Case Study Club:
Emotions in Marketing!
In a world where consumers are bombarded with thousands of advertising messages every day, how do you stand out and reach your audience? The answer lies in the emotional component of marketing, and this was the topic of the latest Case Study Club session from the Academy of Marketing, an official provider of The Chartered Institute of Marketing.
On September 21, 2024, marketing professionals gathered to examine the role of emotions in advertising campaigns. Participants not only analyzed existing cases, but also received practical insights for use in their own strategies.
The key discoveries of the session were:
-
The power of basic emotions: Of the six basic emotions (fear, joy, surprise, anger, disgust, sadness), fear has proven to be the most powerful tool. However, its use requires special care to avoid negative social reactions.
-
Emotional triggers: guilt and fear of social rejection are powerful levers of influence on the consumer. Participants discussed how to ethically use these emotions in marketing.
-
Gender balance: Today's consumers are hungry to see more fathers in baby product ads , which opens up new opportunities for brands.
-
The formula for a successful recommendation: people most often recommend products and services in three emotional states - happiness, the desire to help a friend, and an expression of sympathy.
-
The numbers that speak for themselves: according to the Global Report 2024 State Of The Heart:
- emotionally charged content attracts attention 31% more effectively.
- the combination of emotional and rational approaches increases efficiency by 26%.
- content that appeals to rationality is only 16% effective.
- words make up only 8% of information perception, while intonation makes up 37%, and non-verbal signals make up as much as 55%!
At the end of the session, Case Study Club participants received valuable materials from the tutor and took away with them a rethinking of such unique emotional marketing tools as:
-
The manipulator's balalaika: three strings of influence - fear , pity and passion.
-
Five laws of emotional marketing: surprise, play, give, care (care together), help proactively.
-
The concept of intelligent emotions: a new approach to creating a long-term connection with the consumer.
Why join the next Case Study Club session?
Together with professional colleagues, under the careful guidance of a specialist from a marketing or related industry , we analyze real cases, exchange experiences, learn to see marketing from different angles and notice potential opportunities or fuck-ups that are best avoided!
You'll likely have access to recent research and statistics (our tutors often share such materials).
Plus, it's a great opportunity to step outside the box and get inspired with new ideas for your campaigns!
Stay tuned for more updates to stay connected with our community of innovative marketers!
Or join the Case Study Club today!
Sign up for the short list at @KaterynaCIMMIA to be the first to receive information about the upcoming meeting of club members!
Waiting for you!