Real Life Lessons on What It Means to Market with Impact—Emotional Qualities and Brand Immersion

It only takes a few minutes of browsing our website to realize how passionate we all are here at BottomLine Marketing about Marketing with Impact. We could talk all day about what you should do for your business to find a purpose and communicate value to your customers, but sometimes it’s really better just to see how other businesses are living and breathing our Marketing with Impact principles to see how they could change your company.

That’s exactly what we have been doing with our Real Life Lessons series.

Back in October, we talked about Ryan Murphy Construction and their ability to be remarkable. We also talked about Work Nicer’s passion that has a greater purpose.

In December, we shared how Alchemy Communications communicates value to its customers and how Red Bloom Salon’s attachable qualities keep clients coming back for more.

Well, we’ve met a few businesses since then and we’ve got two more Marketing with Impact points to get to before we wrap up our Real Life Lessons series—emotional qualities and brand immersion.

On having emotional qualities

How many of your decisions are logic-based? How many are emotion based? Would it surprise you if how you think you make decisions is completely wrong?

As much as 90 percent of our decisions are made based on our emotions. Just think about it. Can you explain why you like your favorite color or your favorite band? You can try, but at the end of the day, you prefer certain colors and types of music because of the emotions they stir in you.

Brands that can do the same thing have an advantage over brands that can’t.

Take Legacy Kitchens, for example. There’s an emotional aspect to their business, whether they like it or not, and that’s because most people loathe working with contractors. Legacy Kitchens has used that to their advantage.

Most people have a negative emotional reaction when it comes to contractors because they are known for failing to keep their commitments. They overpromise and underdeliver. Legacy Kitchens does the complete opposite. By sticking to their word, they transform the emotional reaction of their clients into one of excitement that their project is actually going to be completed on time, on budget, and on style.

If you want to talk about brands with emotional qualities, the discussion absolutely has to involve Women Talk. The whole point of this TED Talk style event is meant to inspire. That’s because speakers talk about very emotional, personal stories in empowering ways, which leaves audience members with a lasting feeling of triumph and a can-do attitude.

On brand immersion

What brands define you and find their way into your everyday life? The iPhone comes to mind, but it isn’t just tech and big-name companies that have managed to master this marketing skill.

Immersion is Culture Smith‘s whole shtick. They require their clients to immerse themselves in their own brand to find innovative solutions to both simple and complex problems.

They get their clients to work from the inside out to make better habits, break bad ones, create a new company ritual, or even just change their behavior. That can be hard to do for some businesses that are used to the old ways of doing things. Culture Smith is all about questioning and reassessing ingrained assumptions to make clients feel closer to their brand and their vision than ever before, which then rubs off on every customer or client who walks through the door.

It’s common practice for businesses to hold their cards close to their chest, so to speak. Chefs don’t invite other chefs into their kitchen for fear of sharing their secret recipes and contractors don’t collaborate on where to find the best materials at the best prices fearing they may lose clients.

But are those fears justified?

The Measurable Difference doesn’t think so. They provide an immersive experience for audience members in industries that never would otherwise consider collaborating because they know how valuable collaboration can be. Their talks allow everyone to learn and grow from each other without the unwarranted fear of stealing each other’s customers.

They do this by encouraging attendees to dig into what was said by following up their 25-minute talks with 25-minute open networking sessions. Then, after the final talk, a Q&A session further immerses attendees in the event by making them active participants in the discussion. They can then take what they learned and make their businesses better.

How will you Market with Impact?

Just because we’ve reached the final installment of our Real Life Lessons series doesn’t mean we’re done bringing you stories of real-life businesses that are Marketing with Impact. It doesn’t mean you’re on your own to figure out how to implement these principles either!

We’d be happy to book a free consultation so we can help you tease apart what these marketing principles mean for your business. We also regularly host Impact Stories events where you can learn more about what industry leaders are doing in their own businesses to Market with Impact.

Just fill out our form and we’ll help you find the best way for your business to Market with Impact!

Real Life Lessons on What It Means to Market With Impact—Being Remarkable and Having a Greater Purpose


It’s an often-dreaded word among business owners. You know it’s something you need to do, but the who, what, when, where, and why of marketing can leave even the most dedicated business professionals wondering.

Sure, marketing is about updating your social media accounts, sending out emails, and handing out coupons. But, it’s about much more than that.

It’s about Marketing with Impact.

This seemingly simple concept is what will take your marketing strategy to the next level, and it’s exactly what we do here at BottomLine Marketing.

