The power of emotions throughout marketing campaigns.
How can we involve our clients in our brand vision?
You’ve probably seen ads more often than you can remember. Marketing is everywhere, in local transit, on the internet, on your mobile devices, and even on your day-to-day consumable items. What makes an ad stand out?
To put it in perspective, 76% of marketers, businesses, and agencies fail to do this. 45% of B2C marketers believe visual content is their most important type of content, while 88% of B2B marketers agree that creating content makes their audience view the organization as a credible and trusted resource.
2021 is a year where progress was made, changes have been implemented but also lives were forever affected by the global crisis. So ask yourself this question, how can I positively affect my marketing audience but also emotionally attach them to my vision?
Input a clear and simple message for them to stand by. Make it about THEM. The client needs to be the hero of your story, make them feel like they can achieve anything, and that you will be there to provide them with the resources they need to achieve such a goal.
Emotional Marketing, what is it?
Emotional marketing is a form of marketing and advertisement that focuses on using emotion to get your audience to note, remember, share, and purchase your product. To evoke a customer response, emotional marketing usually taps into a single emotion, such as happiness, sorrow, rage, or fear.
Detergent labels, for example, are often associated with kids, sunshine, and flowers, although detergent has little to do with all of these items. Displaying the brand alongside feel-good pictures regularly encourages consumers to think positively about the product.
Emotional Marketing, okay but why?
The question should probably say “Emotional Marketing, why not?”. Name one company that wouldn't want its customers to feel close to their brand. The short answer is none! This helps your customers selecting by heart what they wanna buy instead of pressure buying or guilt buying. In all its obvious forms, emotional marketing gives your client a clear message that they are the hero of the day, they are the ones leading the choice, and that the product they are selecting is what's gonna help them achieve what they want.
We share because we are happy, and sharing leads to increased brand recognition. If bad news sells, good news spreads quickly. Good news and information spread faster on social media than any other form of content, according to studies.
This pattern is similar to the infantile “social smile,” in which babies reciprocate a smile. Empathy helps people to give away. Sadness motivates us to act and support others, which generally shows itself in monetary donations. We are stubborn as a result of our rage and passion… Surprise and fear cause us to cling to what is familiar, which leads to viral content and loyal followers.
Strategies that help put it all together to create the strong message your brand deserves.
For emotional marketing to work to its fullest, you will need to abide by certain rules. One of them, color matching the emotions you’re trying to give your customer.
Red: Red is a good marketing color because it attracts attention. Excitement, enthusiasm, risk, energy, and action are all associated with the color red.
Orange: Creativity, adventure, excitement, performance, and harmony are all reflected by the color orange. Orange adds a splash of color to every image, website, or marketing content. Given its beauty, it lacks the influence of the color red.
Yellow: The color yellow is correlated with sunlight in color psychology. It evokes feelings of joy, hope, and summer, as well as deception and forewarning.
Green: Green is closely linked to both nature and money. Some of the positive color meanings for the color include development, vitality, fitness, and generosity. Green’s color sense also has some negative connotations, such as envy.
Blue: The color blue is associated with the sea and the sky. When you incorporate the color blue into your branding, your customers can experience feelings of prosperity, harmony, peace, calm, and trust. On the other hand, blue can also have negative connotations, such as depression, and can evoke a feeling of coldness.
Purple: Purple is a color associated with strength, nobility, wealth, knowledge, and spirituality. However, don’t overuse the hue, as it can lead to irritation. Its overuse is seen as arrogant by others.
White: White symbolizes purity, innocence, cleanliness, and modesty. Keep in mind that in North American culture, this is the sense. White has a negative connotation in certain parts of the world. Depending on the target demographic you represent, you’ll want to keep this in mind. White also has a negative connotation, as it represents sterility and coldness.
Allow your customer to share their stories, and then use them to your advantage.
People rally around others by sharing what they’ve done, what they want, and what they don’t like. Making it a part of your plan is in your best interests. This all comes back to your client becoming the hero, who you are assisting them in being.
To effectively integrate emotion into your marketing, what you need to do is consider your target audience and which emotions can resonate with them the most. If you align these with your overall marketing objectives, emotional marketing can be one of your most successful strategies.
What would you do if you had only one chance at winning a customer?
I would make them the hero of their own story!
See you around!
-Mikaël
