Marketing is usually dynamic, interesting and satisfying. It can also cause frustration and disappointment. But it will never be boring.
It is the place where ideas, planning and execution in a company go through the acid test, which is the acceptance or rejection of the market.
What type of advertising is the most effective? This could be considered as the question that all companies ask themselves when planning an advertising campaign. The objective of this work is precisely this, to study in which situations it is effective to use Emotional Marketing.
In this work we will talk about Emotional Marketing in which there is a group of intangible values that often have the same or more influence than the palpable attributes, because they generate emotions and feelings in the consumer.
In Emotional Marketing it is vital that each product be provided with its own identity; It must be charged with emotions and triggers of feelings in the consumer, which will guarantee a place beyond the tangible, or else an emotional concept will be attributed
It is worth mentioning that in Emotional Marketing there are several important points such as the following:
- The brand: it is important since the brand is what makes the distinction of the great variety of products that exist and for the consumer it is the most important Service and attention: for Emotional Marketing, customer service is essential since there are Customer loyalty to our product is generated, as well as having the best service for them and showing them that the customer is the most important thing.Additional attributes within this point are the following:
- Status: In Emotional Marketing, status is given by buying prestigious brands. Health: Here Emotional Marketing focuses on products that will make you feel good about yourself and your physique will look good. Youth: At this point promote a lot of products that are fashionable or that make you feel young.
With all this, emotional marketing can sometimes influence to damage the reputation or image of the product or the company, a bad decision in Marketing means loss of customer trust.
That is why the company must be 100% committed to its product and its client so that at the time of advertising campaigns you do not damage their feelings, thoughts or perceptions regarding the idea of the product.
There are brands and products that are already classified within the client's taste, such is the case as the "Chocolate Abuelita", where it gives us the idea that it refers to unity in the family, to enjoy that moment with our loved ones accompanied with chocolate to drink.
And like this example, there are many, where each one makes us feel joy, sadness or abhorrence for the service or product that you want to present.
So if we want to make a good campaign using this type of marketing, we have to take aspects that we will find within this work, so that we can have a resounding success and our brand reverberates and resonates over time.
EMOTIONAL MARKETING
“The purchase is the result of an emotion: if it is positive, the customer buys; otherwise it does not. ' This is the basis of emotional marketing "
EMOTIONAL ADVERTISING
Before going deeper, you have to start by defining what is considered emotion. Emotions are a mental state that arises from the evaluation of a fact or thought, they have a phenomenological component, are accompanied by a physical process, are often physically expressed and can produce specific actions depending on the nature and thoughts of the person. individual who is having them.
In all areas of marketing, emotions have been used as creators, moderators and mediators of consumer responses, however, the discipline where this use is more visible and where there is more literature on the subject is in publicity.
Emotional advertising, for its part, is one that is designed to arouse a series of feelings is the audience. Starting from the consideration that all advertising evokes some kind of emotion (advertisements can cause boredom, indifference, joy, etc.), it is worth asking where is the limit between one and the other? We consider that an advertisement has an emotional character when it is created with the specific objective of provoking certain emotions.
Purely emotional advertising is focused on the execution of the advertisement and the generation of emotions in the audience. In this case, the number of emotions evoked will be high, as will their intensity. Within emotional advertising it is possible to identify different kinds of strategies. There are those who argue that emotions can play three different roles in communication in the field of marketing.
- Help communicate product attributes Act as benefits in themselves Directly influence attitudes.
Regarding the first two functions of emotions, it is possible to identify in them two types of emotional advertising depending on where their added value resides: emotional advertising as an instrument to generate a response of a cognitive nature in the consumer, that is, with the purpose of increasing the notoriety of the advertisement and the brand (emotions as a medium), and the other that is used to elicit an affective response, where the feelings caused by the advertising are transferred to the brand (emotions as an end).
When what is sought is that emotions act as a medium, advertising campaigns are designed not to go unnoticed. For this, humor, double meaning, exaggeration and even irritation are used.
