This year at Advertising Week, Ryan Eckel, VP/Brand at Dick's, had some good words about emotion-forward marketing, which has led to some great work by the retailer throughout their advertising:
and in doing their own films:
"Our brand is about this idea that sports makes people better: not just fitness, not just because you're healthier, but because it encourages a work ethic, and discipline, and time-management, and all these amazing qualities. So we look for stories that speak to those values.
"We're a retail marketer, so we have direct mail, we have Sunday circulars, we have all these things that hit pretty hard. But whenever we just tell emotive stories, from ... all the metrics we look at, the storytelling outperforms on ROI … So it's been a business driver as well, even though that wasn't the intention at the beginning."