Emotion Marketing: The Hallmark Way of Winning Customers for Life
Author: Scott Robinette, Vicki Lenz, Jr. Hall Don, Claire Brand, Don Hall Jr.
List Price: $24.95
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ISBN: 0071364145
Publisher: McGraw-Hill Trade (30 December, 2000)
Sales Rank: 132,698
Average Customer Rating: 4.62 out of 5
Customer Reviews
Rating: 4 out of 5
More insight in Emotionn Marketing
I get lots of insight about emotion marketing from this book.
In fact, the term of "Emotion marketing" is new to me, after I read this book, I found that many products or commercials are already used this concept to sell the product, such as Hallmark and McDonald's. Hallmark emphasizes care and love in its brand, it wants to show to the customer that Hallmark cares what they need and it tries to educate or demonstrate to the customer the importance of sharing love, but not only hard-sell their products.
On the other hand, McDonaldˇ¦s shows the happy and fun feeling to the customers. It tries to show that McDonald's is not only a fast food shop but also a place for children to have fun which brings happy to every customers.
I think emotion marketing will be more and more popular in the world. The traditional hard ˇVsell product advertising method is not suitable for customers nowadays. Since productˇ¦s differentiation becomes less and less and customers are more knowledgeable, the selling method only emphasizes functions will not be persuasive enough and increase customerˇ¦s purchase intention. But emotion marketing is mainly selling the feeling and emotion that can be associated with the brands or products and as we know that human being is kind of emotion oriented when buying products.
Also, emotion marketing is very helpful in building customer loyalty since customers will loyal to the brand which have same belief or they enjoy the emotion which the company created for them.
Rating: 5 out of 5
A comprehensive guide to Emotion Marketing
This is a very comprehensive guide to Emotion Marketing for any business.The book has mentioned many examples of successful emotion marketing strategies used by Hallmark and other companies like Harley-Davidson. However, what they have already done does not mean ˇ§sure-winˇ¨ plans.
The book explained a model for Emotion Marketing ˇV Value StarSM. Base on this model, any business can work out its own tailor-made success formula. Then, the book also taught us how to put Emotion Marketing to work at different areas of business, like on the Internet.
Emotion Marketing is actually about how to attract and retain customers that will be loyal to a brand for a lifetime. Therefore, the key is how a business manages its customer relationships.
This is a very good book because it goes beyond telling us WHAT to do, but HOW we should PLAN what to do.
Rating: 5 out of 5
Customer Service "Must"
Anybody interested in outstanding customer service will value the experience of reading Emotion Marketing by Scott Robinette, Claire Brand and Vicki Lenz. When one considers the expenses associated with finding new customers and then compares how little, by comparison, it costs to keep the customers you already have, this book becomes essential reading.
Emotion Marketing is easy to read, yet educational and thought-provoking.
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Book Index