These types of advertisements generally provide little information about the attributes of the advertised products; rather, the emotions act as a lure to get the attention of the target audience. The effectiveness of these campaigns is manifested in an increase in the notoriety of advertising and, therefore, of the advertised brand. At the same time, it is possible that the positive evaluation of the ads due to the positive feelings that it provokes can translate into a positive attitude towards the brand.
There are times when advertising is designed so that the emotions it arouses transform the experience of consuming a product. It is about transformative advertising or the mechanism known as “feelings as an end”. The ultimate goal of this strategy is to make the emotions caused by the ads become part of one of the product attributes. Thus, the effectiveness of advertising translates into brand differentiation precisely through the affective responses that advertising has been able to associate with it.
In short, the added value of the two types of advertising described resides, respectively, in the levels of cognitive (notoriety) and affective (attitude) response. Achieving the effectiveness of advertising passes through consideration of the type of information processing that takes place. In the particular case of the identified type of emotional advertising, the processing of the information associated with each of them can be explained from the Elaboration Probability Model. ELM2 in its acronym in English, widely applied in the study of the advertising persuasion process. The model conceives the processing of the information contained in the advertisements as a continuum whose extremes correspond to high and low levels of information processing,coinciding with the Central and Peripheral Processing Route, respectively. The degree of involvement of the audience towards the advertisement is one of the factors that determine which route of persuasion is most likely to occur. Through the Central Route the attitude towards the brand is formed through relevant information related to the attributes of the product extracted from advertising. Obtaining this information requires high levels of elaboration of the message that are only associated with contexts of high involvement. Through the Peripheral Processing Route, the attitude towards the brand is affected by elements related to the execution of the advertising (the music, the characters or the situation that is presented), called peripherals, and not by information related to the attributes of the product. announced.
This procedure is the one that explains in a more realistic way the process of attitude formation from advertising communications, since it is materially impossible for consumers to dedicate themselves to extracting relevant information from all the ads to which they are exposed. The attitudes resulting from Central processing are more durable, more resistant to change and better predict behavior than those formed from the Peripheral Route.
Since the ultimate objective of emotional advertising as an end is to make the emotions elicited become part of one of the attributes of the advertised brand, the information processing occurs through the Central Route. Emotions are considered as relevant information related to the product. The transfer of emotions from advertising to the brand has also been explained through the learning mechanism of classical conditioning.
When feelings are used as a medium, they act to attract the attention of the audience, the positive evaluation of the ads translates into a positive attitude towards the brand. This influence occurs through the Peripheral Processing Path, since the evaluation of the ad is formed from aspects related to its execution (peripherals). Finally, regarding the third function of emotions, it has been observed that the use of emotions in advertising has a direct effect on attitudes both on the attitude towards advertising and on the attitude towards the brand. According to emotional marketing, a company that shows its customers that it cares about them will be rewarded with their loyalty.
THE EMOTION IN MARKETING
Numerous investigations show that satisfaction with a product or service does not guarantee customer loyalty. More is needed: Customers should feel valued and cared for. And this is where emotional marketing comes in.
HOW TO DO EMOTIONAL MARKETING?
There are no magic recipes, but there are some recommendations:
- Identify the needs and desires of your consumer, you can do it through market research Establish a clear relationship between consumer interests and the intangible attributes that could satisfy them Design a communication strategy that seeks to position the product under the emotional concept you want transmit Finds congruence between tangible and intangible attributes
HOW TO IMPLEMENT EMOTIONAL MARKETING IN YOUR COMPANY
- Study your customers. You must assess the current state of relationships with your customers. Satisfaction is the most widely used measure to measure these relationships. Once you know where you are, you must use your findings to predict future buying behaviors. Use strategies.You must determine which segments you want to target to take advantage of your strengths and weaknesses. This is the right time for marketers to assess the attractiveness of each of the groups. If a segment is desirable, then the company must be able to win over those customers. Below is a table with the main strategies to follow: Client with limited potential Strategy: Keep it. You have to meet their needs, but without investing too much.High Value Customer Strategy: Honor Her. Invest to retain it.Low value customerStrategy: Ignore it. Allocate fewer resources, to use them in more attractive segments.High potential customer Strategy: Pursue it. Try to capture a larger share of purchases from this group. Prepare the company.For emotional marketing to work, the company must create a customer-centric organizational structure. In addition, it must train employees so that they know how to anticipate the client's needs, and can make correct decisions, to provide good service.
