Emotional Marketing

You would have never really given it a thought, but emotions play a great role in helping you sell your product. Just as emotions drive relationships between two people, they can drive your relationship with your customers too. It’s all about striking the right chord with them through your brand communication.

Consider the following points to understand this better:

1.      Competitors try to sell, you should try to connect

While your competitors are advertising about how good they are, you should strategize on telling your target audience how they can identify with your product. Connect with them in such a way that they start believing that your brand understands them. Consider Cadbury Celebrations. It provides a ‘sweet solution’ to what one can gift their sisters on Raksha Bandhan. The target audience is reminded of how playful the relationship is between a brother and a sister and how Cadbury Celebrations is just the perfect way to express how special the bond between them is.

2.      Be your customer’s friend

You should make your brand such that the target audience considers it as a friend, a confidante. Remember how Johnson’s & Johnson’s baby products are advertised? It’s like one mom is telling the other how she can be sure of the baby’s personal care with the brand’s products. The ads are so beautiful and touching to look at that one can easily connect with them and believe what’s being told.

3.      A place in heart is more valuable than mind space

There are no two opinions about this one. You would obviously remember what has touched you rather what has been told to you. Think of the Raymond’s ads. The ads have always been centered around relationships that touch your heart – student & principal, father & son, husband & wife, etc. All the ads are very well made and have been successful in creating a place in your heart. It does make the target audience feel like a ‘complete man’.

4.      Know what the customer is thinking

Today you have the option of connecting with the target audience through social media. Your communication though your social media platforms should largely center around the brand, but also make it a point to talk about the issues that strike an emotional chord. Do something special on Mother’s Day, organize a small activity on National Festivals or even on religious occasions like Holi & Diwali. You see how Coca Cola launched a campaign on Diwali – Do Diye Aur Jalao – It only tries to identify with the youth and build a connect with them. It is a classic example of emotional marketing.

5.      Customers will pay attention to what’s interesting, they will buy what fills their emotional void

Customers may like the brand communication of an insurance provider but will never forget the LIC ad where the mom marries off the daughter only because of the money received from LIC after her husband’s death. It gives a feeling of having someone to count on, to depend on. It fills the probable void in their minds.