Right in the Feels: The Power of Emotional Marketing

People are emotional beings. We feel first and think second, which is why emotional marketing is such a powerful way to communicate with consumers. Logic would have us believe establishing a loyal customer base relies on a quality product or service, and while that is important, the reality is: establishing a loyal customer base begins with creating an emotional connection with consumers.

What is emotional marketing?

Emotional marketing requires brands to tap into a specific emotion to evoke customer response. Since purchasing decisions are rooted in our emotions, brands have to make consumers feel something in order to establish a meaningful connection. There are countless identifiable emotions, but the Institute of Neuroscience and Psychology has concluded there are four basic human emotions.

With that in mind, let’s look at how those core emotions can be used to influence consumers:

Happiness

Every brand wants their customers to associate them with feelings of happiness and satisfaction. By evoking happiness through marketing campaigns, brands have the opportunity to connect with consumers before some even realize they’re in the buying process. Happiness also has the added benefit of being a positive feeling, which is great for increased engagement and shares.

Google Android | Friends Furever from WALKER on Vimeo

Google’s “Friends Furever” commercial is one of the most memorable ads in existence because it pushes all of our feel-good buttons. Cute, mismatched animal friends showing off to the tune of “Oo-De-Lally” from Robin Hood is enough to warm the coldest heart. It’s no surprise that this Super Bowl quickly went viral and still remains one of the most shared ads of all time.

Sadness

People may only have four basic emotions, but that doesn’t take away from the complexity of the human brain. While happiness may be the ultimate goal, sadness is an equally important in terms of emotional influence. Different emotions elicit different responses. Evoking feelings of heartache or despair gives brands an opportunity to counter those negative feelings with a positive solution.

Verizon’s “The Coach Who Wouldn’t Be Here” had Super Bowl viewers reaching for the tissues in 2019. The ad is part of a campaign recognizing NFL players and the first responders who saved their lives. Of course, Verizon plays an important role – connecting those in need to the individuals who can help. In a sea of comedy, this tearjerker stood out, particularly because the story focus on true stories, making it even more powerful.

Anger

Anger isn’t a feeling most brands want to elicit from customers, but there’s a time and a place for every emotion. Campaigns centered on anger (which can also encompass disgust and even passion) typically have one purpose in mind: to influence consumers to act. Many ads that hone in on our angry emotions are focused on righting injustices and seeking commitment to do good. While the decision can be risky – it has the potential to bring about positive change.

Just ask Nike. Their 30^th anniversary “Dream Crazy” spot brought out a flurry of emotions from consumers, which is exactly what the athletic giant intended. The emotional ad centers on supporting activism and equality while featuring accomplished athletes, including controversial former NFL quarterback Colin Kaepernick. While plenty of Nike customers were supportive of the messaging, others were enraged and wasted no time sharing how they felt. The company took a calculated risk and regardless of how angry some consumers may have been, Nike ultimately prevailed with their stock increasing by 31% in a matter of days.

Fear

As humans, we can’t escape feelings of fear, which is why it makes sense that this would be the fourth and final of our basic emotions. Whether those feelings creep in because of global issues or more simple problems, like seeing a snake in the garden, it’s an emotion with which we are well acquainted. In marketing, fear is a prompt – people are asked to act with a sense of urgency, to acknowledge our basic human instincts, and most importantly – to contemplate self-preservation. When done properly, eliciting fear can be highly effective.

Many times, fear-based advertising incorporates a shock factor. Take the CDC’s Tips from Former Smokers campaign. “Terrie’s Tip” is one of the most widely recognized ads from the series and with good reason – Terrie is a real person and we get a glimpse of how she struggles in her daily life as result of long-term smoking. The message is simple and powerful: Cigarettes can impact your life in ways you may never have imagined – stay away from them. This could happen to you. The campaign achieves these messages without being too graphic or disturbing, which could turn viewers away. Rather, the ads remain fact-based, encouraging smokers and nonsmokers alike to consider the choices they’ve made. Since 2014, they’ve been making a positive impact across the country.

Whether you’re an established brand or just getting started, emotional marketing is a key approach to connecting with consumers. Not only is it more effective than non-emotional marketing, but by engaging emotions brands do more than sell their product or service – they build genuine, long-lasting relationships. The trick will always be leveraging emotional appeal effectively, but when achieved, brands stand to make a major impact in the market. First impressions are formed in less than a fraction of second, how do you want to be seen?

At Business House, we’ve spent years perfecting our craft. As digital marketing professionals, we have one goal: to be exceptionally effective. Contact us to learn more about our services.