What does it mean to Market with Impact? It means:

  • Being remarkable
  • Having a greater purpose
  • Knowing your value
  • Having attachable qualities
  • Knowing the emotional quality of your brand
  • Having an immersive brand experience

Knowing and understanding these concepts is one thing. Putting them into practice is quite another. Sometimes, the only way to truly understand a complex idea is to see it in action.

We’ve had the privilege to collaborate with and interview some amazing companies that are marketing with impact every single day using two of the items on our list—being remarkable and having a greater purpose.

On being remarkable

What does it mean to be remarkable? Well, according to the dictionary, it means “worthy of being or likely to be noticed, especially as being uncommon or extraordinary”. That sounds great, but what does it really mean?

For Fratello Coffee, it means taking the extra time to make sure they have an unforgettable product. That’s no easy task in a world that’s full of coffee makers looking to make their mark. How do they do this? They do it by going beyond the bean.

Fratello coffee ethically sources their coffee beans, and they work directly with growers. This enables them to develop amazing coffees with unique flavor profiles.

That’s not all. They go even further by considering themselves advocates for the coffee industry. They work hard to elevate coffee culture, turning their little corner of the market into something truly remarkable.

They aren’t the only ones we’ve profiled who have this whole remarkability thing down. Ryan Murphy Construction is another business that’s remarkable, and they’re even more so because they’re leaders in an industry that’s full of contractors who are a dime a dozen.

Not only is this unique construction company run by women, Lara and Karen run it using a community-based model. They take the time and effort to work closely, not only with their clients, but with their architects, designers, and trade partners. This creates a remarkable work environment for everyone working on the latest project, but it also creates a remarkable finished product that clients rave about.

Following in their footsteps starts with taking a look at the competitors in your industry and figuring out what sets you apart. That’s the thing that will make your business truly remarkable.

On having a greater purpose

No brand stays afloat without a great product or service, but it takes much more than that to win the hearts of potential customers. In today’s world, it’s more important than ever to have a greater purpose. That means digging deep and thinking about how you want to change the world.

Megan Stanley didn’t necessarily open the dogma Education and Behaviour Centre with a greater purpose in mind. Instead, she was having a hard time finding a facility that could help her train and socialize her dog. Her business turned into a greater purpose when she realized she could help dogs be successful in our busy and chaotic world. Today, the business is just as much about educating people about dogs so they can have a better relationship with their furry friends as it is about actually training the dogs.

What about when it comes to providing a space for people to work? There doesn’t seem to be much of a higher purpose there. Don’t tell that to Work Nicer.

It’s true that Work Nicer provides a place for freelancers and entrepreneurs to work, but their space is about much more than providing a few desks and chairs. They believe you shouldn’t have to work by yourself even if you work for yourself.

This higher purpose means they take a different angle when it comes to providing a co-working space. They see it as a way to connect people who are on similar journeys, providing opportunities to collaborate along the way.

It doesn’t matter what it is you do, or what you have to offer, you can find a greater purpose for your brand that has the kind of values that people want to support.

How will you Market with Impact?

The question is, how will you Market with Impact? Focus on being remarkable like Fratello Coffee or Ryan Murphy Construction. Or, you can develop a greater purpose like dogma and Work Nicer. Or, maybe you want to try one of the other items on the list that will help you stand apart from others in your industry.

If you’re struggling to Market with Impact, contact BottomLine Marketing. We’re passionate about helping companies just like yours connect with customers on a deeper level by developing marketing strategies that really work.

Contact us today or book a free consult below:

The Value of Market Research in Your Business

Are you experiencing marketing success? If you don’t know your ideal customer inside and out, chances are you might need to tweak your approach. When you really know what makes your target audience tick, what they’re looking for and what they value, your marketing plans will fall into place.

But, how do you get to know your ideal customer? Market research is the answer. This important step can make all the difference in developing a winning marketing plan.

What is the value of market research?

To show just how important market research can be, let’s take a look at a case study.

Febreze is a powerful brand that nearly everyone knows. But, did you know it was nearly pulled from the shelves because of poor sales during the test market phase? Proctor and Gamble decided to dig a little deeper before cutting the new brand, and it made all the difference.

Originally, Febreze was marketed for its ability to eliminate odours. So, with this in mind, Febreze interviewed people who indicated they wouldn’t purchase the product. In one interview with a woman who had 9 cats, the researcher asked what the woman did about the cat smell. To the researcher’s utter disbelief, the woman responded that there was no smell, no cat odour problem. Meanwhile, the researcher was nearly gagging from the stench.

Their target market was a flop: they didn’t realize there were odours that needed eliminating!

