The Power of Emotional Marketing

Local TV stations have a marketing problem.  The problem has existed for a long time but has evolved from concern to crisis over the past four or five years.

The problem:  We don’t have the level of talent and investment required to market effectively in an increasingly complex world.  If there is ever a time when broadcasters need to prove, hour-by-hour, its relevance and value, it is now.  Well, yesterday.

In addition, AR&D’s consumer research and critical analysis continue to paint a troubling picture for marketing local TV news. Simply put, we just aren’t very good at it. We all understand the importance of brand and its unique points of difference that drive a narrow message. But, very few station marketers have neither the ability nor time to create original, authentic creative capable of significant impact. Instead, they hold tightly to touting product “features” and using flashy “production techniques.”

EMOTIONAL MARKETING

My friend and industry Chief Marketing Guru, Graeme Newell has been beating this drum for years. If we continue to fail to connect with consumers at an emotional level —  touching their hearts and souls — we will be left behind.  Soon.  Our important product features are well-known by today’s TV viewers:  Severe weather/the forecast, investigative/in-depth, breaking news and traffic reports. However, station marketers are selling these product features instead of how these features make people feel. That is the essence of emotional marketing, it makes you “feel” not “think.”

Here’s a good example: Seat belts.  Most states have ongoing campaigns focused on driver safety and the need to buckle up. The overwhelming majority of them use the “Click it or Ticket” campaign. The message: “If you don’t wear a seat belt, it will cost you money.”  The assumption is that a $50 to $75 fine will scare people into fastening their seat belt.  Unfortunately, there are volumes of research that prove traffic violations are a risk most drivers are willing to take.

One emotional marketing approach to seat belt safety is to focus on the value that “other people place on your life” and how that makes YOU feel.  Click on the link below to view a spot that targets this specific message.

Embrace Life.

Ah, embrace life.  Wear a seat belt.

TAKE THE LEAP

To thrive in the future, we must let go of the past (it doesn’t work anymore) and embrace new opportunities in the new world order. We must challenge ourselves to blaze a new path, a new way to approach TV news marketing. One that focuses on the value of what we do — not a play-by-play of it.

Just do it.

This entry was posted on Thursday, June 7th, 2012 at 2:14 pm and is filed under Branding. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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