Want to Connect With Your Prospects? Get Emotional!

 We’ve all seen THOSE ads.  The ones that bring a tear to your eye, tug at your heart strings and make you want to take action.  Think the SPCA commercial with Sarah McLachlan crooning in the background.  Very impactful, very emotional.  Great marketing tactic.

What organizations like the SPCA are utilizing is emotional marketing – taking an extra step to connect with your target market’s emotions in order to persuade them to choose your brand or to raise awareness. This marketing strategy uses generalized emotions that can trigger people to create a connection that achieves a more promising brand loyalty than any other marketing means.

Millions of brands and organizations use emotional marketing to win their potential and target market’s hearts by siding with their brand.  This marketing tactic can and should be a part of your promotional plan for a variety of reasons.  But, before incorporating the emotional message, let’s take a look at what emotional marketing is and how it can help your business better connect with your target audience.

What Is Emotional Marketing?

Emotional marketing is a marketing strategy where brands use human emotions as a connection to persuade customers into choosing their brand. It shows that they are empathetic, relatable and in tune to the current tone and emotions of the world.  The emotional messages reveal happiness, sadness or anger - as these are general views that could be shared by millions of people on a relevant topic. (Nobody likes to see starving, abused and neglected animals outside in cages, right?)

Many companies respond to current affairs or relevant trends that are globally popular to choose a side with customers.  COVID and the ensuing pandemic is a prime example of how many companies changed their messaging – taking a stand for or against masking and vaxxing. While the “We’re all in this together” mantra was way overused, the impact of the switch to emotional marketing kept those companies relevant.

Using emotional marketing as a bridge between a brand and customers forms a deeper connection than any other form of marketing. The brand loyalty lasts longer and the response to purchasing or investing in the brand is higher than other marketing tactics. 

Is Emotional Marketing Right for Your Business?

Emotional marketing, if executed the right way, can produce fascinating and profitable results for companies. This is why many of the biggest global brands, such as Coca Cola or Apple, use emotional marketing on a regular basis.

If your business follows the same model or shares the same customer base, chances are emotional marketing may work for you as well.

• Triggering Memory and Nostalgia

The emotion of memory or nostalgia can recreate the happiest of moments. As a person’s memory subconsciously plays an important part in their daily life, many brands run advertisement campaigns that use aspects to trigger memory or nostalgia.

This is done for brands that have a rather older customer base where triggering happy memories in them can make people feel comfortable with the brand and may influence them to buy more of it.

Think McDonald’s and the McRib.  The ‘limited time’ offer(s) brings a hype and a trigger to where and when the consumer bought their first McRib.

• Impulse Buying and Helping the Customer Decide

The most influential way of marketing except for advertisements is emotional packaging.

Most brands have an active competitor they fight against. Like Pepsi for Cola, Burger King for McDonald’s, and Adidas for Nike.

If you offer a retail product, a good way to convince customers to choose your brand from the shelf rather than the competitor’s sitting beside it is by adding emotions in the packaging itself.

When the price and quality are the same, a customer decides solely on the visual impression a brand expresses. Use emotional colors or nostalgic designs that could appeal to the customers better and make them listen to their hearts.

• Moving People and Inspiring a Call to Action

If the brand chooses to side with a popular opinion on a global affair and convinces people, even if they’re not specifically their target market, to side with their cause using an emotional ad campaign or packaging, the brand can enjoy additional marketing done by the customers themselves through social media shares, comments, and promotions.

Once you understand what drives your customers, reference the above to create a broad marketing strategy based on making emotional connections. This strategy should include every link in the chain, from product launches and sales to marketing and service. Storytelling can be an indispensable tool here. Stories can be compelling and easy to share. They can help trigger the emotions you may need to get your desired outcome.

As Dale Carnegie said, “When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion."

Emotional connections in the marketing field are not a secret strategy anymore — but they can be a real advantage. To be successful, find out how your customers feel and what they need and be able to identify what motivates them. This customer-oriented attitude and strategy can help you inspire customers' devotion.

If you are struggling to connect with your target audience,
SKConsulting can help create the story and message that best fits your brand.

