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DMA: Data and Marketing Association
Consumer Help
crm-and-database-marketing

Emotional Branding & Marketing

DATE
TIME
LOCATION
February 9 - 16, 2018
12:00 - 3:00 pm EST (Every Friday)
Online
Register
July 16 - 23, 2018
12:00 - 3:00 pm EST (Every Monday)
Online
Register
October 4 -11, 2018
12:00 - 3:00 pm EST (Every Thursday)

Overview

To get big results in any market climate, you must understand consumer psychology and what really drives choices and loyalty, consciously and unconsciously. Marketing without psychological relevance falls short every time. This course is designed to introduce participants to the fundamentals of human psychology that have a big impact on response to marketing and purchasing behavior.

The sessions will share insights about consumer psychology that drives behavior, what gets attention from the unconscious mind, what inspires our conscious behavior, and how to develop data-driven marketing campaigns that create engagement, loyalty, and brand passion. Participants will discover how the unconscious mind drives attitudes toward brands and their messages, and how to appeal to the psychological triggers of choice. Even experienced marketers will be surprised to learn how color, words, images, and other creative elements impact attitudes toward brands, engagement, and results.

Beyond learning critical psychological fundamentals and theories upon which successful campaigns are built, participants will learn how to develop a top-level strategic emotional marketing program utilizing these insights. The course will supplemented by opportunities for participants to have hands-on practice in the application of these insights to these personal business cases. Upon enrollment for the course, an application for this free strategy component will be provided. Participants may submit their brand as the case study to be developed. The selected brand will be chosen by course instructors prior to the event based upon summaries submitted in advance.

Topics

  • How our brain works and what that does to drive human behavior
  • The conscious and unconscious triggers in your customers’ minds
  • Leveraging the customer mindset to impact your business
  • Customer journey mapping and how to create a customer persona that makes a difference
  • Understanding the role of brand and product/service from the customers’ perspective
  • The importance of evocative storytelling for your brand
  • Selling from an emotional perspective
  • Understanding the impact on your own business of emotional storytelling (Using the Psychology Marketer’s Checklist)
  • How to leverage emotion and empathy to build brand trust and customer loyalty

About The Instructor

headshot
Andrea Syverson
Andrea Syverson is the founder and president of IER Partners, which has guided and strengthened brands of all sizes with savvy best practices for creating cu... Read More »

Course Pricing

  • dollar Member - $599
  • dollar Non-Member - $999

Early Bird Discount! Register up to 8 weeks prior to the start date for 20% off the above rates. Price reflected at checkout.

See DMA Member Benefits »

Course Duration

  • 6 weeks

Week 1: Human Behavior Principles

  • Psychology Overview: How Our Brain Works
  • Breaking Through Our Attention Deficit World
  • Paradox of Choice & Decision-Making
  • Why Human-to-Human Marketing Matters More than Ever

Week 2: Psychological Drivers

  • Getting Inside Your Customers’ Mind
  • Conscious and Unconscious Triggers
  • The Power of Creative Elements
  • Customer Journey Decision-Making Processes

Week 3: A Psychological Marketer’s Secret Weapon — PAIN POINTS

  • Leveraging a Customer Mindset
  • Creating a Customer Persona That Makes a Difference
  • Understanding the Role of Brand and Product/Service from your Customers’ Perspective
  • Unlocking the Potential of Customer Pain Points

Week 4: Inspirational Evocative and Provocative Emotional Storytelling

  • BrandAbout Curiosity to Drive Insights and Innovation
  • Combinatorial Creativity
  • The Power of the PLUS
  • Purpose Driven Branding
  • Emotional Selling Propositions

Week 5: Auditing Your Brand Experience

  • Conducting a cross-functional ThinkAbout
  • The Why Behind the Buy
  • Relooking WIIFM through Your ESP
  • The Psychology Marketer’s Checklist

Week 6: Summary — Creating Your Powerful Psychological Advantage

  • The Power of Emotion and Empathy
  • Creating and Maintaining Brand Trust & Loyalty
  • Staying Psychologically Relevant
  • Brand Gratitude: A Two Way Intersection

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

Try:
  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

Want to do even more with this topic? Join our Customer Engagement & Loyalty Community and participate in knowledge sharing, best practice development, leadership building and networking with DMA members from across the globe. Please note, you must be a DMA member to participate in this group.
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