Emotion Marketing: The Hallmark Way of Winning Customers for Life

Overview

To its millions of loyal customers world-wide, the Hallmark brand stands for more than just greeting cards; it embodies the elusive item every company hopes to capture—the customer’s heart. Hallmark has found that one of the keys to attaining superior customer loyalty is through emotion. Now for the first time, Hallmark reveals its groundbreaking strategy: Emotion Marketing.

This strategy can help any company create an emotional bond with customers for a competitive advantage in...

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Overview

To its millions of loyal customers world-wide, the Hallmark brand stands for more than just greeting cards; it embodies the elusive item every company hopes to capture—the customer’s heart. Hallmark has found that one of the keys to attaining superior customer loyalty is through emotion. Now for the first time, Hallmark reveals its groundbreaking strategy: Emotion Marketing.

This strategy can help any company create an emotional bond with customers for a competitive advantage in the marketplace. Emotion Marketing will reveal:

• How emotion works to cement customer loyalty

• The 3 Emotional E’s—Equity, Experience,
and Energy

Scott Robinette (Kansas City, MO) is General Manager of Hallmark Business Expressions. Claire Brand (Kansas City, MO) is Customer Marketing Manager at Hallmark. Vicki Lenz (Atlanta, GA) is a writer, consultant, and speaker on business, leadership, and marketing.

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Product Details

  • ISBN-13: 9780071364140
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 12/30/2000
  • Edition number: 1
  • Pages: 247
  • Product dimensions: 6.30 (w) x 9.10 (h) x 1.30 (d)

Meet the Author

Scott Robinette is President of the Hallmark Loyalty Marketing Group, a division of Hallmark Cards, Inc. dedicated to helping businesses build profitable customer relationships through relevant emotion-based communications.

For more information, visit www.emotion-marketing.com

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Table of Contents

Foreword ix
Preface xiii
Part 1 Why Emotion Marketing Works
1 The Business Case for Emotion Marketing 3
2 The Value Star--A Model for Emotion Marketing 19
Part 2 What Emotion Marketing Is All About
3 Emotional E: Equity 37
4 Emotional E: Experience 59
5 Emotional E: Energy 79
6 Product and Money--The Rational Side of the Value Star 91
Part 3 How to Put Emotion Marketing to Work
7 Building Customer Relationships That Last 115
8 Emotion in Marketing Communications 129
9 Emotion Marketing on the Internet 149
10 The Other E--Employees 165
11 Emotion Marketing--An Action Plan 197
Appendix Assessment Tools 217
Notes 233
Index 239
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