Emotional marketing has become more popular over the last two years as brands move more towards connecting with consumers through their advertising campaigns. These marketing efforts make use of emotion to make their audience stop and actively engage with the advert, which then results in a higher chance of converting those individuals into customers. Emotional marketing typically taps into a singular emotion such as happiness, sadness, anger, or fear.
Before you decide on the emotion to evoke, you need to know who you are talking to. Which emotion would they respond to best? How will their response benefit your business? The emotion should resonate with their pain points or general dreams and desires. So do your research before setting out the campaign.
Believe it or not but colour plays a big role in evoking emotion. Have you ever walked into a room an immediately felt a certain way? Or as soon as you see a certain colour a memory of a specific brand is triggered? That’s not coincidental. Either use your business colours prominently or do some research on colour psychology.
In order to draw your audience in and allow them to feel the emotion intended, you need to tell a compelling story. A good example would be Nike’s recent aspirational yet controversial campaign which sparked mixed emotions from the public, depending on the individual’s values and political standpoint. It started a worldwide conversation which has proved to be incredibly successful for the brand.
Nike has begun moving towards creating a movement in a political space – a space most brands are not comfortable to play in. By creating a community around the brand, the “bandwagon effect” effect kicks in as people are always intrigued by “what the crowd is doing.” This sense of excitement and belonging have the ability to turn casual customers into brand loyal ones.
Although aspiration isn’t an emotion, it definitely creates feelings of joy, elation and hope because it taps into everyone’s desire to meet a goal, a dream or a vision. Nike’s recent video advertisements feature intense moments with real athletes facing real problems. It is authentic, and that’s what is so appealing. That’s what makes people stop, listen and watch the ad all the way to the end. And then still think about it afterwards.
So think about what would work best for your business, and what your story line you would follow. From there, put together a campaign that has a combination of pictures and video and make sure you test it on an audience before putting it out to the public. Do this right and you’ll find that emotive marketing will yield you some of your best results.