The Ultimate Guide to Emotional Marketing

What does it mean to do something “like a girl”?

这是在2014年授权中总是问的问题#LikeAGirl campaign，它试图利用并永远掩埋“ ...像女孩”。

Turning an insult into a bold movement of confidence not only brought revenue and popularity to the Always brand, but the 2014 campaign also won an Emmy, a Cannes Grand Prix award, and the Grand Clio award — a recognition practically unheard of in the advertising world.

This is only a glimpse of how effective emotional marketing can be — for both brands and consumers.

Today’s consumer base is better educated and better equipped toresearch他们还不知道的。他们也是充斥着广告以一天为周期。

在如此繁忙的营销世界中，您如何确保您的公司脱颖而出？bob全站app

Here’s how: By tapping into another major component of the consumer’s attention span and purchase decision — emotion.

在本指南中，我们将解释是什么使情感营销如此强大，以及如何利用它与观众联系并鼓励他们采取行动。

Before diving into why emotional marketing is effective and how to incorporate it into your marketing efforts, let’s first talk about emotions.

Take a moment and think about what emotion you’re feeling right now. Remember, emotions aren’t exactly how your body is feeling. They’re more descriptive of your state of mind.

Right now, it’s 8:30 a.m. as I write this. I’m tempted to say my emotion is疲劳的…但是疲倦并不是一种情感。相反，我会说我有点生气，因为我很累，但我也很兴奋，因为我有美好的一天。

另外，您是否注意到我所选择的情绪并没有精确地属于四种基本情绪of happy, sad, afraid/surprised, and angry/disgusted?

烦人可能被愤怒地分组，兴奋的可以被认为是快乐的……但是他们的定义不是quite相同。

那是因为情绪就像颜色。有一些定义的概念，但在大多数情况下，情绪存在于频谱上。频谱上的一个微小变化会导致另一种快乐，另一种悲伤和另一种愤怒……类似绿色的颜色具有无限的阴影。

Robert Plutchik’s “wheel of emotions” illustrates some of these emotional spectrums — using colors, no less.

我花了一秒钟来解释情绪，因为它很重要exactly您在营销中包括什么情感。

Depending on your product, industry, and audience, you can’t always target general “happiness.” Like with your marketing goals, you must dig deep and define precisely what feeling you’re aiming to elicit. This will influence the details of your marketing — your copywriting, media, graphics choices, etc. — and help it be as effective as possible.

情绪营销为什么有效

People feel. As much as we wish we没有，说一部令人心碎或在恐怖电影中，我们不禁会体验情绪。这是我们的本性。

This is one of the reasons emotional marketing just作品。Here are a few others.

Emotional marketing makes great first impressions.

According to you, what makes for a great first impression? When you meet someone new, what stands out?

Now consider a new business. If it were between two advertisements — one that simply talked about products, and one that made you laugh or cry — which would “impress” you? The second one, right?

第一印象形成几秒钟。产品或品牌的第一印象也是如此，营销情感可以帮助塑造这种印象……并帮助您的品牌或产品在您的脑海中脱颖而出。

情感营销可以帮助人们做出决定。

Think back to your last major purchase.

When it came down to the wire, how did you decide which option to buy? Better yet, what made you finally push "buy"? (Because, let’s be real, you probably bought something online.)

当然，您比较了价格并花时间阅读每种产品，但是当需要做出决定时，我敢打赌，您依靠您的心灵。

我猜想您感受到或想感受到的情绪有助于您朝着正确的方向推动。Dove的营销就是一个很好的例子。他们包容性的，脚踏实地的广告致力于确保每个女人都感到美丽，使他们的产品看起来像是许多情感的来源 - 接受，宁静，乐观，自爱。

Studies show人们依靠情绪而不是信息来做出决定。对市场营销的情感反应实际上会影响一个人的意图和购买更多的购买，而不是广告或营销材料的内容。

Out of 1,400 successful advertising campaigns, those with purely emotional content performed abouttwice as well(31% vs. 16%) as those with only rational content.

