I had a chance to meet Patrice Laubignat, CEO of LePartenariat.com and recognized influencer in the area of Emotive Marketing. He kindly accepted to answer my questions.
Patrice, could you please introduce yourself and explain us how you landed in the marketing world ?
PL: As I started my professional life teaching mathematics, I would answer that “strange encounters” led me to the marketing world! I have, probably for a long time now, two passions : one is sharing knowledge and inspiring others to express their talent (in marketing), and two, is learning from people who launch projects or manage marketing for companies on all kind of market. So I am a consultant and a teacher ! I also write to share on two blogs : one about partnerships (as I am founder of LePartenariat) and one about Emotional Marketing (mainly for my students).
You are putting the human at the very center of any marketing strategy. Is this a complete (at least good) definition of Emotive Marketing ?
I wanted to call it : « a romantic vision of marketing » rather than emotional, but yes it is a human to human approach. It is more a matter of “thinking backwards” as Seth Godin would say. Marketers need to understand that they cannot anymore make us do what they want, and even less, foul us with tricks and false promises. “If you don’t understand people, you don’t understand business”, said Simon Sinek, and I believe that the only way is to focus on customer’s attention, feelings and benefice. As long as your goal is to deserve his confidence and to be his best friend for a long term relationship, you must organize everything (product, communication and customer service) starting from his point of view.
I have recently read your book “Tout savoir sur le Marketing Emotionnel”, so I have got the historical details, but could you please explain to our readers where this Emotional Marketing concept came from?
Well, thanks for being a reader. I had the feeling that marketing was going wrong when hearing every one saying : “ok, but this is marketing no ? meaning, it can’t be true, or why should I trust brands ?” I have being a brand defender from the start. I love brands. And I know why. Brands are selling us what makes us wake up and go to work, come back home to share leisure, food and events with our kids or friends, travel or drive to see people we love or haven’t met yet : a true meaning in our every day life. We are defined by things we buy and use, by experiences and stories we share (as we have being sharing a coke since we once drunk one), and I wanted my readers to understand that marketing have to be thought this way because we are human. This is my why but reading American marketers (mostly) inspired me a lot. As I received kind of an English education, I may well be more emotional than rational at the end.