Emotional marketing refers to marketing efforts, which create emotional feelings among consumers, influencing them into share, remember, buy.
Remember this ad, an international marketing strategy that has been there for years making an impact.
Absolutely phenomenal right, coke dominates the majority of the market alongside its only rival Pepsi.
What made coke cling onto the top spot?
Coke created a sense of joy, entertainment for its product. Emotions play a major role in shaping our decisions and choices, take your time to think back of your moment of buying something, you would have made choice from your hear over the mind.
Today consumers are more precise with there choices, comparing, researching before shopping something, even when this is true! you might have observed people buying things feeling that they might look great in those.
Market gets competitive more and more every day, surfacing new brands reducing your market size. Embracing emotional marketing for your brand, sets the tone rolling, increasing your sales, views, conversion whatever you hoped for.
What sets a brand apart from business is the emotion that people carry, not your logo.
Spectrums of Emotional Marketing
Emotions are mixed feeling just like the spectrum of colors carrying light and dark shades, right now at the time of drafting this blog, its 2 am and I feel annoyed because I’m tired and also enthusiastic about completing it.
Annoyed and enthusiasm doesn’t fit in our basic emotions of happy, sad, fear and anger, they are combination of these four basic feelings. Annoyed can be grouped as angry and enthusiastic can be grouped as happy but carries a different emotion.
As I mentioned before emotions are similar to color having lighter and darker shades annoyance being a lighter shade, rage being a darker shade.
here , take a look into Robert plutchik’s wheel of emotions.
Understanding Emotional Marketing
With the wake of digital marketing, its easy to reach people at large with cheaper marketing costs as a result of increasing the demand for creativity and emotional connection to marketing ads.
To break it down,
Happiness makes us share
Smiles are contagious, good news and positive contents associated as happy/ joy/ funny, travels fast on social media. Clear evidence of why entertainment and meme contents get higher shares.
Now you know, how coco-cola made it.
Sadness creates empathy and connection
Typically, used for good causes like crowdfunds for poor patients or relief funds at the time of disasters making people feel empathy and a sense of good feeling when they contribute, obviously, some people fake it but let’s address the greater picture.
Fear let us cling onto what’s comfortable
A lot of marketers are afraid to leverage fear in their marketing, having misconceptions that fear creates a negative feeling among people. Fear creates loyalty among people to stick onto your brand, creating a sense of relying on your brand when everything goes bad.
‘And Nothing else’ understands this very well, brilliantly crafting its ads and promotions around people fear of health-conscious and quick eats being a derogatory to our body.
Anger and passion creates stubbornness and loyalty
These intense emotions are key to most successful brands in the face of earth Nike, Redbull are some which portrays these intense emotions in their marketing.
This video of Royal Enfield’s story of Himalayan shows the passion that goes behind the making of it, Royal Enfield is one of the most successful brands in India, captivating a most loyal and passionate bikers community ranging from people of all ages.
These intense feelings tend to create virality among people, increasing views and engagements to your ads.
Strategizing Emotional Marketing
Structuring your marketing campaigns around emotions and strategizing your placement of ads can follow any of these below or all of them. Every marketing campaigns have goals to achieve something increase sales, lead generation, or awareness.
Strategizing specifically for these in your campaigns through emotional marketing leads to successful campaigns.
Going back to the coca-cola case study, its major audience is teenagers aging between 13- 30, targeting no particular lifestyle but more of fun parties, gatherings, entertainment centers.
Who doesn’t pop a cola in a movie theatre or along with a pizza at after hours of work? positioning it well among its consumers. Understanding your audience’s behavior is the first step in brand marketing, knowing what they want, where they hang out letting you drive your brand’s affinity towards your audience.
Demographics and psychographics are the main factors in identifying and classifying your audience. Demographics represent audience age, gender, locality, language, and such physical elements.
Psychographic representing how they think, their ambitions, and other behavioral representations. Psychographics being the modern segmentation defining ideal audience to brands.
Create a story
Story captivate and depict real-life scenarios, perceive less as businesses and more of brands. As humans, stories play a vital role in building our lives, be it bedtime stories of mom to inspirational stories of successful people, they craft our lives.
This video of apple watch is all about real-life stories when people found themselves in adverse situations of people in their life, being a tech brand apple masters the way of storytelling in their marketing.
Psychology of colors
Did I get your attention back ?
Our senses are triggers of emotions, we sense emotions through our physical organ. Out of our 5 senses, visuals are the most common and predominant ones, each color has a sense of emotions hidden inside as we have seen in the above wheel of emotions.
Brands design their logo to create a sense of those feelings attached to their brand, colors influence our decisions, way more than what we think. It reflects people’s personalities and what they are associated with. Certain colors evoke emotions that favors you in leveraging what people perceive of your brands.
Measuring your emotional marketing.
Any type of marketing technique should be measurable in order to recreate the same in future or to measure the success of your campaign.
As we saw earlier every emotion triggers a reaction, share when happy, sad leads to empathy, and anger or passion leads to virality. Based on the emotions of your ads, activities around it gets a bump.
Another way of measuring would be poll and survey, this can reassure that your marketing campaign is whether successful or not.
The best marketing doesn’t feel like marketing-Tom Fishburne
Does it feel like marketing when you readout positive comments of the product, does it feel less like marketing watching people sharing opinion on products.
Humans are bound by emotions through the thick and thin of our life, it subconsciously drives us into what we do. We rely on them to make our life meaningful and live a rich life.