Emotional marketing is the ability to effectively communicate messages through use of a variety of techniques that evoke consumers’ emotions.
Many managers use sensual and rational marketing techniques to appeal to consumers but these pale in comparison to emotional marketing.
Yet, before engaging in emotional marketing you must first define your target audience.
Observing the personality characteristics of your audience through surveys and interviews allow you to narrow your focus.
This essentially gives you the ability to more accurately measure consumers’ attitudes, interests, viewpoints, lifestyles, social statuses, etc.
Find the right ways to tickle the minds of consumers and you will find everything you need to become successful at emotional marketing.
Stirring their emotions
Emotional marketing does not start with the product but starts with the way consumers wish to feel about themselves.
This is because consumers desire products and services that fit their dreams as much as their desire to fit into today’s consumerist society.
Using cut and dry marketing methods that are based solely on facts and figures are too unemotional.
Nearly everyone tries to sell products or services by touting unbeatable service or high product specifications and features, which frequently results in indifference by consumers.
Nevertheless, if you incorporate emotions such as love, fear, trust, guilt, value, pride and even a sense of belonging into your ads you will more likely touch the emotive side of consumers.
An example would be an insurance commercial that shows you the consequences of a house you’ve worked all your life for slowly being set on fire, which is followed by the words, “If only you had insurance?”
The possibility of the consumer losing his or her home injects a fearful emotion and instantly makes the ad worth caring about.
Don’t forget logic
In a sense, emotional marketing is all about persuading consumers to listen to your messages.
But more often than not understanding the emotional characteristics of consumers is just a starting point.
Sometimes indeed you will need to combine logical selling points with emotional marketing to bring your messages across.
However, it all comes down to a level of balance you need to maintain.
Too much logic in an advertisement stands to bore consumers while excessive use of emotion with a poor execution will alienate them.
An easy solution to this predicament is to only unleash ideas onto the public that contain an adequate mix of emotion, logic, brilliance and workability.
Mical Marketing is one of the few agencies in existence that knows how to stay passionate and provide you with all of the above without sacrificing yours or your consumers’ emotional stability.