CONSUMPTION PER IMPULSE
One third of purchases are made on impulse. They are last-minute acquisitions influenced by more or less subtle marketing strategies, such as price '' or a suitable staging to consume.
The customer who queues at the store to pay for his purchase reviews what items he may have forgotten, looks impatiently at how the previous customer's products are progressing… and adds batteries to his cart that he takes right there, remembering that he needs spare parts for his razor. Shave when you see them in front of him and take some chewing gum from the display on the right. This is impulse buying.
A last minute decision that the consumer makes without thinking and that marketing specialists try to promote at the points of sale. Not surprisingly, 65% of purchase decisions are made at the point of sale and four out of ten people acknowledge that they spend more than originally planned, according to a study carried out by Adifa-PLV (Association of Designers and Manufacturers of Material Advertising at the Place of Sale).
But, without a doubt, the most striking fact in this study is the fact that 29% of purchases (one in three) are made on impulse (the customer buys and then looks for reasons to justify this expense).
Emotions at stake
Although technically some experts only consider impulse purchase to be the one that occurs at the last minute at the point of sale, advertising campaigns and promotions continually appeal to our emotions to increase more or less impulsive consumption. This explains why this influential customer, who is actually any of us, choose certain chewing gums, a specific brand of batteries and some razor blades with names and surnames.
This spontaneous decision is also the result of a specific stimulus, in this case, prior to its presence at the point of sale. The advertising of the products and the way of promoting them influences the unconscious idea that we are creating about them and the predisposition to include them in our purchase.
The seduction of advertising. The first condition for a product to end up being part of the shopping cart is that the customer is able to differentiate it from others. This is the biggest marketing challenge and goal you pursue when you use messages that strike a chord with the consumer.
"Objectivity does not exist in marketing", for whom "distinguishing one product from another by a specific technical characteristic is, on many occasions, practically impossible, and it is necessary to differentiate it by an attribute, that is, a characteristic that cannot be measured ».
For example, when BMW launches the message Do you like to drive ?, it is not selling a car, it is selling a pleasant experience.
The strategy that sustains this seduction will appeal to values associated with the products. For Ugo Ceria, deputy director general and strategy director of the TBWA Spain agency, "the behavior of the product no longer commands, but what the brand says about itself."
The point of sale: the moment of truth. But, without a doubt, advertising at the point of sale is the most effective to activate impulse buying. According to the data of the Adifa-POS study, six out of ten buyers remember some type of POS and 22% admit to buying products under its influence.
An attractive global strategy. "Value is not only created through communication, but also through the strategic thinking behind it", in the opinion of Erick Bilinski, CEO of the Lorente Euro RSCG agency. For him, a good example of this is offered by Swatch, a company that has managed to create "a global brand that perfectly interprets individualism", a purpose in which not only communication and advertising participate, "but public relations also intervene and in general the whole company philosophy ”.
