We already fast for a few days in Ramadan, but we have been served with many creative Ramadan advertisements that managed to play with our emotions. Go-Jek with #CariPahala campaign, Tokopedia with “Kesempatan Terbaik” campaign, Ramayana with #KerenLahirBatin, and more. Yes, that is a tip of the iceberg from emotional marketing, a marketer’s secret recipe when they create content marketing to build consumer trust.
Basically, emotional marketing is messaging that builds your ego and making you feel better about yourself as a consumer. It makes you feel smarter, bolder, sophisticated, or more. In addition to that, emotional marketing also can be used to differentiate your product from others.
With emotional marketing, a brand can go beyond product and turn into a “friend”. This will ultimately play a role in building lifelong attachment. But, why use it? The simplest answer for that is because emotion can affect people in making decisions. Even it often defeats the logic.
Yes, our action mostly triggers by emotion, not logic. So, it is natural to see marketers try to create the best possible story to touch the heart (emotions) of their consumers. All of that effort is to build lifelong attachment between consumers and brand.
Emotion and Advertising
Ramadan always brings a lot of unique phenomena. From behavior change, foods, to the creative Ramadan’s advertising. The ads also carry short stories which always succeed in stirring the emotions and mostly stamped for months in our head. When that happens, it becomes a bonus for the brand.
To understand the role of emotion in marketing, we also need to know what emotions can affect decision-making ability.
Historically, people recognized six basic emotions, such as happy, shocked, scared, disgusted, angry, and sad. However, in 2014, the Institute of Neuroscience and Psychology publishes a research that essentially simplifies these emotions into four groups and these four emotions can trigger different actions.
- First, is about happiness. The sense of happiness normally triggers more share because people who feel happiness tend to share the feeling. In general, brands also want to be associated with positive things and happiness can represent it.
- Second, sadness. Usually, content that has these emotions triggers more clicks because it tends to attract the attention of consumers. However, in this cases, the people who have interest in the content doesn’t always have the desire to share it again.
- Third, surprise/fear. This feeling generally generates the urgency to do something and mostly used to deliver public service messages or non-profit activities. However, you also have to be careful when playing with it. Because if the content is too controversial people will reluctant to see it.
- Fourth, anger/disgust. In general, feelings of anger and disgust are able to encourage us to make changes. However, these two feelings will also make us think, wonder, and discuss. Content that makes anger or disgust is also more likely to invite a lot of comments on social media. Yes, because netizens love drama!
Tailored the story
Emotional marketing tells a story that can create relationships with the audience in a more personal way. When it is done right, it also can help marketers to compete in this fast-changing ecosystem to convey the value, interest, and passion for the brand. However, in order for it to work, it needs to feel authentic and honest.
Marketers also need to truly understand both the audience and the brand’s identity to choose the right approach. Here are five approaches that can be used and, perhaps, can turn your casual consumers into fanatical fans.
- Inspirational. Brands like Nike and Adidas are the best examples for this. Both successfully make athletes as a brand ambassador to inspire the audience. Not only from look or fame, but also with their achievements, talents, and persistence. This approach also builds emotions with customers more magically and create a halo effect for your brand.
- Aspirational. Normally, the aspirational approach tries to touch consumer dream or hope. Marketers also need to understand the needs, expectations, or desires that their brands trying to fill with their target customers and how their brand reflects people’s self-image and identity. Then they must build a story that brings the dream and hope to live.
- Expressing Love. A marketing approach that focuses on attracting consumer emotions and personal emotions can turn a soulless business into a brand that people can understand and care about. This approach is mostly taken to humanize the brand and the most effective way is to show that the brand makes a person’s life better, easier, or bring joy to them.
- Milestone connection. Milestones can be an opportunity to strengthen brand relationships with customers. This approach is usually focused on important milestones for the audience and from there the brand should be able to develop a strategy that suits them.
- Local view. Brands that choose this approach usually tailor their story to the places they do business. Generally, the brand that takes this approach is the bank. But, this approach is also valuable for young businesses or small businesses with smaller budgets but can trade with their local presence and connections to the community.
Although emotional marketing theory can be applied to all types of business, marketers also need to be consistent in telling stories on all platforms used to turn it on. Ensuring that story delivery has the same tone and message can build a credible, meaningful, and recognizable brand image that will resonate with customers.