Marketing with the right emotions

Finding your Brand Story: Marketing with the Right

Emotions 19 June 2014

Neil Gains

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If you want to be remembered, be emotional

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou (1928-‐2014)

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Divider slide Marketing with the Right Emotions

• EmoIons in adverIsing • Why emoIons maKer

• Finding the right emoIon

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Emotional beats rational

0

5

10

15

20

25

30

35

Rational Only Rational & emotional

Emotional Only

Source: Advertising Effectiveness: The Long & Short of It. IPA UK 1012

RO

I (%

of l

arge

bus

ines

s ef

fect

s)

Emotions increase sales volume


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Emotions build price elasticity

0

1

2

3

4

5

6

7

8

Rational Only Rational & emotional

Emotional Only

Very

larg

e re

duct

ion

in

pric

e el

astic

ity (3

+ ye

ars)

%

0%

5%

7%


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Successful brands have emotional focus

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Emotions guide us to the right behaviours

Scary movie

Popular choice

Self protection

Romantic movie

Exclusive choice

Status [Source: Kenrick & Griskevicius, The Rational Animal, 2013]

Behaviour depends on emotional context

The Emotions associated with Fresh milk and Yoghurt

0

20

40

60

80

100 WARRIOR (INDEPENDENT)

ARTIST (CREATIVITY)

EXPLORER (CURIOSITY)

REBEL (FREEDOM)

JOKER (FUN)

SEDUCER (LOVE)

EVERYMAN (BELONGING)

CAREGIVER(NURTURE)

IDEALIST (OPTIMISM)

RULER (STABILITY)

GURU (WISDOM)

CATALYST (CONFIDENT)

Fresh milk Yoghurt

Hong Kong, general sample, August 2013

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Finding the right brand story

Back story Category codes

Emotional stories Validation Creative

workshops Experience

design

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Case study : back story



workshop Experience

design

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Why is my advertising campaign not working?

•  HK telco client launched first high profile ad campaign for years

•  Targeting entrepreneurs, expats, business travellers (key segments)

•  Initial indications that performance targets not being met

•  “Why is my campaign not working?”

What is the emotional message?

Freedom or destruction?

Independence or arrogance?

Many of the creative executions confused independence with arrogance and challenge with destruction

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Case study: decoding the category



workshop Experience

design

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The category does a better job of selling phone brands than mobile services

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A lot of communication about plans, possibilities, variety & options

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Themes of openness, exploration & discovery are also common

Exploration & discovery

Something for everyone

The category is dominated by codes of feeling unique, curious, equal and ordinary

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Case study : consumer stories



workshop Experience

design

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Divider slide Uncovering consumer stories & conflicts

Homework

Storytelling

Seeing the big picture

Hierarchy & oppositions

Sensory blending

Summary

Business travelers are not rebels

Fascinated with new things and enthusiasm to learn

Out of my comfort zone

Innovation in my work

Treating people fairly and with respect

Exploration and travel

Staying connected and

understated style

Authenticity and discovery

Being in the know for work

Keeping in touch with family and loved ones

whilst working

Fear of becoming out of date and obsolete

Stay smart and efficient in work Want to live ,my

life to the full and make most of opportunities

Connects me to inspirations and

new ideas

Answers and contacts

wherever, whenever

Keep connected to who I want to

Customers want to feel connected, secure, knowledgeable & creative

Reliability & care enable knowledge & creativity

Artist • Create opportunities

Guru • Stay ‘in the know’

Everyman • Stay connected

Caregiver • Secure network

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Case study : quantitative segmentation



workshop Experience

design

What do users want to feel when they use mobile services?

0

20

40

60

80

100 WARRIOR

ARTIST

EXPLORER

REBEL

JOKER

SEDUCER

EVERYMAN

CAREGIVER

IDEALIST

RULER

GURU

CATALYST

HK general Target segments

Geeks

Entrepreneurs

Business travelers

Business travelers want to create something new Entrepreneurs want to feel unique & impactful Geeks want to feel different & playful All segments want connection, security, knowledge & change

Solution: A blend of knowledge and change agent

The best opportunity for the client was to mix mastery & transformation with expertise & understanding

Final recommendation : ‘knowledge empowers’

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Divider slide Finding the Right Emotions

•  Know your brand’s history

•  Understand the category codes •  Focus on emotional goals

Thank You www.tapestryworks.asia