Download - Mood Altering Marketing
intensifying your brand experience
& building your brand equity and loyalty
in the new age of WOM marketing
It’s no longer good enough for your brand
experience to simply appeal to the 5 senses
.
have the power to transform your
consumers minds, change their mood
and the way they think, feel and relate?
90% Subconscious Mind
(instincts, reflex, emotions
feelings, emotions, self)
10% Conscious Mind
(analytical, logical, will power)
True
Self
Inner Self
Outer Self
Deeper connections must be made to the
users mind and their core
emotions and feelings.
Emotions & deep feelings are controlled in
2 brain systems
the limbic and autonomic nerve systems (vs. in the thinking, logical, problem solving, on-purpose cerebrum)
The emotional reactions of the limbic
and autonomic nerve systems ….
Every time he
smells her
fragrance his
reaction
is the same.
Nothing says
I’m home like the
taste of my
Mom’s cooking.
...can be triggered by the senses but
have a more intense emotional
response.
Seeing a news clip I
always relive the pain
of the of my own
experience. However,
what joy and relief I felt
when I opened the safe
to see all of my
grandparents photos
were protected.
Ever since I was a little girl, I loved feeling the sand between my toes. It just keeps getting better.
Now I want the same for my daughter.
Inner Self
Outer SelfGame Face
Clothes
Car
House
Latest
Gadget
Job
Shoes
Image
Make Up
Sports
What You See
What You Think
What You Feel
Body
Mind
Heart & Soul
True Self
Opinions
Analysis
Self talk
Compare
Contrast
Relations
Expectations
Dreams
Jewelry
Mood-altering Marketing results in“share of heart & soul”
Unmet
needs
Problem solving
Which emotions are
your brand capable
of reaching?
Wheel of EmotionsRobert Plutchik (1980)
Meeting unmet needs translates to
opinions and thinking and leads to brand
consideration.
Unmet Need
Brand Consideration
Brand Experience
Emotional Relevance
intensifies the emotional response.
The more a brand connects to the consumers
mind at every level, the more equity and loyalty is
built, the more it cuts through the clutter of our
busy lives, the more it motivates the user to
tell others of their experience.
Levels of Connection
• 5 senses
• Conscious
• Subconscious
Mood-altering Experience
•Loyalty
•Equity
Motivation
• Relationship with brand
• WOM sharing
• Social networking
to intensify your brand experience
and build your brand equity and loyalty
in the new age of WOM marketing
Learn to use