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The main dos and don'ts for the emotional campaigns in Trento and Rovereto
and in Bolzano/Bozen can be summarized as follows:
It is important to start with a clear concept; the messages you
want to convey must be clear.
Early on get the main decision makers involved in the project, in our case the
heads of "Trentino Trasporti", the public transportation company
of Trento and Rovereto, and the vice-major of the Municipality of
Bolzano/Bozen, responsible for traffic and mobility. The early involvement
indicates that it is also their project.
The early involvement is also necessary, because the emotional approach
represents a cultural innovation, which could be in conflict with
traditional view of marketing, and with established relations with
marketing consultants.
The winning factor to convince decision makers is beauty. Suggested
images must be beautiful. This is very important to overcome possible
resistance to a less traditional concept.
Once the concept of beauty is accepted and brings the first successes, go forward
without hesitation.
Success of action represent political capital for decision makers.
The bigger this capital, the easier it is to get support for further
action.
Get the media involved. Media are fundamental for the success of
the actions and the presence in the media is important for the decision
makers involved in the projects.
Do not prepare actions without clear concept, without involvement of decision makers,
without highest attention given to beauty of images/proposals/actions,
without attention to the positive political capital, without adequate
participation of media.
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