From childhood to adults, we as humans have been psychologically existing to make decisions mostly based on emotions rather than logic. In our day-to-day living more than half of our choices are made on emotional grounds. Wearing your “best outfit” to an event because you’ve received a ton of compliments from friends and family or even strangers. Using a particular perfume because your significant other loves it, or even cooking with a particular brand of spices because that’s “how mama makes it”.
Think about it, the last time you went grocery shopping, did you first pick a brand of tissue papers because its “double quilted” and made of “purely natural products” or did you buy it because it’s been a long standing member of your family?
Understanding your target customers and what appeals to them gives your brand an edge to stand out among other brands that provide the same products / services. Hubspot’s Allie Decker has defined emotional marketing as “marketing and advertising efforts that primarily use of 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.”
Why Emotional Marketing works
Creates a sense of belonging
The main goal of emotional marketing is for customers to feel connected to your brand in a very personal way. That way they don’t feel like you’re selling them a product, instead they feel like they are a part of a big growing family. It creates a sense of belonging.
Take Coca-Cola for example. From the first ever coke ad till date, their main strategy of appealing to target audience is emotional marketing that associates with the feeling of happiness, love, excitement with campaigns taglines as “Share a coke”, “Taste the feeling” and “Open happiness”. They took the love further in 2011 when they began to insert names on Coke bottles. The campaign succeeded in creating a strong bond between Coca-Cola and its drinkers with over 250 million of the new bottles sold that summer in Australia. Lucie Austin, who at the time was director of marketing for Coca-Cola South Pacific said after she saw her name on a coca-cola bottle “My reaction was childlike,” she recalls. “I knew many others would have the same reaction.”
It’s simply human nature
By default people act based on emotions, whether watching a movie or reacting to a story or even having a meal, it’s all about the feelings that come with it.
I recently read a novel from a friend. The book made me happy, love, angry, surprised and I even shed a little tear, exactly how a good book should make you feel. Before I got to the last page, I searched up the author. I read all about her, fell in love and I’m definitely sure to purchase more of her books. Unconsciously I already made that decision to want more of her products, based on my emotions.
Fast brands are quick to know this trick and are already playing their brands to the hearts of the customers.
The IPA dataBANK contains 1400 case studies of successful advertising campaigns. Out of the campaigns, those with purely emotional content performed about twice as well (31% vs. 16%) as those with only rational content and those that were purely emotional did a little better (31% vs 26%) than those that mixed emotional and rational content. It’s quite clear that without emotions humans will be unable to make decision, much less a logical one.
Emotions are relatable
How often do you usually hear, “I can definitely relate to this” in a conversation. That’s because putting ourselves in the shoes of the speaker feels like we are somehow connected to his level of pain, or happiness.
Brands have placed themselves to feel their target audience’s pain and not only feeling their level but also providing a good solution to solve their problems.
The big brother brand has fixed itself in a position that make viewers feel they can relate with the housemates. Week by week millions of Nigerians spend tons of money voting their best housemate to remain in the house for three months. With over 170 million votes cast at the end of its third season.
Viewers can utterly relate with the stories of their favorite housemates, and for three months, follow them through their journey to stardom. Being a relatable brand simply puts your brand forth as having something in common with your customer, making your brand feel a bit more human.
Emotional Marketing can start off a bit frustrating, struggling between finding your tone of voice and the emotion you want your customers to feel, or battling between playing it safe and appealing to every customer. If done properly could make a world of difference to your marketing efforts.
Once you’ve gotten a hang of it, emotional marketing is a lot more powerful than any logical based advertising and infusing emotions into your market strategy is a sure way to get your customers to start acting.