The Marketing Emotional or Emotional Marketing is a marketing strategy that relies on emotions to break down the psychological resistance to the purchase. The emotions are powerful because they lead a push users / consumers in a memorable story, immersive, all-encompassing.
Consider that as many as 95% of the purchasing decisions are dictated by emotions and only the remaining 5% by rational motivations. In particular, you must keep in mind that our brain processes information and decisions through the cooperation of two systems, one emotional and the other rational.
The emotional system is automatic and unconscious, it starts quickly and quickly, it is often difficult to control and almost always determines the purchase decisions. The rational system, on the other hand, is slower, is controlled, takes place on a conscious level and processes the decisions already made.
Emotions are always active, ready to accept and act, flow in every part of us, actively involve us and imprint indelible memories in our memory.
The goal of emotional marketing is to turn on these emotional triggers in order to make the user-consumer live an experience that totally involves him that he is passionate about and makes him feel the protagonist of a story he cannot give up.
In this way, moreover, an emotional relationship is established between the brand and the user or the customer, based on positive feelings and deep emotions, based on respect and affection, all motivations that lead to the purchase and, over time, to loyalty.
His ingredients of Emotional Marketing
Emotional Marketing listens to customers, anticipates their unconscious desires, tells them, thus stimulating them, and satisfies them. Stories capable of making people identify (Storytelling), exciting and passionate language, attractive and engaging images, here are the indispensable ingredients for a successful Emotional Marketing strategy.
It is the communication technique that consists in telling a story using the typical narrative devices. In persuasive stories there is always a protagonist who has to face a problem, there is an antagonist who puts him in serious difficulty and there is a helper who offers concrete support to the protagonist, thus ensuring the story’s happy ending.
The Storytelling tip on ‘ identification of potential customer or client in the lead role and focuses on arouse in him feelings strong enough to induce him to act or decide.
In this case, the precious helper who will come to his rescue will be the brand, which with its product or service will solve the problem told.
The language used by Emotional Marketing is capable of involving all five people’s senses and goes far beyond.
Yes, because Emotional Marketing is what speaks to people’s hearts, touches deep strings, enters delicately into the intimacy of each of us. A few examples?
Think about the communication of Coca Cola and all national and international brands that put emotions, stories, people and their daily experiences at the center of their campaigns, the way in which an event it makes you feel and how it makes us part of a small community that recognizes itself in these emotions.
Whether it is graphics, photos or videos, images play a fundamental role in the first approach with the customer, an approach that is visual and immediate.
Suffice it to say that people need less than 3 seconds to see something and formulate a positive or negative idea of what they have seen.
Here the images have the important role of attracting the customer’s attention, of capturing him emotionally and of convincing him to stop and look, read, discover.
Emotional Marketing: what are the emotions that trigger purchases?
Emotions, therefore, spur us to decide and push us to act.
What are the emotional triggers on which marketing strategies focus on purchases? These are the main ones:
Fear is a very powerful emotion. In marketing strategies it can be exploited in two ways: by telling people how that product or service can help them solve the problem they fear or by leveraging the concept of scarcity (for example, this offer expires in 3 days; this solution is available only for the first 30 members).
This is also a powerful negative emotion. If you have an effective and concrete solution, capable of alleviating your potential client’s guilt, he will be grateful to you.
In order for people to convince themselves to buy from you, they will have to trust you. Trust is fundamental in every purchase process. How can you lead people to trust you?
Offering him advantageous purchase and return policies, giving him a free trial of the service, showing him concretely the results he can obtain using your product or service.
This also includes the (positive) reviews released on the Net by those who have already had a shopping experience with you. Likewise, pay close attention to negative reviews, as they can trigger a dangerous unfavorable word of mouth for your reputation.
4. Need of belonging
Tribes have existed since man exists. The sense of belonging to a community has always been fundamental for man, because it makes him feel accepted, less alone and protected.
This is why it is very important for brands today to build a community especially Marketing Video Production In Dubai (perhaps using social networks) within which to make their customers feel involved, important and safe.
5. Immediate gratification
We are in the age of speed, of immediacy: we do not like wasting time, we want everything we want immediately. That’s why taking advantage of this emotional trigger can become a powerful buying push.
It is fundamental to make the potential customer perceive that what he is buying has a very important value or that, taking advantage of that promotion reserved for him, he is making a real deal.
Build your communication by focusing on the value that good or service reserves for the customer and you will convince him to buy.
7. Desire to appear
Even the desire to appear, to make a trend, to always be one step ahead of others (at least as it seems to us) can be a strong emotional push to purchase. Do you want to focus on people’s desire to be trendy?
Strategic Experiential Modules: what kind of emotions to make people live
Experts talk about the Emotional Marketing Strategic Experiential Modules, the modules Strategic Experiential or five categories of experiences that you can bring to life the potential customer to acquire or retain customers by. Here they are.
1. Sense Experience – Sensory Experience
The marketing campaigns in this case aim at involving all five people’s senses, exerting a strong influence and adding value to the brand, which in this way will become easily recognizable and memorable.
2. Feel Experience – Emotional Experience
Emotional Marketing in this case relies on the most intimate and deep emotions of people, on daily stories, on the stories of each of us. A unique experience and intense emotions, that’s what this marketing strategy reserves for the customer.
3. Think Experience – Cognitive Experience
Another very effective technique of Experiential Marketing is to induce people to interact directly with the brand, testing them cognitively or creatively, for example by asking them to solve certain problems.
4. Act Experience – Experience that leads to action
Emotional Marketing can also leverage motivational messages that induce people to improve their lives, to live unusual and original experiences, involving them both physically and emotionally.
Just Do It, does it remind you of anything?
5. Relate Experience – Relational Experience
Another effective marketing technique is to focus on the sense of belonging and to induce people to feel part of a community with which to share the same interests, the same passions and also the same problems to solve.
The idea behind it? Leveraging each of us’s desire to improve their life or social status.
Emotional Marketing: the conclusions
Excite, but do it with honesty and transparency. This is the principle that rewards Emotional Marketing, this is what will make you win the affection, respect and trust of people.