The line between advertisement and entertainment has never been more blurred. Many modern customers prefer marketing that offers something beyond simple information. One of the ways in which brands can stand out amongst the crowd is by utilizing emotional marketing strategies. Not only are emotional marketing campaigns effective towards generating sales, but they also have the ability to leave a lasting impression on the customer.
What is Emotional Marketing?
Emotional marketing is any form of marketing which attempts to connect with the audience’s emotions. On a deeper level, the distinction between emotional marketing and traditional marketing is that a successful emotional marketing campaign focuses on the consumer’s experience rather than making a compelling, logical argument.
The aim of emotional marketing is to make a personal connection between the customer and the brand. Customers should feel that they understand the brand on a personal level. The emotions evoked through a marketing campaign can be negative, positive, or anything else in between. The commonality between all effective emotional marketing materials is that they convey that the brand understands their consumers at an emotional level.
Marketing can Evoke Different Emotions
There are no shortage of human emotions, and therefore there are no shortage of potential approaches to emotional marketing. Here are some examples of emotional marketing which have proven to be effective over the years:
Love triumphs over all. Industries like the jewelry sector, chocolatiers, and florists have long used romantic love as the cornerstone of their marketing. After all, who doesn’t want to love and be loved? Auto brands are another example of a brand using family love to say, “if you love your family, this car can keep them safe”.
Nostalgia for a better time. Many brands use their longevity to remind us about better times. Jack Daniels shows us old timey footage of our grandparents taking a sip at a rock concert or at their ranch, and we feel emotion for the good old days. It is important to note that brands do not have to be old to play on nostalgia.
A comforting place to be. The need to be safe and to belong is one of the deepest human emotions. Ad campaigns that tap into this need range from attorneys offering help in times of difficulty to organizations who focus on community, and even hotel chains.
Why Emotional Marketing Works
There is no question that straightforward marketing works. Product x is better than product y, and these are the reasons why. However, there are several reasons why emotional marketing ultimately has greater potential for growing your brand:
- Emotional marketing creates a personal connection between brand and individual. This connection is more likely to last over time than simple, logic based marketing material.
- Customers are more likely to become evangelicals for your brand if they feel an emotional connection. Consider the Crossfit brand. Sure, it is a great exercise program, but the true reason people talk about it constantly is how the sense of accomplishment and community aspect makes them feel.
- Emotional marketing isn’t just selling a product, it is selling a lifestyle and/or an ideology. Again, customers are must more likely to latch on to the latter than the former.
- An emotional experience is psychologically more significant than an informational one. Psychology shows us that when a strong emotion is tied to a memory, it will remain vivid and accurate for a longer period of time.
Examples of Emotional Marketing Gone Wrong
Perhaps the most infamous advertisement over the past twenty years – the disastrous Kendall Jenner Pepsi spot tried and failed to capitalize on emotional marketing. Amidst social justice movements including Black Lives Matter (which includes protesting unjust killings of African Americans by police officers), the ad featured Jenner handing a can of pepsi to a police officer amidst an active protest. The magical can of pepsi diffused the situation and nobody ever had any problems ever again.
There are too many problems with this advertisement to count. The first is that the public was still trying to get our collective minds around recent events and the political landscape was in turmoil. The second is that Kendall Jenner is a model, not an activist. The message is insulting when a random celebrity is supposed to represent us in such a serious situation.
The lesson to be learned from this fiasco is that the public is savvy. People understand when they are being patronized. Emotional marketing must toe this line and give the customer an emotional experience they will remember without insulting their intelligence.
Utilize the Power of Emotional Marketing with Clocktower Insight
At Clock Tower Insight, we turn data into business solutions. By maximizing brand positioning, CX management, moments of influence, and more, we help build our clients brands in the short and long term. Clock Tower Insight believes that happy customers equal a happy business. We work closely with clients to tailor their brand from top to bottom in order to maximize positive image, exposure, and sales. To learn more about how we may be able to help your business grow, read about our 15 plus years of focused experience working with brands such as Starbucks, Kraft, McDonald’s, and much more.