Emotional marketing helps people decide with their hearts, which actually has more influence on buying than their minds.

Emotional marketing inspires people to act.

尽管情感营销是引发一两次购买的强大工具，但情感也鼓励其他活动可以帮助您发展业务和品牌。

这是每情绪活动的细分：

• 幸福使我们分享…分享导致品牌知名度提高。如果坏消息卖出bob官网官方网站，那么好消息就会快速传播。Studies showthat good news and positive content spreads faster on social media than any other type of content. This phenomenon isn’t unlike the “social smile在婴儿期，当婴儿回报微笑时。当有人快乐时，我们倾向于反映这种情感，这使我们首先分享任何使我们微笑的内容
• Sadness makes us empathize and connect…同理心导致奉献增加。一项2007年的研究revealed that feelings of empathy lead to altruism and the motivation to act on behalf of others. It’s no surprise that organizations like the ASPCA feature sad photos and a moving song while asking for donations. Feelings of sadness inspire us to act and help people, which typically manifests in fiscal giving.
• Surprise and fear make us cling to what’s comfortable…拥抱舒适的东西会导致品牌忠诚度提高。营销人员通常害怕在广告中利用恐惧，因为（从字面上看）消费者会将负面情绪与他们的品牌联系起来。但是，情况恰恰相反。Studies show引起的恐惧使您的品牌被视为one good thing在黑暗的世界中，这意味着您的消费者会依靠您更多的when things take a turn for the worse.
• Anger and passion make us stubborn… and stubbornness leads to viral content and loyal followers. Think about that Facebook video about a local tragedy or political issue that has tons of likes and thousands more comments. Like happiness, strong emotions like anger and passion inspire people to share content.Studies show产生故意引起愤怒和焦虑的内容将导致病毒和增加观点。

Now that you know why emotional marketing works, let’s talk about how you can incorporate it into your current efforts … or perhaps a new campaign.

Emotional Marketing Strategies

有多种使用情感来推销业务的方法。以下策略可以组合并用来引起各种情感。不过，我们确实鼓励您从第一个开始，因为您针对的特定情绪将取决于您的营销。

1.首先，了解您的听众。

这是进行任何形式的营销，更少的情感营销之前的关键步骤。如果您不了解听众，您将如何知道他们最能回应的内容？您如何知道要针对哪种情绪来引起他们两者的最佳，最有价值的回应and你？

在确定要编织到营销的情绪之前，进行一些认真的target audience research。像任何营销工作一样，您想引起一种情感，与他们的痛苦点或一般的欲望和梦想产生共鸣。研究受众将更好地告知您的营销决策，并节省您宝贵的时间和资源。bob体育苹果系统下载安装

使用这些角色模板清楚地绘制您正在与谁交谈。

2.带有颜色的铅。

这似乎是一个简单的策略，但其影响力比您想象的要多。就像我在上面解释的那样，颜色和情感紧密相关……以不止一种方式。

颜色实际上是专业的唤起情绪的角色。您是否曾经走进一个房间，立即（莫名其妙）感觉到sometype of way? This is called色心理学，以及各种各样的企业和组织使用它。治疗师为他们的办公室绘画以使他们的病人平静下来，足球队选择兴奋的球员和观众的球衣颜色，而电影制作人则为海报和拖车设计配色方案，这些海报和拖车会引起恐惧或惊喜。

品牌也是如此。考虑可口可乐红或星巴克绿色。红色唤起了爱，兴奋和喜悦之类的强烈感受（以及愤怒和警告）。在可口可乐的情况下，Red描绘了积极，友好的能量。

On the other hand, the color green is often associated with harmony, balance, nature, growth, and health — all components of the Starbucks brand and “green” movement.

Here are some other emotions associated with colors:

Source:色轮专业

3. Tell a story.

讲故事是与观众建立联系的必经之路。无论是通过悲伤，愤怒，激情还是兴奋，无论听众的构成如何，故事都很容易相关和共享。

Proctor & Gamble’s commercial titled “Thank You Mom” aired before the 2014 Sochi Winter Olympics. It features many famous Olympians and the stories of how their mothers supported them throughout their athletic careers. Since mothers are a large part of P&G’s target audience, the commercial is perfectly positioned to both tell a resonating story and market their products.

