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Build a brand that cares about the customer's emotion - Sell more with emotional marketing strategies and get a high ROI in any business.
Positive Emotions = Long-Term ROI
Emotions are the key drivers behind our everyday decisions. They’re what keep us motivated to get up and go to work at 6 AM. It’s how we convince ourselves to run that extra mile on the treadmill. Similarly, emotions are what convince us to do business with the brands that stand out to us. The problem is that marketers are on a completely different wavelength. What makes us happy? Clicks, page views, time on site, and high conversion rates. What marketers need to keep in mind is that conversion optimization is a process, not a moment. It’s the whole marketing funnel — not just the five minutes that it takes for your customers to sign a contract or commit to a sale. Your company needs to prioritize long-term relationships above sales.
One of the biggest benefits of emotional marketing that I can think of is that emotions are an extremely powerful motivator for people. Emotions play a major role in peoples’ decision-making, and eliciting the right emotions in your marketing can be very beneficial to your lead generation.
let's get into details.
What is emotional marketing?
Emotional marketing is the consumer-based and story-driven approach that leads to a very long-run relationship with customers to get a high ROI.
The main purpose of emotional branding is to create a greater relationship between consumer and brand with the help of stories, images, “emotions”. It has a positive effect when we consider brand salience; it may increase customer loyalty since it owns more relations and connections with customers rather than most of the other marketing strategies. For instance, benefit-driven marketing generally focuses on the product and its quality. The marketers who use that strategy aim to position the product and its features. This approach has some negative effects. Consumers’ perception of a specified product may change with upcoming products, new technologies, or trends. There is a great risk to be forgotten, creating a marketing strategy for every entrance in the market with a new product or service, and losing the position in the market. Also, companies may seem they just care about their sales and profits, not the customers at all. Emotional marketing tries to overcome these possible results in the long run. In other words, it helps companies to create and maintain an image by touching customers’ emotions.
Emotional marketing isn’t much more complicated than it sounds, actually. It’s simply marketing materials that are intended to elicit a certain emotion from the target audience. Drawing on someone’s nostalgia for something, or how they feel about a certain brand, or even how they feel about a loved one are all common tactics in marketing.
The main purpose of emotional branding is to create a greater relationship between consumer and brand with the help of stories, images, “emotions”. It has a positive effect when we consider brand salience; it may increase customer loyalty since it owns more relations and connections with customers rather than most of the other marketing strategies. For instance, benefit-driven marketing generally focuses on the product and its quality. The marketers who use that strategy aim to position the product and its features. This approach has some negative effects. Consumers’ perception of a specified product may change with upcoming products, new technologies, or trends. There is a great risk to be forgotten, creating a marketing strategy for every entrance in the market with a new product or service, and losing the position in the market. Also, companies may seem they just care about their sales and profits, not the customers at all. Emotional marketing tries to overcome these possible results in the long run. In other words, it helps companies to create and maintain an image by touching customers’ emotions.
Emotional marketing isn’t much more complicated than it sounds, actually. It’s simply marketing materials that are intended to elicit a certain emotion from the target audience. Drawing on someone’s nostalgia for something, or how they feel about a certain brand, or even how they feel about a loved one are all common tactics in marketing.
Some shopping habits of your potential customer
- fMRI neuro-imagery shows that when evaluating brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features, objective facts).
- Advertising research reveals that emotional responses to an ad have a greater influence on a consumer’s intent to buy an ad (more so than the ad’s content).
- According to the Advertising Research Foundation, ‘likeability’ is the measure that best predicts whether an advertisement will increase a brand’s sales.
- Positive emotions toward a brand have a far greater influence on consumer loyalty than trust and other judgments.
- Emotions are one reason why we gravitate toward brand name products over generics — big brands pump a steady stream of advertising dollars into branding initiatives.
Is emotional advertising more effective?
We think if something brings you emotions you are more likely to remember it and buy it if it is a product. Emotions always win. People want to feel those emotions again and again, or they want to feel what they think people do in the advertising. It is all about human psychology we follow unconsciously.
Advertising that creates an emotional response is very effective and you see this displayed in commercials during the Super Bowl. The ad that creates the best emotional response is the one everyone talks about. This can be accomplished effectively through laughter, patriotism, and love.
Some of the great emotional marketing strategies
1. Creating Viral Campaigns
Some brands make viral marketing look so darn easy. for instance, used a hilarious marketing video to build a customer base. Overnight. Literally.
The thing is, viral marketing campaigns are more formulaic than they look. While performance isn’t guaranteed, brands can optimize their chances of success by striking an emotional chord with their customers.
Make people care (and share). Engage them with a powerful message — without trying to sell your brand. Heavy use of branding can push viewers away. They’ll jump to disregard the content as spammy and quickly lose interest. Don’t manipulate your audience’s emotions. Respect them, and make an effort to understand their core needs.
