Emotions that sell – Emotional marketing in practice

Reading time:
blog image

Emotions play a crucial role in the decision-making process of contemporary consumers. This phenomenon arises, among other factors, from the ability to satisfy all basic needs of customers. Sustaining an adequate quality of life becomes insufficient at a certain point. When basic needs are met, and rationality excludes the necessity of making a new purchase, emotions start to gain strength. How to harness the power of emotions in promoting a new product? Read on to learn how to implement emotional marketing in practice.


Consumption —  Modern source of happiness?


Associating positive emotions with activities such as receiving a package from a parcel locker or the process of adding products to the shopping cart has become ingrained in our culture with the development of consumerism. A wide variety of products have contributed to the need to offer consumers something more than just the possession of a new item. Advertisements, tasked with showcasing the joy derived from shopping, have led to the current association of consumption primarily with delivering a substantial dose of serotonin to the body resulting from a series of activities related to purchasing goods.


What is emotional marketing?


This phenomenon has been harnessed in marketing, taking the name of “emotional marketing,” thus becoming part of contemporary brand promotion strategies. Its purpose is the intentional use of persuasive communication to convince people to take specific actions, such as purchasing a product or service, under the influence of felt impulses.

Emotional marketing focuses on creating content and messages close to the recipients. Utilizing storytelling elements, it is based on situations and emotions accompanying customers during various product-related scenarios. The emotional message is built on authentic interaction with customers. Such an approach contributes to the development of a business that not only sells products or services but offers genuine experiences.


Types of emotions utilized in marketing


Within the marketing strategy, various emotions are leveraged, encompassing both positive and negative ones. Positive emotions are typically used to create favorable brand associations, evoke feelings of happiness and satisfaction, and stimulate the incentive to make purchases. On the other hand, negative emotions can be used to evoke a sense of unease, emphasize the need to solve a problem, or instill a desire for change.

Emotion-based marketing is commonly applied across different sectors and at various stages of building relationships with customers. Examples of such an approach can be observed in advertisements, on social media platforms, on company websites, and in retail settings.


Examples of emotional marketing applications


Many well-known brands use emotional marketing strategies to forge lasting customer connections. Nike is a prime example, achieving fame through campaigns centered on motivation, determination, and goal pursuit. The iconic slogan, “Just do it,” not only markets a specific product but also effectively conveys emotions tied to overcoming challenges and achieving success.

Nike focuses not only on promoting its products. It is also on building a strong brand identity with which its customers can identify. Nike’s advertising campaigns portray athletes overcoming their limitations, and breaking barriers, further inspiring consumers’ determination to maintain New Year’s resolutions, for example.


How to assess the effectiveness of emotional marketing campaigns?


Analytical tools, including Vivelio, serve as effective means to conduct evaluations assessing the efficiency of emotional marketing efforts. By asking questions about customers’ experiences after viewing advertisements, visiting a website or service, valuable information can be obtained. Open-ended post-campaign questions about brand features and values provide valuable data to enhance future marketing efforts.

Surveys can also be used to assess whether a campaign has increased brand awareness. Questions in this context may inquire about the recognizability of the brand and its products or services. For example, respondents can be asked whether they can identify the brand and recognize the products and services offered by it. This approach allows for obtaining precise information regarding the effectiveness of the campaign and the level of brand awareness among consumers.


Why utilize emotional marketing in practice?


Emotional marketing is a powerful tool that can help companies build strong customer relationships and increase sales. However, to be effective, it should be applied authentically and thoughtfully. Conduct a study on the effectiveness of marketing campaigns conducted in your company to ensure they meet the set objectives. Test the Vivelio survey tool for free.