Emotional Connection

In the ad business, we like to say we help forget emotional connections between consumer and brand. And even though we're not on Madison Avenue and aren't working with $25,000,000 ad budgets (yet), I think we do a pretty darn good job of doing so for our clients. Possibly even somewhat better on a relative scale than some of the Mad Ave companies. Let me develop this thought a little bit more.

Take one of our newest clients, Allied Trailers, for example. Allied Trailers is a company that carries those big storage containers like you see at the ports, as well as mobile office units. It's REALLY not sexy stuff. Retail stores and real estate companies often call on them when they need some space. As we came to find out in doing our research, these are people that often find out only a day or two ahead that they need a rental unit. Luckily for them, Allied Trailers can often make that turnaround time, unlike many of their competitors - and that became part of our positioning for them - even incorporating a tagline: "swiftspacesolutions." This, combined with the imagery, the copy, the tone, etc help to evoke an emotion...one of trust, that you're not going to be let down when you're in a jam.

Now put yourself for a second in the shoes of the target audience. Your boss comes to you at 3pm on a Thursday, and says, "get me a portable sales office by tomorrow morning at 9." Who do you call? Luckily, since Allied has been sending you direct mail and you've seen some of their collateral, you've become familar with the branding and it is forefront in your mind. You KNOW that they're going to provide you with a solution to your problem and FAST. Whew.

Isn't it so weird how all of this happens on a subconscious level? People don't even know it's happening, and then BLAM! Pretty cool stuff.

Garret