How To Make Boring Businesses Exciting
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it’s extraordinary ability to deliver multimedia content, even the most mundane offerings can get hearts racing and the blogosphere blogging.
Emotional Experiences Connect
Let’s take facial tissue as an example; it is one of the most common, boring everyday products you can imagine. There is just not much you can do to sell this stuff other than telling people yours is softer and cheaper than the other guys, but then the other guy is saying the same thing; the result, consumers buy whatever is on sale. But wait, the clever fellows at Kimberly-Clark instituted a brilliant website campaign for their facial tissue, called “Kleenex – let it out.”
The campaign zeros in on the emotional experience associated with why people use facial tissue: to wipe away tears of joy or sadness or maybe to clean-up cute little runny noses – in each