This is how the consumer is influenced
Seduction is the way, but the difficulty arises when determining how this work is approached. Some of the main strategic lines from which you can try to promote emotional buying are:
- Establish a value linked to the product higher than that offered by the competition. According to Bilinski, "without a value behind it to push it, a brand is simply a name, an empty envelope." The value in question "has to be simple and clear, capable of being synthesized in one word, and, above all, seductive and interesting for the consumer." Add a new idea to something already existing. In many cases, the product is enough by itself, you just have to change the point of view from which it is communicated. Along these lines, the Avecrem campaign ¿Cooks or enrichments? For Bilinski, his strategy has achieved that an article associated with a declining way of cooking, due to the rush of new lifestyles, is aimed at a consumer who identifies with simple dishes, expanding the natural market of the product.Product packaging can also be decisive in this endeavor. A few years ago, Mariani, a high-quality American nut company, observed that its products were not obtaining the adequate level of sale because the bag in which they were presented always ended up deformed and semi-hidden on the shelves. The change to a solid packaging, with a modernized image that better reflected the quality of what it contained, resulted in a 50% increase in sales in the first year. Orient all communication actions to emotional marketing. The limits of marketing are widening, affecting more and more corners of the company. In this line, it is understood that the strategy, although it has its most visible part in advertising, is based on other communication pillars and affects the entire policy of the company towards the exterior.The Apple company offers a good example of this: not only does it provide an ideal tool for creativity, but the computer itself is a striking and creative object from a design point of view. Connecting with reality. The product must deliver what the emotion promises, but it must also fulfill its objective function. For example, Swatch watches base their success on design, but also on quality technology, making shopping part of leisure. For the strategy to work, the shopping experience must be a positive act, it can even become part of the consumer's leisure activity. The purchase should be easy and pleasant, not a series of obstacles.Rather, the computer itself is a striking and creative object from a design point of view. Connect with reality. The product must deliver what the emotion promises, but it must also fulfill its objective function. For example, Swatch watches base their success on design, but also on quality technology, making shopping part of leisure. For the strategy to work, the shopping experience must be a positive act, it can even become part of the consumer's leisure activity. The purchase should be easy and pleasant, not a series of obstacles.Rather, the computer itself is a striking and creative object from a design point of view. Connect with reality. The product must deliver what the emotion promises, but it must also fulfill its objective function. For example, Swatch watches base their success on design, but also on quality technology, making shopping part of leisure. For the strategy to work, the shopping experience must be a positive act, it can even become part of the consumer's leisure activity. The purchase should be easy and pleasant, not a series of obstacles.but also in quality technology. Make shopping part of leisure. For the strategy to work, the shopping experience must be a positive act, it can even become part of the consumer's leisure activity. The purchase should be easy and pleasant, not a series of obstacles.but also in quality technology. Make shopping part of leisure. For the strategy to work, the shopping experience must be a positive act, it can even become part of the consumer's leisure activity. The purchase should be easy and pleasant, not a series of obstacles.
In addition to the tangible attributes of any product or brand, there is a group of intangible values that, according to the experts, often have the same or more influence than the palpable attributes, because they generate emotions and feelings in the consumer.
"Marketing evolves from selling products to marketing emotions," says marketer Marc Gobe, director of New York-based consulting firm Desgrippes Gobe Group, at a conference on how to build an emotional brand.
Although the marketing of the senses is fundamental, there is another part of the products or brands, the intangible attributes, which, by connecting with the consumer, has an impact on positioning, as well as on sales: emotional marketing.
In other words, it is vital that each product be provided with its own identity; It must be charged with emotions and triggers of feelings in the consumer, which will guarantee a place beyond the tangible, or else an emotional concept will be attributed. This is very important at times when people are stressed, Gobe analyzes when he comments that "in times of crisis, brands have the mission of bringing joy to the consumer, of accompanying them."
THE BRAND
The most important intangible attribute is the brand, that set of symbols, sounds and elements that differentiate one product from another. However, from an emotional marketing point of view, the brand is much more than the name of the product or its distinctive elements, it is an emotion! Thus, when hearing, seeing or remembering a brand, the consumer connects with a feeling.
For example, Pepsi, over the years, has managed to position itself as a youth brand and has made those who consume the product feel young, regardless of their age. Youth is an attribute that is transformed into a marketable emotion, which has absolutely nothing to do with the physical characteristics of the product.
In this sense, for Gobe, branding begins with people, with understanding their motivations rather than meeting their needs. In other words, exemplifying the case of Chocolate Abuelita, originally developed by La Azteca and now produced by Nestlé, this product evokes family unity. The emotions of tenderness and filial love that denotes the image of the grandmother from Mexico, Sara García, touch the consumer deeply, when they give the product an identity of family, tradition and unity.
SERVICE AND ATTENTION
Another important group of emotional benefits that, in turn, generate attitudes such as loyalty, is in service. It is basically about making the consumer feel that, as well as their purchasing decisions, they are important to the company. The classic example is after-sales service activities.
Marc Gobe points out that connecting the brand is being united with the customer and that brands must belong to the people and not just to corporations, in the end, without the consumer, brands would be empty spaces.
