Emotions: we all have them, and whether we like it or not, they can be triggered by our senses, like sight, touch or smell. These triggers can appear in advertisements and marketing campaigns, which influences purchasing patterns.
“Purchases are made due to emotions and intuition. In other words, buyers are led by their subconscious. What does the scientific world know about this? Not much. It means that the task of marketers is to push the correct buttons to achieve the desired reaction, in particular with purchases. All the creativity, fantasy, rationality and irrationality have to work together in stride.” Valuewalk reports.
For example, if a customer is sad, they may be more inclined to treat themselves that day to a product that would make them happier. (Chocolate, a new pair of shoes, you name it.)
So, as a marketer, how can you leverage your customer’s emotions, in order to create customer engagement and long lasting relationships?
“Marketing in this manner tends to trigger your customer’s emotions in ways other forms of marketing have never achieved. This form of marketing also tends to reduce your customer turnover rate by converting mostly people that are genuinely interested in what you do.” HuffingtonPost reports.
Reaching an audience is hard enough, but tapping into their emotional triggers and interests, can be a challenge.
Let’s discuss a few steps you can take to deliver a successful marketing campaign that reaches an audience’s emotion.
What Emotion Are You Triggering?
First and foremost, it is crucial to understand what message your brand is trying to deliver, and what emotion your audience will feel from that message.
Are you trying to make your audience feel happy, sad, angry, fearful?
For example, organizations like The World Wildlife Fund creates campaigns that trigger audience’s empathetic emotion. The goal of these campaigns is to engage the audience so they get involved in the organization and take action.
Retail brands like Gap and Old Navy deliver happy, colorful campaigns, that trigger an audience to purchase the products from the store. People like to feel happy, so if Gap and Old Navy can make this happen, they have created an engagement and a relationship between the store and customer.
Know Your Customer
Speaking of customers, knowing how they will react to your message is crucial.
How can you appeal to your audience’s emotions if you don’t know them? Understanding where your audience stands with certain issues can give you an insight into how they will emotionally react to certain triggers.
The first step to understanding this is to do your research. Put yourselves in their shoes, walk their life day to day. What would make them feel the emotion that your brand delivers?
Once you know this, you can continue to create a campaign that matches your research.
Tap Into Experiences
It’s a no brainer: emotion comes from experience, and a brand is only as successful as the experience it delivers. That experience can trigger different emotions.
“Rather than looking at consumers as passive receivers of messages, engagement marketers believe that consumers should be actively involved in developing a relationship with the brand, a relationship that is built on a positive experience, or to put it another way; Creating Emotional Advantages.” Jaron Wilker reports on LinkedIn.
You can engage with your customer using their sensory advertising, which simply just appeals to the audience’s senses in order to relate to their emotional levels.
This new form of advertising is different than traditional advertising because it is most effective while incorporating new digital tools, such as virtual reality, which delivers an experience that caters to both audio and visual senses.
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