COMPLACENT MARKETING
AI And The Emotional
Connection: Selling
Emotion Or Connecting
With Emotion?
By Diana Obath
2
019 has flown off the shelf like a
product on high demand. It’s the
festive season already and we are
making plans for 2020. As usual, the
season brings with it jolly moments that
translate into impulse buying moments.
Marketing professionals love Christmas
and are always looking forward to the
season to support the sales team meet
sales targets and drive acquisition. The
campaigns are ready and have already been
rolled out. We are certain we know what
our customers want. We have designed
the best marketing bundles and reduced
price.
We know this is a time for impulse buying
so we tag onto the customer emotions
during this period. Family, friends, feeling
of togetherness and sharing experiences
takes center stage and we position our
brands as the brand that gives all that.
That’s easy and obvious; but what is it that
our product or service does differently to
really connect with the emotions of our
customer during this period? Do we worry
about what their fears may be during this
time and offer a solution to make it easier
for them to go through the season or do
we just offer a package that will easily fit
into the existing party and will be out by
January?
Myer, a clothing and apparel store in
Australia has launched an interactive
product in response to a customer trend.
In its TVC, the brand addresses a unique
query by one of its customers. A girl
worried that Santa wouldn’t be able to
find her during Christmas as she would be
out camping with her family. She worries
about receiving her gift from Santa.
While this sounds like a simple problem to
solve, convincing a child that Santa would
What is it that our product or service
does differently to really connect with
the emotions of our customer during
this festive period? Do we worry about
what their fears may be during this time
and offer a solution to make it easier for
them to go through the season or do we
just offer a package that will easily fit
into the existing party and will be out
by January?
06 MAL33/19 ISSUE
find them anywhere in the world can be
an uphill task. Myer’s therefore took up
the task and designed an innovative and
modern product to meet this concern.
The fashion store launched a product that
ensures Santa could find the girl through
a unique Global Positioning Bluetooth-
enabled stocking. Myers in their press
statement states that they were able to
empathize with the little girl’s concern
since Australia is far from Santa’s ‘home’
in the North Pole, and families would
normally not be home on Christmas Day.
Traditionally, most families would be on
holiday at the beach, camping, visiting
friends or travelling, making it difficult
for Santa to locate them and deliver their
Christmas gifts.
The special stockings would make Santa’s
job much easier. The stockings even have a
pairing device which can be paired with a
smartphone or a tablet giving kids access
to a platform with an interactive map for
kids to follow Santa’s journey on Christmas
Eve, allow them to communicate directly
with Santa and put in their requests and
letters, access Myer’s full range of toys to
help them create the ultimate Christmas
wish list and a Christmas countdown via
twinkling LED lights on the stocking
that change every night in the lead up to
Christmas.
This campaign creates a strong emotional
connection with the season beyond a
price reduction, BOGOF and an add-on.
The stockings retail at $34.99, not cheap
by any standard but would bring all the
children to the store. Santa is the biggest
icon of the season and getting a gift from