2. Happiness = More
Shares Before you can convince people to buy your product or service, you first need to convince them to trust your brand. One of the best ways to do that is by getting your brand in front of them. This is called brand awareness and is a crucial yet often overlooked first step in the buyer’s journey. This is why influencer marketing is so popular and why social media has become a powerhouse for brand awareness – and why everybody shares positive messages. Social media provides an endless audience and with the right content, you can expand your reach tenfold. If that’s what you want to do, then create a few campaigns that focus on positive emotions, such as happiness and joy. Emotionally positive content spreads faster on social media via social sharing than any other type of content.
3. Sadness = More Clicks
Another branding strategy that many companies use is to build an emotional connection with their target audience by touching on negative feelings, such as sadness. Sadness is a human emotion that naturally brings people together for support. When our emotions first developed, sadness was an emotional response that came in handy when people needed help and supports the most, such as with major loss or difficult situations. This helped us survive, pulling on this innate emotional response to get through whatever tribulations we faced.
4. The Unspoken Power Of Delight
Delight is a force that is infinitely more powerful than any marketing message. It’s the experience of watching a toddler use a smartphone for the first time. It’s what happens when you walk into your favorite boutique (after a tough day) and are surrounded by racks of beautiful items and great music. It’s when Zappos surprises you with overnight shipping. Some leaders stereotype delight as something fluffy.
The thing is, it’s not. It ties directly into your company’s bottom line. It’s probably true that you can’t measure the correlation between exposure to purple lighting in the Virgin Airlines check-in area and profitability. But honestly, who cares? We know that delight influences sales. It’s a waste of time to chase numbers and micromanage the details. Focus on growing your business by creating delightful brand experiences.
Delight doesn’t happen on accident. It’s carefully crafted into the core functional areas of your business:
- Product - Marketing - Account management/client services - Aesthetics
Delight can strike a chord with the following emotions: - Humor - Inspiration - Admiration - Awe - Surprise
5. Fear/Surprise = More Loyalty
When we experience negative feelings, such as fear, we naturally look for comfort and reassurance. What scientists have found is that this is even true branding. Surprisingly, people feel more loyal to a brand that was present during a scary situation than to brands that were present during a pleasant situation. The most common example of this is with product placement in movies or video games where fear is induced. When a brand or logo is present during a fearful event, people show more brand loyalty than if the logo were present in a joyous event. While this marketing strategy is powerful, but not necessarily a good fit for all brands because it doesn’t always make sense for a brand to scare its target audience.
6. Emotional Branding
Emotional branding is the process of building a meaningful relationship between your brand and potential customers by provoking basic emotions. Hallmark, for example, provokes positive feelings of love and happiness just like Nike provokes feelings of awe and inspiration. Ads with emotional content are often used to help develop this brand image.
By building emotional meaning into your brand, you are better able to create a lasting response that is deeply intertwined with your brand. This helps develop trust and brand loyalty over time, which ultimately influences buying decisions, like choosing your brand over your competitors.
7. Emotional Advertising
Emotional advertising is directly related to the types of advertisements that are placed by the company in order to evoke emotions, raise awareness around their brand, and build trust with their target audience. Emotional ads can be used both to establish a brand as contribute to a larger discussion about current events or tragedies. Airbnb, for example, launched its “Let’s Keep Traveling Forward” campaign following the 2018 US travel ban.
While this particular marketing message doesn’t necessarily encapsulate their entire brand, it certainly speaks to its target audience at an emotional level that helps promote trust and even brand loyalty.
8. Storytelling
The tactic that brings it all together, the marketing goals and customer loyalty, is storytelling. Storytelling is an art form that has been used since the beginning of human existence and, just like human emotion, is a craft that was developed for survival. After all, if you can accurately portray a valuable lesson that will not be forgotten for generations, then your offspring will be better for it. So being able to tell a story well not only helps you connect on an emotional level but also helps others remember your story—and brand—for a long time. The goal of storytelling is to be so good at it that customers remember your brand when they are in the decision-making process just before purchasing a product.
Now use all of it in your business, in marketing and branding, and see the lifelong results in order to gain loyal customers.
Advertising that creates an emotional response is very effective and you see this displayed in commercials during the Super Bowl. The ad that creates the best emotional response is the one everyone talks about. This can be accomplished effectively through laughter, patriotism, and love.
Some of the great emotional marketing strategies
1. Creating Viral Campaigns
Some brands make viral marketing look so darn easy. for instance, used a hilarious marketing video to build a customer base. Overnight. Literally.
The thing is, viral marketing campaigns are more formulaic than they look. While performance isn’t guaranteed, brands can optimize their chances of success by striking an emotional chord with their customers.
