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Slide Notes
As we can see that nowadays traditional way of marketing focusing on the quality and usefulness of products or service to the customer is no longer popular. But instead people are applying more and more the marketing way which is more closer to and more personal with the targeted audience.
For example: The advertisement for a toilet cleaner “Duck” before just focused on how good it was. But lately, its advertisement has been changed to how it can help you to protect your family’s health. This ad touch your love for your family.
Why so? As I read on a marketing website, when we hit the emotions high on the right psychology, people feel genuinely happier and becomes more receptive to our brand.
If we wish people to relate to our firm as a ‘human being’, not just another company, our company must create a character. We shouldn't be just a solution provider, but a friend. Our advertising messages should look towards on how to touch the hearts of the consumers and businesses.
That’s a new marketing method called emotional marketing.
For example: The advertisement for a toilet cleaner “Duck” before just focused on how good it was. But lately, its advertisement has been changed to how it can help you to protect your family’s health. This ad touch your love for your family.
Why so? As I read on a marketing website, when we hit the emotions high on the right psychology, people feel genuinely happier and becomes more receptive to our brand.
If we wish people to relate to our firm as a ‘human being’, not just another company, our company must create a character. We shouldn't be just a solution provider, but a friend. Our advertising messages should look towards on how to touch the hearts of the consumers and businesses.
That’s a new marketing method called emotional marketing.
Emotional marketing
Published on Nov 19, 2015
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Emotional marketing
Create a feeling of bonding, companionship or love with a brand in clients
As we can see that nowadays traditional way of marketing focusing on the quality and usefulness of products or service to the customer is no longer popular. But instead people are applying more and more the marketing way which is more closer to and more personal with the targeted audience.
For example: The advertisement for a toilet cleaner “Duck” before just focused on how good it was. But lately, its advertisement has been changed to how it can help you to protect your family’s health. This ad touch your love for your family.
Why so? As I read on a marketing website, when we hit the emotions high on the right psychology, people feel genuinely happier and becomes more receptive to our brand.
If we wish people to relate to our firm as a ‘human being’, not just another company, our company must create a character. We shouldn't be just a solution provider, but a friend. Our advertising messages should look towards on how to touch the hearts of the consumers and businesses.
That’s a new marketing method called emotional marketing.
For example: The advertisement for a toilet cleaner “Duck” before just focused on how good it was. But lately, its advertisement has been changed to how it can help you to protect your family’s health. This ad touch your love for your family.
Why so? As I read on a marketing website, when we hit the emotions high on the right psychology, people feel genuinely happier and becomes more receptive to our brand.
If we wish people to relate to our firm as a ‘human being’, not just another company, our company must create a character. We shouldn't be just a solution provider, but a friend. Our advertising messages should look towards on how to touch the hearts of the consumers and businesses.
That’s a new marketing method called emotional marketing.
Myth:
discount = the most effective marketing method
People always take discount as the most effective marketing method. But let’s analyze a bit: If you start training the consumer to look for promotions on your brand, they will stop buying your product at full price and wait to buy at low price. Plus, reducing price directly cuts profits because promotions encourage consumers to wait for future ones.
For example: I accidentally know an ao dai shop which I really like. Their ao dai usually costs around 1.2 million VND/item. But they usually have discount seasons in which the ao dai costs only 600 thousand VND/item. So not just me but also many of my friends usually wait until the discount seasons to buy. We never buy full price. So instead of getting more profit buy selling full price, their discount really takes away that profits.
For example: I accidentally know an ao dai shop which I really like. Their ao dai usually costs around 1.2 million VND/item. But they usually have discount seasons in which the ao dai costs only 600 thousand VND/item. So not just me but also many of my friends usually wait until the discount seasons to buy. We never buy full price. So instead of getting more profit buy selling full price, their discount really takes away that profits.
Fact:
emotional marketing = most innovative and effective marketing method
emotional marketing = brand’s equity
brand's equity = brand loyalty
brand loyalty = greater revenue and profits and higher stock value
Emotional marketing is actually the most innovative and effective marketing method because it builds brand’s equity. And research said that companies that do business under a brand name will make the customers loyal with them and that will help them earn greater revenue and profits and have a higher stock value.
We can see that the price of a Louis Vuiton bag is not cheap at all and they never give discount but they still can keep their customer buy and loyal with them by building their brand’s equity. They focus on making the want from their customers by trigger their pride. Or we can say that they apply very well emotional marketing.
