Real Life Lessons on What It Means to Market with Impact—Emotional Qualities and Brand Immersion
09 Apr 2018

Real Life Lessons on What It Means to Market with Impact—Emotional Qualities and Brand Immersion

It only takes a few minutes of browsing our website to realize how passionate we all are here at BottomLine Marketing about Marketing with Impact. We could talk all day about what you should do for your business to find a purpose and communicate value to your customers, but sometimes it’s really better just to see how other businesses are living and breathing our Marketing with Impact principles to see how they could change your company.

That’s exactly what we have been doing with our Real Life Lessons series.

Back in October, we talked about Ryan Murphy Construction and their ability to be remarkable. We also talked about Work Nicer’s passion that has a greater purpose.

In December, we shared how Alchemy Communications communicates value to its customers and how Red Bloom Salon’s attachable qualities keep clients coming back for more.

Well, we’ve met a few businesses since then and we’ve got two more Marketing with Impact points to get to before we wrap up our Real Life Lessons series—emotional qualities and brand immersion.

On having emotional qualities

How many of your decisions are logic-based? How many are emotion based? Would it surprise you if how you think you make decisions is completely wrong?

As much as 90 percent of our decisions are made based on our emotions. Just think about it. Can you explain why you like your favorite color or your favorite band? You can try, but at the end of the day, you prefer certain colors and types of music because of the emotions they stir in you.

Brands that can do the same thing have an advantage over brands that can’t.

Take Legacy Kitchens, for example. There’s an emotional aspect to their business, whether they like it or not, and that’s because most people loathe working with contractors. Legacy Kitchens has used that to their advantage.

Most people have a negative emotional reaction when it comes to contractors because they are known for failing to keep their commitments. They overpromise and underdeliver. Legacy Kitchens does the complete opposite. By sticking to their word, they transform the emotional reaction of their clients into one of excitement that their project is actually going to be completed on time, on budget, and on style.

If you want to talk about brands with emotional qualities, the discussion absolutely has to involve Women Talk. The whole point of this TED Talk style event is meant to inspire. That’s because speakers talk about very emotional, personal stories in empowering ways, which leaves audience members with a lasting feeling of triumph and a can-do attitude.

On brand immersion

What brands define you and find their way into your everyday life? The iPhone comes to mind, but it isn’t just tech and big-name companies that have managed to master this marketing skill.

Immersion is Culture Smith‘s whole shtick. They require their clients to immerse themselves in their own brand to find innovative solutions to both simple and complex problems.

They get their clients to work from the inside out to make better habits, break bad ones, create a new company ritual, or even just change their behavior. That can be hard to do for some businesses that are used to the old ways of doing things. Culture Smith is all about questioning and reassessing ingrained assumptions to make clients feel closer to their brand and their vision than ever before, which then rubs off on every customer or client who walks through the door.

It’s common practice for businesses to hold their cards close to their chest, so to speak. Chefs don’t invite other chefs into their kitchen for fear of sharing their secret recipes and contractors don’t collaborate on where to find the best materials at the best prices fearing they may lose clients.

But are those fears justified?

The Measurable Difference doesn’t think so. They provide an immersive experience for audience members in industries that never would otherwise consider collaborating because they know how valuable collaboration can be. Their talks allow everyone to learn and grow from each other without the unwarranted fear of stealing each other’s customers.

They do this by encouraging attendees to dig into what was said by following up their 25-minute talks with 25-minute open networking sessions. Then, after the final talk, a Q&A session further immerses attendees in the event by making them active participants in the discussion. They can then take what they learned and make their businesses better.

How will you Market with Impact?

Just because we’ve reached the final installment of our Real Life Lessons series doesn’t mean we’re done bringing you stories of real-life businesses that are Marketing with Impact. It doesn’t mean you’re on your own to figure out how to implement these principles either!

We’d be happy to book a free consultation so we can help you tease apart what these marketing principles mean for your business. We also regularly host Impact Stories events where you can learn more about what industry leaders are doing in their own businesses to Market with Impact.

Just fill out our form and we’ll help you find the best way for your business to Market with Impact!

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