Remember the Kodak advertising from the 60’s and 70’s? Paul Anka sang “Memories pressed between the pages of my mind. Memories sweetened through the ages just like wine.” It progressed into “Kodak Moments” or “Kodak Memories.” It wasn’t about the Kodak cameras or the film; it was the memories and experiences that would live forever through your prints or slides, as well as your mind by taking tons of pictures.
Today’s consumers still want those special moments and memories, but don’t remember that Kodak, as they shoot more images of family and friends making memories on their smart phone than they ever did with a camera. We’ve all seen them take pictures of their lunch to post on social media.
Authentic emotional marketing is not as easy as you might think. “Authentic” is the key word today as consumers can sniff it out with the images you feature, the wording, the tone of the copy, it all adds up and it all needs to work together, so it can’t be rushed. Focus on the human element, rather than the product, and you will come out far ahead.