Depending on who you ask, somewhere between 70% and 95% of purchasing decisions happen subconsciously rather than logically. While facts and features surely influence some of our choices, it’s how a brand makes us feel that ultimately seals the deal.
In marketing, capturing attention is only half of the battle. The other half lies in making your brand stick in your audience’s minds — and perhaps even more importantly, their hearts.
Emotional marketing forges deeper connections between businesses and customers. If you can get your audience to feel some type of way, it’s easier to get them to buy what you’re selling.
If you’re ready to connect with your audience on a deeper level, you’ve come to the right place.
The Science of Emotional Marketing
Why do emotions play such a huge role in decision-making? In a word, neuroscience.
The human brain processes emotions far faster than rational thought. It’s a throwback to our ancestors who didn’t have the luxury of “thinking” about the rampaging rhino running toward them — if they wanted to survive, they had to go on impulse (read: emotion) alone and take immediate action.
According to a study by the Institute of Practitioners in Advertising (IPA), emotional campaigns are twice as effective as rational ones in driving profits. This is because emotions create memories. When we feel something deeply, the experience gets etched into our minds, making us more likely to recall the brand that evoked that feeling.
Successful marketing campaigns can use emotions such as:
- Happiness
- Nostalgia
- Surprise
- Sadness
- Inclusion
- Safety
- Security
- Trust
- Pride
Anything that makes people feel something falls under the umbrella of emotional marketing.
Brands That Use Emotional Marketing to Their Benefit
Knowing the science behind emotional marketing is one thing. Seeing it in action is another. Here are two well-known brands that have leveraged it well.
Ben & Jerry’s: Peace, Love, and Ice Cream
When it comes to creating change, Ben & Jerry’s “Peace, Love & Ice Cream” campaign is a great example.
In accordance with their brand values — primarily, sustainability, social justice, and ethical sourcing/fair trade — the brand created campaigns surrounding new flavors of ice cream. The cool part? Each drop was tied to a specific cause.
“Empower Mint” advocated for racial equality. “Chocolatey Love A-Fair” supported a mission to end modern slavery on cocoa farms. “Save Our Swirl” promoted fighting climate change.
Inspiring people to make the world a better place? That’s something many customers can get behind.
ASPCA: Angel
Dogs shivering in the rain and snow. Kittens with crusty eyes huddled in the corner of small kennels. The world’s saddest song playing in the background as a voiceover explains how, for just a few dollars every month, you can save them.
The ASPCA certainly knows how to make people feel all of the feels. Even Sarah McLachlan, the artist responsible for what has become the organization’s unofficial “theme song,” admits that the commercials are brutal to watch.
So why run them? Because they work. By tugging at people’s heartstrings and adding in a not-so-subtle dose of guilt, the ASPCA is thought to have raised more than $30 million with that ad spot alone.
How to Create Emotional Connections
Ready to give emotional marketing a try? Here are some of our favorite tips.
- Know your audience. Use customer feedback and social listening to uncover the emotions that resonate most with them.
- Tell a story. Stories are emotional by nature. Instead of promoting only features, share stories about how your product or service makes a difference in people’s lives.
- Use visuals and music. Visuals and music have the power to evoke strong emotions. Choose imagery and soundtracks that align with the feelings you want to inspire.
- Be authentic. Customers can spot insincerity from a mile away. Make sure your emotional appeals align with the brand’s values and mission.
- Tap into nostalgia. There’s something about “the good old days” that people can’t resist. Consider reviving past trends, icons or imagery to create a sense of comfort and nostalgia.
Emotional Marketing = Lasting Loyalty!
In the end, it’s not so much about what your product or service does. It’s about how it makes people feel. By understanding the science behind emotions, taking notes from successful brands, and applying strategic tactics, you can create campaigns that make your business utterly unforgettable.
Are you ready to make marketing magic? Take Mischa Communications along for the ride. Let’s get started.