Today people are more and more used to look online for information about the product or service they want to buy, and brands need to keep competitive and real in order to be part of the decision game: emotional marketing is what can make the difference in increasing sales and ROI.
But what is exactly emotional marketing?
Emotional marketing is the ability to connect with your audience, which primarily uses emotion over rationality to make a buying decision.
It is proved in fact, that people can research a product as much as they want, but in a world full of good options and a wide range of choices, the key factor that will make the difference in choosing a product over another, is emotion.
Emotional marketing is thus the advertising strategy that uses emotion to make the audience notice, remember, share and buy a product or service, creating brand awareness and increasing sales and ROI for a brand.
How can you use emotions to elicit a consumer’s response?
Every emotion has different leverage on the audience. Studies have proven in fact that happiness makes us share things, increasing brand awareness. Good news travel fast.
On the opposite, bad news and sadness have been proven to inspire action, increasing sales. Surprise and fear make us cling to what is comfortable, increasing brand loyalty.
Every emotion is connected to a different response.
It is clear then that you need to know very well your target audience in order to know what emotion is better to use for your brand, in order to use emotional marketing to increase your sales and ROI.
In line with your marketing goals, you must precisely define what your brand is aiming to elicit under all its strategy aspects: copywriting, media, graphics choices, colours etc.
Colours are indeed very important, since they are incredibly tied to emotions. The colour you choose for your marketing campaign is going to increase or decrease the effectiveness of your message.
Emotional marketing is connected to great first impressions and the perception of a brand a customer will have long term.
What is important then to make a great first impression and make a customer decide to buy?
Here are the basic steps for an emotional marketing campaign:
- First of all, study your audience and understand how they relate to your brand and your message.
- Understand what is the best emotion that better connects you to your audience.
- Tell a story that supports the emotion you want to convey, aiming to target the psychological triggers of your audience.
- Support your story with the right visual materials and colours.
Reactions can be predicted; the final buying decision is made by our subconscious part. Learn how to maneuver it, and you will control your audience. Gut level decisions will always win over information and rationality!
Emotional marketing is thus very important to create a sense of connection and belonging with your audience, creating brand loyalty over time and increasing sales and ROI.
Remember that the emotional response to advertising is more important to the ad itself, and that emotions are the key drivers behind everyday decisions.
Try to implement emotional marketing to your marketing strategy and you will see sales and ROI increase automatically.
If you want to learn more and start now increasing your sales and ROI, get in touch with us and let’s start planning your new emotional marketing strategy!