To grow your sales by making more people buy your products you need to deal with the customer emotions.

By touching upon them closely you can make them take purchase decisions – we call empathizing.

MarketingSherpa contributor Linda Johnson has shared a useful article on venturing into emotional marketing.

On what drives the customer decisions, Johnson says, “The IPA is one of the world’s pre-eminent trade bodies for marketing communications agencies. Marie Oldham, Chief Strategy Officer, Havas Media, stated that the evidence suggests deeper, meaningful need states are driving consumer decisions.

The strongest ones [campaigns] were the ones [that] fully understood how the world has changed since 2008 and the whole credit crunch, how it destroyed some of the things that we thought were the dominant things in life, having a bigger car, getting a bigger job, getting on in life … [instead, customers said] ‘time spent with families and friends or reconnecting with our passions in our communities is really important.’ 

The winning entry for 2012 and also for 2016 IPA effectiveness awards was a TV ad from John Lewis. This chain of high-end department stores has repeatedly created extremely successful advertising campaigns”.

Emotional Marketing: How to be a killer marketer and have a clean conscience

MarketingSherpa

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