Top Highlights

• “Emotion Marketing” is the enterprise-wide pursuit of a sustainable connection that makes customers feel so valued and cared for they’ll go out of their way to be loyal.
• The definition of Emotion Marketing includes making customers feel “cared for.”
• Using the Value StarSM to develop an Emotion Marketing strategy helps businesses deliver the right emotional content and message, at the right place, at the right time, to the right consumers.
• the Value StarSM, depicted in Figure 2, incorporates the five factors that revealed themselves in the survey: Money, Product, Equity, Experience, and Energy.
• Competitive pricing and quality products are the costs of entry to today’s market. Even the considerable power of emotion can’t overcome an obviously inferior or unreasonably priced product.