On the other side, Febreze interviewed some of their few happy customers. They discovered customers used Febreze to reinforce the feeling of clean after completing housework, not to eliminate specific odours.

Febreze was saved through this market research that led to a new approach: adding refreshing scents to the spray and selling the product as a product to use after cleaning to freshen everything up.

Now, just imagine what market research could do for your business! It might change your whole approach.

Need help conducting market research? BottomLine Marketing can help. Contact us!

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Web Design for Conversion: What to Look For

Your website is your presence online. It speaks for your company and everything you do. It’s a platform that can either draw customers in or chase them away. What does yours do?

If you want to set your website up for conversion, there are a few things you should look for in your web design:

Keep Choices to a Minimum

The more options you offer your potential customers, the more they have to think and the less likely they’ll arrive at a decision. So, on each page of your website, try to offer just one focused call to action. This also applies to your navigation menu. Avoid excessive drop downs and long lists to choose from.

Low Effort

Your click throughs, sign-up forms, and your checkout process should require little effort. For example, in your sign-up form, don’t ask for additional information about your customer like the company they work for and where they live, even if you would find this helpful. People may find it requires too much work to sign-up and they’ll click out instead. A simple first name and email address in your sign-up is plenty. Later, you can slowly get to know your customers and engage with them in other ways. 

Be Clear

Symbols are great, but they can be unclear. Some things have to be crystal clear on your website. For example, Fab.com began with a shopping cart image and a plus sign for customers to add an item to the cart. However, this was too vague. When they changed the image to the words “add to cart,” conversions went up 49%.

There is so much more you can do to boost your conversion rates through great website design. Want to make your website work harder for you? Contact BottomLine Marketing for expert help in optimizing your website for conversion.

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Creating an Emotional Impact on Your Website

Emotions. They are the reason people share articles, websites and products online and via word of mouth. When you feel awe, excitement, amusement, anger or anxiety as a consequence of reading an article, you’re much more likely to share it, author Jonah Berger discovered.

One study in the UK showed that ads with mainly emotional content performed twice as well as ads containing just rational content. Although many of us would like to believe we make decisions and purchases based on reason (I’m a logical person!), the reality is our emotions play a significant role in whether or not we share content or buy something.

What’s the difference between rational and emotional content? Rational content focuses on facts and figures, and tells us why we should do something. However, emotional content makes the audience feel something and gets into their subconscious mind.

Don’t miss out! How can you ensure you’re capitalizing on emotions? One approach is to get emotional on your website. While it may seem tricky, the results are well worth it. Here are a few steps to help you get started:

Identify the Emotion You’ll Use

Go for excitement, awe, happiness, a sense of belonging or even fear. Nike uses excitement about achieving success in sports to power their content. You can also use the fear of missing out on a great experience, product or result to encourage conversions through your website.

Tell Stories

Relatable situations, milestones and stories are great for evoking the emotion of your choice. Include these elements in a video, graphic, short text or blog on your website.

Be Visual

Show the emotion in pictures and drawings. This will help you communicate the emotion more quickly.

Use Time Wisely

Once your audience is feeling a certain way, you have a short amount of time left to convert this into a sale or desired action. Use calls to action to direct potential clients to contact you, make a purchase or get a quote.

It’s time to get started! Need help? Contact BottomLine Marketing for a free consultation!

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SEO: Your Key to Being Seen

You work hard on web development for your business so that your site is attractive for customers. You’d also like for it to convert. After all, the whole point of advertising anywhere, including the web, is to draw in more customers and let people know what you’re all about.

But, is anyone actually looking at your website?

In any solid online marketing plan for your website, SEO is included. This is the key to being seen online. How does it work?

SEO stands for Search Engine Optimization. Search engines, like Google, examine websites all over the internet to learn what they’re about. Then, when people type in search terms, the search engine pulls up the websites that seem most relevant. Google uses a complex algorithm to determine which Preview (opens in a new window)sites to list first. In addition to containing the words you typed into the search box, the sites Google lists are also often popular (meaning that they have a lot of page views) and are considered to include useful, high-quality content.

What does this mean for your website?

  • You need to do keyword research. Keywords are the words you type into a search box. You need to know what your potential customers are searching for. Some tools (like Google AdWords) exist to help you select the best keywords for your niche.
  • This means you design some of the content on your site to include the keywords. However, this doesn’t mean you should stuff your content with keywords. Focus on quality and including some of the necessary keywords. They should show up naturally.
  • Content marketing. By adding more quality content to your website in the form of a blog, for example, you’ll add value for your clients. In addition, you’ll boost your rankings on search engines by having more keywords linked to your site.

