Welcome to Part 1 of a series of 6 case studies in Emotional Marketing… over the next months, I’ll be taking you on a video tour of New Orleans through its most extraordinary restaurants and businesses….
I’m going to show you exactly how 6 establishments created a thriving business and loyal following by weaving one of the 6 basic emotional needs into their message and brand. ….
And how you can transform your business by tapping into the emotional need that you fill for your customers.
It’s well-known that humans buy not from their brains but from their hearts….
Yet, so many of us continue to market our businesses in a way that appeals to logic, rather than emotions…
The sad irony is that we start our businesses from emotion – an intuition, belief, conviction or desire that drives us into action – but somewhere along the way we lose touch of what makes us extraordinary and we start doing business just like everybody else….
Whether we start marketing by example or we think we have to be a certain way because all the other businesses in our market are that way, or we simply get so deep into running our businesses that we forget why we went into business in the first place. And we stop running our business in a way that no one else does.
The good news is that’s easier than you think to reconnect with the core emotions and convictions behind what you do. You just have to understand which of the 6 emotional needs is the primary driver for your ideal client…. Or what’s going to inspire them to choose your business because your products and services connect with them emotionally…
Over the next month, I’m going to reveal each of these 6 emotional needs and how they’re expressed through 6 extraordinary businesses in my home town of New Orleans, so you can see some real world examples of how to create emotional marketing with integrity and soul.
Today our focus is on the basic human need for fun & adventure. And that need is expressed through the branding and marketing of Juan’s Flying Burrito (watch the video below for an inside look into this establishment)…
Everything from the logo of the flying burrito (which is Spanish for little donkey), to the colorful murals outside the restaurant, to dish names such as the “Mardi Gras Indian,” to the blog posts featuring Juan’s Flying Burrito Song in both an Acoustic Version and a Metal Version – conveys fun and adventure…. And made that part of me want to make a pilgrimage to this restaurant….
And leave a comment below and let me know which emotional need you think your business fulfills.
Is it fun and adventure like Juan’s Flying Burrito? (Watch the video to find out!)
Ready for Part 2 of this Emotional Marketing Series? Click here to keep touring New Orleans explore how to incorporate History & Tradition in your Emotional Marketing!
Love it? Hate it? Let me know...
Great Video Marisa! You are right on time. thanks for making the emotional connections apparent to us. I agree with your point where we all lose ourselves trying to fit in. I look forward to your next video.
Thanks Marisa for the insights and inspiration on how to be extraordinary in my own business. You are inspiring for me.
Great video and a lesson, Marisa. It has stimulated my thinking on how I can incorporate more fun, adventure, and art into my brand. Thank you.
Thanks, Marisa. I’m working on this right now for my business Yummy Yammy. I can see the features (delicious, fat-free, new, no sweetener or honey-sweetened, incredibly nutritious, etc). I can see the benefits to the consumers (a great meal that’s filling and nutritious, feel great after you eat it, tasty, etc). But I’m trying to get beyond that, to the hook for the eater. And I’m too close to it! Given what you’re saying here, I’m thinking it has to do with “feel great not guilty” or “yes, you really CAN eat the whole jar”, something like that. I’m trying to get to delight for people. But I can’t come up with how to say it. I’ll eagerly watch your following videos for clues! Thanks.
This is the most influential video I have seen. The intertwining of the “emotional markets” with the physical markets is very well done and the link between the markets was beautifully brought out. I have subliminally been aware of what you are getting at for some time but this is a knock on the head I needed years ago – these are facts you have exposed, not only ideas.
I loved the video Marisa! It’s funny, I am an artist whose brand promise is “Creating with passion and integrity to enrich your life” and I am playing it safe, trying to market according what’s popular instead of what’s unique and extraordinary. Thanks for the wake up call! I have some soul searching and brain storming to do!
I LOVE Juan’s!!!! I used to frequent the Magazine Street location along with a few other must-eat places I hope you highlight. Nice way to frame your message! I can’t wait to see the rest of your videos, not only to tour through my home town and all of its culinary wonders and reminisce, but also to delve into your emotional marketing message of which I am truly intrigued. I am an artist and health coach and appreciate what you are sharing here, being who you wanna be.