Marketing Straight to the Heart

Product Description

All marketers strive to achieve a healthy share-of-market for their products. But really smart marketers know how to achieve "share-of-heart" for lasting customer loyalty.

In this intriguing book, readers learn how to build "emotion" into every phase of the marketing plan -- from product development to positioning to packaging to advertising.

A product with emotion says to the customer: "I know who you are. I know what you want." These heart-tug products appeal to consumers' self-image, ego, and their desire to feel special. (And where the heart leads, the mind follows.)

Chock full of real-world stories, the book shows how to:

** use proven "hot buttons" that work for most products
** develop a product so you know (in advance) that it has a market
** revive a stagnating brand by "rekindling fires"
Product Details

* Amazon Sales Rank: #1557504 in Books
* Published on: 1997-05-09
* Original language: English
* Number of items: 1
* Binding: Hardcover
* 224 pages

Editorial Reviews

From Library Journal
Feig, a marketing consultant, uses his vast experience in directing businesses to use emotion to sell a product. Drawing on such basic marketing concepts as market share and target marketing, he explains how to get customers to embrace a product and keep buying it. Feig gives 15 "hot buttons" to push for making consumers want to make apurchase, including status, family values, need to belong, and fear of aging. The point is to be sure that customers respond comfortably to these "buttons," hooking them on the product. A well-written book for marketing and business professionals.?Joel Jones, Kansas City P.L., Mo.
Copyright 1997 Reed Business Information, Inc.

From Booklist
Feig, a specialist in developing and marketing new products, is the author of New Products Workshop: Hands-on Tools for Developing Winners (1993) and has written a monthly column titled "New Product Strategies" for the trade publication Food and Beverage Marketing. Here he argues that the "real" reason people buy products is for emotional satisfaction. How else to explain the clamor over the "new" Coke or the attention devoted to a new color for M&M's! Feig acknowledges that emotion is an elusive, unquantifiable factor and suggests that this is why most marketers ignore it. He explains that instead of building market share, marketers should concentrate on customer loyalty, or "share of heart." He offers examples of such loyalty for products ranging from automobile tires to toilet bowl cleaner, and he advises how to win that loyalty at every step in the marketing process. David Rouse

About the Author
Barry Feig (Sandia Mountains, NM) is the founder of Center for Product Success. He has helped companies develop and market many successful products such as Glad Lock Storage Bags, American Express Gift Cheques, Ralston Purina's Kibbles & Chunks, Colgate Junior Toothpaste, and R.T. French's Vive La Dijon.
Customer Reviews

Very helpful hands-on advice for marketers5
Barry Feig book seems to be very helful for market researchers, advertising professionals and marketers who try to succeed with new products. He gives hands-on advice how to find meaningful positionings, explains how to market research them and shares many of his invaluable innsights with the reader. One basic tenet of his book seems to adress the marketers of products: Either you offer something meaningful to the buying public or you rather don't offer it at all. One of the future big trends in marketing might be to avoid wasteful marketing initiatives. Barry Feig's book will be required reading for all those marketers who will try to follow this future trend.

Very helpful hands-on advice for marketers5
Barry Feig book seems to be very helful for market researchers, advertising professionals and marketers who try to succeed with new products. He gives hands-on advice how to find meaningful positionings, explains how to market research them and shares many of his invaluable innsights with the reader. One basic tenet of his book seems to adress the marketers of products: Either you offer something meaningful to the buying public or you rather don't offer it at all. One of the future big trends in marketing might be to avoid wasteful marketing initiatives. Barry Feig's book will be required reading for all those marketers who will try to follow this future trend.

Very helpful hands-on advice for marketers5
Barry Feig book seems to be very helful for market researchers, advertising professionals and marketers who try to succeed with new products. He gives hands-on advice how to find meaningful positionings, explains how to market research them and shares many of his invaluable innsights with the reader. One basic tenet of his book seems to adress the marketers of products: Either you offer something meaningful to the buying public or you rather don't offer it at all. One of the future big trends in marketing might be to avoid wasteful marketing initiatives. Barry Feig's book will be required reading for all those marketers who will try to follow this future trend.