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emotional marketing

What is emotional marketing or emotion marketing?

Emotional marketing aims to retain existing customers, as well as attract new ones through emotions so that they remember us, talk about the brand and produce, as a final phase, new sales. To do this, it tries to appeal to people’s elementary instincts in order to establish a connection that makes the brand present in the customers’ brain.

Emotional marketing uses a wide range of emotions to reach and fix the brand in the consumer’s mind, provoking a response from them. These emotions are usually happiness, sadness, surprise and fear.

1. How to implement an emotional marketing strategy

When the time comes to apply emotional marketing to your marketing strategy, it is advisable that you have clear and precise assumptions about how to implement it.

So, here are some tips so you can implement emotional marketing from a solid foundation:

  • Study your audience. The first step, before deciding which emotion you intend to appeal to in your emotional marketing strategy, is to study the needs and desires of your target customers. After that, you will be able to make the decisions that are most beneficial for your project, saving time and resources.
  • Choose a color. Choosing a color is vital as it plays a very important role in evoking emotions. Color and emotion are linked, it is what is called color psychology, and they awaken feelings in us. For example, green is associated with nature, harmony and health.
  • Tell a story. We all like a good story, your customers do too; this is an element of secure connection with the public. Stories, if well-crafted, communicate and entertain, while at the same time allowing you to create a connection with your audience. Storytelling is a very powerful marketing weapon.
  • Create a community. With emotional marketing you can create a chain or movement where customers continue interacting with your brand and with other customers, using psychological triggers that generate loyalty to the brand. So, create that meeting point.
  • Try to inspire. Although inspiration is not an emotion, inspiration generates emotions. Therefore, if you manage to inspire with your campaign, your customers will identify you as the brand that will allow them to meet their expectations and needs.
  • Project an image of closeness and confidence. You must project a confident image to demonstrate that you know how to solve the problem the customer is facing and convince that in addition to the correct solution, they are also making a good choice.
  • Test and analyze. Before launching the emotional marketing campaign, run tests to check how it works with a small audience and evaluate whether it really awakens the desired emotion to achieve the defined objectives. If the answer isn’t what you were hoping for, review and modify until you get it right, to finally launch the campaign in all its splendor.

2. Advantages of emotional marketing

Some of the main advantages that emotional marketing brings us are:

  • Prescription or recommendation. Emotional marketing campaigns have a much greater impact on existing (loyal) customers and have a component that generates recommendations and a high level of virality.
  • It improves branding. As emphasis is placed on humanizing the brand, the customer perceives it more closely and in line with their concerns.
  • It strengthens the bond with the customer. By focusing on emotions, if connected appropriately, the customer will feel equal to the brand itself, identifying with it.
  • Customer satisfaction will increase. An intangible is generated that is perceived by both new and existing customers, enhancing new sales opportunities.
  • The message is easily remembered. With this type of campaign, a greater degree of recall is generated in the audience’s mind. If the emotion is strong or sensitive enough, customers will remember your brand for a long time.

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