SEO involves quite a bit of planning and a great understanding of the topic. Need help? Contact BottomLine Marketing for help with your web development and SEO strategy. 

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What’s Your Emotional Impact?

Did you know that 90% of the decisions you make stem from the limbic system, or the emotional centre of your brain? That means that a large chunk of your buying decisions are also based on emotion rather than logic. When customers have positive emotions towards a brand, they can become attached to it. This leads them not only to purchase from the brand, but also to share it with others.

Creating an emotional response is an important component of impact marketing.

What’s your emotional impact on your clients? If you’re thinking through your marketing strategy and realizing that it’s mostly logic based, you’re not alone. Don’t worry! There are many ways to increase your emotional impact. First, you need to know which emotions to target.

What are the best emotions to try to evoke in your customers?

In a study by Jonah Berger, author of Contagious, it was discovered that articles creating a physiological response in the body were more likely to be shared.

The five emotions that are most likely to motivate someone to share are:

  • Awe
  • Excitement
  • Amusement
  • Anger/Disgust
  • Anxiety

The most positive emotions such as awe, excitement and amusement are ideal for ad campaigns and your website’s emotional impact. However, the other two emotions (anger/disgust and anxiety) can also be used in successful campaigns, although it may be a bit trickier to do so.

Viral content often evokes these emotions. Who doesn’t remember when Gangnam Style came out? It was an instant internet sensation that created awe and amusement in viewers. In the business world, the Dollar Shave Club snagged 12000 customers in their first two days of business with their introductory video targeting twenty-something metrosexuals. The video creates excitement, while also including elements of humour.

Ready to give it a try? Creating an emotional response is an important component of impact marketing. Get started by planning your next marketing campaign.

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A Greater Purpose: Why You Should Consider Having One

A greater purpose. This can mean many different things to different companies. However, there is some common ground that can help determine what a greater purpose means. It’s the idea that the company is doing something beyond making a profit. Whether it’s taking a stand to empower women, offering a natural, environmentally friendly product, fighting poverty, or improving lives, these goals that create meaning in our lives are important. Why?

  • According to a poll in Target Marketing Magazine, up to 89% of consumers would switch to a brand of a similar quality if that brand supported a good cause,
  • The Stengel 50 are the top 50 brands that centre their businesses around the ideal of improving people’s lives. They grew three times faster than their competitors and were 400% more profitable than investing in the S&P 500 (Havas Media Group).
  • People naturally crave purpose. Without it, we may suffer psychological difficulties.

As you can see, having a greater purpose is great for business. Not only does it improve your image among potential clients, but it also helps them identify with you, and can boost your bottom line. By engaging with customers through your greater purpose, people will easily align their values with that purpose and believe more deeply in your brand.

Here’s an example. Dove launched their Real Beauty Campaign in 2004 based on a global poll that stated only 2% of the female population thought that they were beautiful. Challenging stereotypes set by the beauty industry and encouraging women to recognize their beauty became their greater purpose. In the campaign, women of all shapes, sizes, colours and ages were represented.

Following the campaign, a new poll showed that 4% of women around the world said that they felt like they were beautiful. That’s a 35 million woman increase! Financially, it was successful as well. Dove has increased by $1.5 billion in sales in the ten years following the campaign (Advertising Age). That’s a 62% gain!

Feeling inspired? Begin developing your greater purpose or boost your marketing for the one you already have! BottomLine Marketing can help you communicate this effectively.

If you need some help, we would be happy to give you a hand. Contact us to set up a free consultation today!


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What Makes You Remarkable?

What makes your company so special, uncommon and extraordinary that others can’t help but talk about it? What makes you remarkable is what helps you stand out from the competition. If you can communicate that special something that makes your company, product or service remarkable, others will notice, which is the ultimate goal.

How can you pinpoint exactly what it is that makes your company unique?

It may be obvious, or it may require some research to discover what makes you exceptional.

Here are some steps that might help you:

Check Out the Competition

If you do a comprehensive check through other companies in your industry, you’ll probably find a lot of similar advertisements, pictures, offers, etc. You can capitalize on this by creating something different. Identify what’s missing in your niche and leverage it. Then, it’s all about presentation. Showcase your remarkable quality in a unique way.

Here’s one example: Blendtec sells high-performance blenders. They showed just how powerful their blenders are by showcasing what they do best: blending. In short videos that quickly went viral, the company demonstrated just how sharp the blades are. But, they don’t blend fruit smoothies. Wooden boards, iPhones, car parts and more are featured in a series of “Will it Blend?” videos that have boosted sales by 700%.

