Emotions to Tell Your Brand Story Part 2 of 2

Emotions To Tell Your Brand Story

Sharing & creating emotional connections

1

Emotions & Viral Content-

Emotions increase arousal, i.e. anxiety and fun, are more effective than low-arousal emotions, i.e. sadness and

serenity

When content elicits an emotional response, the

chances of sharing goes way up

When something pulls on our heartstrings, angers us, or provokes controversy, we

share

Emotion is a huge player in what content

goes viral

2

Compiled by author from source: sproutvideo.com Image Source: Google Images

Top 10 Emotions-

Amusement

Interest

Surprise

Happiness

Delight

Pleasure

Joy

Hope

Affection

Excitement

The left pre-frontal cortex of the brain is

where happiness traits like optimism and

resilience live

3

Compiled by author from source: huffingtonpostcom Image Source: Google Images

Happiness-

Happiness is the most popular

sentiment in video

Surprisingly, hilarity and comedy are the least common sentiments

ComedyHilarity

4

Compiled by author from source: marketingprofs.com Image Source: Google Images

Strong Emotions-

Videos portraying strong emotions have double the chance of being shared than those with

weak emotion 70% of viewers who

experienced an intense

emotional response to an ad

were later “very likely” to buy

the product

5

Compiled by author from source: marketingprofs.com Image Source: Google Images

Human Emotions-

From what we eat, to what we buy -- are influenced by how we feel on any given day

It’s an assumption that "happiness" is an emotion that all marketers should appeal to

Remember -- negative feelings are just as strong as positive feelings when it comes to provoking a reaction

6

Neuro-imagery shows that customers use their emotional brain rather

than their logical brain to evaluate brands

Compiled by author from source: entrepreneur.com Image Source: Google Images

Inspiring Sadness-

Studies have found that we are far more likely to empathize with sadness than any other

emotion

That empathy can then be used to make us more generous and

trusting

Used successfully when brands want customers to emotionally connect and develop a sense of

trust and dependence

Sadness creates a unique type of advertisement

Show why your product or service alleviates that

sadness

7


Emotions As MotivatorsDetermining why we buy

8

Fear And Surprise-

You push yourself to get out of bed and go to work

because you're afraid of not having enough money to

pay the bills

You make sure that you drive under the speed limit

because you're afraid of hurting others, or getting a

ticket

Scaring someone into action is highly effective

Fear is a strong motivator

9


Emotion Is Not Feeling-

Emotions are physical and can be discovered either

through conscious emotional experiences or subconscious

associations

Desires

Beliefs

Actions

Emotions play out in the theatre of the body,

while feelings play out in the theatre of the

mind

10

feelings are mental reactions to and

subjective representations of

our emotions

Compiled by author from source: crazyegg.com

Identifying Emotional Motivators-

Identifying emotional motivators is complicated,

because customers themselves may not even be

aware of them

Motivators are usually different from what

customers say are the reasons they make

brand choices, along with how they label

their emotional responses to particular

brands

11

Compiled by author from source: hbr.org Image Source: Google Images

Maslow’s Hierarchy Of Needs-

Self-actualization

Esteem

Love/Belonging

Safety

Physiological

Can you identify which emotional needs higher up the pyramid

motivate your customers?

Does your brand motivate your customer to achieve higher

esteem or feel a deeper sense of fulfillment?

12

Compiled by author from source: crazyegg.com

10 Prominent Motivators-

Stand out from the crowd

Have confidence in the future

Enjoy a sense of well-being

Feel a sense of freedom

Feel a sense of thrill

Feel a sense of belonging

Protect the environment

Be the person I want to be

Feel secure

Succeed in life

According to Harvard Business School, these are the motivators that

drive customer behavior

I am inspired by a desire to:

13

Compiled by author from source: marketingprofs.com

Motivators Vary Across Customer

Segments-

Desires to “protect the environment” and “be the person I want to be” are key motivators in the banking category for millennials

Traditional industry motivators such as desires to “feel secure” and to “succeed in life” are more typical of older groups

Banks craft messages and features to connect to certain

sentiments

MillennialsBaby

Boomers

14


Growth By Emotional

Connection-

Brands should start making emotional motivators an important metric of customer success

Every product motivates customers in different ways

Collect data to find out what motivates your customers

Turn insights into action by providing a consistent experience in order to turn satisfied customers into fully connected customers

Emotional motivators are the driving force behind

customer behaviors such as repeat purchase and brand

advocacy

15

Purchasing Decisions-

Joy

Sadness

Surprise Fear

Anger DisgustEmotional decisions use

social constructs and interaction that include:

16

Compiled by author from source: entrepreneur.com

Emotions As Purchasing Motivators-

“Helps me be creative” inspires consumers to go to a home furnishing store

The wish to “feel revived and refreshed” drives loyalty to the fast food restaurant

The desire to “feel secure” is a critical motivator when attracting and retaining bank customers

Home furnishings store

Fast-food restaurants

Banking

17

Compiled by author from source: hbr.org

Maximizing Results-

Companies must align their emotional-connection strategies

with their specific customer-engagement objectives

Acquisition

Retention

Cross-selling

18


CONTACT US FOR THE FULL PRESENTATION:

Mediacontact USA Inc.13575 58TH Street North #160

Clearwater, Fl. 33760

T: 727 538 4112

E: [email protected]

www.mediacontactusa.com

mailto:[email protected]

http://www.mediacontactusa.com/

Sources Cited

• Chan, Nathan. "Can You 'Feel' It? How to Use Emotional Decision-Making in Marketing." Entrepreneur. N.p., 3 Feb. 2017. Web. 30 Mar. 2017. <https://www.entrepreneur.com/article/288512>.

• Forer, Laura. "Brand Stories, Video & Emotions: How to Connect With Viewers | Infographic." MarketingProfs. N.p., 7 Mar. 2017. Web. 9 Mar. 2017. <https://www.marketingprofs.com/chirp/2017/31455/your-brain-on-video-use-emotions-to-tell-your-brand-story-infographic?adref=nlt030717>.

• Perchon, Courtney. "The Science Behind the Role of Emotions in Video Sharing." SproutVideo. N.p., 23 Mar. 2016. Web. 10 May 2017. <http://sproutvideo.com/blog/the-science-behind-the-role-of-emotions-in-video-sharing.html>.

• Seiter, Courtney. "The Science of Emotion in Marketing: How Our Brains Decide What to Share and Whom to Trust | HuffPost." The Huffington Post. N.p., 18 Aug. 2014. Web. 4 May 2017. <http://www.huffingtonpost.com/courtney-seiter/the-science-of-emotion-in_b_5489567.html>.

• Wang, Lucia. "How Emotional Motivators Can Drive Authentic Brand Growth." The Daily Egg. N.p., 26 Jan. 2017. Web. 12 May 2017. <https://www.crazyegg.com/blog/emotional-motivator-drive-growth/>.

• Zorfas, Alan, and Daniel Leemon. "An Emotional Connection Matters More Than Customer Satisfaction." Harvard Business Review. N.p., 29 Aug. 2016. Web. 29 Mar. 2017. <https://hbr.org/2016/08/an-emotional-connection-matters-more-than-customer-satisfaction>.

Emotions to Tell Your Brand Story Part 2 of 2

Marketing

Transcript of Emotions to Tell Your Brand Story Part 2 of 2