How to craft experiences that make your users fall in love with your ideas

1. Claudio Ferrara
The Lovemark theory

2. Claudio Ferrara
- Digital Marketing Specialist
- Master of Endless Blog Scrolling
Hello world :)

3. What is love?

4. Not this one...

5. Perhaps this one...

6. Definitively this one!

7. Why we need people
to love our stuff?

8. “Emotion lead to actions,
while reason lead to
conclusions.”
Donald Caine, Neurologist

9. “In a single day a man can
receive 3500 marketing
message. He won’t recall
99% of them.”
Test results - The Guardian.com

10. Are you familiar with this?

11. People get used fast of their stuff
To escape from this “message blindness”,
we need to reach people on a deeper level,
migrating from brands to Lovemark.

12. “A Lovemark is something
that inspires Loyalty
beyond reason.”
Kevin Roberts, CEO of Saatchi & Saatchi

13. “900$ for a phone?!”
“If you don’t own it, you
don’t get it.”
“This is not a bag, it’s a
Balenciaga!.”
“When i’m on board, I feel
nothing it’s impossibile.”

14. Test time: how much these bags costs?

15. Brand Lovemark
● Information
● Famous
● Global
● Promise Quality
● Values
● Has its own story
● Relationship
● Loved
● Personal
● Promise Feelings
● Spirit
● Has a bit of mistery

17. To inspire Love you need to tap into
these emotions
Mistery Sensuality Intimacy

18. Mistery
● Don’t spoil too much!
● Build a narrative
● Create hype
● Less isn’t more but it’s definitively cool

19. Game of Thrones made its fan watch a
block of ice melting on a Facebook Live
in order to provide them some spoilers.

20. Fans could speed up the melting typing
“fire” in the comment.
More than 1.3 million people watched
the stream, revealing a new trailer.

21. Adopt new solutions to be
seen as “groundbreaking”

22. Swedish rapper Adam Tensta released its
new track in a different way: only 1 copy,
only person at time, only on Facebook.

23. Joining the app, fans of Tensta could
climb the line up, tweeting, sharing or
listening the rapper’s previous songs.

24. Think hidden tricks to
surprise your users

25. Wow! He reads my mind!

26. Look, Magic on Facebook!

27. Sensuality
● Engage multiple senses (Touch, Sight, Hearing)
● Create simple, intuitive choices
● Let the user choose their own path
● Smart is the new sexy

28. Do ya think i’m Sexy?

29. Animation help your design feel “alive”

30. Don’t text your lover too much

31. Let the love choose its way

32. Don’t be afraid to be funny

33. Intimacy
● Be there, Be Useful
● Feel personal, but not creepy
● Make the user feel good about what he’s doing
● Be funny

34. “Lacing humour and easter eggs
into the workflow can transform
an otherwise mundane task into
an experience that people look
forward to, and sometimes even
miss."
Aaron Walter, UX Director at Mailchimp

35. Come on, it’s just a
form!

36. Ok, ok...you’re ready…?

37. Another newsletter?

39. “We can't help but create
relationships with things that
we interact with over and
over and over again."
Kevin Hale, Founder of Wufoo

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Let’s keep in touch!
claudio.ferrara@bryan.it
@BryanWebAgency