另一个令人心动的情感营销是MetLife’s commercial “My Father is a Liar”。它记录了一个年轻女孩和她的父亲的生活，她试图获得更好的生活来照顾他的家人。广告以“孩子的未来值得每一次牺牲”的标语结束，该广告将广告定位为与大都会人寿的目标受众建立联系：父母和家人做任何为孩子们供养的人。

4.创建运动或社区。

利用情感营销将品牌周围的运动或社区建立成一些不同的心理触发因素。它创造的潮流效应使人们对人群的所作所为感兴趣。此外，友善，接受和兴奋的感觉会给您的品牌带来忠诚感。

TOMS does a great job of crafting this sense of community. When you purchase a pair of TOMS, you not only help someone in need, but you also join the TOMS community. You now belong. The marketers at TOMS enhance this community by promoting activities like “One Day Without Shoes” and encouraging their customers to use hashtags when sharing images.

Source:TOMS营销策略

5.激发不可能的灵感。

Aspiration isn’t quite an emotion, but the process of feeling inspired definitely brings out many emotions: elation, joy, excitement, hope … just to name a few. Aspirational campaigns are powerful because they tap into a dream, goal, or vision that your audience longs to reach. To successfully target aspiration as a marketing approach, businesses should understand how their product helps their consumers reach those lofty dreams and desires.

红牛通过他们的“红牛给你的翅膀”运动很好地执行了这种方法。他们的广告以强烈的时刻为特色，真正的运动员正在实现自己的目标和梦想。这些广告还将红牛与兴高采烈，兴奋和希望，有一天您也可以实现梦想。

6.投影理想的图像。

虽然某些广告利用了我们目前的感受，但另一些广告引起了我们的情绪like感觉。这就是通过您的营销投影理想形象的目标。出色的营销解释了某个产品或服务如何解决紧迫问题。伟大的情绪化marketing uses emotion to convince consumers that your product is not only the right solution, but that you can also feel great using it.

Brands like Old Spice use the “ideal image” to their advantage when marketing their hygiene products. Their iconic “The Man Your Man Could Smell Like” uses humor to insinuate that you (or your man, ladies) could be as handsome, accomplished, and suave as the actor in the commercial … all by purchasing and using the Old Spice product.

如何衡量情绪营销

Emotional marketing should be measured just like any other marketing effort … except for you’re measuring the emotional response itself. If you’re curious as to how your audience is responding to your advertisements (outside of a click-through, subscription, or purchase), you might need to do a little manual analysis.

要阅读观众的反应，请考虑运行surveys或在最初的广告系列发布期间提供反馈空间。这种开放式的定量方法将为诚实，实时的观众反应留出空间，并为您提供有关您可以改进的想法。手动分析受众反馈的另一种方法是举行焦点小组。

To learn more about market research, read our guidehere。

另一个方法来衡量你的听众的情绪esponse to your marketing is to decipher how their emotions manifest as actions. As I referenced earlier, happiness typically leads to sharing, sadness leads to giving, fear leads to loyalty, and anger leads to virality. Depending on the emotion elicited through your marketing, you might expect to see a bump in activity surrounding one (or more than one) of these activities.

For example, if you release a short promotional video that centers on happiness, joy, and excitement, keep an eye on how your social media followers respond. If they’re sharing the video with others, it’s likely doing its job putting a smile on someone’s face. On the other hand, a fear-centered approach might lead to greater email subscribers or social media follows as your audience establishes loyalty with your brand.

给你

将情感编织到您的营销和广告中是吸引，引起共鸣和鼓励您的听众采取行动的确定方式。将情感营销视为您从未知道的秘密武器。

要成功地将情感引起营销，您需要做的就是了解您的听众，并知道哪些情绪会引起最大的共鸣。将这些与您的整体营销目标保持一致，您的情感营销工作将是您最有效的。