We can see that the price of a Louis Vuiton bag is not cheap at all and they never give discount but they still can keep their customer buy and loyal with them by building their brand’s equity. They focus on making the want from their customers by trigger their pride. Or we can say that they apply very well emotional marketing.
Photo by Maksoff
What is emotional marketing?
Emotional marketing is simply the ability to communicate powerfully through the use of different techniques that evoke emotions. These emotions stirs a sense of "wanting in the target customers.
Emotional marketing is just simply the way of communicating powerfully through the use of different techniques that raise emotions. They call out the sense of “wanting” in the target consumers.
That “wanting” creates a lot of impacts on the buying decision in the consumers.
That “wanting” creates a lot of impacts on the buying decision in the consumers.
Impacts of emotional marketing on consumers’ buying decision:
- Consumers feel much more than they think.
- People make decisions out of feelings.
- The more brand is able to meet these emotional expectations, the higher the chance of the consumer buying it.
Research has shown that consumers feel much more than they think. People make decisions out of feelings such as love, happiness, esteem, recognition. They ask, “What do I want to experience?” What is in it for me? We predict how we are going to feel after making a decision. The more your brand is able to meet these emotional expectations, the higher the chance of the consumer buying it.
While Apple did not invent the MP3 device, the 1st iPod product had a weak screen, low battery life, users couldn't shuffle music and was expensive when it launched. But it took 70 per cent of the market share by focusing on emotional associations without advertising. “What they did was make a product that was cool. You felt stressed until you had one, then you were cool too. They didn't make it discrete. It came with a white cord that other people could notice.” For the iPod, it was not about product or price but about emotions, that drives them to buy.
While Apple did not invent the MP3 device, the 1st iPod product had a weak screen, low battery life, users couldn't shuffle music and was expensive when it launched. But it took 70 per cent of the market share by focusing on emotional associations without advertising. “What they did was make a product that was cool. You felt stressed until you had one, then you were cool too. They didn't make it discrete. It came with a white cord that other people could notice.” For the iPod, it was not about product or price but about emotions, that drives them to buy.
5 strongest emotions that control much of the choices
GUILT - PRIDE - FEAR - GREED - LOVE
GUILT
creating feelings of guilt or how to remove guilt
While marketing can be effective when based on creating feelings of guilt for not doing something, another effective route is showing how to remove guilt.
Eg: A mother sees that her daughter is so stressful with work but can't help her with her work. But then she figures out that Body and facial treatment can help her daughter to release stress.
Eg: A mother sees that her daughter is so stressful with work but can't help her with her work. But then she figures out that Body and facial treatment can help her daughter to release stress.
PRIDE
purchase something because of the sense of power, accomplishment, envy or respect
Marketing that uses pride as an action-enticing emotion is focused on making the consumer want to use or purchase something because of the sense of power, accomplishment, envy or respect they feel it will generate.
Eg: a private, exclusive membership that is costly, but will give the purchaser notoriety and can be used as a powerful marketing element on its own, once purchased.
Eg: a private, exclusive membership that is costly, but will give the purchaser notoriety and can be used as a powerful marketing element on its own, once purchased.
Photo by Claudio.Ar
FEAR
A fear of the bad that can happen if you don’t act in a certain way
This is a big one in emotional marketing, and can be based on a fear of the bad that can happen if you don’t act in a certain way.
Eg: A customer has aging skin looking at her friends around with beautiful glowing skin and feels having the need of treatment.
Eg: A customer has aging skin looking at her friends around with beautiful glowing skin and feels having the need of treatment.
Photo by Juliana Coutinho
GREED
“Sell to greedy, not needy”
We have all seen marketing that focuses on appealing to a greedy emotion, and it’s very effective.
There is a saying: "Sell to the greedy, not the needy". The greedy want more and they will pay for it. The needy may be needy because they don't really want it badly enough. If you want to help the needy, give to charity. That’s why in all our promotions, we provide a lot of added value when the dealers buy in.
There is a saying: "Sell to the greedy, not the needy". The greedy want more and they will pay for it. The needy may be needy because they don't really want it badly enough. If you want to help the needy, give to charity. That’s why in all our promotions, we provide a lot of added value when the dealers buy in.
Photo by RLHyde
LOVE
People do strange things when in love and in the name of love.
What do your customers love? It might include their partner, family, pets, business, career, culture, hobbies, books, personal time etc. Do they buy from you for one of these loves? If so how can you recognize and encourage others with the same love?
