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MARKETING EMOTIONS FOR PADDLING BUSINESSES
In January, PC instructor David Johnston and I totally re- vamped the Paddle Canada website. The new site focuses on simple but powerful emotions, like the feeling of strength and achievement when you glide up and over deep swells in your sea kayak. These are experiences and feelings that we as experi- enced paddlers cherish deeply, and others envy. Associating a brand with these feelings is marketing emotions. It’s a powerful concept. Apple is probably the best example of emotional marketing. Apple doesn’t market their technology; they promote the experi- ences imparted by using their product. We convince ourselves that we want to be the type of person that owns an Apple com- puter. Creative, productive, chic and inventive. Who wouldn’t want to be that? So how can you market your paddling business using emo- tions? Step one is to reflect on what type of paddler you are and who you paddle with. Let’s say you’re into relaxing paddles with a yoga session. You would build up your brand around emotions of sophistication, protection, trust, healing, health and integrity. You do that with: design, content and by living that brand. Design all of your material (websites, brochures, storefront, etc.) using colours that convey these emotions, such as blue, tur- quoise, green, pink, browns and whites. Avoid reds, oranges and yellows. They convey more intense emotions like fear, energy and strength. If you Google colour psychology marketing, you’ll
get lots of resources to help you match colors to emotions. Create and share content on your blog, social media or
newsletter that produces these emotions. For example, you’d sooner share a video of paddling with pets than of an intense whitewater SUP race, even if you offer SUP courses. You want your brand to be associated with the emotions that a cute puppy video produces, not the intensity of a whitewater SUP race. How do you live your brand? You can do small things to
make your brand stand out. A good technique for a yoga SUP brand would be to use more personal modes of communication. Instead of emailing to confirm clients for a course, call them personally. Remember their names and learn about them. After a course, mail each student a handwritten letter thanking them for taking the course and include their Paddle Canada certifi- cation card. Someone with integrity that isn’t in a rush, that values taking a moment to do something nice and different, is someone who, in 2015, takes a moment to write a handwritten letter. That is how you live your brand. My name is Adrian Camara. I do the digital media at Paddle Canada. I’ll be writing brief marketing points like this in every issue of Kanawa from now on. You can email me anytime if you’d like to chat about marketing your Paddle Canada related business
media@paddlecanada.com.
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