Emotional Marketing : Hitting the Spots

Emotions are like colours 🎨.

There are a few defined concepts, but for the most part, emotions exist on a spectrum. One tiny change on the spectrum can lead to a different kind of emotion, namely a different kind of happy 😊, and a different kind of sad ☹️. Take a moment and think about what emotion you are feeling right now. Remember, emotions are not exactly how your body is feeling. They are more descriptive of your state of mind 🧠.

Emotional marketing refers to marketing and advertising efforts that primarily use emotion to make your audience notice 👀, remember, share, and buy. It taps into a singular emotion, like happiness, sadness, anger, or fear, to elicit a consumer response. It really matters ☝️ exactly what emotion you include in your marketing.

There are a variety of ways to market your business using emotion. Here are 6 strategies that can be combined and used to evoke all kinds of emotions. We encourage 💪 you to start with the first one as what specific emotions you target 🎯 will depend on who you are marketing to.

1️⃣ Know your audience 👥

This is a crucial step before doing any kind of marketing, much less emotional marketing. If you do not know your audience, how will you know 🤔 what kind of content they will respond to best? How will you know which emotion to target to elicit the best and most valuable response for both them and you?

2️⃣ Lead with colour 🎨

This might seem like a simple strategy, but it holds ✊ more influence than you think. Colour actually plays a major role in evoking emotion. Have you ever walked into a room and immediately felt some type of way? This is called “Colour Psychology”, and a wide variety of businesses and organisations use it.

3️⃣ Tell a story 📖

Storytelling is a surefire way to connect 🤝 with your audience. Regardless of the makeup of your audience, stories are easily relatable and shareable, whether through sadness, anger, passion, or excitement.

4️⃣ Create a movement or a community 👥

Using emotional marketing to establish a movement or a community around your brand taps into a few different psychological triggers. The bandwagon effect is one of the triggers. It creates and keeps people intrigued 🤔 by what the crowd is doing. Also, feelings of comradeship, acceptance, and excitement 😆 can create a sense of loyalty to your brand.

5️⃣ Inspire the impossible

Aspiration is not quite an emotion, but the process of feeling inspired 🌟 definitely brings out many emotions. For example, elation, joy, excitement, and hope. Aspirational campaigns are powerful because they tap into a dream, goal, or vision that your audience longs to reach. To successfully target aspiration as a marketing approach, businesses should understand how their product helps their consumers reach those lofty dreams 😌 and desires.

6️⃣ Project 📽️ an ideal image

While some advertisements tap into how we are currently feeling, others elicit emotions that we would like to feel. That is the goal behind projecting an ideal image through your marketing. Great marketing explains how a certain product or service can solve 🧐 a pressing problem. Great emotional marketing uses emotion to convince consumers that your product is not only the right solution, but that you can also feel great 👍 using it.

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Stay tuned with us as we discover more about marketing with emotions using colours and many more 🤩😎!

Reference:

Decker, A., 2018, August 20. The Ultimate Guide to Emotional Marketing. HubSpot.