How to do emotional marketing well

80% of consumption decisions are determined by emotions.

First, the classification of emotions?

1. Positive emotions:

Most TV advertisements are devoted to creating a "positive psychology" for the audience. By putting the product together with some positive and pleasant pictures, consumers are urged to transfer the positive emotions obtained from these pictures to the advertising products. The background of laundry products is always sunny; Families with seasoning products are always happy.

2. Negative emotions:

Why is it that everyone knows that weight loss products are IQ taxes, but most of them are willing to "pay taxes"? Because "obesity" has evolved from the ancient "rich" to the representative of "ugly, clumsy and unhealthy". People are afraid of getting fat endlessly, disgusted with the inconvenience caused by obesity, and angry that others make fun of their bodies ... Through the stimulation of these negative emotions, users have a desire to change.

Second, the attention of emotional marketing

1. Find the emotional power points related to users, and the marketing entry point should conform to the general mood of people at present. For example, at the moment when the culture of "lying flat and rotting" is prevalent, if the brand still adheres to the past "chicken blood strategy", it will be difficult to obtain the emotional appeal of users.

2. Products and emotions should be closely combined, and try to find emotions that are relatively compatible with their own products. For example, Disney is bound to have a "happy" mood. It is necessary to find out the emotional purchase factors of the target users beyond the quality and price of the products themselves.

3. Become the endorsement of some emotion. The category of diamonds can be described as an endorsement of "happiness" in the scene of male-female communication. What makes the proposal successful is only a sense of ceremony and a diamond ring. Among them, the DR brand "can only buy one in a lifetime" further magnifies this sentiment. What consumers buy is not rings or jewels, but this "declaration".

4. Create contradictions and opposites. Emotions are opposites. Without opposition, there is no contrast. Without comparison, there is no difference. No difference, no position. Without location, there is no user's approval. By setting contradictions, we can clearly convey brand values and gain users' recognition. For example, should underwear be "shaped" or "uncomfortable"?

Third, the common methods of emotional marketing

1. Emotional marketing of borrowing scenery. By creating a touching scene full of human feelings, the product is substituted into it, and the function of the product is interpreted in the way of "borrowing scenery to create feelings".

2. Grafting emotional marketing. Brand has insight into some emotional needs of consumers, and associates the brand with this demand, thus indirectly promoting sales.

3. Actively express consumers' emotions. Brands use copywriting or products to express the emotions that target consumers are inconvenient to express publicly, thus gaining the buzz of consumers and triggering phenomenal communication.

4. Use specific elements to amplify consumer sentiment. Such as local, cute, humorous and other special elements, trigger and amplify some emotions of consumers to the brand.

Fourth, the taboo of emotional marketing.

1. Self-satisfaction:

The essence of emotional marketing is to obtain "* * *". When the content is contrary to the people's knowledge, it is not necessarily "* * *", but "gang up and attack".

2. Stroke:

Brands that have nothing to do with "gender" (such as drinks) can easily arouse consumers' disgust, and some implied marketing behaviors may even face the punishment of "violating public order and good customs".

3. superficial kung fu:

Successful emotional marketing comes from high-quality and continuous content investment. Whether it is product packaging, marketing materials, brand culture and scene shaping, it must be integrated into this emotional atmosphere. If you just follow the trend and do some superficial work, it is difficult to achieve the ideal marketing effect.