In any relationship, building an emotional connection is key. Brands are no different. In this presentation, we’ll discuss why emotion is so important, who’s cultivating those connections in interesting ways and finally, how to take your brand from “meh" to true love with your consumers. This presentation, delivered by the Pace team at Content Marketing World 2015, focuses on the travel/hospitality/tourism sector but is applicable across industries. Key takeaways: -Use authentic, storytelling content to form and maintain relationships -Turn problems into wins -Find moments to surprise and delight -Focus on your area of expertise -Leverage your audience to strengthen your story

1. Accelerating
Emotional
Connection
Meh… Like  LOVE
Katie Riddle
Director, Content Strategy | Pace
katie.riddle@paceco.com
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2. AGENDA
① The Power of Love
② Who’s Doing it Well?
③ I Want to Go to There
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3. 1 The Power of Love
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4. LOVE MAKES THE WORLD GO ‘ROUND
① Your Brain on Love
② Love & Attachment
③ Love & Money
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5. Reptile Brain
Limbic System
Neocortex
Your Brain on Love
We are wired for emotion.
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6. Love & Attachment
Source: John Bowlby, The Origins Of A9achment, 1979
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ATTACHMENT
PROXIMITY
MAINTENANCE
SECURE
BASE
SAFE
HAVEN
SEPARATION
DISTRESS

7. “…BRAND ATTACHMENT
IS A RELATIVE MEASURE
OF THE EMOTIONAL
CONNECTION BETWEEN
PEOPLE AND BRANDS…”
JoAnn Sciarrino
Knight Chair in Digital Advertising and Marketing, UNC Chapel Hill
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8. IMAGES
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9. If people have an emotional
connection with your brand,
they are far more likely to
buy your product.
Love & Money
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10. Love & Money
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11. 2 Who’s Doing It Well?
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12. BRANDS IN(SPIRING) LOVE
① Southwest Airlines
② Disney
③ Lonely Planet
④ What Do They Have in Common?
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13. • The “Un” Airline
• Personality
• Heavy social media
Southwest Airlines
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14. • Integrating storytelling
content into user journey
• Inspiring blogger and social
community to create content
• Continuing the experience
throughout the year
Disney Resorts & Cruises
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15. • Heavy inspiration/aspiration
element in blog posts/images
• Pinterest/Vine
• Authenticity = emotional
connections
• Credible experts
Lonely Planet
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16. • Talk to me like a person
• Inspire and entertain me
• Help me
What Do They Have in Common?
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17. 3 I Want to Go to There
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18. SHIFTING FOCUS
① Let Go of the Funnel
② Put a Ring on It
③ Meh  Like  LOVE
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19. Let Go of the Funnel
Source: McKinsey & Company: The Consumer Decision Journey
Most Effective
Marketing Spend
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20. Put a Ring on It
The Loyalty Loop
Source: McKinsey & Company
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21. Let’s Stay Together
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22. Travelers visit 22 sites
over an average of 9.5
sessions prior to booking.
Think with Google
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23. Best practices:
• Humanize marketing  consumers are people
• Create an authentic and seamless brand-marketing ecosystem
• Build meaningful, one-to-one relationships with people
• Demonstrate value through one clear, noble purpose
• Communicate in real time
Meh  Like  LOVE
Source: Sciarrino, JoAnn: Leveraging the virtuous circle of brand and the extended self.
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24. • Have conversations
• Tell stories that make a connection
• Fess up and fix it when you make mistakes
• Show people you value them
Humanize Marketing
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25. Humanize Marketing
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26. • People don’t care about your silos
• Create consistent experiences
• Support and maximize the user journey
• Be where they are
Create a Smart Brand Marketing Ecosystem
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27. Create a Smart Brand Marketing Ecosystem
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28. • We know you
• Surprise and delight
• Help me
• Live your values
Build Meaningful One-to-one Relationships
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29. Build Meaningful One-to-one Relationships
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30. • Stick to your core
• Establish credibility in that area
• What’s the differentiator
Create Value under One Purpose
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31. Create Value under One Purpose
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32. • Support the user journey
• Address problems or events as they happen
Communicate in Real-time
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33. Communicate in Real-time
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34. 4 Wait, What?
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35. • Use authentic, storytelling content to form and maintain
relationships
• Turn problems into wins
• Find moments to surprise and delight
• Focus on your area of expertise
• Leverage your audience to strengthen your story
Key Takeaways
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36. • Content hubs + distribution
• Branded Content
• Third party
• UGC
• Social media and mobile
• Leveraging data for personalizing content
Content Plays
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37. KATIE RIDDLE
Director, Content Strategy
Pace
@PaceComm • #CMWorld