So much of our time throughout the day is spent looking at advertising. Even our safe havens for entertainment are full of ads: quarter of every hour of television is dedicated to commercials, and 51% of advertising exists online. You open a magazine and it’s selling you a product; you listen to a podcast and it offers you a service; your device alerts you about the next model that’s about to make yours obsolete.
With the sheer volume of stuff being sold on a daily basis, companies need to get creative when attempting to stand out from the crowd.
Some companies have turned towards psychology and how to subtly manipulate people’s behaviors. There are principles that tend to dictate the way we behave as a society that can be used to identify human behaviors. For example, celebrity endorsements feed into our trust in authority and expert opinions. In the same vein, social proofing plays into people wanting to do what others are doing and buy what’s currently popular. Limited edition products create a sense of intrigue that makes a product seem more valuable.
Look, I know “Lady Gaga Oreos” sound ridiculous, but they’re limited edition! ….and pink! (I bought three packages) via variety.com
A brand can even make a emotional connection. Sometimes, nothing is even being outright sold in a campaign. Since 2004, Dove has been running their Real Beauty campaign which highlights their audience’s natural beauty while denouncing unhealthy beauty standards. They are not selling a specific product but rather the idea that the brand cares for the health and self image of its customers.
Google has also pivoted towards more emotional marketing over the last couple years. While their ads showcase the services they provide, the main focus of all the commercials is human connection. Whether it be uplifting ways to start new things, remembering times with loved ones, or finding ways to connect with each other, all of Google’s ads aim to elicit an emotional reaction from viewers. This connection humanizes the brand and demonstrates their ability to meet users’ needs.
Emotional advertising goes beyond a product, a service, a device. It sells the audience on an experience. It sells the audience on the idea that the brand understands their needs and can provide a meaningful way to fill them. Even afterwards, a product can leave a lasting effect on a consumer.
Take a second. Think of a product that has impacted your day to day, something that you trust and will continue to use. How did it make you feel? How did it meet your needs? A good way to examine how a product impacts you is using an FEEL/NEED statement:
_______ makes me FEEL _______ because my NEED for _______ was or was not being met.
Here are a few examples of a product, a service, and a device that have left an impact on me:
Product: Hydroflask
An environmentally friendly way for me to stay hydrated (Photo by Scott Osborn on Unsplash)
Using my hydroflask makes me FEEL PRODUCTIVE and ASSURED because my NEED for HYDRATION, CHOICE, and CONSCIOUSNESS are being met.
Before I purchased my hydroflask, I tended to get so focused on my work that I forgot to eat and drink. Having my hydroflask on my desk is a small reminder to drink water, with the added benefit of being reusable. I also try to be as environmentally conscious as I can, and save money when I can, so the ability to hydrate without having to use plastic water bottles gives me the choice to get rid of some unwanted guilt.
Service: SHUDDER Streaming
Shudder is kind of like Netflix if everything on Netflix was designed to give you nightmares.
Using the streaming service Shudder makes me FEEL APPRECIATIVE and INSPIRED because my NEED for INCLUSION, COMMUNICATION, and CREATIVITY are being met.
It feels like every channel has a streaming service and there are so many options, but as a horror fan my favorite category always comes up short. Shudder is a horror exclusive streaming service that listens to what fans want and tailors their content exclusively for them. The company collaborates with iconic horror directors and budding new names to deliver exclusive content on their platform. It’s always top quality and tailored to the niche audience they have.
Device: Pixel 3
I also was drawn to the Pixel because it comes in the color “Not Pink” (Photo by Daniel Romero on Unsplash)
Using my Pixel 3 makes me FEEL FULFILLED and TRUSTING because my NEED for CHOICE and STABILITY are being met.
I used to have an iPhone; I’d had one for years. But using one always made me FEEL FRUSTRATED and ALIENATED because my needs were not being met. I’m a creature of habit: if I like something I’m going to keep it until the wheels fall off. I have sweatshirts from high school that I still wear because I like the way they fit. I need something reliable, and I didn’t feel like my needs were being met with an iPhone when it felt like the device needed to be upgraded every 1-2 years. My Pixel feels reliable, durable and like I have a choice when it comes to eventually upgrading.
Emotions are a huge part of the buying process and brand loyalty. With so many advertising options available and an already overcrowded market, it’s important for companies to tap into consumer’s emotional wants and needs.
After all, isn’t the saying, ‘The customer is always right’?
Cover Photo by Annie Spratt on Unsplash
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