Graeme Newell, president of 602 Communications, kicked off the PromaxBDA Station Summit’s Thursday goings-on with an example-laden probe of the power of emotional marketing. Newell demonstrated how making viewers “feel it deeply” is what the next generation of news marketing is all about. Newell’s presentation drew from examples of national commercials for well-known national companies […]
Graeme Newell, president of 602 Communications, kicked off the PromaxBDA Station Summit’s Thursday goings-on with an example-laden probe of the power of emotional marketing.
Newell demonstrated how making viewers “feel it deeply” is what the next generation of news marketing is all about.
Newell’s presentation drew from examples of national commercials for well-known national companies selling products and services along with local TV news promos to make the point that successful emotional marketing isn’t about the product itself, but tapping into the emotions within our DNAs. Many of the commercial examples featured people without one shot of them ever using the product, like this spot from Evian that’s had 90 million views on YouTube.
https://www.youtube.com/watch?v=pfxB5ut-KTs
Newell pointed out that 68% of local news is a downer — fires, death, crime, etc. — and that many TV stations mistakenly use fear to try to recruit viewers to the news. He encouraged the local TV marketers to, instead, balance the bad with the good in their newscasts so that viewers feel that watching local news gives them hope, a powerful emotion.
“Scaring viewers into loving you doesn’t work,” Newell said.
Instead, he suggested you build your brand on your customer’s experience with the product, not the product itself because it’s not about you, it’s about them.
Newell used examples from KHOU, Gannett’s CBS affiliate in Houston, to show how that station uses working-class victims, everyday heroes and a determined anchor to build a perfect brand story every week. — Paul Greeley
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