Emotional advertising is an integral part of marketing. It influences the customers and makes them walk away with a positive attitude about the brand.
Emotional advertising is important in marketing since it helps customers develop positive feelings towards brands. Emotionally connected customers will not leave the purchase decision as they get convinced into buying the product.
Read on for more insights into the importance of emotional advertising, how it works, and ways your organization can add it to its marketing strategy.
Importance of Emotional Advertising
Emotional advertising has proven to be very effective in creating a loyal customer base.
Here are some of how this type of advertising is significant in marketing:
Creates Brand Awareness
Companies can use emotional ads to create brand awareness. The ads would give the customer a lasting impression about products, services, or even the company's values that they will remember when they buy something in the future.
Emotionally charged adverts work best with millennials because their attention span is low, and they like catchy things.
Advertise Values
Companies should ensure their ads are socially relevant and convey a positive message to the audience. If you advertise something that doesn't reflect your values, customers will notice it and be cautious of your brand.
Differentiates the Brand
Emotional ads let customers remember brands. This is because emotional ads stick to customers' minds, and they don't forget them easily.
They spread word of mouth, and others will be interested to know what your brand stands for. Emotionally charged adverts create a unique identity for the company or product, making it stand out in a crowd.
Build Relationship with Customers
Emotionally charged ads will provide you customer service through word of mouth. It also gives the company a chance to build relationships with customers providing them better quality products and services in the future.
The emotional connection between brand and consumer is vital. It helps establish trust, which increases customer loyalty, repeat purchases, and overall brand image.
Positive Impact on Customers
Emotionally charged ads positively impact customers. They help change the brand's perception and make it more human, approachable, and create a subconscious connection.
This helps build trust between them, making them loyal to brands.
Cultivate Following
Emotionally charged ads create a following of loyal and satisfied customers who will spread word of mouth about your brand.
This increases sales volume because people discuss their experience with others, thereby increasing the reach. It also gives leverage to launch new products with minimal marketing investment.
Emotionally charged adverts are an effective tool for communication. They can be used to reach out to the audience in a better way.
Effectively Communicate Messages
Emotionally charged adverts help in communicating a message to the audience in an effective way. It can make people pay attention to your ad, and it will stick on their minds even after they are done with it. This helps brands communicate their values and other important aspects about their products, services, or company's vision.
Tip: For the best results, we recommend incorporating emotional advertising in your social media marketing strategy. This would help your campaign resonate with a broad audience, increasing the chances of making more sales.
This YouTube video explains why emotions sell better in more detail:
How Emotional Advertising Works
The emotional ads work by tapping into customers' subconscious minds. It works best when the message is powerful and conveys a sense of urgency, relevance, or value for money to the customer.
The message in the ad should be catchy and something which would create an impression on the customer's mind. It should inspire a feeling of delight, recognition, or satisfaction for the customer.
The emotional ads are not only about tapping into your customers' subconscious, but they also encourage them to rethink their buying behaviour.
Emotional advertising is usually effective when it is a personal message to customers. This way, it connects with customer's values and enhances the quality of advertisement.
Emotional ads are more likely to work for a specific target audience. They are more powerful when the ad targets a particular audience and uses a relevant approach for that group.
It helps create greater awareness of your brand by creating a positive image of it in the customer's mind.
4 Examples of Brands Using Emotional Advertising
To cut to the chase, here are some famous brands that use emotional advertising to increase sales:
An excellent example of emotional advertising is the 'Think Different' campaign run by Apple Inc several years ago. This campaign encouraged customers to think differently about the brand and its products.
This ad helped Apple create a new generation of followers and built a strong brand image globally.
Another example is Nike Inc's campaign which appealed to different customer segments worldwide.
The inspiring message of this campaign was 'Just do it.' This was an emotional ad as it appealed to customers' passion, determination.
It was one of the best advertisements in a category that numerous brands could have easily copied or replicated.
However, it stood out from the crowd because of its strong message that appealed to customers' emotional side and made them feel valued for being loyal customers.
Honest tea created an emotional connection with its customers by simply being honest. They used the slogan 'No sugar added' to convey that they offered healthy drinks free from artificial ingredients.
This ad campaign worked not only for Honest tea but also other companies who are selling similar products. This example shows that people respond to emotional advertising ads, which any brand can use, no matter how big or small.
Subway Inc has a solid emotional advertisement for its brand. The company's message is 'Eat Fresh,' which they convey in their TV advertisements by showing mouth-watering pictures of food made with Subway ingredients.
It appeals to customer's emotions and gives the feeling that it will be a good choice if they eat there rather than some other branded restaurant.
Emotional Advertising: 6 Tips on Getting the Most Out of It
Identify Your Target Audience
If you want to use emotionally charged ads for your brand or product, identify the audience first. It is a crucial stage in any advertisement or marketing campaign. By identifying the target audience, you can create advertising that would appeal to their emotions.
Adopt a Long-lasting Message Approach
Positive emotions like romance, love, or happiness leave a more profound impression on people because they are remembered longer than any other emotion.
Suppose your team is not convinced about using emotionally charged advertising for selling your products/services. In that case, you can do a test run with an informal or personal ad for your vision.
In a nutshell, it would help you figure out if emotionally charged ads work for you.
Keep Things Short and Simple
Emotionally charged ads should be short enough to remember and communicate a message effectively in a few words. Long ads lose people's interest and turn them off.
They are not able to remember long messages or watch the whole video. So, keep your ad short and simple to enable it to convey a message more efficiently.
Involve Customers Themselves
When you involve your customers with your emotionally charged advertising, it helps build better relationships with them. It also makes your ad more effective because it helps customers connect with your product and company better.
You can ask them to share their opinions about the products so they can talk about their experience with others thereby increasing the reach of advertisement.
Take Advantage of Music in Ads
Music is an essential component of any emotionally charged ad because it helps create a mood and evoke happiness and sadness.
Music is an effective way to appeal to the emotions of young adults and teens who have been known to be highly emotional consumers.
Music and advertising go hand in hand. It is recommended that a brand's ad needs to have some rhythm or tempo that enables customers to recall the message of the ad.
Focus on Values When Using Emotion Ads
To understand what values are, we need to get into people's minds with their culture, norms, and values. First, we need to identify the target audience and then decide what values appeal to them most.
When using emotionally charged ads, it would help to focus on a particular value from your product that is relevant for customers. A message must be consumer-oriented as people relate more closely with themselves in terms of products they buy or services they use.
Final Thoughts
Millions of people have been exposed to emotionally charged ads, and there is no denying the power that such advertisements hold. They can generate more than just interest with consumers and forging connections between brands and their target audience.
A brand's image is largely determined by how they choose to advertise themselves, so it's crucial for companies to put effort into designing solid content that could connect them with large numbers of potential customers who may not notice what they're advertising. For more insights into this topic contact VINK Marketing Studio today!