Using the feels in your marketing is a method that is used by marketers to create connections with their prospects beyond the functional need their product answers to. It allows them and create brand loyalty. Brands are struggling to achieve this goal despite all the data they have at their disposal. their utilization of influencer marketing and ongoing personalization tactics. The fact of the matter is, only 15% of customers say that brands do a good job of emotionally bonding with them beyond a functional relationship. That’s not great news for brands that are trying to connect and become more transparent.
- Why good marketing is all about « the feels » ?
- Understanding wich feeling is associated with your brand and industry
- How to adjust when this feeling is negative ( with Use case)
- Using a positive feeling wisely (with use case)
- Want to go further ?
Why good marketing is all about « the feels » ?
Good marketing isn’t just informative, it moves people. When we look at a piece of content we look at it through our past experiences. They influence the way we see the world on the daily and ultimately they have an effect on the way we make decisions, consciousely or not.
Good marketing is all about understanding customers, not only want they and don’t want, this is not enough. Today we have to understand the relationship they have with our product, what are the past experiences they refer to or think about when they discover a product or service, and what headspace they are in when it comes to making the decision to work with a company or no.
But how one can understand that and make an ad, a framework that drive growth. That’s what we’re digging into next.
Understanding wich feeling is associated with your brand and industry
In order to understand in wich head space a customer is when he first hears about your product, a simple survey with a couple questions won’t do the trick.
Surveys are like tests, when someone looks at the questions, he will unconsciously try to find the right answers. For example, when asked, everyone wants to buy products made localy, because we all know that’s a good thing to support the local economy. Yet once in the store in front in front of a product made locally and one made somewhere else but cheaper, the cheap one wins the sale.
So how can we understand customers if they lie in surveys ? By understanding what they won’t write on a survey.
When we are faced with a decision in our daily lifes we are preconditioned to lean toward an choice rather than an other one. This preconditionning lies within our past experiences and the social group we are a part of. And that’s what we have to study.
In order the experiences that influate so much on someone’s decision, we have to use hypnosis.
Hypnosis allows the respondent to pin point the experience, feel what he felt and tell this storie with accuracie.
Gathering stories and experinces will allow us to draw a sentiments and get insights that are very accurate and effective when applied to global marketing strategy.
How to adjust when this feeling is negative ( with Use case)
Once those results gathered and conclusión are drawned, it happens that the experiences people are referring to are very negative. In this case it can be worth it to go against the results, go to the opposite. Like L’Oréal dicovered when they conducted a study :
When L’Oréal studied the emotional imprint of seduction on an American female audience, the testimonials highlighted the manipulation. Despite the negative association with the concept of seduction, the brand used this discovery to create the slogan “Because you’re worth it”. The purpose of this slogan and the resulting advertising campaigns was not to show that the products made it possible to seduce a man, but to make him feel good about himself and gain self-confidence. The use of the result of the study was not to bring out the negative connotations of manipulation but to go in the opposite direction, to take sides with the target.
Using a positive feeling wisely (with use case)
In the opposite side, the feeling associated with your product /brand /industry. In that case, the process can look pretty straight forward, use the stories to create a deeper connection with your value proposition. Let’s see what Jeep has done with the Wrangler :
Jeep wanted to know what his target was expecting from a Jeep Wrangler. The study of the target’s emotional footprint revealed that the most striking memories in relation to a car were memories of freedom resembling that of a horse running at full gallop. This discovery anchored the design of the vehicle. It had to have removable doors and roof, as well as the ability to drive off the beaten track. The advertising campaigns that followed went in the direction of this discovery, showing the Jeep in unique landscapes where city dwellers or SUVs had no access.
Want to go further ?
Want to use this method in your business ? Let’s talk !