Love is a powerful emotion. We do strange things when in love and in the name of love. People will shower their loved ones with beautiful and expensive gifts. They might compose songs, poetry or endure great hardships - all in the name of love. How many songs do you know about love? People do even stranger things in the love of a pet. The love of a hobby, art form or culture can motivate spending huge amounts of money to acquire, nourish and enjoy that love.
Love is a powerful emotion. We do strange things when in love and in the name of love. People will shower their loved ones with beautiful and expensive gifts. They might compose songs, poetry or endure great hardships - all in the name of love. How many songs do you know about love? People do even stranger things in the love of a pet. The love of a hobby, art form or culture can motivate spending huge amounts of money to acquire, nourish and enjoy that love.
Photo by Chocolate Geek
Untitled Slide
For women
Anything that appeals to their sense of group identity, comfort and security has a chance of grasping their interest and enthusiasm.
For example: Confidence: women can not be confident if they have a bad skin that’s why they buy dermalogica. The 100% guarantee policy of dermalogica also make customers be more confident of their choices.
Men
Men are interested in power and in looking good, even more than being good. For men, looking good is looking strong, confident, authoritative, adventurous – a standout. Men concentrate on looks to the extent that it signals something about what they do, have done or can do.
You cannot market to men the same way you market to women. Men and women are different biologically, psychologically and socially.
Anything that appeals to their sense of group identity, comfort and security has a chance of grasping their interest and enthusiasm.
For example: Confidence: women can not be confident if they have a bad skin that’s why they buy dermalogica. The 100% guarantee policy of dermalogica also make customers be more confident of their choices.
Men
Men are interested in power and in looking good, even more than being good. For men, looking good is looking strong, confident, authoritative, adventurous – a standout. Men concentrate on looks to the extent that it signals something about what they do, have done or can do.
You cannot market to men the same way you market to women. Men and women are different biologically, psychologically and socially.
7 effective emotional triggers
Use these as a jumping point to think about different ways you can introduce more emotions in your marketing activities
Photo by pfv.
1. Share or create a story about how your product or service saved or can save the day for a client
We can ask a customer who we helped them get a big improvement on their skin to share their story with other customers on our website or brochures…
Photo by opensourceway
2. Use a current event to stoke fear
We can use an example to trigger the fear (“If this can happen to the women with perfect skin, it can happen to you…”)
Photo by Alyssa L. Miller
3. Make your service seem essential and the payoff huge so your potential clients have a guilt-free reaction to saying “yes”
Like in every promotion we always have to focus the WHY and the BENEFITS to get them buy in . If we don’t make it the right way and persuasive in enough at these two, the chance we fail would be high.
Photo by familymwr
4. Show some emotion yourself by speaking from the heart and letting your passion and enthusiasm come through in your marketing copy, prospect calls, customer service, etc.
It’s just a common sense. There is a saying “what comes from the heart goes to the heart”. So our passion and enthusiasm will be transferred and inspire the customers more if we show them that from our heart.
Photo by Nina Matthews Photography
5. Go dramatic by making a video that shares a story that is touching, eye-opening or fear-inducing
Usually only hearing something is not enough. People need to see things. Visual impact works better than aural impact. So we can create video, info graphic … to stimulate the “wanting” more and more in the customers.
Photo by HckySo
6. Be inspirational and talk to your prospects one-on-one, walking them through the process of working with you and outlining all they have to gain
Like in our sales presentation, we have to customize it for each customer we meet. We can’t use it the same for all of them. Or in marketing, we make different brochures for dealers and consumers… And like in number 4, we should be inspired so that what we want to communicate would work better.
Photo by Martintoy
7. Create a character that mirrors your prospects and use it/him/her as your business mascot, providing a familiar touch point, answering questions, and solidifying your brand
It would be a bit sensitive and not objective to use a real human being. We can create a character as our mascot.
We can see that work very well for Comfort advertisement. They create those fabric characters in the stories and that makes their ad stories more interesting, fun and objective.
We can see that work very well for Comfort advertisement. They create those fabric characters in the stories and that makes their ad stories more interesting, fun and objective.
Photo by Silus Grok
Why do we buy?
It’s important to keep honesty and integrity front and center when doing emotional marketing
So in general why do people buy? They buy because of emotional wants. We will be more successful when we market and sell to the emotional wants of our prospects.
Now that you’re thinking in terms of emotions, and all of the ways you can use emotional benefits to sway your prospects, remember that it’s important to keep honesty and integrity front and center.
Now that you’re thinking in terms of emotions, and all of the ways you can use emotional benefits to sway your prospects, remember that it’s important to keep honesty and integrity front and center.
Photo by King....
