Before diving deep into talking about emotional marketing, what it is, why it works. Let’s take a deep breath and think about how you are feeling right now. In this pandemic, maybe you are bored being at home, maybe you are frustrated working from home for so long or maybe you are excited planning how you can utilize this time. Did you notice how these emotions didn’t actually fall into the four basic emotions happy, sad, surprised or angry? Bored can be grouped under sad, frustrated under angry, excited under happy but they are not quite the same.
Emotions can be compared with color. All the colors are created from 3 primary colors. Like this different emotion are created my mixing with the basic emotions. Robert Plutchik’s “wheel of emotions” made it clearer.
Emotional marketing is a marketing and advertising efforts that initially use emotion to make the audience notice, remember, share, and buy the specific product. Depending on the product you can choose emotion because emotional marketing typically taps on singular emotions.
Why Emotional Marketing Works
Emotional Marketing helps people decide with their heart. For example, buying an expensive car is all about how the product makes you feel. How other people think about you. The feeling of using this product gives you more satisfaction and confidence. Where a non-branded car fulfills the same need. When Halal Soap first came into market people didn’t know they need this but it created a whole new market using Emotional marketing is marketing and advertising efforts that initially use emotion to make the audience notice, remember, share, and buy the specific product. Depending on the product you can choose emotion because emotional marketing typically taps on singular emotions.
As a human being our emotional decisions are based on the connection we have with the physical world. Emotional marketing inspires people to act. Like happiness makes us share and sharing helps brands to reach more people. Study shows that positive content spread faster in social media. Sadness makes us empathies which inspires us act more on behalf of others and so on. This is how emotion leads people to response accordingly.
Emotional Marketing Strategy
Understanding your competitor is one of most important strategy. Imagine you are a singer who uploads music track in YouTube. Generally, people thinks it will compete against another music track. Whether the content has to compete with all the viral videos, comedy or a breaking news. In this era, it’s all about competing for people’s time, energy and resources.
Selling is about solving someone’s problem. It’s not logical problem rather it’s the emotional feelings that they want to disappear. If we think about a larger spectrum People are not buying hammer and nails. May be they want to put up a new painting and their friends will be impressed seeing that. This will make them feel better. There are so many layers of why someone is doing what they are doing. So as a marketer you have to think dozens of steps forward and find out why a customer would need this product. You will not talk about the product rather you will be talking about their problem and what is your approach to solve it.
Again just emotional marketing will not work. It has to be a high quality product that people will intend to buy again and again. Apple is just not a brand that makes you feel cool. It provides high quality products which created a very loyal customer base all over the world. There are variety of ways you can use emotion to market a product. Few of them are-
Knowing Your Customer: You have to have the ability to look through the eyes of other people empathize with them. If you understand their emotion that what they want, you can lead them to their satisfaction. If you just make decision based on what you think that other people want, it will not be about the people. It will end up being about you.
Colour Psychology: It might sound very simple strategy but it actually plays a major role in evoking emotions. Therapist paints their wall in a color to calm their patients. Same goes for the brands. Netflix is Red or Starbucks is green. Red call up feelings like joy, excitement and love (also anger and warning). On the other hand, green is often associated with nature, health, freshness, harmony, balance. These are some emotions associated with colour-
Create a Movement: Using emotional marketing to establish a movement in the community around the brand taps into a few different psychological triggers. Meril Soap started a movement “ফ্রেশ মানেই সুন্দর”. It was a tribute to the people of all the different skin tone. It not only created social awareness but also helped the brand grow more. Toms shoes started buy one donate one movement. These also helped brands to fulfil the corporate social responsibilities.
Story telling & inspire the Impossible: Storytelling is a tremendous way to connect with the audience. Stories are easily relatable and shareable through happiness, sadness, anger or excitement. Again inspiration isn’t quite an emotion but it brings out joy, hope, and excitement. This campaigns are powerful because it taps into dream, goal or vision of an audience in the long run. Rolex most of the time makes their advertisement about successful people. It tells a story and inspire people at the same time. Red Bull carry out their approach through their “Red Bull Gives You Wings” campaign.
Lastly, I also want to include that there is obviously some negative emotional marketing. They make you feel insecure and sell the product to prevent insecurity. For example, a teeth whitening or a cosmetic product. It makes you feel want something you don’t have. But emotional marketing not only negative or giving insecurities, it can inspire people. People thinks using emotion for selling is something bad. A writer wrote a 300 page book and didn’t try to market it as emotional marketing is a negative word for him. As a result, his years of work didn’t even reach the people. This book could be helpful to anyone and also the writer could earn something for his effort. It’s all about being in a win-win situation. You can always think this as helping people to solve their problem. It’s not only their benefit but also you can earn from this.
Written by Mahin Rowshan Chowdhury
Member, Startup Chattogram