Marketing campaigns are a crucial part of any business strategy. They help businesses to promote their products and services to potential customers, but more importantly, they help create a connection between the brand and the consumers. One of the most effective ways to do this is through marketing campaigns that make emotional connections to viewers. Emotional marketing is a strategy that aims to create a connection with the target audience by evoking emotions like happiness, sadness, or even anger.
The reason emotional marketing works so well is that people are more likely to remember something if it evokes an emotion in them.
“Findings from a study of 100 recent ads across 25 brands in the fast-moving consumer goods industry show that ads with above-average scores on a neuroscience-based copy test generated a 23% lift in sales.” – Source: Neilsen
By tapping into people’s emotions, a brand can create a deeper and more meaningful relationship with its customers, leading to increased loyalty and sales.
One example of a brand that uses emotional marketing to great effect is Coca-Cola. Coca-Cola’s “Share a Coke” campaign, which started in Australia in 2011, aimed to create an emotional connection between the brand and its customers. The campaign involved replacing the Coca-Cola logo on its bottles and cans with popular names, encouraging people to buy a bottle with their own name or the name of a loved one. The campaign was hugely successful and eventually rolled out globally, resulting in a 2% increase in sales for Coca-Cola.
Another great example of emotional marketing is Nike’s “Dream Crazy” campaign featuring former NFL quarterback Colin Kaepernick. The ad, which debuted during the 2018 NFL season, featured Kaepernick urging viewers to “believe in something, even if it means sacrificing everything.” The ad was controversial, with many people calling for a boycott of Nike, but it also resonated with a lot of people, particularly younger consumers who value social activism. The ad went viral, and Nike’s online sales surged in the days following its release.
Emotional marketing is not just limited to these household names. Smaller businesses can also use emotional marketing to create a connection with their customers:
Tell a compelling brand story
Every brand has a story to tell, and a compelling brand story can help businesses create an emotional connection with their customers. Brands can share their story through their website, social media channels, or in-store displays. The story should be authentic, relatable, and should evoke emotions that resonate with their target audience.
For example, a small coffee shop can tell the story of how they source their coffee beans directly from farmers in a remote region, providing sustainable income to local communities. By sharing this story, the coffee shop can create an emotional connection with customers who value ethical and sustainable practices.
Use social media to showcase customer experiences
Social media is a powerful tool for brands to showcase customer experiences and create an emotional connection with their target audience. Small brands can use social media platforms like Instagram, Facebook, and TikTok to share customer stories, testimonials, and user-generated content.
For example, a clothes store can showcase how customers feel confident and beautiful in their clothes by sharing photos of happy customers wearing their outfits. By sharing these experiences, the store can create an emotional connection with potential customers who are looking for a unique and personalised shopping experience.
Use emotional imagery and language in advertising
Brands can use emotional imagery and language in their advertising to create a connection with their customers. By using images and language that evoke positive emotions like happiness, joy, and excitement, small businesses can appeal to the emotional side of their target audience.
For example, a small bakery can incorporate the senses into how they showcase their goods – the sound of the crunch of a freshly baked roll, the look of the steam rising from it when it’s broken open, the “Mmmm!” when someone takes a bite… All of these evoke a reaction in the person watching as they can relate these sensations to their own experiences.
Focus on customer service
Customer service is an essential part of emotional marketing. Businesses can create an emotional connection with their customers by providing exceptional customer service that goes above and beyond their expectations. By focusing on customer satisfaction, small businesses can create a positive emotional experience that customers will remember and share with others.
For example, an online store can provide personalised customer service by responding promptly to customer inquiries, offering free shipping, and providing a hassle-free return policy. By providing exceptional service, the online store can create an emotional connection with customers who value convenience and a seamless shopping experience.
Emotional marketing is a powerful tool that businesses can use to create a connection with their customers. By tapping into people’s emotions, brands can create a deeper and more meaningful relationship with their target audience, leading to increased loyalty and sales. Ultimately, emotional marketing is about telling a story that resonates with people on a personal level, creating a bond that goes beyond the transactional relationship between a brand and its customers.