MORE THAN ADVERTISING
Brands and products must provide the consumer additional benefits to the satisfaction of needs.
We all know that a suit's main function is to satisfy the need for dress and presentation of those who buy it. And it is also clear that this need can be covered with any suit. However, a person who decides to spend a significant amount of money on an Armani or a Zegna, "actually" buys a series of additional benefits (attributes), such as status, exclusivity, among others, which satisfy the requirements interests of the human being to belong to a social group.
These needs, more emotional than physiological, are satisfied in different ways by each consumer, although it is each of the brands, together with certain benefits, that give rise to a concept related to a certain segment.
ADDITIONAL ATTRIBUTES
- Given by prestigious brands, of generally high price: Chanel, Dior, Versace, Armani, Gucci, among others. It is offered by natural products or added with elements that promote it: Kellogg's, Nutrisa, etc. Fashion products or that promote a youthful attitude: Sabritas, Pepsi, Zara, Versace, Volkswagen…
THE IMPORTANCE OF LIKING OTHERS
The small number of companies that are achieving continued success are seldom guided by the theories, analyzes, and practices espoused by business school professors, despite the soundness of their advocates' reasoning and the wide dissemination of their works.. You only have to look at South West Airlines and Herb Kelleher to come to the conclusion that you may have to be "crazy" (in other words, totally irrational) to be successful. On the contrary, it could also conclude that we are trying to be too rational when it comes to analyzing and determining the routes that lead to success.
EMOTIONAL VALUE
The degree to which customers like your company (and your employees) is a function of the EMOTIONAL VALUE you add to the relationship.
Let's see below a quote from the work Corporate Religion by Jesper Kunde:
When there is little or no personal contact between the customer and the company, the brand is the most important thing in terms of customer choice. However, competitive advantage can best be secured when a customer's emotional commitment to a brand is reinforced by an emotional commitment to the people who sell and deliver that brand's product. That is the essence of emotional added value.
EMOTIONAL VALUE AND OBSESSION WITH MEASUREMENT
The importance given to rationality in the Western world has led to the development and application of practices based on the so-called scientific organization of work. One aspect of this is today's ubiquitous fascination with objectivity and the need to measure everything.
Objectivity has prevailed for the last 100 years, while emotions have been diminishing as if they had no consequences in business management. Subjectivity has been banished, and is even considered undesirable and potentially dangerous. Effective performance measures are now believed to help improve performance, so that everything has to be measured objectively. This is one of the biggest and most dangerous fallacies that threaten organizations today.
Rationality has become the "god" of the modern scientific organization of work. Everything has to be scientifically analyzed and determined. In creating this two-dimensional world, the essential third dimension of emotion, the feelings that people experience, has been dispensed with. Rationality is an important force when making decisions, but its potency is seriously diminished if there are no emotions or if they are ignored.
Example
HOW TO ADD EMOTIONAL VALUE
Emotional marketing
EXTERNAL ATTRIBUTE: EMOTIONAL CONNECTIVITY
Loyalty is based on the emotional bond between people. Customer loyalty is no different. The popular but misuse of the terms "customer loyalty plans" or "loyalty cards" has more to do with financial benefits than loyalty. As soon as my gas station stops giving me Air Miles, I will go to another gas station that does. Just giving free vouchers will never build loyalty.
A clearer example that Marketing works successfully, we have it in the creator of the Hallmark method, Joyce Clyde Hall. This man overcame poverty and succeeded in making his greeting card business synonymous with quality. Consumers responded to their efforts by making this company's slogan: When You Care About Doing Your Best, one of the best-known advertising phrases. Today the company that Hall founded has become one of the largest private corporations in America, and all thanks to the use of emotional marketing. Here are its fundamental principles:
The Value Star
The challenge that most marketers face is how they can make their products or services more valuable to the consumer than the competition. At Hallmark they had the same dilemma and decided to conduct a study among thousands of customers, so that they could define what their needs were. This study resulted in an equation with five points in the shape of a star, which they called the Value Star. It was clearly seen that the star had two parts: the rational, which included the product and the money, and the emotional, which included values such as fairness, experience and energy. These last three were called the Emotional Es, and they are the basis of emotional marketing since they direct most purchasing decisions.
