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article.provider.name Where brands share their insights. What's This?

For This Startup, Great Marketing is About Creating an Unforgettable Emotional Connection

By Entrepreneur Partner Studio Staff

If you ask entrepreneur and former music-industry exec Rob Wiesenthal, spending all your money on over-the-top marketing campaigns isn’t the most effective way to go about finding customers.

Wiesenthal co-founded a company called Blade in 2014, which combines technology with short-distance consumer travel, offering crowdsourced helicopter rides from New York City to destinations like the Hamptons, NY; Nantucket, Mass.; and Miami. Today, more than 100,000 travelers have downloaded the Blade app and registered with the company.

Really effective marketing, Wiesenthal says, is about telling a story. And for Blade it’s also about making helicopter rides “adventurous, fun and cool.” 

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