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.
Part One: Why Emotion Marketing Works. Chapter 1: The Business Case for Emotion Marketing. Chapter 2: The Value Star - A Model for Emotion Marketing. Part Two: What Emotion Marketing Is All About. Chapter 3: Emotional E: Equity. Chapter 4: Emotional E: Experience. Chapter 5: Emotional E: Energy. Chapter 6: Product and Money - The Rational Side of the Value Star. Part Three: How to Put Emotion Marketing to Work. Chapter 7: Building Customer Relationships That Last. Chapter 8: Emotion in Marketing Communications. Chapter 9: Emotion Marketing on Internet. Chapter 10: The Other E - Employees. Chapter 11: Emotion Marketing - An Action Plan.