In the recent past, brands have been using emotional marketing to speak to their customers. This is because they have realized that when customers connect with a brand emotionally, they stick with it in the long term. The brand gets a permanent place in the customer’s heart.
With emotional advertising, brands can connect with their audience and shape an image they want to create for their brands. This guide will take you through emotional marketing.
Why Do Emotions Matter In Marketing?
Why do brands prefer to whip up emotions instead of simply explaining why their products are good? The part of the brain that causes emotions processes information faster and longer.
That means that when you use emotional advertising, you can connect with the consumers personally. When they have those emotions, your brand will be memorable in their minds. This enables them to remember your emotional ads in a better way.
Dos and Don’ts of Emotional Marketing
When trying to connect with a particular audience emotionally, there are several do’s and don’ts. These are:
- Make your message relatable. Consumers are attracted to stories that they can relate to. Therefore, speak to your audience and ensure they can relate to your brand’s story.
- Stir curiosity. People tend to remember surprising experiences more. Use a concept or idea that your audience hasn’t considered before.
- Tease and provoke. You can also use bold statements to stir conversation and provoke responses. However, you must be careful, as this can be a double-edged sword.
- Use humor. One of the emotional marketing areas that people love is happiness. This will help them reduce stress, and the message will stick in their minds.
On top of the above tips, you should also:
- View customers as people
- Give a product that covers basic needs
- Show loyalty and trust to their customers
Emotional Advertising Vs. Emotional Advertising
So, is emotional advertising the same as emotional branding? While these two terms are closely related, they don’t mean the same thing. Emotional advertising should be part of your emotional branding and should be combined with effective Facebook advertising.
For your emotional branding efforts to bear fruits, you will need to do much more than just advertising. Ensure that all your branding elements, such as logos, images, and fonts, are consistent with the brand image you would like to project.
Examples of Brands That Use Emotional Advertising
Some marketers suggest that there are only four types of emotions, although there are many more. On top of fear-based marketing, here are the common types of emotional advertising and examples of brands that use them.
Happiness marketing
Trust is one factor affecting people’s decision to buy your product. To gain people’s trust, you need to get your brand before them in what is known as brand awareness. When doing that, you need to evoke a feeling of happiness, satisfaction, and fulfillment.
When using happiness marketing, brands show consumers how the product will improve their lives. It shows them that they will be happy when they purchase a product. Happiness advertisement also connects a brand with the feeling of happiness.
Example of happiness emotional marketing
The story of happiness marketing cannot be complete without mentioning Coca-Cola. The brand is the perfect example of how happiness can drive sales. One of their most popular campaigns was the Share a Coke campaign. They started by using common names to encourage people to share a Coke with a person with the name.
Anger Emotional Marketing
The goal of anger advertising is to make people upset or angry due to situations such as politics, social issues, and environmental concerns. This kind of marketing encourages people to act on critical issues and reconsider their perspectives.
Examples of brands that use anger emotional marketing
In their Like a Girl campaign, Always encourages women to share their stories using an offense. The campaign aimed to encourage women to share the challenges they go through.
Pride Emotional Marketing
This form of marketing appeals to an audience’s sense of pride. It makes them feel good about themselves and their brand. This emotional marketing is aimed at consumers who want to appear successful and proud of themselves.
Example of pride emotional marketing
In their Just Do It campaign, Nike ignited pride and achievement.
Greed Emotional advertisement
We live in a society that is consumer-driven. Therefore, people want to get the latest of everything. Even though greed has a negative connotation, it is an emotion brands leverage. The goal is to make people want to have more. This works great when combined with fear, as people often react to the fear of missing out.
Examples of brands that use greed emotional marketing
Greed and guilt marketing examples are in nearly every brand, from site hosting companies to limited edition cars. You can see ads everywhere using words such as limited offer, Christmas offer, limited stock, while stock lasts, and more words.
Sadness emotional marketing
Sadness is an emotion that is effective in driving clicks. This kind of emotional marketing focuses on igniting negative emotions such as sadness. The reason why sadness advertising works is because these negative emotions tend to bring people together. Humans are also more curious to know more about something that evokes sadness.
Example of sadness emotional advertisement
An example of a brand that uses sadness emotional marketing is Metlife Hong Kong. In one of their ads, a daughter described everything she loved about her father. The beautiful story is cut short when the stories of all the lies in his life come out. This is an excellent emotive selling proposition example.
Final Thoughts:
Emotional marketing can help businesses take their sales to the next level when well used and combined with other strategies like social media advertising. Since the campaigns are more memorable, the message will likely stick better in customers’ lives. Following this guide, it should be easy to get started with emotional marketing.
