Emotion Marketing : The Hallmark Way of Winning Customers for Life

One of the oldest and most beloved brands in the world, Hallmark wrote the book on customer loyalty. To its millions of fiercely loyal customers world-wide, the Hallmark brand stands for much more than greeting cards it stands for the feelings of a lifetime, a continuity with the past, and a hope for the future. In Emotion Marketing, Hallmark insiders reveal, for the first time, the original Emotional Marketing strategies behind their company's enduring success.Customer loyalty remains as slippery as ever for most companies despite vast sums spent on ambitious loyalty programs, relationship management schemes, and one-to-one marketing initiatives. Desperate for an answer to the loyalty conundrum, many leading firms have turned to Hallmark. More than any other company, Hallmark has come to symbolize the ability to capture and hold that most elusive item of all -- the customer's heart.Written by leaders of the Hallmark Loyalty Marketing Group, Emotion Marketing provides business readers with their first in-depth analysis of Hallmark's uncanny ability to forge lasting emotional bonds with a huge and devoted customer base that spans generations. More importantly, it describes original Emotion Marketing principles and techniques that you can put to work in your company.You'll learn about the power of caring and how it provides the missing link between customer satisfaction and customer loyalty. You'll learn about the ValueStar, a powerful tool that helps businesses deliver the right emotional message, at the right time, to the right customers. You'll also learn how to cultivate an enterprise-wide commitment to pursuing a sustainable connection that makes customers feel so valued they will go out of their way to be loyal. And you'll get the same expert advice and guidance received by the dozens of Hallmark client companies who have achieved nothing less than miraculous results by making Emotional Marketing a major part of their strategic arsenal. One Of The Oldest And Most Beloved Brands In The World, Hallmark Wrote The Book On Customer Loyalty. To Its Millions Of Fiercely Loyal Customers World-wide, The Hallmark Brand Stands For Much More Than Greeting Cards. It Stands For The Feelings Of A Lifetime, A Continuity With The Past, And A Hope For The Future. In Emotion Marketing, Hallmark Insiders Reveal, For The First Time, The Original Emotional Marketing Strategies Behind Their Company's Enduring Success. You'll Learn About The Power Of Caring And How It Provides The Missing Link Between Customer Satisfaction And Customer Loyalty. You'll Learn About The Valuestar[superscript (sm)], A Powerful Tool That Helps Businesses Deliver The Right Emotional Message, At The Right Time, To The Right Customers. You'll Also Learn How To Cultivate An Enterprise-wide Commitment To Pursuing A Sustainable Connection That Makes Customers Feel So Valued They Will Go Out Of Their Way To Be Loyal. And You'll Get The Same Expert Advice And Guidance Received By The Dozens Of Hallmark Client Companies Who Have Achieved Nothing Less Than Miraculous Results By Making Emotional Marketing A Major Part Of Their Strategic Arsenal.--jacket. Why Emotion Marketing Works -- The Business Case For Emotion Marketing -- The Value Star--a Model For Emotion Marketing -- What Emotion Marketing Is All About -- Emotional E: Equity -- Emotional E: Experience -- Emotional E: Energy -- Product And Money--the Rational Side Of The Value Star -- How To Put Emotion Marketing To Work -- Building Customer Relationships That Last -- Emotion In Marketing Communications -- Emotion Marketing On The Internet -- The Other E--employees -- Emotion Marketing--an Action Plan. Scott Robinette And Claire Brand ; With Vicki Lenz. Includes Bibliographical References (p. 233-237) And Index. "One of the oldest and most beloved brands in the world, Hallmark wrote the book on customer loyalty. To its millions of fiercely loyal customers world-wide, the Hallmark brand stands for much more than greeting cards. It stands for the feelings of a lifetime, a continuity with the past, and a hope for the future. In Emotion Marketing, Hallmark insiders reveal, for the first time, the original Emotional Marketing strategies behind their company's enduring success.". "Written by leaders of the Hallmark Loyalty Marketing Group, Emotion Marketing provides business readers with their first in-depth analysis of Hallmark's uncanny ability to forge lasting emotional bonds with a huge and devoted customer base that spans generations. More importantly, it describes original Emotion Marketing principles and techniques that you can put to work in your company.". "You'll learn about the power of caring and how it provides the missing link between customer satisfaction and customer loyalty. You'll learn about the ValueStar[superscript (sm)], a powerful tool that helps businesses deliver the right emotional message, at the right time, to the right customers. You'll also learn how to cultivate an enterprise-wide commitment to pursuing a sustainable connection that makes customers feel so valued they will go out of their way to be loyal. And you'll get the same expert advice and guidance received by the dozens of Hallmark client companies who have achieved nothing less than miraculous results by making Emotional Marketing a major part of their strategic arsenal."--BOOK JACKET. 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 capturethe customers 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 Emotion Marketing. This strategy can help any company create an emotional bond with customers for a competitive advantage in the marketplace. Emotion Marketing will How emotion works to cement customer loyalty The 3 Emotional EsEquity, 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. 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.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 loyaltyThe 3 Emotional E's--Equity, Experience, and Energy It elevates emotion to the strategic level, recognizing its importance in creating or strengthening a relevant brand identity and managing the consumers' experience.