Have you ever watched a commercial that almost moved you to tears? That maybe, if only it were more nuanced and if only you have watched more, you may actually become invested and eventually bawl your eyes out? These commercials often show day-to-day life living with a flair of drama or spiced with a little bit of sentimentality that hit a little bit home. Aiming directly at the heart of users ensures a great deal of retention for these brands. These kinds of commercials comply with what they call Emotional Marketing. Now that we are nearing Christmas Day which celebrates love, togetherness, and good cheer, many brands are aligning their campaigns with the attempt to make people feel mushy inside.
Simply put, emotional marketing refers to a style of marketing and advertising that piques the emotions to grab users’ attention and remember their brand, share, and eventually, buy. This usually taps into a singular emotion, be it sadness, happiness, loneliness, anger, and basically anything that will make users engage with your campaign.
Some brands even make a series—like 2 or 3 commercials that the users will follow through as the weeks go by—to make their commercial more nuanced, lengthy, and deeper. This even causes users to become invested!
With this, what a person can feel cannot entirely be caged in a single concept—it works in a spectrum because human beings, after all, are complex social beings. For brands that may want to venture into emotional marketing, the right spectrum of human emotion that you want to portray will be very crucial. Look at the broader spectrum and try to have a precise aim at the nuance of emotions that you want to depict. Once you have figured this out, everything will follow: copyrighting, media, lighting, graphics, the music—the works.
For some reason, emotional marketing has its own way of getting into people. No matter how stolid they want to be, people are capable of feeling emotions. Here are the possible reasons why emotional marketing work:
Since emotional marketing shows different spectrums of human life, it is much more appealing than commercials that straight up tells you about the brand they are selling. Once you know that what you are watching is only selling something, you may immediately lose interest. But when it first shows a situation with matching background music and proper lighting, you may want to check out more what it has to say.
Seeing a product that you extremely like will move you to grab it and go to the nearest cashier. More often than not, people purchase because of what they feel towards that product. This is one of the things that emotional marketing is aiming for. It rouses your emotions into making that purchase from their brand.
Emotions move people to act. With emotional marketing, the brands behind it aid viewers into making the purchase that will grow their business.
Now that you have an idea about what emotional marketing is, you might be curious as to how this is done. Here’s a broader idea of how it is done:
You would not know the right emotions that would capture your audiences if you have no idea who they are. Know well your target consumers, their lifestyle, behaviour, social class, gender, and more. From here, you would surely get the right campaign that would pierce through their hearts.
Colours have a knack of building up the mood which will then make it easier for ur campaigns to speak to your consumers’ emotions. This is the truth not only for commercials but also to a lot of things in general. We might have shared something to you about that before. We talked about how colour psychology is related to brand marketing.
For users to become one with the emotions you are trying to convey, you must mirror a fragment of their day-to-day living for them to see themselves in what you are showing. This will then make them feel about their conditions which in turn elicits surges of emotion.
Now that you have aroused the emotions of your users, you must move them into a unified movement before their feelings last out. This movement will then also be under your campaigns.
A lot has expressed interest in emotional marketing and how successful they are in meeting the goals of the company. Here in digital marketing, releasing a video exemplifying this can take a lot but it will surely be worth it.