Welcome to Part 2 in a series of 12 case studies in Emotional Marketing… over the next 3 months, I’ll be taking you on a video tour of New Orleans through its most extraordinary restaurants and businesses….
I’m going to show you exactly how 12 establishments created a thriving business and loyal following by weaving one of the 12 basic emotional needs into their message and brand. …. And how you can transform your business through emotional marketing.
If you haven’t watched Part 1 yet, I recommend you start there since it provides valuable context that frames the series and introduces you to emotional marketing.
Today our focus is on the basic human need for peace of mind and permanence. And that need is expressed through the branding and marketing of the legendary Café du Monde, “the original French Quarter coffee stand since 1862.”
Everything about Café du Monde speaks of history and tradition.
They’ve been around for over 150 years serving the same coffee and the same beignets. They’re proud of their heritage and people come because they know exactly what to expect.
In a world of rapid change, we find peace of mind in institutions that give us the permanence and stability that we don’t have in our lives. There’s something oddly comforting about sitting in Café du Monde sipping a café au lait, knowing that millions of people have done the same thing before me and millions more will do the same thing after me.
Café du Monde evokes that nostalgia for the past, for simpler times and for days gone by. If you visit their website, the second button right after HOME is HISTORY.
And this kind of emotional appeal to peace of mind and permanence is most common in established luxury brands that provide non-essential services – things like restaurants, clothing, and alcohol.
Have you ever seen a Jack Daniels ad? Jeepers! This is their entire brand. One of their commercials goes like this:
“Maybe it’s the look of the Tennessee hills at sundown. Maybe it’s our unhurried way of living down here. Maybe it’s our town. Our people. Or the simple things we like to do. Maybe there’s just no telling what the reason is. But since 1866, we’ve made Jack Daniels whiskey by the same old method here in the hills of Tennessee. After your first sip, you’ll know why we always will.”
This kind of emotional appeal can also work for older, more established businesses that have gotten results for their clients year after year.
If you have a more conservative or risk-adverse audience, then this emotional need can be a powerful marketing angle for you.
And leave a comment below and let me know which emotional need you think your business fulfills.
Is it peace of mind and permanence like Café du Monde? (Watch the video to find out!)