The power of emotional marketing, ready to be impressed on first sight
Look upon these people in the pictures below. What emotions do they raise up in your mind? Does it matter that they’re amused? Does it matter what they’re wearing?
Absolutely yes.
You may have heard the phrase, “first impression is the last impression”. It has been scientifically proven that it is felt within a fraction of a second. It’s what we just about consider prior to buy a product or obtain service. Even though we consider ourselves logical and modern human beings, the majority of our decisions are made by the traditional, instinctive subconscious part of our brains.
Branding is “The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.” Emotional branding then is creating an emotional connection to one company that separates it from the rest, creating brand loyalty over time. That’s the strategy used by all the well-established companies all over the world to reach their consumers.
Apple may be the perfect example of a company that utilizes emotions to create a connection with consumers and brand loyalty over time. Apple’s branding strategy uses simplicity, a clean design and most importantly, a desire to become part of a lifestyle movement. That they have named as “Apple’s Ecosystem”. Once you are in, there’s no way out. This well-crafted desire appeals to our most basic emotional need, to be part of something bigger than ourselves.
Emotional advertising plays a major role in this scenario. Research on advertising shows that the emotional response to an advertisement influences consumers’ intention to buy much greater than the ad’s content itself. Most of the time we end up buying things completely useless to us due to this well-aimed bullet through our mind. Celebrities and athletes who are close to our heart can be commonly seen in these ads. We want what they use, we want to be like them, train like them. Again companies have achieved their goal.
Emotional marketing helps people decide with their hearts, which actually has more influence on buying than their minds. Ultimately, no matter how logical you consider yourself to be, the truth is that we all make decisions based on our emotions. As customers become more focused on the importance of relationships in their buying decisions, people from all backgrounds have begun to align themselves with the brands that reflect their personal values and speak to their emotions. If anyone can add emotional marketing campaigns to their strategy, they could benefit from bigger profits, stronger revenues, and happier long-term customers.
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