Develop It

If you can’t find anything particularly remarkable about your product, consider going another route. Develop your own remarkable quality. Zappos is a company known for its extraordinary customer service. The fastest deliveries on the market for free, a cost-free return policy and the promise to order an out of stock product from a competitor are some of the ways Zappos stands out. This unique approach to customer service is what has helped grow their sales over $8 million in 9 years.

Now, go find what makes you remarkable!

If you need some help, we would be happy to give you a hand. Contact us to set up a free consultation today!

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Attend our June 14th Event: Leading with Impact

You’re Invited!

The team at BottomLine Marketing would like to invite you to an IMPACTFUL event happening in Calgary, Alberta on June 14: Leading with Impact.  If you’re sick of feeling stuck, aren’t afraid to shake things up, and are willing to break away from the status quo in order to move your business forward, this is the event for you.

What You’ll Discover…

  • A deeper understanding of what’s been limiting your success, and what to do about it
  • How your corporate culture is contributing to your success (or lack thereof)
  • What big brands are doing to create IMPACT (& you’re not)
  • The power of understanding your numbers
  • Why data should drive decision making
  • The tools and techniques required to manage reputation in a complex media environment
  • How to develop a strategic approach to your business and a clear plan of action

Who Should Attend?

Leaders at all levels: vice presidents, directors, managers, supervisors, team leaders and project managers


  • Date: June 14, 2017
  • Time: 6:00 pm – 9:00pm
  • Location: Cult Collective LP. (Headquarters), 1025 10 Street Southeast, Calgary, AB T2G 0S8
  • Cost: FREE


Meet Our Speakers

Lisa Genovese, BottomLine Marketing

Lisa has uncanny ability to produce innovative strategies that create impactful results for her clients. After studying how the big brands make great strides with their marketing, Lisa has a developed a proven strategy to help mid- to large-sized companies capture their corner of the marketplace. Together with her team, Lisa uses that innovative approach, and engages in full collaboration with her clients, to efficiently develop and implement customized, stand-out strategies for each one.

Andrea Jones, BottomLine Marketing

Andrea Jones is the COO(L) at BottomLine Marketing and the author of two books. She has more than 20 years of experience in business management, sales, training, leadership development and marketing. She loves to explore the psychology behind consumer behavior to create strong marketing strategies for the businesses she works with. She has delivered numerous interactive workshops and talks for audiences in Canada and is the strategic mind behind many successful marketing campaigns.

Kathryn Kolaczek, Alchemy Communications

As the founder and editor of The Mompreneur Magazine, a national publication built for entrepreneurial women, Kathryn earned her social media and PR stripes as the company’s CEO and used PR as the main marketing tool to grow the magazine and develop the company’s online communication and social media strategy. Communications expert Kathryn Kolaczek specializes in business and product launches, digital marketing strategy, PR, brand integration, and crisis management.

Shane Wallace, Culture Smith

Shane Wallace is the founder & CEO of CultureSmith Inc., an innovative and disruptive Employee Engagement firm based in Calgary, Alberta. A 17 year veteran of the Professional Recruitment industry, Shane launched his first firm in 2005 after spending 6 years as a Director of a multi-national Fortune 100 Recruitment Firm.As the leader of a rapidly growing enterprise, tackling employee engagement was a daily challenge. In setting his mind to solving this issue for himself, Shane soon realized that he had created a highly impactful model that was delivering amazing results. After “lending” the methodology to a number of his key recruitment clients, the demand for this service built almost overnight and CultureSmith Inc. was born.

Shane now spends his time tackling the engagement issue on behalf of others. Teaching the four core concepts of Alignment, Assessment, Attraction and Activation, he helps companies leverage all about them that is unique, creating solutions that allow them to find prosperity in even the most challenging market conditions.


Michael Pickard, Richardson GMP

Mike Pickard has more than a decade of experience advising affluent business owners, executives, and medical professionals and their extended families. A former entrepreneur who operated his own contracting business, Mike has a passion for helping people understand and approach building more freedom into their lives.

An entrepreneur at heart, Mike has been particularly mindful of the differences that business owners have to consider as they approach their own personal financial planning. As a Partner at Richardson GMP, he is free to choose from a virtually unlimited universe of investments to serve his clients’ needs objectively. And with the disruption happening in financial serves, Mike and his team are very excited about how the combination of technology and personalized advice will improve people’s ability to create, build and manage their financial resources.

Mike holds the Certified Financial Planner and Chartered Investment Manager designations.

Join the conversation using our event hashtag #LeadingWithImpactYYC!
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