ETURN ON EMOTION WITH LIZ LATHAN

On this episode of the Marketing Starter Podcast, Tim Hines and Liz Lathan discuss the concept of Return on Emotion (ROE) in the events industry. Liz shares her journey from a corporate background to community building and the founding of Club Ichi. They explore the importance of emotional engagement in events, backed by research that identifies five key emotions necessary for driving business: hopeful, adventurous, active, accepted, and motivated. Liz introduces the HAM framework and discusses how to measure emotional engagement in events, emphasizing the need for a deeper understanding of audience values and engagement metrics. In this conversation, Liz Lathan and Tim Hines explore the multifaceted nature of engagement in marketing, focusing on cognitive, behavioral, and emotional aspects. They discuss how to measure these engagements, particularly through the lens of ‘Return on Emotion’ (ROE), and how to effectively communicate the value of emotional engagement to stakeholders. The conversation emphasizes the importance of creating meaningful connections at events and the strategic layering of engagement metrics within the marketing funnel.

Takeaways

  • Return on Emotion (ROE) is crucial for meaningful connections
  • Community building enhances collaboration and creativity in B2B marketing
  • Emotional engagement drives business success in events
  • The HAAAM framework identifies five key emotions for events
  • Hopefulness is essential for engaging younger generations
  • Active participation is necessary for effective events
  • Event success is measured by emotional engagement, not just attendance.
  • Understanding audience values is key to event planning
  • Engagement can be cognitive, behavioral, or emotional
  • Creating a sense of belonging enhances event experiences. Engagement can be measured through cognitive, behavioral, and emotional metrics.
  • Return on Emotion (ROE) is a key metric for assessing emotional engagement.
  • Emotional connections can drive customer loyalty and retention
  • Effective messaging should address the emotional and cognitive needs of the audience
  • Creating an environment for connection is crucial for engagement.
  • Events should have clear objectives to justify investments