In a transition from the information age to the conceptual age, the numbers and the left side of the brain give pass to the right side of the brain, the rise of imagination and ability to see the big picture. Therefore, marketing has to shift to this new age where it more important to connect to the heart of the consumer rather than giving them just numerical data.
First of all I want you all to be on the same page, and I am going to start the blog by explaining to you the task to be addressed. On my innovative marketing course, Elliot (my project partner) and I had to come up with an innovative business idea that would increase the awarenness of either an organization or club at Wingate University. The budget for this strategy was 10 dollars and a box had to be included in the idea, in this way we would actually had to think out of the box by using one, I know it, mind blowing.
The concept of our idea was to connect emotionally with our potential customers in order to positions Campus Recreation in the minds of students and professors. Elliot and I were in the forecasted affected area for Hurricane Florence, and we thought that people in the coast would need as much help as possible for rebuilding their hoses or fixing anything that the storm could damage. Furthermore, it was a marketing strategy designed for an event that was happening right at the moment, in this way it would have more effect because people feel the most when something is taking place at that moment. With this invention, we would carry out an indirect marketing that would take Campus Recreation values into the customer mind and therefore it would build a greater recognition.
We did not want to go around campus and tell people how good the facilities are, or how well instructed the classes are, we flipped the coin and went for the innovative side. We followed a campaign where the center of the strategy was the donations for those affected by the Hurricane and in that way this social event would become the word that would talk for Campus Recreation. A powerful word that brings people together for a social cause, through which Campus Recreation would get exposed. These donations will go to American Red Cross who will spread the money to those that are in more need.
"You don´t build brand recognition by yelling how good you are, but by connecting emotionally with people." Oscar Perez.
It was an active campaign that we actually carried out, it was not just a concept in the air, we implemented it in such a successful way that we did not even expected. We let people know what the donation was about and who we were sending the money to. Of course, the Campus Recreation came up as the main sponsor of the connection. We made sure people saw Campus Recreation everywhere, on our box and also we wore Campus Recreation jerseys to look professionals and serious about the matter.
To conclude, emotional marketing helped us not only to connect our brand with people, but also to implement a social entrepreneurship event that will help those affected by a natural disaster like the Hurricane Florence.
This incredible idea to help kids in India for a better education experience is something different. It demonstrates how you can come up with the best ideas out of the most simple resources. For our innovative idea, we could have improved the effectiveness of our campaign by creating informative posters that would give a better insight to the people about the idea, organizer and where the money would go. Still, it was an interactive activity where we connected Campus Recreation to the hearts of people.
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