We know instinctively how important it is to make an emotional connection with a customer and, in order to reach customers effectively in today’s “cluttered” marketing environment, one has to make an emotional connection with them. Why else would the top brands go to such lengths to ensure we buy into their messages? They’re not just thinking about a campaign strategy, emotional engagement has become a core part of most Brands Marketing Strategy. You only have to look at Innocent or Red Bull, or a hundred other brands at Christmas for which emotions drive their core messaging. So, how do we go about creating campaigns that evoke an emotional response in customers?
As is often the case in marketing, it’s a question of going back to basics. There’s very little that’s truly new, more often than not it’s re-invention of the same rules for different platforms. It starts where it has always started, listening to and understand your customers needs, wants and desires, is the first step to to building an emotional relationship with them. What do you want them to think, feel and do?
At Tutch our process is a simple but effective one; Research, which leads to Insights, which leads to Big Ideas, which help us tell Brand Stories. This allows us to identify a customers needs and wants from the brand so that we can uncover the insight that will lead to a deeper more meaningful connection with the brand.
Why should your customer choose you over competitors?
This is the biggest question that you will have to answer. Consumers’ beliefs in a brand are shaped by a brand’s identity and heritage. But it is our emotional relationship with them that determines whether or not they buy from you (Marketing 101 – features v’s benefits). Therefore the emotive catalyst of a marketing campaign is vital to enabling it gain stand out and win or retain customers.
Who’s doing it well? I know it’s a soppy and somewhat obvious one, but this British Airways campaign was well delivered, and they managed to just about stay the right side of being authentic!
When we manage to make the all important emotional connection with a customer, it will inevitably trigger a reaction. It can help to change or develop the customer’s perspective and as a result of a positive encounter with your brand the customer is more likely to share the story with others on social media and word of mouth to friends and family.
There is an interesting article written by Dr Peter Murray, and he highlights the power of emotional marketing on consumer behaviour, here are a few take away from this:
FMRI neuro-imagery shows when evaluating brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features, and facts).
Advertising research reveals that emotional response to an ad has greater influence on a consumer’s reported intent to buy a product than does ad’s content – by a factor of 3-to-1 for television commercials and 2-to-1 for print ads.
Research conducted by the Advertising Research Foundation concluded that the emotion of “likeability” is the measure most predictive of whether an advertisement will increase a brand’s sales.
Studies show that positive emotions toward a brand have far greater influence on consumer loyalty than trust and other judgments which are based on a brand’s attributes.
Written by Gary Reid