Today’s consumer base is better educated and better equipped to information they want to have. They’re also surrounded with advertisements on a daily basis.
In such a busy marketing world, how can you make sure your company stands out?
Through 'Emotions': By tapping into right touch-points of the customer, can instantly gain their attention.
In this article, we’ll explain what makes emotional marketing so powerful and how you can leverage it to connect with your audience and encourage them to act.
'Always'a women menstrual product and information company ran a campaign that gained lot of appreciation. Also won an Emmy, a Cannes Grand Prix award, and the Grand Clio award. The company tried to turn an insult into a bold movement of confidence not only brought revenue, but popularity as well.
Let's understand what emotional marketing is and why it is the best attention grabber?
Emotional marketing refers to marketing and advertising efforts that primarily use emotion to make your audience notice, remember, share, and buy. Emotional marketing typically taps into a singular emotion, like happiness, sadness, anger, or fear, to elicit a consumer response.
Now consider a new business. If it were between two advertisements — one that simply talked about products, and one that made you laugh or cry — which would “impress” you? The second one, right?
First impressions form in a matter of seconds. The same goes for a first impression of a product or brand, and marketing emotion can help shape that impression … and help that brand or product stand out in your mind.
Studies show that people rely on emotions, rather than information, to make decisions. Emotional responses to marketing actually influence a person’s intent and decision to buy more than the content of an ad or marketing material.
Out of 1,400 successful advertising campaigns, those with purely emotional content performed about twice as well (31% vs. 16%) as those with only rational content.
Emotional Marketing Strategies.
The below strategies can be combined and used to evoke all kinds of emotion.
1. First ... Know Your Audience
This is a crucial step before doing any kind of marketing, much less emotional marketing. If you don’t know your audience, how will you know what kind of content they’ll respond to best? How will you know which emotion to target to elicit the best, most valuable response for both them and you?
2. Choose the right Color
Color actually plays a major role in evoking emotion. Have you ever walked into a room and immediately (and inexplicably) felt some type of way? This is called color psychology, and a wide variety of businesses and organizations use it. Therapists paint their offices to calm their patients, football teams choose jersey colors that excite their players and audiences, and movie producers design the color scheme for posters and trailers that elicit feelings of fear or surprise.
The same goes for brands. Consider the Coca-Cola red or Starbucks green. The color red evokes strong feelings such as love, excitement, and joy (as well as anger and warning). In the case of Coca-Cola, red portrays positive, friendly energy.
3. Tell a Story
Storytelling is a surefire way to connect with your audience. Whether through sadness, anger, passion, or excitement, stories are easily relatable and shareable, regardless of the makeup of your audience.
Proctor & Gamble’s commercial titled “Thank You Mom” aired before the 2014 Sochi Winter Olympics. It features many famous Olympians and the stories of how their mothers supported them throughout their athletic careers. Since mothers are a large part of P&G’s target audience, the commercial is perfectly positioned to both tell a resonating story and market their products.
Another heartwarming piece of emotional marketing is MetLife’s commercial “My Father is a Liar.” It chronicles the life of a young girl and her father, who’s attempting to get a better life to care for his family. The commercial closes with the tagline “A child’s future is worth every sacrifice,” which positions the ad to connect with MetLife’s target audience: parents and families who’d do anything to provide for their children.
4. Create a Movement or Community
Using emotional marketing to establish a movement or community around your brand taps into a few different psychological triggers. The bandwagon effect it creates keeps people intrigued by what the crowd is doing. Also, feelings of camaraderie, acceptance, and excitement can create a sense of loyalty to your brand.
Patanjali brand is a great example of community based advertisement. It started with benefits of yoga on health, chemical free and swadeshi products.
5. Inspire the Impossible
Aspiration isn’t quite an emotion, but the process of feeling inspired definitely brings out many emotions: elation, joy, excitement, hope … just to name a few. Aspirational campaigns are powerful because they tap into a dream, goal, or vision that your audience longs to reach. To successfully target aspiration as a marketing approach, businesses should understand how their product helps their consumers reach those lofty dreams and desires.
Red Bull executes this approach well through their “Red Bull Gives You Wings” campaign. Their commercials feature intense moments where real athletes are achieving their goals and dreams. These ads also associate Red Bull with feelings of elation, excitement, and hope that, one day, you can reach your dreams, too.
Weaving emotion into your marketing and advertising is a surefire way to attract, resonate with, and encourage your audience to act. Think of emotional marketing as the secret weapon you never knew you had.
To successfully put emotion in your marketing, all you need to do is know your audience and know which emotions would resonate most. Align these with your overall marketing goals, and your emotional marketing efforts will be some of your most effective.
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