LOGICALLY COMMUNICATING EMOTION
Market research says stop being so logical in your communication approach, harness your emotions and let them lead the way.
Fifteen years of research by an Australian market research company has brought news that may even bring a tear to the eye of the most logical Marketing Director.
Only a one-third of advertisements tested in over 43 countries on 230,000 consumers evoked an emotional response.
Square One suggests you start using your logic to understand how to embrace your emotions, because research also found that the main contributing factor in a purchasing decision was how a consumer felt after being exposed to marketing material.
Question is, how do you initiate positive brand awareness through you media efforts?
The answer is literally ‘simple’ because research indicates marketing and public relations material should be simple and use music and humour to appeal directly to the emotional needs of the target audience.
A great example of this is the Victorian WorkCover advertisement campaign, which follows one boy’s journey home from school and his mother’s attempts to contact his father when he is late home from work. With few words spoken and the use of heart-wrenching music (by Dido), her failed attempts to contact him show her obvious concern and emotionally appeal to every parent (and child old enough to understand). The effect? Viewers are compelled to watch the full ad to see what happens and are left with an emotional connection because they have likely experienced a similar situation. The connection is great from a market’s perspective because the end of the ad is positive and leaves a lasting thought.
Whether you are working on a new advertising campaign, a PR campaign or even a simple brochure- the concept is the same. Think of the emotions you or your consumer experience when using your product or service and marry this to your business objectives to create a campaign that leaves a lasting impression and has your target market remembering your brand or product for all the right reasons.
