Halloween has been and gone. Deepavali is done for the year. And that means one thing – it’s coming up to Christmas! It’s the perfect time of year for brands to plan and launch campaigns that tap into the Christmas spirit.
And working your magic to inspire positive customer emotions is the real secret to a strong marketing strategy – this year and every year.
Why do successful brands seek an emotional response from their customers?
Let’s start with this advert by Coca-Cola, which was a key element of their seasonal marketing campaign in 2014.
How does watching that advert make you feel? Warm and fuzzy inside? If you’re not convinced, just take a look at some of the comments on the video.
Started tearing up at 0:42 with that little girl’s smile
Coca-Cola are the nicest people ever
This video made me smile 😉
That was truly heartwarming
Of course, we can’t all have the international reach of a brand like Coca-Cola. But their marketing succeeds because it taps into the basic human emotions of love, happiness and hope. The concept of connecting real people across continents, set against a backdrop of uplifting music and smiling faces, makes for a heartwarming advert that embodies togetherness.
Now, we’re not suggesting you blow your whole marketing budget on an expensive TV advert. This is just a highly visual example of what can be achieved through effective emotional marketing.
Emails, social media ads and blog posts can all evoke a similar kind of response if you’re clever about your marketing strategy.
Which emotions get the best reaction?
It’s been said that content is three times more likely to succeed if it has an emotional focus. Whether it’s a moving video or awe-inspiring story, people will share content that makes them feel good. And it’s not just about whether or not people share. Impulse buyers are thought to be driven by emotion, too. Content that provokes a positive emotional response can lead to more conversions.
So which emotions should you focus on? According to Adobe, the key to more shares is whether or not the content ‘makes people laugh’. Fractl agree that positive content works best. They conducted a study to determine which emotional combinations work best online, collecting 400 people’s personal responses to a series of online images. The most common emotions were all positive.
So how can you make customers feel these emotions with your marketing campaign?
You need to consider your target audience and the emotional triggers that will push them towards sharing your content with loved ones. And you need to think about what might make them commit to a purchase on the spot or return to your brand in the future.
Based on their comprehensive study, Fractl has the following suggestions.
Combine positive emotions with the element of surprise to increase sharing potential
Fractl’s research discovered that admiration and happiness have a strong correlation with control over emotional response. Content that makes consumers feel happy and in control of their emotions is much more likely be shared. Add in the element of surprise and you have a winning combination.
In the UK, the John Lewis department store are famous for their heartwarming Christmas adverts. In 2011, their ad showing a young boy impatiently waiting for Christmas Day. It might seem like he’s just really eager to open his presents. But by the end of the ad, you realise he’s been waiting for the big day for a different reason. It’s this unexpected ending that hammers home the message at the heart of the campaign.
Combine negative emotions with surprise or admiration
Campaigns that evoke negative emotions can also garner notice. For example, an environmentally friendly cosmetics brand may focus on the harmful effects of product testing on animals to highlight why their products are different.
If you opt for content that is sad, depressing, anger- or fear-inducing, Fractl’s study suggests adding an element of surprise or admiration to increase the chances of it being shared or discussed online. In 2015, John Lewis’ Christmas advert started with an old man all alone on the moon. But the end of the ad is pretty unexpected – and heartwarming!
So there you have it. Considering your customer’s emotions when you build your marketing campaigns is a special way to make yourself stand out from the crowd. What will you try this Christmas? Hire a copywriter in Singapore – it might be the best Christmas present for your business.
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