, you would be both a genius and a wealthy person.
As example, I am sure that in some cases, we will consider driving an extra few minutes to local business instead of the closer one because either that business has a direct emotion to you either from your past or because that business did something different then any other business providing the same service did for you. The show “Cheers” was a big hit, we all love it when our service provider “knows our name”. So this is how I directly relate to this industry because the Wedding world has that emotion without you having to do the initial work for it. You have a client who is coming to you about something they may need, whether it be a DJ, Reception Hall, Flowers, etc on a day that will be one of 3 or 4 most important days of their lives. You have the “Emotion Factor” given to you at your feet which companies like Coca-Cola try to acquire daily. We often forget that in our day to day hustle n bustle. You have what Coca-Cola pays millions for, year after year, generation after generation. I understand this is a business. I understand sales and I embrace being a sales person, I also embrace the fact that in this Wedding industry that the client is not just asking for you to provide them mundane service, they are asking you and paying you to provide them a service on their Wedding Day. So how does this translate into marketing and Social Media? It’s simple. If you dont give a crap, you are extending that “emotion” to them. Each and every client, small or large is an important cog to your business. They help you put food on the table. They deserve to be treated with the same emotion that you have when you promote your business. Their “business” is their wedding.
Social Media has been the buzz word for a few years now, it’s not a phrase I subscribe to but for the sake of mainstream descriptions it’s one I will use. The phrase itself insights the “push logic”. Push your message. Push your specials. Push. Push. Push. That is not what our philosophy is, nor is it one we promote. Screaming Lunatic uses Social Media with a “pull first, pull second, pull third and push” process. As an example: When going to a wedding as a guest of either your partner, or a friend, etc we sit at the table, we politely introduce ourself and we listen. We dont sit down and say “Hello, Im Lorenzo Araneo. I own Screaming Lunatic Studios. Would you like me to design a website for you?”. But that is the process we see all to often on Social Media. Rather, the approach of sitting and introducing ourselves, listening and then engaging which is the normal process at a wedding is how Social Media is best used. Whether it be Facebook, Twitter, etc in best practice, listening and then engaging will get you much further in the Social Media stratosphere. Sure you may have 20,000 followers but who is really listening? The internet has a way of filtering out those who just “push”. Especially in this industry, yes we have our peers we engage in but what about your clients, your potential clients. On average the word “just engaged” is used thousands of times each day in Social Media. But if we keep pushing, not only do we not see it but we also are speaking to an empty room.
In closing, I know that business still has to produce “the numbers”, we all have to eat and I fully embrace that notion. But along the way, let us consider that in marketing, giving a small extra effort that comes from a sincere place will make us, the service provider, on a day filled with “emotion” your next bride’s Coca-Cola experience.
Lorenzo Araneo : Screaming Lunatic Studios & Host of Rockstar Podcast