The thing is, viral marketing campaigns are more formulaic than they look. While performance isn’t guaranteed, brands can optimize their chances of success by striking an emotional chord with their customers.
Make people care (and share). Engage them with a powerful message — without trying to sell your brand. Heavy use of branding can push viewers away. They’ll jump to disregard the content as spammy and quickly lose interest. Don’t manipulate your audience’s emotions. Respect them, and make an effort to understand their core needs.
2. Happiness = More
2. Happiness = More
Shares Before you can convince people to buy your product or service, you first need to convince them to trust your brand. One of the best ways to do that is by getting your brand in front of them. This is called brand awareness and is a crucial yet often overlooked first step in the buyer’s journey.
This is why influencer marketing is so popular and why social media has become a powerhouse for brand awareness – and why everybody shares positive messages.
Social media provides an endless audience and with the right content, you can expand your reach tenfold. If that’s what you want to do, then create a few campaigns that focus on positive emotions, such as happiness and joy.
Emotionally positive content spreads faster on social media via social sharing than any other type of content.
3. Sadness = More Clicks
3. Sadness = More Clicks
Another branding strategy that many companies use is to build an emotional connection with their target audience by touching on negative feelings, such as sadness. Sadness is a human emotion that naturally brings people together for support. When our emotions first developed, sadness was an emotional response that came in handy when people needed help and supports the most, such as with major loss or difficult situations. This helped us survive, pulling on this innate emotional response to get through whatever tribulations we faced.
4. The Unspoken Power Of Delight
Delight is a force that is infinitely more powerful than any marketing message. It’s the experience of watching a toddler use a smartphone for the first time. It’s what happens when you walk into your favorite boutique (after a tough day) and are surrounded by racks of beautiful items and great music. It’s when Zappos surprises you with overnight shipping. Some leaders stereotype delight as something fluffy.
The thing is, it’s not. It ties directly into your company’s bottom line. It’s probably true that you can’t measure the correlation between exposure to purple lighting in the Virgin Airlines check-in area and profitability. But honestly, who cares? We know that delight influences sales.
It’s a waste of time to chase numbers and micromanage the details. Focus on growing your business by creating delightful brand experiences.
Delight doesn’t happen on accident. It’s carefully crafted into the core functional areas of your business:
- Product
- Product
- Marketing
- Account management/client services
- Aesthetics
Delight can strike a chord with the following emotions:
- Humor
- Inspiration
- Admiration
- Awe
- Surprise
5. Fear/Surprise = More Loyalty
5. Fear/Surprise = More Loyalty
When we experience negative feelings, such as fear, we naturally look for comfort and reassurance. What scientists have found is that this is even true branding. Surprisingly, people feel more loyal to a brand that was present during a scary situation than to brands that were present during a pleasant situation.
The most common example of this is with product placement in movies or video games where fear is induced. When a brand or logo is present during a fearful event, people show more brand loyalty than if the logo were present in a joyous event.
While this marketing strategy is powerful, but not necessarily a good fit for all brands because it doesn’t always make sense for a brand to scare its target audience.
6. Emotional Branding
6. Emotional Branding
Emotional branding is the process of building a meaningful relationship between your brand and potential customers by provoking basic emotions. Hallmark, for example, provokes positive feelings of love and happiness just like Nike provokes feelings of awe and inspiration. Ads with emotional content are often used to help develop this brand image.
By building emotional meaning into your brand, you are better able to create a lasting response that is deeply intertwined with your brand. This helps develop trust and brand loyalty over time, which ultimately influences buying decisions, like choosing your brand over your competitors.
7. Emotional Advertising
Emotional advertising is directly related to the types of advertisements that are placed by the company in order to evoke emotions, raise awareness around their brand, and build trust with their target audience. Emotional ads can be used both to establish a brand as contribute to a larger discussion about current events or tragedies. Airbnb, for example, launched its “Let’s Keep Traveling Forward” campaign following the 2018 US travel ban.
While this particular marketing message doesn’t necessarily encapsulate their entire brand, it certainly speaks to its target audience at an emotional level that helps promote trust and even brand loyalty.
8. Storytelling
8. Storytelling
The tactic that brings it all together, the marketing goals and customer loyalty, is storytelling. Storytelling is an art form that has been used since the beginning of human existence and, just like human emotion, is a craft that was developed for survival. After all, if you can accurately portray a valuable lesson that will not be forgotten for generations, then your offspring will be better for it.
So being able to tell a story well not only helps you connect on an emotional level but also helps others remember your story—and brand—for a long time. The goal of storytelling is to be so good at it that customers remember your brand when they are in the decision-making process just before purchasing a product.
Now use all of it in your business, in marketing and branding, and see the lifelong results in order to gain loyal customers.
Now use all of it in your business, in marketing and branding, and see the lifelong results in order to gain loyal customers.
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