E l world of emotions; the three is
Equity is the trust that a brand earns. If a company makes a promise to a customer, and keeps it, after a while customers will start to trust it, and just by seeing the logo or hearing their name, they will already know that it is worth investing in that product or service.
The second factor of Emotional Es is experience, and it refers to the exchange that occurs when a company and a client come into contact.
According to emotional marketing, a company that shows its customers that it cares about them will be rewarded with their loyalty. A clear example is the Ritz-Carlton Hotel, which gives its employees preference cards so that they can record whatever their customers like. So when a visitor asks for a feather pillow in a room, the next time they go to the hotel they already have it ready. People remember this type of deal, and it has a positive impact on the company.
The speed
If there is a characteristic common to almost all clients, it is the lack of time they have to carry out their procedures. For this reason, energy is necessary, that is, getting the company to save time. Consumers must be offered the ability to buy what they want, where they want and when they want. Hertz car company created its Gold program to help its best customers go through the process of renting and returning vehicles faster. The company stores all the customer's information and when the customer calls, the order is automatically given to prepare the vehicle. The customer does not have to wait in queues, and when he arrives to pick up the car, he already has the keys in the ignition and the contract in the glove compartment.
The rational world; the product and the money
For a company to enter and stay in the market, it needs to launch a good product at a competitive price. And both factors, always, can be improved…
Keys to get a better product:
- Distinctive features must be added: the Nike company has chosen to integrate the feature they want to highlight into the trade name, thus, for example, Nike Air shoes were born. You need to offer good quality products: this will avoid the costs of a conflicting customer service department, and on the other hand, you will make your company trustworthy. Design should be improved: Consumers need designs that adapt to the times, or that, due to their distinction, make the product a very attractive purchase. We must increase the selection and availability: the objective is to prevent the customer from going to the competition, to achieve this it is necessary to pay attention to the target audience, predict their buying behavior and offer them a wide variety of products. The Blockbuster chain found that many weekends video stores were left empty, making it impossible for customers to find the movie they wanted. Marketing experts met with their technology team to create a model that could predict consumer demand, this program allowed a very successful number of films to be distributed in each of the stores.
The distinction in price
The value of the product must be fair enough to allow the brand to enter the field of play. Some companies like Procter & Gamble have more expensive brands of detergents, for those consumers willing to pay that price, and others cheaper. So the customer chooses what he is willing to pay.
Emotional marketing is on the lips of many advertisers lately and has even been put into use by big brands globally. It seems that today almost everything has the qualifier "emotional", even more so the brands with recognition. Here the subjectivity of communications becomes clear, especially advertising that today more than ever seeks motivations and stimulations to be able to distinguish itself.
If, as some have agreed, today most products offer the same functional benefits, is it emotional marketing and its use that determines the differentiation of a prestigious brand? “We should talk about positioning first, which has to do with the way consumers perceive, think and feel about a product in relation to the competition.
Those values and perceptions have to do with functional and emotional aspects. What has happened is that as differentiating positions from the functional point of view have been exhausted, because brands begin to copy with technology what the competition offers; then they begin to depend much more on emotional values, since there is not much more to say.
More than half of purchases are made on impulse. 65% of purchase decisions are made at the point of sale and four out of ten people acknowledge that they spend more than originally planned, according to a study carried out by the Spanish group Adifa-PLV (Association of Designers and Manufacturers of Advertising Material at the Place of Sale). The most striking fact in this study is the fact that 29% of purchases (one in three) are made on impulse: the customer buys and then looks for reasons to justify this expense. The purchase is the result of an emotion: if it is positive, the customer buys; otherwise it does not. This is the foundation of emotional marketing. Any product, no matter how good, needs:
- Captivate the customer: It is not about imposing or convincing, but about stimulating the consumer, which forces us to understand how they think. Orient the offer to service: Our product must be perceived as the most complete on the market. Thus, Lexus, Toyota's luxury car brand, offers a six-year warranty.Empathizing with the consumer A strong emotional bond with the customer ensures loyalty An evocative name Getting the product brand to evoke something by itself it paves the way. A unique emotional proposal: A unique emotional proposal must be offered that associates our product with certain emotions.
