Marketing Emotion
Speaking to your audience on a personal level
Using emotional pull to push your brand story
Marketing is all about emotions. Creating a brand that adds value and makes you feel strongly about something. Whether this is the brand’s look and feel, ethos, product offering or brand story. Universally, consumers love a brand that looks good, does good and adds value to their lives. It’s all about expressing your brand vision and telling your story to seek an emotional response from your audience. Where there is emotion, there is marketing.
What is emotional marketing?
Emotional marketing allows you to form a link between your brand and your potential customer. This could be through the expression of similar values, a familiarity in interests or connecting to them on a personal level. Such as through personalised content or nostalgic themes. When reviewing your brand’s marketing strategies, emotional marketing is a core consideration to tap into the consumer’s psyche. An opportunity to connect through language and memory.
Speaking into the unknown
How unknown is your audience really? Understanding who your audience is is an important step to uncover a whole wealth of useful insights into your brand. Marketing to your customer not only involves the question of ‘who’ am I speaking to, but further ‘what’ speaks to them on a personal level. A selling point that stands your brand apart from others and hooks them in.
Using nostalgia as a tool to connect
Nostalgia is a way to reflect back in the human psyche and connect with significant moments or events that make you feel particular emotions. A reflection of a specific moment in time can act as a catalyst for reflective thinking and positive association, exuding an emotional response. Nostalgia comforts, connects and reflects the individual, providing a salve for difficult times and topics that lack the connection of the everyday.
When is nostalgia most effective?
Nostalgic marketing has proven results with reflective messaging and cultural relevance offering an increase in engagement on social platforms such as LinkedIn. This is in messaging, topic matter, tone of voice and often branding too, using retro styles to add an emotional resonance to another time or place. By using past and present events, or pop culture references as a sounding board, brands can tap into cultural and emotional relevance.
This might not work for every brand, but it is important to remember that every single one of your customers has a unique past, shaped by the cultural events and important moments in their lives. An emotional connection that can build and grow into relevant brand stories and moment-based marketing pieces.
Audience behaviour is an interesting focus, you need to not only focus on the key pain points to solve and drivers to promote your product, but also what else your audience might be doing, and where they might be looking. Understanding the trends and crossovers between different audience demographics is useful to get a full picture of your audience make-up. Market research is vital to understand your inner customer. Such as through engagement, campaign results or direct customer feedback surveys.
Which industries does emotional marketing work best for?
Arguably, emotional persuasion and connection is more expected for commercial, consumer-driven campaigns. However, we would argue that emotional marketing works across B2B and B2C. As long as your marketing strategy clearly defines value and persuasion.
The business professionals that are looking for your services are still thinking, feeling human beings that want to emotionally connect and resonate with the companies and tools they use on a daily basis. This is all part of the user experience. Creating positive associations with essential services, building trusting relationships with brands over time. Trusted brands allow consumers or companies to move with them. Reflecting on how they have grown and changed over the years. As well as assuring them that the value and respect that has been formed continues to be of importance.
Fostering inspiration and customer loyalty
Many brands form attachments with their customer base through the creation of an inclusive and engaging community. Plus, this is also true of luxury brands. Creating a pool of customers that outsiders want to be a part of and insiders appreciate the exclusivity of.
Emotions range from excitement to sadness to nostalgia to desire and more. Each can incite a user to think, learn and engage in unique ways and can play a valuable role in how you market your product and draw attention to the challenges you are solving or the exciting products you are selling.
Emotion carries through everything we do
From tone of voice and messaging to design to marketing incentives, we want to pull customers in. Fostering brand loyalty through trustworthy, effectively delivered products or services. Ensuring that all communications from your brand offer an appropriate and engaging tone of voice means that you can incite relevant emotions from your audience. At the end of the day, we want to formulate connection and relatability across all instances.
Feeling a spark of inspiration? Get in touch with our design team to discuss how we can visualise your big idea and emotionally connect users to your brand
