subject: Show Them, Don't Tell Them! - Emotional Marketing Is For Marketers To Understand, And Consumers To E [print this page] Business out there is fast and furiousBusiness out there is fast and furious. The competition is great and the marketing messages are reaching consumers in their thousands every day. To compound the challenge most of your potential clients' basic requirements are already met. They are looking for products or services to enhance their lives, make them feel better, prettier and sexier. Marketing to today's customers is a challenging business because you are no longer listing the specifications of products and services. Instead you are meeting people on an emotional level to break into their consumer awareness.
Let's look at some of the tactics, what they are and what you should do to benefit from marketing on an emotional basis to your potential customer base. First take your cue from some of the big brands such as Nike, Coke, Pepsi. They have been top marketers for years and have multi-million pound budgets. Yet you never see a Coke or Nike ad list the specifications for soda pop or running shoes. They market entirely on an emotional level. When figuring out how to market emotionally, you need to work out what drives your clients.
How do they spend their time? How can your product make their lives easier, make them fitter or better looking or give them more excitement? Once you get a handle on how your product appeals to your customer, you can then target your marketing efforts on bringing to the fore the emotional offer that your customers will respond to. For example, if you sell liquid vitamins I would say off the top of my head that your target market are people who are health conscious, not as fit as they would like to be, better off, possibly leading quite stressed lives and they want their vitamins now not later. Obviously you need to pitch your marketing tactics at intelligent, hard working people who are concerned about their health and want instant results from vitamins. You could show a before and after image - stressed executive at the office or a stressed mother ferrying the kids and then an after image showing the executive in control of a meeting and the mum laughing with the kids to show the benefits of these vitamins.
This approach hits a number of emotional points for the customer:
1. There is help available.
2. It doesn't have to be this way.
3. Ordinary people are benefiting from this.
4. All it takes is liquid vitamins to resolve your problem.
5. My destiny is in my own control because I can buy liquid vitamins to change my life.
6. Vitamins make you healthy so they will be good for me too.
7. Liquid vitamins have an instantaneous effect on your mood and life.
Whether any of these assumptions bear scrutiny is not the point. The point is the emotional response that your campaign induces in the potential customer. To build an emotional marketing campaign you need to investigate the psycho-social make-up of your target market and draw up an emotional campaign to meet their needs. It sounds like common sense but surprisingly few people go about doing this. They simply have advertisements published and hope for the best. What you actually need is a promotional campaign where you are setting up an emotional back-and-forth relationship with the customer, encouraging them that your service or product can meet their emotional need.
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