Emotional Appeal -The Modern Way of Marketing

Ndela Sichizya – March 2015

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Why Emotional Appeal?• It helps you break through the clutter and

stand out……. Everyone is communicating something at the same time.

• Creates a bond between consumers and the product….. You have to connect with your customers, build relationships with them.

• “In order to be irreplaceable one must always be different.”

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Some of the Emotions to Target

Interest

Surprise

Happiness

Affection

Excitement

Fear

Trust

Trend setting

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ExtentNaming

Brands

Campaigns

ProfilesSlogans

Adverts, TV and Radio

Color choices

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ExamplesLife’s good

Live life today

Make life better

Enriching lives

Redbull

Monster

Dragon

Condom packaging

Detergents

Beers

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Surp

rise

& In

tere

st

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Excitement & anticipation

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Fear & Guilt

Importance to Marketing

Emotions are critical to marketing. If correctly analyzed

and targeted, emotional marketing content produces a

better result than rational content. An analysis of 1400

case studies in the USA of successful advertising

campaigns shows that those with emotional content

performed twice as better than those with only rational

content.People feel first before they think.

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How to use it

• Study the demographics of your target market and

know what triggers their emotions

• Create a message, theme or ideas that gives

meaning for the consumer. The themes should

appeal to the person’s internal motivation

• Your message should speak to the individual’s need

for satisfaction, security, love, power, assurance etc

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How to use it

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•The New Brain THINKS. It processes rational data

•The Middle Brain FEELS. It processes emotions and gut feelings

• The Old Brain DECIDES. It takes into account the input from the other two brains, but the old brain is the actual trigger of decisions

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Telling does NOT equal selling. Never turn a selling event into a telling event!

Summary

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Thank You

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