CONCLUSIONS
In this work it has been concluded that we must bear in mind that it is not facts and logic that convince consumers to go to a company, it is emotion and feelings that drive them to do so.
If you as a company think from the buyer's point of view, it will help you feel like him and consequently you will understand what he wants or needs from you, this in turn will report his loyalty.
According to what one author said: "Business success is obtained by responding to the needs that customers FEEL." That means that if we want to sell, we must try to think like our clients instead of trying to make them think like us.
It must be borne in mind that people rationalize purchase decisions based on Facts, but we carry out the purchase action based on our FEELINGS. That is why the statement that we must respond to the needs that customers FEEL within them makes so much sense, not just those dictated by their rationing.
This is something to take into account, since the most important factor that motivates a purchase is not the data or the facts, it is the EMOTIONAL response. People buy when they feel comfortable, when they believe and trust the seller, when the buying process is transparent, simple and safe and most importantly: When the customer has the feeling that buying or hiring a product or service, he you will feel better.
Consumers have both logical and emotional reasons for a purchase action. In a recent study, it was revealed that in the vast majority of cases when making a purchase, the reasons have been logical in 20% and emotional in 80%.
The logical reasons are based on the Facts and the emotional reasons are feelings that motivate our actions or buying habits.
Given these data, it is easy to deduce which factor (logical or emotional) is more relevant when convincing a person. But that does not mean that we must forget the cold and logical data when presenting a product or service, we must have them ready for when the time is right to present them.
A very clear example is the following:
The recommendations we would make are the following:
- Companies should focus primarily on meeting the needs of their customers through prior surveys, to have a better idea of what you are going to do with your product The customer in most cases will be influenced by the feelings and emotions that the service or product makes you feel.
PRACTICAL CASE
HARLEY DAVISON MOTORCYCLES
Harley Davison Motorcycles is a company dedicated to the manufacture of motorcycles as well as their accessories, from motors to motorcycle clothing.
Established in 1903.
Later in the early 20's where the online manufacturing of automobiles made them more accessible, triggering the bankruptcy of several companies dedicated to manufacturing motorcycles; As were Ace Emblem and Reading Standard, Harley Davison did not do very well either due to the drop in sales, mainly because there was a stigmatization that motorcycles were the most suitable vehicle for low-income people, delivery men or policemen; and anyone who rode a motorcycle for fun was simply considered eccentric or, in the worst case, irresponsible and antisocial.
What was Harley Davison's strategy?
When the company was identified as a producer of reliable and quality motorcycles, it started campaigns where respectable-looking people dressed very correctly were shown riding their motorcycles; as well as women who were no longer confined to the sidecar but were shown to be fully capable of controlling their machines.
The publication of the official magazine "The Enthusiast" appeared in 1916 and is currently sent free of charge to all its customers worldwide.
But its publicity did not serve much in these times where the image of vagrants or evil beings mounted on motorcycles did not disappear, an image that was promoted by movies where they showed motorcycle gangs, which in the 50's caused panic towards people who they were traveling by motorcycle. Until in 1969 the movie "Easy Riders" starring Peter Fonda, Dennis Hopper and Jack Nicholson appeared. In which it promotes the sense of individual freedom where the three characters become heroes in a sterile and inhuman USA causing thousands of young people all over the world to become fond of chopers.
More recently, the Harley Davison company was on the verge of bankruptcy but this time it was saved by the United States government due to the sentimental value that the company has, because throughout its existence it has earned the synonym of freedom, quality and confidence, in addition to for many people a meaning of status as it would be to have a Rolls Royce.
To continue learning about emotional marketing, we suggest the following webinar in which the customer loyalty specialist, Rocio Conde, teaches us what are the emotions that lead to the sale, how they influence the consumer, why it is important to detect them and suggests 10 Actions to take into account for the successful implementation of an emotional marketing strategy. (Quaxar, 47 minutes)
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