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