Your Company Name Impacts Your Branding Path

 

When a business is started – or rebranded – perhaps the most essential decision to make first is determining the name. Choosing the right name is vital in setting your company up for success.  The wrong name can pave the path of destruction.  Why is choosing the right name so important for branding and marketing your business?  Check out some of the reasons we tell our clients. 

1.  Brand Recognition

In a world where new businesses keep popping up every day or are adding new services to broaden their reach, it is crucial to have a name that sets your company apart from the rest. The right name can help with brand recognition and make it easier for customers to remember you and find you online.

Strong brand identity starts with a great name. Therefore, you should register a company name (yes, research what names are already taken) that is unique to the world and to what you do. A catchy or clever name can also help with brand recall, which is especially important for small businesses that may not have the budget for traditional advertising.  But just because you think it’s catchy or cool, doesn’t make it so.  Do some market testing – even if it’s just with your friends or close circle.

2.  Helps you Stand out from your Competition

As more entrepreneurs and start-ups enter the competitive landscape, companies must work harder than ever before to stand out from their competitors.  One way to do this is by having a solid branding strategy, which begins with selecting the right company name.

A good company name can also create an authentic connection with customers, leading to loyalty and long-term relationships. Additionally, a good company name can help you attract top talent and investors.

When choosing a company name, make sure it is available as a domain name and trademark. It’s best to have the name of your company (or your slogan) as the URL.  If the domain name isn’t available, don’t get creative with it…get real.  If you’re having trouble choosing a name, consider hiring a branding consultant to help you.

With so much at stake, it’s essential to take the time to choose the right company name for your business. By doing so, you’ll be well on your way to establishing a solid brand that will help you stand out from the competition.

3.  Builds Customer Loyalty Trust

In order for a business to be successful, you have to win and maintain customer trust.  A company’s name is one of the first things customers will judge.  You only get one chance to make a first impression, right?  If your company has a confusing or unprofessional name, customers may not trust you enough to do business with you.

Make sure to choose a name that accurately represents your company, is easy to remember, and sounds professional. By putting thought into this important decision, you can create a successful brand that wins the trust of your customers.

4.  Helps Attract Top Talents

Experts and top talent want to work at a place in which they are proud to share.  It would be great to be recruited as a top-level executive and make great money, but if it’s for a company whose name embarrasses you, is all that money worth it?  Be smart.  Be creative.  Be unique.

Many employees would rather work for a company with an exciting name than a forgettable one. A strong brand and unique name will also help attract investors and partners.  But, don’t overdo it.

If you are looking to rebrand your business, it is also crucial to choose a new name that still accurately represents your company. The last thing you want to go through is changing your company’s name too often or going through the process of rebranding multiple times. Choose wisely!

5.  Attracts New and Returning Clientele

One thing that almost every business owner wants is new (and loyal) customers. A company’s name can play a role in how successful they are at attracting new clientele. A well-chosen company name will help potential clients remember your business and what it does.

In addition, a strategic name can help your business show up on the results page, which can lead more people to your website. Therefore, if you’re looking to increase your customer base, it’s essential to put some thought into choosing the right company name.

A Good Name and a Successful Business Needs a Good Marketing Strategy

Marketing is an integral aspect of any business, yet it can be challenging to get started. There are myriad of marketing channels to navigate and your name can help penetrate each of them in a positive way – with the right strategy.  You need to know your target audience and craft a message that resonates with them. But it all needs to be consistent.  You can’t have a catchy, fun, creative name and have a serious, preachy tone as part of your brand.  It’s confusing to your prospects. Your business name sets the tone.  Your messaging and marketing reiterate it and your delivery confirms it.

A strong brand can help you stand out from the competition. When people think of your company, they should immediately associate it with a specific quality or attribute. By choosing the right name, you can make sure that your company is associated with your authentic qualities. When you pick the right name for your business, you’re not just choosing a moniker to represent your company; you’re also laying the groundwork for an effective marketing strategy.

When choosing a company name, it is essential to consider all aspects of your business. The name should be easy to remember and spell, and it should communicate the type of business you are in.

If you need help creating your company name, brand and strategy, SK Consulting can help!