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How Important is EQ to Marketing Success?

Creating campaigns with emotional resonance can help brands make long-lasting connections with customers.

NEW YORK, Feb. 6, 2014 /PRNewswire/ -- Take a minute to think about some of the marketing campaigns or ads that have resonated with you recently. You may be remembering the ad about a "lost boy" using Google Maps to make his way back to the home—and family—he left behind 25 years before[1]. Or perhaps you're recalling more recent efforts from Budweiser; one commercial had a whole town celebrating a soldier's homecoming[2] and another a puppy's love.[3]  Odds are, the ads you recall best, and most fondly, had an emotional impact on you.  While emotional branding is not a new concept, the phenomenon of viral campaigns has driven its importance home for marketers.[4]

(Photo:  http://photos.prnewswire.com/prnh/20110306/NY37712 )
(Logo:  http://photos.prnewswire.com/prnh/20130117/NY44355LOGO-a )

Join Brian Sheehan, best-selling author of Loveworks, and Michael Pranikoff, PR Newswire's Global Director of Emerging Media, for a Google Hangout that will explore the connection between emotions and decision-making—and how to leverage that connection in your marketing. The relationship between marketing and consumers has always been two-sided: marketing must give buyers what they need—and want—to help inform their purchase decisions, and if the job is done well, buyers in turn give brands business and loyalty. Sheehan will explain how marketers can elicit these "lovemarks" from their audience and in turn positively impact their bottom line and campaign goals.

For more details and to join the Hangout: http://prn.to/Loveworks

About PR Newswire  
PR Newswire (www.prnewswire.com) is the premier global provider of multimedia platforms that enable marketers, corporate communicators, sustainability officers, public affairs and investor relations officers to leverage content to engage with all their key audiences. Having pioneered the commercial news distribution industry 60 years ago, PR Newswire today provides end-to-end solutions to produce, optimize and target content — from rich media to online video to multimedia — and then distribute content and measure results across traditional, digital, mobile and social channels. Combining the world's largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire enables the world's enterprises to engage opportunity everywhere it exists. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and the Asia-Pacific region, and is a UBM plc company.

[1] http://gawker.com/lost-boy-who-used-google-earth-to-find-home-stars-in-1446283526

[2] https://www.youtube.com/watch?v=K7L5QByvXOQ&src_vid=ODeevS6Pb8c&feature=iv&annotation_id=annotation_688055945

[3] https://www.youtube.com/watch?v=uQB7QRyF4p4

[4] http://blogs.hbr.org/2013/10/research-the-emotions-that-make-marketing-campaigns-go-viral/

Media Contacts:
Caitlin Carragee
Manager, Marketing Communications
[email protected]

SOURCE PR Newswire Association LLC

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