The goal of any marketing campaign is to drive action. This action could be anything from getting viewers to click and subscribe to making a purchase. Marketing campaigns employ strategies such as call to actions and logical explanations to drive action. However, these strategies can only get you so far. If you want to take your marketing campaign to the next level, you should consider using emotions as a motivating factor.
Emotional marketing makes use of emotional cues to drive action from audiences. Marketers use both positive and negative emotions to encourage audiences to sign up, buy or click. A marketing campaign may feature only positive or negative emotions or a combination of both. Emotions that marketers often target include frustration, joy, excitement, trust, serenity, anxiety and sadness. These emotions may be triggered using words, sounds, images, music and other media.
How to Design Your Emotional Marketing Campaign:
Adopting emotional marketing is one of the most effective ways to take your marketing campaign to the next level. The following are steps you can take to develop an effective emotional marketing campaign.
1. Study Your Audience’s Emotional Journey
The first step to designing a successful emotional marketing campaign is to figure out the emotions your audience experiences when they want to purchase your products or services. What problems are they trying to solve? What negative emotions are you trying to alleviate with your product or service? What positive emotions does your product or service hope to create? Employing face analysis technology such as a javascript face API can help you study your audience and gather the information you need to develop your campaign.
2. Determine the Emotions You Would Like To Target With Your Campaign:
What emotions do you want to target with your campaign? What approach is more likely to elicit a strong reaction from your audience? Should you target negative emotions or positive emotions? Choose one or two emotions that you can use as the focus of your campaign. For example, you may want to target anxiety and show that you understand how your audience feels and empathize with them. You can then show them how your product or service can alleviate these negative emotions and help them achieve some level of serenity.
3. Design A Campaign Around the Emotions You’ve Selected:
The final step is designing the campaign based on the emotions that you’ve selected. You can start by designing a mood board. This involves collecting images, textures, texts, colors and other cues that will help you visualize the mood that you want to create with your campaign. A mood board will provide you with guidance on the direction to take your campaign. It will help you develop ideas and themes that are in line with the emotions you want to provoke from your audience.
Triggering Emotions for Marketing:
Emotions can be triggered in a variety of ways. Some of the most common strategies marketers use to trigger emotions include:
1. Colors:
Different colors are known to trigger different emotions. Cool blues convey a feeling of reliability and trust while bright colors such as red elicit a sense of excitement.
2. Images:
You can elicit different emotions using different types of images. For example, images of smiling people and children playing convey feelings of joy and happiness. Images of fields of flowers elicit feelings of peace.
3. Sounds:
Sounds are known to trigger different emotions. The sound of rain conveys a feeling of peace and contentment.
If you’re looking for a way to take your marketing campaign to the next level, consider making use of emotional marketing and applying the tips above.
