Emotional marketing is the thing mainly known for the game it plays with your brain.
Emotions are a very vital aspect of the product and brand marketing. The emotions shape our thinking on the product & service or brand.
Let me explain you with an example.
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Consider the case in the automobile advertisements. In the car ad, a kid plays an influential role where the kid does not even drive the vehicle.
Here, the emotional connect is in between the child and the parents. The child’s attraction influences its parents to buy the car.
The thoughts excite the feelings to emit out.
A painting speaks feeling and emotion with its readers with the visuals. Interestingly, The visuals created by the surrounded words such as logo’s, ad scripts, music lyrics are more relevant.
You may recall the brands which have been explaining the meanings through the associated visual instruments such as images or metaphors or content or all three combined. These instruments generate the emotional state in your nerves and create a kind human spirit in your body.
Every instrument has a message to convey the brand. Every individual may perceive it differently, but the state of the result will always be the same.
Not to forget, in emotional branding, every aspect transfer, exchange and communicate something.
Psychology study of consumers is something new to the marketers, but businesses have used the emotions behind the consumer psychology for hundreds of years to promote their product.
If you recall your recent visit to departmental store or supermarket, just remember the product placement in the racks. These stores marketers take the support of audience psychology to organize and placement of the items.
From hoardings to YouTube ads to store product placement, emotional marketing is getting injected into your brain through the heart. Did you recall any such instance? I bet you did.
If I define the emotional marketing, it is simply the ability to transfer, exchange or communicate the meaning powerfully through the use of techniques which excites the emotions in you.
How can I develop an emotional marketing strategy you ask. It is relatively straightforward. A marketing strategy developer should focus on the issues in the society; the issues can be poverty, water crisis, political, humanity, patriotism.
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There are some easy approaches to emotional marketing strategy building
1. Turning wants into needs
Do your audience want the item you are marketing or them to need it?
Know the difference of “WANT” and “NEED” before you move ahead. “WANT” is something which is a desire, your life will not stop if you do not get it. Whereas “NEED” is something which a person must have to thrive. Without it, a person may suffer physically or mentally.
The marketing for the product should develop stimuli in the audience’s mind of “NEEDING” instead just “WANTING.”
Although, both of the above statements are of emotional states which a marketer should knowledgeable of while marketing their products.
A marketer can generate a need but not demand. pic.twitter.com/7AnzCjXMEh
— Markettd (@MarkettdHQ) February 5, 2017
The product you are marketing should stir a sense of “NEEDING” rather than “WANTING” in your target customers.
There is a substantial difference between a “need” and a “want.” There is a huge difference between wanting what you want and needing what you want, and both are just emotional states that you need to be aware of when marketing your product.
If you look closely, here, “NEEDING” is an emotional state.
This emotional state connects the idea which your product is hinting with the target audience.
2. Fear in marketing
If you do not act now, your children will have no fuel to fuel up their needs.
Did you react to the above statement? It sure does make us think about future and act.
The fear triggers the emotions to take action that provokes the audience to “NEEDING” the product rather than just “WANTING.”
Fear threatens an immediate danger with the strong desire to escape the situation by taking action.
The action is the act of “buying the product” set up by threat using the marketing message.
Fear creates an alarming situation to the target audience where time to take action gets reduced.
It means products you are marketing will start selling faster.
3, Build Trust
The state of satisfaction is achieved when the product exceeds the expectation from the product.
Trust built on the satisfaction level of the product used by a consumer. A user publicizes the product satisfaction then the same trust can be built in his near society.
Word of mouth influences the trust level.
“Destroying trust needs seconds, but building it take years.”
Your product should quench the mental thirst of the expectation. The mental satisfaction pleases a mind and increases the oxytocin levels in customer’s brain.
Research claims that higher the people trust, more the level of oxytocin in their brain.
In the automobile industry, trust is what drives the sales. Vehicle quality and after-sales-service build the trust.
People have developed a logical relationship between the trust and the brand.
Here, the clue is, using trust as an emotional marketing lead.
Of course, besides trust consumer wants the product value. It is not a good idea to sell product only on the basis of “trust” and not the “value.” It will put a hole on the brand reputation.
While using people’s emotion, let your prospect know the value you are providing with the product. You need to justify the cost with value and trust.
It may happen that your product cost is more than the competition, but the consumer is getting value with it, your product last longer than the competition or more useful to the point they require.
SONY has developed the similar trust. They are costly, but still, they sell most.
4. Sense of Belonging
It is a common experience to have a sense of belonging, means acceptance as a part of the group or community or family.
It is a human need, similar to the other needs, shelter, clothes.
Feeling that the consumer belongs to something is most important in seeing value coping with the intense emotion.
The logo of Merc on the car is the proud feeling to its owner. They are proud to belong to the elite group of Mercedes owners.
The customer is satisfied to know that they are part of that group who provides them with the sense of belonging.
The sense of belonging is the important clue to the emotional marketing which let them feel a sense of relation. It boosts consumers mental pleasure.The approaches mentioned above are few of the diverse approaches to the emotional marketing cues which are easy to implement.
The approaches mentioned above are few of the diverse approaches to the emotional marketing cues which are easy to implement.
There alway a relation of product marketing and emotional marketing.
The wants are emotional, that is the reason we buy the product. The chances are highly impactful when your strategies are to sell to the emotional wants of your prospect.
Follow the ethics are important while strategizing even if it is an emotional marketing strategy.