How many of us can say we have cried in a movie? A lot. How many of us can say that we have bought something that they used in a commercial? Probably a good percentage of us can. Both of these scenarios exist because of our emotional reactions to media and marketing. Emotional marketing is one of the smartest ways to get people interested in a product or brand. Make a person feel pretty or smart and they will keep with your brand.
The clip below is an example of an emotional movie trailer clip that many would recognize!
Another perfect example of emotional marketing would be Louis Vuitton and many high-end brands. High-end designers can charge a certain amount of money for their bags, etc. because they have targeted the emotional connection which is women wanting the status symbol that the brand brings. Look at any name brand, they all do the same thing and that is: status. They all provide a woman or man with a certain status symbol. If someone is carrying a Gucci person it is assumed that they are doing well. This taps into our emotional reaction and we automatically judge this person based on the brands they carry.
The Not For Profit:
A Not for profit organization does the same thing, in a sense as these “for profit” brands. They have a way to make you feel empathetic towards them, sometimes even sympathetic toward the cause. Whether it is from the commercials or the pictures, even the cause itself or a personal connection all of these things rely on an individual’s emotional reaction to the situation.
Marketing is about maintaining and creating relationships but especially in not for profit organizations it is extremely crucial that the relationships are strong because there is no other binding, except for the good feeling someone gets when they have helped someone else. There is no deliverable that the donator is receiving just a sense of duty, so once that relationship has been broken there is no returning back.
Let’s Get Your Favorite Nonprofits Now!
One student said that the most important not for profit organization would be the National Multiple Sclerosis Society. His reasoning was of course connected emotionally. His uncle has had the disease for almost two decades and it has had an effect on his family. When there is an emotional connection people are more likely to care. It is all about the personal or emotional connection aspect and that is why not for profits have so many people interested that have been effected themselves or in the family.
Another student said that the Alzheimer’s Foundation of America was really important to her because of the link that it has to her family. Her grandfather has been struggling with the diseases and it has caused a lot of pain for her family to watch him suffer through it. This awareness has caused made losing ones identity one of her largest fears. The student says, “I really want a cure to be discovered. I don’t think it’s fair that someone so generous was burdened with this disease.
Students all over have different reason why they follow or pay particular attention to a certain nonprofit and almost ninety percent of the time it is due to a close personal link to that cause. For example, I personally follow breast cancer very closely because unfortunately I have had many people in my family battle the disease.
Back to the Main Idea:
Specifically focusing on television as far as emotional branding goes it is one of the largest mediums that is effected by emotional branding and loyalty. A recent Adage.com article talked about social television and the emotional aspect of television. One man, Mr. Ghuneim, founder and CEO of Wiredset and Trendrr, said,
“A socially engaged TV audience is the most powerful marketing team networks have ever had. “And social TV gives us the opportunity to understand and leverage an audience’s emotional attachment to a show, because TV is no longer a one-sided experience. Finally all our shouting at the TV can actually be heard. Brands that are smart enough to listen and leverage that emotional response can unlock valuable attention from an audience that actually cares.”
When we take a look at the articles about emotional branding it reminds me of Aristotle’s On Rhetoric and how he described the multiple modes of persuasion. Pathos, being the mode that appeals to the audience’s emotions, would be fitting here. Gobi would probably agree with Aristotle’s modes of persuasion because he too believed that the emotional aspect of branding was key to success. He said that, “it is all about trust and dialogue.”
Gobi also pointed out the four pillars of emotional branding. These being: Relationship, sensorial experiences, imagination, and vision. All four of these pillars allow the consumer to feel something new. It allows them to feel “warm” with the relationship while at the same time imagining the things that could happen and even watching them happen. This whole idea of emotional branding also ties in with last weeks article about customer engagement. The more emotionally binded a customer or consumer feels the more engaged they will become.
Let’s Wrap It Up
After looking at all of the sources talked about above I have realized that I not only fall victim to emotional branding everyday but that EVERYTHING is riding on emotions. NO matter what is in the news or in the advertisements it all plays on our emotions. If we feel a certain way about something it effects what we do about it. An example would be the shooting at Sandy Hook elementary school. Emotions change the way people think about everything, whether it be a product or in the Sandy Hook case a policy or law. Emotional branding comes in many forms and products is only the beginning.
I hope this blog post has gotten you thinking about how you are being effected by emotional branding everyday and what tactics work and which don’t!
Until next time!