This term is a little out there since a few years but not everyone knows how to make use of emotional marketing to make a real impact with it in business and drive more sales.
In simple terms, Emotional Marketing is nothing but taping on the emotions of your audience by turning them into paying customers. Be it anger, fear, sadness, happiness or any other feeling, if you touch a nerve while communicating your brand message, it makes a difference. Sometimes, the difference is so huge that your brand initiative is appreciated worldwide. For example, an ad by Samsung was published on Youtube on 30th December, 2016 (right before New Year when emotions are at peak). The ad has been watched over 211 million times. All the major companies in the world are right now focusing on emotional marketing to connect with audience. Some of the examples of companeis that has been trying to connect with audience emotionally are: Samsung, Coca Cola, Google, Vicks, British Airways, Thai Life Insurance, etc.
Did you know that everyday an average adult spends at least 2 hours on Social Media. In every few online minutes, they come across a lot of advertisements, promotions and campaigns. Since, no one is going to remember everything that comes in front of their eyes, that’s where emotional marketing comes into play.
A unique characteristic of Emotional marketing is the bonding of audience through the art of your story telling. It is in a way where everyone can connect in one way or the other to your product or service.
Why is it important?
The concept of golden circle was introduced by Simon Sinek, which is nothing but why, how and what. In his first Ted talk (through which he became famous), he said that most of the people advertise their companies in the following order what do they do, how do they do it and rarely they get to the part of why they do what they do?
But, all the successful and prominent people do it in the reverse order, when they begin their stories they start by telling why they do what they do and how they do it and the what is the product/service. Everyone who followed the latter were all successful. In his words, people want to believe in what you believe not what you do. When you start by telling why you do something with utmost passion, people follow you.
This is emotional marketing in simple terms. Just start by telling why you launched your product or service rather than what you are doing. But it comes into handy when your brand is more established and known in the market.
People want to make an emotional connection with a brand for their style, identity and personality. For this, the brand is recommended to try showing them that you care, not just about your consumers but society in general.
Consider #LikeAGirl campaign for an example, they took a statement which is kind of an insult and turned into a powerful mission statement which everyone looked up to.
Coca Cola is around for decades, innumerable new drinks came up ever since. But still Coca Cola stands out because of its emotional branding campaigns like the one in 2015, “choose happiness” campaign.
Now its your turn to choose the emotion and story for your brand in a way that appeals and engages your audience.
Steps to use Emotional Marketing in your Brands
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In the ever changing and ever evolving human race, emotions have always been constant. People might forget what happened, or how it happened but they can’t forget how it made them feel. Taping into emotions for marketing is an outstanding skill which needs to be carefully evaluated, so that you wouldn’t end up hurting or offending any class of people. So take your time, lay your foundation and slowly dip your toes into emotional marketing to drive good sales to your business.