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Love, lust & trust: Emotional understanding is key to technological success

12/11/2015 13:41:34

How much do you understand about the emotional reasons your customers choose to buy from, eat or stay with you?

Karen Fewell, Digital Blonde Marketing 

Whether you’re a chef, hotelier, casual dining or food-to-go  operator, getting to grips with consumers ’ emotional connection to your brand is essential to being able to use technology to market your business. That’s according to Karen Fewell, founder of Digital Blonde and the Food Marketing School, who argues that understanding human behaviour, is the key to making the most of technology. Karen will be joined by a chef and a host of experts from the fields of marketing, branding and social media to debate this subject at Hotelympia’s Hospace Hub on Tuesday 1st March.

The session will begin by exploring technology’s impact on dining, including the multi-sensory experience of eating and face-to-face interaction around the table. Digital Blonde data will explore how and why consumers turn to technology when eating out and what, if anything, should be done to protect the dining experience from the potential desensitisation of digital media.

The Hotelympia panel will then investigate the findings of a new Digital Blonde psychological study to be revealed live on stage, Karen Fewell explained further:

“Studies show that we make over 200 decisions each day about food alone and that most of these decisions are actually made unconsciously rather than rationally. This means there’s a clear need for brands to connect emotionally with consumers in order to play a part in this decision making process. At Hotelympia I’ll be looking at this from a hospitality perspective, revealing the best loved hotel, casual dining and food-to-go brands. The findings will detail where several well-known brands fall on a consumer emotional spectrum, from love to lust and other emotional states like empathy.”

The panel will then seek to define what it is that earns a consumer’s love and trust, exploring the key attributes that contribute to achieving this coveted status in a competitive marketplace. Karen Fewell continued:

“Technology today means that a consumer’s decision to purchase from a competitor brand can be as simple as few clicks of a button. This research and the subsequent Hotelympia discussion around understanding what drives consumers emotionally should prove incredibly useful to all hospitality operators trying to succeed and differentiate themselves.”

One way to create an emotional connection, that is much talked about but not often well executed, is making use of storytelling techniques in digital marketing. Panellists will discuss what this means for hoteliers and other operators in the hospitality industry, looking at how to tell stories consumers will connect with. A recent study concluded there is no ‘buy’ button in the brain but there is a ‘story’ button, the panel will consider this idea with real-life examples to learn from.

The session promises to be an inspiration-packed occasion with ideas and learnings for a range of hospitality operators to take away. Don’t miss ‘Capturing imagination as well as attention’ at 2:15pm on Tuesday 1st March, in the Hospace Hub at Hotelympia 2016.

Visitors to the show can also hear from Karen Fewell at the FCSI Food Service 2020 event, at 12:45pm on Tuesday 1st March, during the ‘Redefining Marketing’ session.