‘Tis the season to be jolly…and release Christmas adverts on TV.
There are several out now, from Robbie Williams, the Leafy Blinders, and Kevin the Carrot, to the brass band and community message of The Co-op.
All of them have one thing in common: they seize the emotion, whether that’s a blast of nostalgia, a warm community feeling, or fun.
It’s a proven marketing strategy which is used time and time again for one very good reason. It works.
Why should your marketing use emotions to connect with potential customers?
Our emotions have a huge impact on the decisions we make.
Few people weigh up all the evidence and make a totally rational decision.
For most of us, there is an element of listening to ‘the gut’, that emotional base which tells us whether the decision feels right or wrong.
In fact researchers have found that in people with some types of brain damage which affect their ability to experience their emotions, there is also a decrease in the ability to make good decisions.
So, when it comes to deciding to buy from someone, we’re looking for an emotional reason to make that purchase, as well as a rational one.
We use our Emotional Intelligence.
Marketing messages which connect to that EI help remove barriers to buying and build trust. They help people along the know, like, and trust axis towards buying.
It may sound odd, but some people will choose shop at Aldi for their Christmas food because they like the Kevin the Carrot adverts.
It also helps if they like the food range and the price!
Once that connection is established, brands can build on it to ensure the customer relationship continues throughout the year.
How can you seize the emotion in your marketing?
So, you know emotional marketing works and you’re wondering how you can use it…
There are several emotions you could encourage in your marketing, depending on your ideal customers.
Joy – Forge strong connections if your product or service brings your ideal clients joy. This works well for travel businesses, restaurants, hotels, and spas.
Comfort – Feelings of nostalgia and comfortableness create good connections with customers who aren’t looking to leave their comfort zone. This works well for established food brands, reliable car brands, and certain clothing brands.
Excitement – Creating a buzz which your customers can share is a wonderful way of building a relationship. Coca Cola is the classic example of this with the excitement which surrounds visits by its Christmas Coca Cola lorry.
Anger – Strangely, getting customers angry about an issue can be a good way of making a strong connection. Iceland created a hugely effective marketing campaign around its palm oil free range of foods by getting people angry about the plight of the orangutans whose natural habitat is being destroyed because of palm oil.
Fear – The classic emotion way this emotion is used in marketing is FOMO, the fear of missing out. It’s often used to spur customers into action by imposing a timescale on purchasing, such as Black Friday or Cyber Monday offers.
Do you need help with your marketing strategy? Call us on 01443 571375 or get in touch here.
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