Emotional marketing: touching the customer’s heart

Many people think that the decisions we make are based on a rational analysis alternatives presented to us. The truth is, on many occasions our most emotional part influences us to the point of practically deciding for ourselves.

In his book, “Descartes’ error”, Antonio Damasio he argues that “emotion is a necessary ingredient in almost all the decisions we make”. When faced with a decision, the emotions of previous experiences define the values ​​of the options we are considering. These emotions therefore create preferences that lead us to opt for one or the other option.

Emotional Marketing: Emotions In The Decisions We Make

Damasio’s vision is based on his studies of people who had damaged the brain zone of emotions. These people were able to process rational information related to the different alternatives, but were unable to make decisions because they had no emotional anchorage in the options on which they had to decide.

The importance of the brand when choosing

Brands are currently researching strategies to loyalty to its customers, as well as to capture the attention of new consumers to generate lasting relationships over time It’s not just about buying the product, it’s about feeling the brand like yours. Surely we all have acquaintances who want to buy the iPhone 7 before it goes on sale. Successful businesses create expectations in individuals and generate emotions through experiences. Thus, they seduce consumers by making them their accomplices business stories and reaching their hearts. By effectively generating proximity to the potential customer, they increase their chances of selling their products. This is called emotional branding or “Make a mark“.

In his book “Emotional Branding: The New Paradigm for Connecting Brands Emotionally,” Marc Gobé explains, “Emotional branding is the channel through which people subliminally connect with companies and their products in an emotionally deep way.” “Sony’s innovation, Gucci The sultry elegance of Vogue, the insatiable glamor of Vogue come to us with emotion, sparking our imaginations and promising new realms.” Another example could be Nike, which associates its products with big stars sports, in the hope of conveying the athlete’s emotional affection with the brand or product to the customer. All of these brands carry an associated image that generates emotions in customers.

Branding isn’t just about designing a logo, name, or using certain colors. A brand involves the creation of a identity, On a personality, the creation and promotion of certain values ​​that make it desirable from an emotional point of view.

Emotional advertising: selling emotions

Branding is just one example of how it is intended to reach the consumer by generating emotional relationships. But the concept of emotional marketing not only includes branding through emotions, but also involves generating feelings in your products or making the brand visible. This is achieved with advertising, which is a point of contact with the customer. Examples of advertising are: retail environment, merchandising, company buildings, digital environment or media advertising. Ideally, brand creation and management should start with branding and be projected through advertising.

In the face of the emergence of emotional marketing, advertising is being left behind based on highlighting the benefits of what is intended to sell, because today almost all products offer similar benefits. For this reason, the proliferation of emotional advertising, Emphasizing in particular the values ​​associated with the internal wants, desires and aspirations of potential consumers.

What emotional marketing strategies offer is that in order to leave a mark on the consumer, it is necessary to provide stimulating networks based on pleasure and well-being, accompanying the individual in special moments and situations. and unique, or causing emotional reactions of guilt; through unpleasant emotions. For neurologist Donal Caine “the essential difference between emotion and reason is that emotion prompts action“Whereas reason draws only conclusions.” In other words, the human being is an emotional being, which is transferred to his purchasing decisions. The more intense the emotion (positive or negative) associated with the product or brand, the more neurological connection made in the brain of the potential consumer.

This is why advertising campaigns strengthen this association between neural networks, because they are the ones that ultimately motivate the impulse purchase of certain products. An advertisement can make you feel more attractive, more sophisticated or, on the contrary, make you feel guilty for leaving money to charity. Because of the mark, you may come to believe that you are a tough man because you drink Jack Daniels or ride a Harley Davidson.

Using Happiness in Times of Crisis

The companies mentioned know captivate the customer through the 5 senses. By conveying emotions and feelings, these companies created a special bond with the customer and gave their products a special meaning for them.

One of the companies that has used emotional marketing the most is Coca-Cola. This soda does not seduce by offering sparkling water full of sugars and dyes, on the contrary, it sells happiness. It’s funny how a soda that could quietly be associated with obesity ends up being synonymous with “happiness”. To make matters worse, in his “Share the Happiness” campaign, he placed dozens of names on their packaging and cans, in an effort to let people know that this product was created especially for them.

He also created “the happiness fund”. An ATM that could look like any bank, but in reality it was an ATM where people would withdraw $ 100 for free only if they shared it with someone. You know: in times of crisis, happiness sells.

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