Digital Marketing Series: Hearts not minds

The digital marketing series is a behind the scenes look at projects, campaigns, tools, tricks and other marketing machinations happening at Oregon State University.


October 8, 2015

An emotional connection

Whenever a police car is following along behind me I get this overwhelming sense of panic and fear. Usually they speed ahead or turn off in other pursuits but for that instant I am frozen thinking about all the possible laws I could have broken. It doesn’t matter what city I’m in, if they are a sheriff, state trooper or even campus security they all bring that same reaction. For many reasons (media, TV, personal experience) over time the law enforcement brand has developed this emotional connection.

That is exactly what we should strive for in our marketing efforts, although probably along the lines of hope and positivity instead of panic and fear. If we can create that kind of emotional response when people encounter our brand we will have joined the elite.

Ignore their minds connect with their hearts

Sometimes we get stuck trying to force our “Strategic message” on audiences that can’t relate. A great example of this is our Brand Statement. “Oregon State University is an authentic community, whose accomplishments, inclusive excellence, innovation and leadership promote a healthy planet, wellness and economic progress.

Your average human doesn’t think in these terms, that statement is really hard to understand. They don’t have a history of higher ed nomenclature to pull from. The base instinct that we are actually going for is “OSU, yeah they are super smart” or “OSU, they always impress me”.

Our typical pattern would be to do a very good job of storytelling. We would find a research breakthrough and if we were good we would come up with a way to make it relatable. It could be in written form, story, video, web site, etc.. Then if we were really good we would have systems in place or ways to make sure that content had maximum exposure.

Does that sound familiar? The content was created from an institutional perspective. The likelihood of creating an emotional response is pretty low. What if we came at it from a different direction? What if we created content with the purpose of getting people to think “wow, they are super smart”. We could come up with content that taught people something and not academic sense, more on a real life level. I bet if you made a list you could think of five things that you have always wanted to learn or maybe it’s five life hacks you learned in the last year.

Here is my list

  • Learn how to be an average singer. I don’t want to be a rock star I just want to be able to sing karaoke and people not hate it.
  • How to bake chocolate chip cookies? I’m terrible at anything culinary and learning simple recipes was super useful.
  • What are the best house plants and how to keep them alive? Plants are great to have around but I used to kill everything. A simple guide on what plants are easiest to grow and how to keep them alive would go a long way.
  • Poetry, I have always had an interest in writing poetry but I have no clue where to start. A basic guide would be really helpful in potentially unlocking something I’m passionate about.
  • How to change a flat tire. It seems silly but this is not a skill that you are born with and is useful for everyone.

So imagine we developed a series of content that accomplished all of these things. They were branded OSU but just cut right to the topic, no bull, no core messages. Imagine if you learned how to sing from a YouTube series? Wouldn’t you have a great connection with whoever provided that? The positive experience would transfer to the brand, people would consider us to be knowledgeable only because they had an experience where we taught them something as simple as how to change a flat tire.

Not only does this simple transference happen, but the content we would be producing is much more shareable and has a chance to reach a much larger audience. Even the best breakthrough research content has a limited audience and it is also temporal. Todays innovations are old news tomorrow.

Disclaimers

  • This is just one example and it might not even be a good one. It just represents the shift in how we could be connecting to our audiences in addition what we do now.
  • The OSU brand statement is not meant to actually show up in any collateral it is by definition steeped in academic terms. I very much believe in our brand statement and think that it is quite well written. It is just the easiest example I could find.
  • My visceral reactions to law enforcement, following me, no way reflects how I actually feel about them. I am deeply thankful for the men and women who dedicate their careers to protecting our communities. It’s also quite possible that the negative emotion tied to their brand is a good thing. It might help keep crime in check.

-Kegan

-Kegan

TAGS:

CATEGORIES: Office Culture Projects Social Media User Experience


403 thoughts on “Digital Marketing Series: Hearts not minds

  1. Imagine learning to sing through an instructional YouTube series? Wouldn’t you feel a strong relationship with the person who taught you that? The good experience will be Dental passed on to the brand. People will consider us skilled only because of the opportunity to teach people something as simple as how to fix the flat tire.

  2. nes, 52, has previously wowed in a strapless pink dress with a matching cape, slashed across the shoulders and to the thigh.

  3. has also been seen rocking the trend, wearing a Tom Ford gown with lace see-through detail, and a cut-out across her chest.

  4. Smartfinil is a name by which you can swear in the pharmaceutical world. We ventured into the field of medicine in 2012 and have not looked back since. The business, which started with just two drugs, now has 35+ drugs. Suffice it to say; We have a growing number of customers who trust us online for quality and affordable medicines. We have a non-sunscreen approach to quality at unbeatable prices that has nourished our business. We continue to add new pain o soma 500mg , zunestar, zopiclone 7.5, Carisoprodol 3.5mg tablet drugs to our catalog without any change in our core business values.

  5. modaheal-200/ online prevents acute sleepiness caused by narcolepsy and a variety of other sleep disorders, such as obstructive sleep apnea, which is characterized by periods of blocked breathing during sleep. Modafinil is also used to help people stay awake at work if their work schedule does not match their usual sleeping pattern, which is known as shift work sleep disorder.
    Whether you’re a professional working 18 hours a day, a student undergoing rigorous academic preparation, or someone suffering from mood or sleep difficulties, this generic medicine provides relief and improved agility to everybody. Because these medications are available over-the-counter, the dosage must strictly follow your doctor’s instructions.

  6. inconceivable. And yet, this man has something many politiciansinconceivable. And yet, this man has something many politicians

  7. Digital marketing is advertising that is delivered via digital channels like search engines, websites and social media. Digital marketing allows companies to endorse products, services, or brands through these online media channels. Digital marketing is a popular way for consumers to find products. Think with Google marketing insight found that 48% of consumers search for products using search engines. 33% of these people search on brand websites, and 26% use mobile apps to search.

    Visit: Digital Marketing Course in Pune

  8. Hey, thanks for letting us know about it, this information is really awesome. For more information about business tips and network marketing business. feel free to check out the best details of MLM Software for growing Network Marketing business next level.

  9. It’s a Wonderful website and a Nice post. QlickBank #1 Exclusive Affiliate Marketing Network for 2022. As An Advertiser Acquire More Customers Today! Set Your Affiliate Marketing Goal with Qlick Bank – A Trade to Develop Performance Based Advertising for Advertisers / Vendors / Online Sellers. Best Affiliate Programs For Publishers.

Comments are closed.