Emotional Marketing: reaching the heart of the client
Many people think that the decisions we make are based on a rational analysis of the alternatives that are presented to us. The truth is that, on many occasions, our most emotional part influences us to the point of practically deciding for us.
In his book, "The error of Descartes", Antonio Damasio He argues that "emotion is a necessary ingredient in almost every decision we make." When faced with a decision, the emotions of previous experiences set values to the options we are considering. These emotions, therefore, create preferences that lead us to opt for one option or another.
Emotional marketing: emotions in the decisions we make
Damasio's vision is based on his studies of people who had damaged the Brain area of emotions . These people were able to process the rational information related to the different alternatives, but they were unable to make decisions because they lacked an emotional anchoring towards the options on which they had to decide.
The importance of the brand when choosing
Currently, brands seek strategies to loyalty to its customers, as well as attract the attention of new consumers to generate lasting relationships over time. It is not about buying only the product, but about feeling the brand as yours. Surely we all have acquaintances who want to buy the Iphone 7 before it is for sale. Successful companies create expectations in individuals and generate emotions through experiences. Thus, they seduce consumers by making their accomplices business stories and reaching their hearts. By generating closeness to the potential client efficiently, they increase their chances of selling their products. This is what is known as emotional branding or "make a mark ".
In his book "Emotional Branding: the new paradigm to connect brands emotionally," Marc Gobé explains: "Emotional branding is the conduit through which people connect subliminally with companies and their products in an emotionally profound way. The innovation of Sony, the sensual elegance of Gucci, the insatiable glamor of Vogue, reach us emotionally awakening our imagination and promising us new realms ". Another example can be Nike, which associates its products with top sports stars, with the hope of transferring to the customer the emotional attachment of the athlete with the brand or the product. All these brands carry an associated image that generates emotions in the customers.
Making a mark is not just about creating a logo, a name or the use of certain colors. A brand involves the creation of a identity , of a personality, the creation and promotion of certain values that make it desirable from an emotional point of view.
Emotional advertising: selling emotions
The branding it is just an example of how to reach the consumer through the generation of affective 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 through advertising, which is a point of contact with the customer. Examples of advertising are: the retail environment, the merchandising, the company buildings, the digital environment or the announcements in the media. The ideal is that the creation of a brand and management of it, must start from the branding, and be projected through advertising.
With the emergence of emotional marketing, advertising is left behind based on highlighting the benefits of what is intended to be sold, since today almost all products offer similar advantages. For this reason, the proliferation of emotional advertising , highlighting above all values associated with the wishes, aspirations and internal aspirations of potential consumers.
What the emotional marketing strategies propose is that in order to leave a mark on the consumer, it is necessary to provide stimulating networks based on pleasure and wellbeing, accompanying the individual in special and unique moments and situations, or provoking emotional reactions of guilt to through unpleasant emotions. For the neurologist Donal Caine "the essential difference between emotion and reason is that emotion incites action , while the reason only to conclusions ". That is, the human being is an emotional being, which is transferred to their purchasing decisions. The more intense the emotion (positive or negative) that is associated with the product or brand, the deeper the neurological connection achieved in the brain of the potential consumer.
That is why advertising campaigns reinforce this association between neural networks, since they are what ultimately motivate the impulse purchase of certain products. An ad can make you feel more attractive, more sophisticated or, on the contrary, it can make you feel guilty so that you leave money in charity. Through the brand, you can get to believe that you are a tough guy because you drink Jack Daniels or you drive a Harley Davidson.
The use of happiness in times of crisis
The companies mentioned above know captivate the customer through the 5 senses. By transmitting emotions and feelings, these companies have created a special connection with the customer and have achieved that their products have a special meaning for them.
One of the companies that has used the best emotional marketing is Coca-Cola. This soda does not seduce offering carbonated water full of sugars and dyes, instead, sells happiness. It's funny how a soda that could be associated with obesity quietly becomes synonymous with feeling "happy". As if that were not enough, in his "Share the Happiness" campaign, he placed dozens of names on their containers and cans, with the aim of letting people know that this product had been created specifically for them.
He also created "the happiness teller". A cashier that could look like any other bank, but in reality, it was a cashier in which people took € 100 free with the only condition of sharing them with someone. You know: in times of crisis, happiness sells .
